DuBois Gold
Enduring Value
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Gold has often been regarded as a safe haven in times of political, social and economic uncertainty, and nothing brought this to the fore as forcefully as the global COVID-19 pandemic in 2020.
CHALLENGE: All that Glitters is not Gold
By offering a simple and direct way of holding physical gold kilobars, held in secure Swiss vaults, Du Bois Gold enables greater security, privacy and portability for investing in physical gold. A new brand was required to differentiate this offer from other digital gold investment platforms in a fast-growing category that targeted high net-worth individuals across Asia.
SOLUTION: Private, Portable, Secure
Activiste co-developed the positioning strategy and narrative, together with the user interface for the blockchain-enabled platform and communications collateral. Unlike other complex and vague gold-backed assets available in the market, we helped position Dubois Gold as a brand that offers a clear and simple solution to physically owning and managing gold.
IMPACT: Creating Impact and Changing Mindset
Dubois Gold was launched in September 2020 with its website and companion app for authenticating transactions, with a second enhanced version to be launched in 2022.
The Dubois Gold brand identity drew inspiration from a the shape of a physical gold bar, combined with the chinese character 林 (lin) which is the Chinese character for forest - representing natural abundance and value. We also developed their customer journey and user experience for their blockchain platform to create an onboarding experience that was in line with our practical and simple narrative.
