“Same Reach, Fresh New Look” — A letter by Brandon Rodriguez
To the Reach Fam and Frens:
I love branding. Brandon loves Branding and I don’t care who knows it!
The difference between a good brand and a “bad brand” can be intangible, immeasurable, and difficult to distill into a sentence or two. No one ever launched a brand and thought it was bad. It takes vulnerability to create something and share that creation with the world. The possibility of rejection looms, but the promise of embrace is greater.
That said, it is my favorite part of marketing. The excitement of seeing words, colors, logos, typography, and shapes come together to visually represent the goals and missions of a company are peak professional thrill. I enjoy the burst of adrenaline that comes from each review, holding my breath to see how people react, fingers crossed that our creation is well received!
Today, with breath held and fingers crossed 🤞we are unveiling a refresh of the Reach brand!
UNBLOCKING BLOCKCHAIN
We are on a mission to unblock this bottleneck of builders. Blockchain has money, blockchain has no shortage of ideas, what we need are more BUILDERS.
Blockchain shouldn’t be just for geniuses, it should be boring. It should be so easy to build on, that it changes the way we do everything, not an obstacle, but an advantage. The languages and tools available to developers to this point just aren’t enough to get us there.
Reach is better than good enough. It’s the smartest. It’s the fastest. It’s the safest… way to build in blockchain and gosh-darn-it developers love Reach.
We are going to be bolder and bigger about letting the world know:
Reach is the smartest, fastest, and safest way to build in the blockchain.
What is changing?
The Logo: We are going mono-chromatic and introducing our own font. We are partial, but we love the Reach R. Also, you will be seeing more of this side-by-side logo and less of the stacked version. I couldn’t choose my favorite color, so I included all three.
The Colors:
Speaking of colors, look at that purple! We are streamlining and evolving at the same time. We love the colors and what we can do with them.
Abstraction:
Reach language is a higher-level abstraction of low-level blockchain languages- that’s the product. In that spirit, we will be sticking to the important details– what matters most to make an image come together– not getting lost in the details when the whole picture is right in front of us:
And breath…
We hope you enjoyed a little look behind the brand curtain and that you will embrace our new look. Changes are good, changes mean progress. We will evolve and tweak and change as you give us your feedback, ultimately we are building for you the builders.
Shout Outs: The People That Made This REAL
I am personally so excited and honored to have had the opportunity to oversee this work and partner with such amazing people. We are very happy with how it came together and we hope you all like it as much as we do!
Reach is growing so fast and we needed a look and feel and messaging platform that could grow with us to the next 1 million developers. Michael Pirovano did wonders as our first one-man marketing creative person here at Reach and laid the foundation for the story we are telling.
For our next chapter, I would like to personally shout out to the Reach team behind this work– Estuardo (Tato) Polanco, Lucas Ayala, and Nina Klymenko for guiding this work and giving it life. We could not have done any of it without our agency partner- GOAL “The Chrises” (Crosby and Mann) who impressed us each week with their ability to learn about this ambitious blockchain journey we are on and take our essence, our ambitions and get them out on paper.
Lastly and most importantly– our founders Dr. Jay and Chris who have inspired so many to dream and BUIDL bigger. Our brand work is just an effort to tell the world about the important work that is being done and pay homage to the extraordinary vision and talent of the team at Reach!
Con cariño,
Brandon Rodriguez
Head of Growth @ Reach
And remember…
