Crafting the Circle Story
Introducing the "Meet Circle" Brand Campaign
The global financial technology landscape remains volatile, and many companies have fallen by the wayside — leaving people weary and disenchanted. What makes Circle different from other global financial technology companies is that it is built with a focus on utility and purpose, with trust and transparency at the forefront of the business. Circle is built to be a bridge between the old and new financial system by transforming the way money moves, with an aim to increase economic opportunity and prosperity for all.
Above: Preview of the “Meet Circle” :30 anthem film.
Our goal with Circle’s first brand campaign was not only to bring Circle’s mission and utility to life, but also to shine a light on the people behind the technology. We did this in an effort to clearly articulate our value in addition to the feeling of what it means to work with Circle and build on USDC.
Above: Still from “Meet Circle” :30 anthem film.
In order to show people how Circle is different in solving real-world problems, we needed to start with a narrative that explains what Circle is and why it matters. In this campaign phase, we clearly positioned Circle as the bridge between the traditional, legacy financial system and one that moves at the speed of the internet in a campaign we call, "Meet Circle."
Above: Digital out of home execution from the “Meet Circle“ campaign .
This campaign went live in early 2023 with multiple touchpoints that included an always-on drumbeat of digital assets, key spectaculars, print ads and an anthem film. Explicitly, our goal has been to speak to our business audience who are having conversations about global financial technology. In this effort, we strive to demonstrate how Circle is truly bringing money and the internet together to solve real-world problems with our mission, values, key differentiators, and product solutions.
Above: Mobile ad execution from the “Meet Circle” brand campaign .
Where many blockchain companies today have a reputation for being volatile, opaque, and siloed, Circle strives to be the opposite. This is our competitive advantage. By starting with a dollar digital currency (USDC) that is fully reserved and fully-backed, Circle fills the void left by speculative and unreliable crypto offerings by being trusted, transparent, responsible and regulated. This is truly what sets Circle apart and redefines what a trusted financial technology company and digital dollar issuer can be. To tell the initial “Meet Circle” chapter of the company’s story we channeled the voices of Circle employees who speak openly and honestly to camera about the stability, transparency, and regulation that Circle embodies as its first principles.
Above: Spectacular from Money 20/20 Las Vegas 2022.
Our campaign, although aimed at the finance-driven business audience, was so successful because it spoke to people at any level of crypto knowledge, about how and why Circle is different in simple executions. That meant that people walked away realizing that there's a stablecoin backed by traditional currency that's trusted, transparent, responsible and regulated.
Above: Print ad execution from the campaign ”Crypto meet Stable”.
Credits
Creative Agency: Performance Arts, Circle Creative Lab
Director: Peter Jordan
CMO: Sherice Torres
VP Creative: Cameron Ewing
VP Brand Marketing: JaMese McGowan
CCO: Ian Mackenzie
Group Account Director: Scott Lynch
Creative Director: Kristine MacAulay
Sr. Creative: David Tetrault
Art Director: Ale Caire
Copywriter: Lindsay Lamb
Executive Producer: Kristin McCarron
Post Production: Preymaker
Project Manager: Megan Daley
Media Agency: MRM