Flow

INTRODUCING FLOW

The only blockchain built from the ground up for consumer applications, Flow was architected by Dieter Shirley, co-founder of CryptoKitties (the app that introduced mainstream audiences to NFTs) and Dapper Labs (the creators of crypto’s first killer app, NBA Top Shot).

OUR GOAL

Update Flow’s messaging and content strategy to:

• Align internal and external messaging that 
• Positions Flow as the home of consumer crypto (“web3”) and
• Drives developers to build on Flow

IN SUMMARY

• Bryce and the Flow team successfully launched multiple major products and product updates
• Bryce delivered a successful content and messaging strategy for Flow from Q3 and Q4 2024, putting the network in an ideal position as the next wave of consumer crypto kicks off. 
• Bryce’s work extended beyond content and messaging strategy to include product, partner, and other considerations as necessary.

WHAT WE ACHIEVED

From August to December 2024, Bryce worked with the Flow Foundation. During that time, he helped the network:

• Launch the network’s biggest upgrade since genesis, Crescendo
• Update the world’s best smart contract programming language, Cadence, to 1.0 
• Launch Flow Rewards, a consumer-incentives program that solves sustainable distribution for developers 
• Launch the Flow Rewards Store, where Flow users can exchange points from using the networks apps for digital and real-world items 
• Created the Flow World Tour and the tagline “build the next killer app” on Flow, driving record-breaking dev participation as the most-used L1 blockchain for builders at ETHGlobal events in San Francisco, Singapore, and Bangkok 
• Host a conversation between Flow founder, Dieter Shirley, and Ethereum’s co-founder, Vitalik Buterin 
• Update Flow.com’s visual identity and information architecture 
• Launch numerous partner apps and infrastructure
• Manage multiple projects, team members, and agencies 

HOW IT STARTED

When I saw that a certain startup spent $1-million on a domain name, I reached out to one of the other CryptoKitties’ co-founders and suggested they share the story of negotiating the CryptoKitties.com domain from $1-million to the cost of a reliable car. 

On Thursday August 1st, that co-founder, now one of the Flow Foundation’s board members, emailed me regarding some upcoming launches on the network. On Friday, I shared my suggested approach. By Monday, a contract was signed and I started work with the team. 

This start required no meetings and exactly:

• 8 emails 
• 1 contract (delivered and signed within 24 hours)
• 1 one-page plan 

BRYCE'S ROLE

From August to December 2024, Bryce was responsible for content and messaging, with those responsibilities expanding to include:

• Content and content strategy 
• Brand messaging and strategy
• PR strategy 
• Creative brand strategy 
• Agency consultation and management 
• Project and team management 
• Product messaging and marketing 
• Developer content and marketing 
• Partner content and marketing  
• Operational alignment

Messaging Strategy

• Developed and maintained the Flow Messaging Matrix, with messaging assets for every launch (Cadence, Flow Rewards, Flow World Tour, etc.) and a one-page messaging “cheat sheet” for internal and partner use.
• Initiated a messaging framework review and update process.
• Drafted initial content for the Flow Manifesto to align the team’s vision, core beliefs, and strategy.
• Contributed to copy and structure updates for Flow.com, including the homepage and permissionless protocol messaging.

Content Strategy 

• Supported the creation and publishing of multiple blogs and articles, including highlights from ETHGlobal events and key ecosystem milestones.
• Created and reviewed content for the Asia Hackathon promotional materials and other key ecosystem events.
• Shared plans and tools for documenting content processes for better team alignment.

Partner and Product Marketing

• Developed guidelines and materials to improve partner messaging alignment.
• Created a partner marketing playbook for use in launches and promotions.
• Collaborated with the Growth, Business Development, and Engineering teams to track and synthesize partner proving points for monthly and quarterly updates.

Website and Branding

• Led the review and planning for Flow.com updates, including sitemap audits, analytics setup, and page hierarchy improvements.
• Coordinated feedback loops with internal stakeholders and external agencies (e.g., FUNDAY) for branding and design updates.
• Drafted a framework for a first-time user content initiative to simplify onboarding.

Event Support

• Created messaging plans and content for key events, such as the Flow World Tour, Crescendo launch, and the Flow Rewards Store announcement.
• Drafted and coordinated promotional content for events, including fireside chat videos, follow-up blogs, and partner content.

Agency and Vendor Management

• Acted as the primary contact for PR and creative agencies, managing feedback reviews and contract negotiations.
• Coordinated with agencies for media training, content feedback, and eventual contract wind-down.
• Provided oversight and recommendations on agency-led initiatives, including messaging frameworks and promotional campaigns.

Operational Alignment

• Supported a CMO hire and drafted a detailed handoff plan for continuity post-contract.
• Aligned with internal teams and leadership on messaging priorities, roadmap updates, and strategic content needs.
• Synthesized and shared key proving points and metrics for internal reporting and external communication.

ACCOMPLISHMENTS

From August to December, Bryce and the Flow Foundation:

• Refined Flow's core messaging and brand positioning
• Grew the developer ecosystem
• Improved technical documentation
• Enhanced user education and onboarding
• Expanded partner marketing initiatives
• Supported major protocol upgrades (Crescendo, Cadence 1.0) and launches (Flow World Tour, Flow Rewards, Flow Store, multiple partners and infrastructure, etc.)

AUGUST 2024

• Developed initial messaging matrices for Flow, Crescendo upgrade, and Flow Community Rewards
• Established content strategy and editorial calendar for Flow's technical content
• Aligned partner marketing strategy and GTM timeline
• Created templates for launch blog posts and partner marketing materials
• Edited and published "Secure Enclave" documentation
• Updated "About Flow" copy for job descriptions
• Initiated Flow website update planning with homepage redesign

Notable Events:

• Successful testnet deployment of Crescendo upgrade (Aug 14)
• Launched messaging alignment meetings with key stakeholders (Roham, Dieter, Sean)

SEPTEMBER 2024

• Successfully launched Crescendo upgrade to mainnet (Sept 4)
• Created the Flow World Tour to evangelize Flow at developer events
• Launched Flow Community Rewards program
• Created partner GTM templates and activation strategy
• Updated Flow.com website architecture and navigation
• Developed educational content framework for new users
• Established crisis communications protocol for network updates

Notable Events:

• Network upgrade to Crescendo and Cadence 1.0 (Sept 4)
• Flow is the network of choice for builders at ETHGlobal hackathons (20-25% of devs build on Flow)
• Flow Community Rewards preseason launch
• Partner activations including Alchemy, Quicknode, and Axelar
• EVM transaction activity surged 667% month-over-month following the Crescendo upgrade

OCTOBER 2024

• Published monthly ecosystem updates and metrics
• Expanded Flow World Tour content and marketing materials
• Enhanced technical documentation and developer resources
• Refined messaging around Flow's vision and roadmap
• Created virtual hackathon content for Asia leg of Flow World Tour 
• Updated partner ecosystem documentation and graphics
• Updated Flow.com information hierarchy and menu design

Notable Events:

• Flow reached TVL all-time high
• Significant increase in contract deployments post-Crescendo (Over 3,000 smart contracts deployed in September 2024, compared to 4,800 in total from 2020 to 2024)
• Flow continues to dominate as the L1 of choice for developers building at ETHGlobal hackathons
• Launch of Flow Community Rewards season one 
• Total Value Locked (TVL) increased 13% in October, reaching a network all-time high.
• Post-Crescendo, Flow rose from 50th to 35th in weekly active developer rankings.

NOVEMBER 2024

• Developed technical roadmap and vision for foreseeable future 
• Redeveloped "Path to Permissionless" roadmap content as “Protocol Autonomy” vision
• Created comprehensive new user educational content and assets
• Updated Flow.com homepage design and navigation (to be implemented) 
• Established messaging framework for 2025 strategy
• Enhanced protocol messaging around technical capabilities
• Created Flow World Tour Asia hackathon materials
• Successful CMO hire and handoff

Notable Events:

• Dieter Shirley and Vitalik Buterin fireside chat
• Launch of Flow Rewards Store
• Implementation of new partner marketing process
• Bangkok ETHGlobal event participation
• November trading volume reaches $2.5 billion, a 71% increase month-over-month.

IMPACT OF WORK

Strategic Influence

• Played a pivotal role in aligning messaging across Flow’s leadership, product, and marketing teams, ensuring cohesion and consistency across all channels.
• Set up frameworks and processes, such as the messaging matrix and editorial calendar, that can be sustained by the team post-engagement.

Metrics and Proof Points

• Helped track and articulate Flow’s growth metrics (e.g., developer activity, TVL growth, ecosystem milestones) to support marketing narratives and partner communications.
• Synthesized ecosystem metrics and proving points into digestible formats for leadership and external stakeholders to drive effective storytelling at scale.

Tools and Systems

• Created reusable resources (such as the one-page messaging cheat sheet), which improves efficiency in partner engagement and internal messaging processes.
• Introduced best practices and templates for content creation, from editorial calendars to structured blog workflows, to streamline execution and scale content output.

Long-term Impact

• Established foundational strategies for the Flow rebrand and partner marketing, offering a clear path forward for the team to build upon.
• Recommended an event-driven, content-first approach for developer onboarding, aligning with Flow’s long-term goal of simplifying Web3 adoption.

HOW IT ENDED

Part of Bryce's role with Flow involved helping the network find their next CMO. Bryce decided to end the project after we succeeded in that endeavor and Bryce's work was in an ideal position to handoff to the team (and their new CMO).