Kraken is one of the world’s first and most trusted crypto exchanges. Founded by crypto OGs and built for unshakable security, it’s now trusted by more than 15 million people. It’s a community with its own spirit, language, and a slightly unhinged love of Shiba Inus.

From cold exchange to cult brand

When I joined Kraken, it was already the world’s third-largest crypto exchange. But you wouldn’t have guessed it from the way it spoke. While its community was a vibrant mix of memes and market mania, the brand’s voice sounded like it had been written by the Chief Compliance Officer. I was hired as Kraken’s first-ever brand writer. The goal: make Kraken sound as bold as the people who use it.

Over the next year, I worked alongside the Brand team to give the company a new voice: sharper, warmer, unmistakably Kraken. It's all about clarity without killing the mystery, and personality without losing trust. In a space filled with noise, my goal was to make Kraken sound like a signal.

After completing the brand guidelines, I put them to work — applying the new voice across everything I touched at Kraken. Landing pages, campaigns, video scripts, podcast reads, and (way) more.

Getting Krakenites on board

A brand voice only works if people can use it. So I created tools, templates, and training sessions (along with a custom Kraken GPT) to help bring the voice to life across the marketing and growth teams.  

A campaign built to make crypto click

Crypto can be intimidating. It's full of jargon, complexity, and concepts that feel abstract to most people. So we created a video campaign that brought Kraken’s features back down to earth. I wrote scripts that connected key benefits to simple, memorable analogies. Each video closed the gap between product and person (without dumbing anything down).

That’s a taste

There’s plenty more where that came from. If you’d like to dig deeper into more Kraken work, just let me know.