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Overview
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Client: SOAR
Role: Strategy, Brand, GTM, Content, KOLs, Project Management
Duration: Pre-lunch → Launch Week (Q3 2025)
Deliverables: Brand, Strategy, Go-To-Market
One line Summary: frequency partnered with SOAR at inception to design and launch a brand, narrative, and go-to-market strategy to credibly enter and stand out in an overcrowded Solana launchpad ecosystem.
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SOAR is a Solana-first launchpad built to address one of crypto’s most persistent issues: the disconnect between token price and real underlying value. Unlike traditional launchpads that optimize for hype and short-term speculation, SOAR introduces a model designed to align token ownership with long-term participation and future upside.
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Launch a brand that felt credible, differentiated, and trustworthy from day one
Clearly communicate a complex value proposition without relying on hype
Signal legitimacy and early product-market fit in a crowded ecosystem
Build momentum through founder credibility and community engagement
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Launching Trust in a Hype-Heavy Market
In crypto, token price is often tragically disconnected from real product value. Tokens are traded on hype, leaving holders with no stake in the underlying vision. SOAR wanted to change this by building a launchpad where tokens represent genuine participation and equity.
Our core challenge was to launch SOAR into an overcrowded Solana launchpad ecosystem and cut through the noise with credibility, not just hype.
Key Problems to Solve:
Market Skepticism: Audiences are fatigued by "pump and dump" cycles.
Narrative Complexity: Explaining long-term token utility is difficult. Brand
Differentiation: How do we stand out in a sea of similar-looking projects?
Founder Visibility: The founder needed a credible, public voice to build trust.
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1M+ impressions on owned content during launch week
20+ KOLs activated plus hundreds of micro-influencers
8K followers acquired in the first week
Strong inbound interest from builders, partners, and ecosystem leaders (secure lead investor and funding)
Establish Narrative, Brand, and Category Positioning
Before any distribution or launch activity, the focus was on defining what SOAR stood for, who it was for, and what it stood against.
What frequency did:
Defined SOAR’s brand architecture, clarifying the relationship between the company, launchpad, and token
Developed a clear narrative separating token price from token value, addressing one of crypto’s most persistent trust gaps
Positioned SOAR within the emerging Internet Capital Markets category rather than meme- or hype-driven launchpads
Clarified SOAR’s core audiences to ensure the narrative and messaging resonated across varying levels of technical familiarity
Built a flexible brand and messaging system that could scale post-launch without losing clarity or credibility
Why it mattered:
Grounding the brand in clear positioning and audience insight made SOAR easier to understand, easier to communicate, and easier to trust, particularly in a skeptical market.
Design and Execute the Launch
With positioning in place, frequency designed a go-to-market strategy optimized for signal over noise.
What frequency did:
Designed SOAR’s launchpad branding, launch visuals, and core creative assets to create immediate recognition at launch
Built a content system centered on education, narrative clarity, and sustained momentum across owned channels
Developed a founder-led communication strategy rooted in building in public to increase transparency and credibility
Introduced a recognizable founder persona, “Capt Beef,” to humanize the brand and strengthen audience trust
Activated 20+ aligned KOLs across Solana and crypto Twitter to concentrate visibility and signal early relevance within the ecosystem
Why it mattered:
Content and go-to-market were treated as one integrated system. Messaging, founder communication, and ecosystem distribution were aligned to support a coordinated launch moment. This approach helped SOAR cut through market noise, establish legitimacy quickly, and generate early traction without relying on hype-driven tactics.
Address Skepticism and Build Trust
Rather than leaning into price or speculation, the strategy prioritized credibility and long-term trust.
What frequency did:
Shifted content toward educational threads and narrative explainers to clarify SOAR’s value proposition
Avoided price-centric messaging during the most sensitive launch window
Used a founder-led voice to transparently explain tradeoffs, intent, and long-term vision
Framed SOAR as a guide for builders and capital rather than a platform optimized for short-term trading
Why it mattered:
In a market shaped by repeated pump-and-dump cycles, credibility becomes a differentiator. By prioritizing education and transparency over speculation, SOAR earned trust early and positioned itself as a serious, long-term player, reducing skepticism at the moment it mattered most.
In The Wild
Results & Impact
1M+ impressions on owned content during launch week 8
8K followers acquired in the first week
Strong inbound interest from builders, partners, and ecosystem leaders
SOAR emerged as a distinct, recognizable brand within days of launch
“frequency put together a masterpiece on our brand vision, strategy, positioning, and most importantly our GTM at SOAR. We've received an incredible amount of love and compliments throughout the industry about the work she was responsible for. The BEST expense we've made.”
Tom Curry, CEO
Customer Testimonial
Launch Assets
