CHALLENGE

Thanks to conservative risk discipline, Ledn was one of the few digital asset lenders to survive 2022 crypto collapse. But with trust in digital asset lending now cratered, they needed to evolve their original, altruistic messaging and stake a clear category claim by leaning into their unique history of credibility and transparency.

APPROACH

We shifted their positioning from idealistic access to clarity, control, and trust and introduced a new tagline: Digital assets. Done right. We crafted a focused tone of voice that speaks with conviction and transparency, built new brand guidelines, and launched a headline campaign that signaled leadership in an industry just finding its way again.

RESULT

Since launching the new positioning in early 2025, Ledn has set new records for growth. By the end of the year they were sitting alongside top lenders in the world with over $10 billion in lifetime loans funded with zero client losses, a powerful signal of reliability and strength in the category.