Launching Lynq:
A Real-Time, Yield-Bearing Settlement Network
/Provided Services
Brand Positioning
Core Messaging
Visual Identity
Website Design & Development
Landing Page & Blog Content
PR / Media Relations
Social Media
Thought Leadership
The Opportunity
The launch of Lynq came at a critical moment in the evolution of institutional digital asset infrastructure. After more than a year of platform development, Lynq’s founding partners: Arca Labs, Tassat, and tZERO sought a strategic marketing and communications partner to bring the product to market with clarity, credibility, and traction. They engaged Avenue Z to position Lynq as the go-to solution for real-time settlement of tokenized U.S. Treasury assets: a network built by the industry, for the industry.
The opportunity was clear: the market needed education, validation, and differentiation. Our task was to distill a highly technical offering into a cohesive brand identity and messaging strategy that resonated with institutional stakeholders, from asset managers and exchanges to broker-dealers and technology providers.
The Results
- 15+ broadcast and print media placements amplifying Lynq’s launch including CNBC Crypto World, American Banker, Blockworks, PYMNTS, and Ledger Insights, among others, reaching over 113 million unique viewers.
- Secured interviews with outlets including Bloomberg, Reuters, The Information, Cointelegraph, and Decrypt to develop the firm’s rolodex of top tier media relationships post-launch.
- Secured post-launch newsletter coverage to extend the announcement’s life cycle in key industry insider pages including STM’s “What’s Drippin,” Blockworks’ “Forward Guidance,” PYMNTS’ “Digital Assets Primer,” and This Week in Fintech’s “Fintech Inside,” among others.
- Evangelized digital asset market participants via social media messaging and published posts across each of Lynq’s Core Partners, Launch Partners and Service Partners’ LinkedIn and X pages.
- Avenue Z’s secured media coverage accelerated new business and client demand for Lynq’s real-time settlement solution, resulting in globally recognized exchanges and market makers joining the network post-launch announcement.
Branding the
Future of Settlement
To position Lynq for credibility and growth, Avenue Z led a comprehensive brand development process. We began by conducting a proprietary word association exercise and messaging survey, testing themes across eight naming frameworks. Dozens of internal brainstorms, stakeholder interviews, and weeks of distillation followed. The result: Lynq, a concise, future-forward name that evokes both connection and precision.
From there, we developed a brand system that balances sophistication with clarity. The visual identity reflects Lynq’s foundational values—efficiency, transparency, and trust, using a minimalist aesthetic and a modular, grid-based structure. The palette and typography were chosen to communicate authority without sacrificing accessibility, while custom iconography helped translate technical concepts into intuitive visuals.
The messaging strategy paralleled the design process. Core positioning and boilerplate were crafted to serve a range of stakeholders, ensuring consistency across public relations, investor decks, website copy, and thought leadership. We equipped the Lynq team with internal documents, FAQ materials, and partner-facing one-pagers, building a toolkit that could scale with the brand.
Designing a Digital Presence with Impact
The Lynq website brings the brand’s identity to life through a modern, minimal design that prioritizes clarity and ease of use. Built with scalability in mind, the site is a central hub for product information, partner updates, blog content, and press releases. From homepage to conversion flows, each page is structured to communicate the value of real-time settlement while guiding institutional users through onboarding.
Beyond the website, we developed targeted content to support the launch, including a blog series outlining how Lynq integrates with custodians like Fireblocks and exchanges like Crypto.com to enable seamless, yield-bearing settlement. Designed to drive education and engagement, each asset helped bridge product to purpose.
Amplifying the Message
To ensure Lynq’s message reached key stakeholders across finance and digital assets, Avenue Z led a multi-channel launch campaign. We secured over 15 media placements in publications including CNBC Crypto World, American Banker, PYMNTS, and Ledger Insights, reaching more than 113 million viewers.
Our team coordinated a social media rollout across LinkedIn, leveraging the reach of Lynq’s core, launch, and service partners.
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