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Yearn’s X page has suffered in it’s quality, direction, and message
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Problem: The yearn Twitter is lacking in overarching creative vision or theming for the daily content that we put out. The longer form videos are pretty good and you can tell they put effort into them, but the daily stuff does not meet the same standard. They are trying to promote vaults and products but there doesn’t seem to be a strategy for which ones and how to present them.
What we should do: ✅ Add Yearn branding to trending memes, but only big ones. ✅ Develop Interesting tweets that tell a story. We have a comic we can use! If we want content then we should push out frames of the comic with the current being Quote tweeted over the last frame. Use twitter to tell the story. ✅ Informational tweet threads on products and initiatives. Images in these don’t need to be so produced, but it would help to have a consistent “Yearn Aesthetic” ✅ some sort of standardized and interesting way to show yields on vaults. ✅ All tweets should reinforce Yearn’s story (But what is it??).
What we shouldn’t do: ❌ random tweets that don’t mean anything or have our aesthetic. ❌ raw screenshots of the vault interface ❌ low effort shouldn’t mean low quality.
Questions: ❓ Should we be promoting strategy vaults over allocator vaults? ❓ Why is so much of the recent marketing video game based? ❓ Who is Yearn’s target market for these tweets? ❓ What is Yearn’s desired Aesthetic and tone?
The job of a brand is to unify all the elements of a company, product, or organization to feel cohesive and be quickly recognizable as “of that brand”. Marketing campaigns can be varied and feel distinct but the best campaigns either extend a product’s brand and feel, or intentionally alter it.
Yearn has had multiple aesthetics over the years, but they have all be borne of a rebellious online counterculture aesthetic. Part street art, part anime, part computer system. The latest attempt at cohesive brand standards seems to be here: https://presskit.yearn.fi/ but we have strayed from that tight aesthetic into something more sloppy. Lets look back at a sampling of some of the good shit.
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Below are some personal opinions and ideas on brand ideas
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Brand is always downstream of Mission and Values: