# Base: the demure launch

> To make it more exciting, don't say it's exciting

**Published by:** [Testnet](https://paragraph.com/@testnet/)
**Published on:** 2024-09-19
**URL:** https://paragraph.com/@testnet/base

## Content

This is Testnet, where crypto-native marketing and growth experiments are tested live. Every week I review an aspect of a crypto brand's marketing strategy.Last week, Base announced it was adding Bitcoin to its network. But it did it in an understated, dare I say demure way: simply by making its logo orange: Base @base 5,851 10:59 AM • Sep 11, 2024 The Base logo is so iconic that a simple color change can be eye-catching. I'm really interested in the idea of an understated, parred down launch for crypto brands—removing the flashy graphics and 🚀 emojis. This week: the understated launch.Image source: IRDK pop-up cafe on BehanceBase: the demure launchBase's logo change to orange was an understated way to signal that they were adding Bitcoin to their network. The first line was simple, too: "We're building a Bitcoin economy on Base." Clear, clean, and precise. Base @base We're building a Bitcoin economy on Base That starts today with cbBTC — the easy, secure way to use your Bitcoin in the global onchain economy Base @base 3,301 6:56 AM • Sep 12, 2024 Notable things they left out:"Exciting news!""We're thrilled to announce X" "Huge announcement!""Calling all devs/traders/builders!"Instead, the content itself is what makes it interesting. They've done this before, with some of their highest-performing launches being a simple image and minimal text: Base @base Coming soon… @adidas is based 4,622 9:01 AM • Jun 13, 2024 What I'm taking away from this: there's no reason to say something is exciting when it already is. Let the launch speak for itself. Let's look at more examples: Celestia's mainnet launch from 2023 was just four words and a blog link with a simple video: Celestia @CelestiaOrg Celestia mainnet is live blog.celestia.org/celestia-mainn… 6,826 8:32 AM • Oct 31, 2023 Aave's 2030 launch had only three words and an image: Aave Labs @aave Introducing Aave 2030 1,405 1:15 PM • May 1, 2024 Or, for a launch that occurred yesterday (!), skip the graphic and the link and the video, and just say "now." Aleo @AleoHQ wen mainnet? now. 266 8:35 AM • Sep 18, 2024 How you can replicate this:Say more with fewer words: Cut and cut until you have a shorter tagline and the most important information up front. Avoid generating false hype: There's nothing more overused on crypto twitter than the 🚀 or 🚨 emojis. Skip them! Collaborate closely with your designer: In these launches, design is everything. The words come to life through the design. The copy and design need to be developed together, not separately. What do you think about the understated launch? Does it work? Let me know what you think on twitter. SubscribeMarketing tidbit: some fun adsI've been really enjoying looking at web2 ads to get inspiration for campaigns in the crypto world. Here are some fun ones: Job opening for a graphic designer: funny, eye-catching, and surprising. Image sourceSnowbird ski resort: turn a "bad" review into a good thing. Funny, feels like you're in the knowImage sourcePorsche: a unique way to bragImage sourceGrammarly: shock factor!Image source: the ad professorMcDonald's: showing the full spectrum of the people who love youImage source: the ad professorThis week's vibe: I love finding really good newslettersImage source: IRDK pop-up cafe on BehanceSometimes I find a really good newsletter and I read the entire backlog in a matter of days. The most recent, for me, is Numb at the Lodge. It's packed with undeniably great writing. Editions you should absolutely read: Against lists of books: to laugh and be shockedEternity: to ponder deep timeThe world's oldest hatred: to think about our current political situationAnd how I found this newsletter was from another newsletter called Deez Links that is only about recommendations. Also a great sub! Thanks for being here, ❤ Sam Subscribe

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