In a space where most crypto branding either leans corporate or collapses into meme culture, Kaspa Commons is carving a refreshing middle path—one rooted in community, clarity, and real-world adoption. Born from a strategic shift away from the original Kaspa X channel, this initiative is the brainchild of a team that helped build Kaspa's online presence into a powerhouse of organic growth and engagement. Now, with a renewed vision and an even stronger commitment to storytelling, Kaspa Commons emerges as a trusted hub for updates, context, and conversation around the project's ongoing evolution. Led by Chad Ballantyne—the creative mind behind the official Kaspa logo and brand identity—Kaspa Commons is more than just a new social account; it's a new Kaspa community. 

Chad also led much of Kaspa's early marketing efforts, which were supported by grants provided by the Kaspa community through the Community Marketing Fund (CMF). His team managed the original Kaspa X (Twitter) account for a time, helping grow it into one of the ecosystem's most trusted and widely followed channels. With nearly 250,000 followers gained organically, without the use of bots, paid ads, or influencers, he helped shape Kaspa's public image from the ground up. Now, with Kaspa Commons, that same mission continues: to tell compelling stories, amplify real-world adoption, and deepen community engagement.

To learn more about the vision behind Kaspa Commons, its roots in community-driven outreach, and where it's headed next, we sat down with Chad for a deep dive into the strategy, storytelling, and philosophy guiding this new chapter.

KASmedia: Can you introduce your new project and share what makes it unique in the Kaspa ecosystem or broader crypto space? 

Chad Ballantyne: Kaspa Commons was created for a few reasons. One: a handful of OGs and Yonatan wanted the Kaspa X channel to be more cypherpunk-centric, less branded, and not so professional-looking to avoid the appearance of centralized control. And the transition team's proposal seemed counter to our strategy.  Since our approach is centered on storytelling, contextualization, and facilitating real-world adoption, it wasn't the right fit for us to continue managing or creating content within their new guides. We're incredibly proud of what we've accomplished on the outreach and marketing side, almost 250,000 followers and fans with no bots (that we know of), all built organically with zero paid ads, articles, or paid KOLs.  

Knowing this was not ideal, but inevitable, we started to prepare to launch Kaspa Commons a day after Crescendo, May 5th.

What makes it unique is not that is carries on the vision and strategy around trusted and factual news about the core initiatives, the amplification of adoption, from small merchants to the largest crypto mining company in the world and following and highlighting community efforts, but that we have decided to add a voice to the account, double down on community efforts, whether they be apps or commentary of outreach materials and create our own commentary as well.

I'd call it the KaspaCurrency account on steroids with some character.

KASmedia: What kind of experience or impact are you aiming to create for your audience through Kaspa Commons? 

Chad Ballantyne: The goal is the same as it was for the other X channel: feature updates, build bridges, highlight adoption, and support those who want to use or integrate Kaspa, especially in real-world use case solutions. The old channel was faceless and voiceless. As mentioned earlier, with Kaspa Commons, we decided to add a voice (still faceless). The term "Commons" was chosen for several reasons. One: it represents a space where all can gather, but no one owns. Two: it has a human-centric focus, telling stories and helping people see the connection between Kaspa and their everyday lives. The original tagline we created when we branded the project was: "Classical roots meet modern technology, creating a common currency for your digital life." Three: it's still a hub for updates on tech and tools, sharing benefits over just features. Four: it's a space to spotlight the community, other projects building on Kaspa, and have some fun along the way.

Any main Kaspa X channel functions like a public résumé—not just for the project, but for the entire ecosystem. When individuals, corporations, merchants, investors, miners, and builders look at Kaspa, this channel is often their first impression. They’re asking:

What has this network accomplished? Who is involved? Is it credible? Is it trustworthy? Is there evidence of growth, adoption, and community?

Just like a résumé, we don’t make it up—we show our work: 

1. Past achievements → dev milestones, integrations, merchant adoption

2. Ongoing experience → active builders, community activity, new apps

3. References → respected people in the industry who validate Kaspa’s direction

The above reflects the need to keep pushing out content related to the Content Map and Themes.

KASmedia: What Has This Strategy Achieved in the past?

Chad Ballantyne: Let's look at the outcomes, actual data, not feelings or perceptions:

(not saying the X channel and others are the only reason for these, but it's a big part of it.)

• 240+ active Kaspa creators followed (out of 1000+ and growing)

• Merchant adoption growing

• Enterprise eyes on Kaspa (e.g., Marathon, Greyscale)

• More devs joining (core, ecosystem, startups, etc.)

• Genuine KOLs and influencers amplifying the message

• Highest altcoin engagement rates on X

• Top bullish sentiment on CMC

• Lastly, respected third parties are writing articles

This isn't luck. This is the result of an intentional, strategic approach to outreach—grounded in results, not perceptions, and not focused on one sector at the neglect of another.

If you want a short overview of the messaging guides we set up for Kaspa X and continuing (although loosely on some things) on Kaspa Commons  - check out this document entitled, "Kaspa Core Messaging & Ecosystem Alignment Thesis."

KASmedia: Why is it important to you to spotlight the human side of Kaspa? 

Chad Ballantyne: We all long for four main things in life: to be loved, to be safe, to be unique, and to belong. Good marketing taps into one or more of these needs when it expresses a product or service. Great marketing tells a compelling story, connects emotionally, and joins people in their narrative. Bringing a human side to Kaspa is one of the reasons it has experienced explosive popularity, all built from a single basic MVP: a unique and fast digital coin. And now, after the crescendo has launched, we have a new side of the coin to market hard. That is a powerful DLT.  And so the "Powered by Kaspa" narrative will become amplified over the next year or two.

KASmedia: How has your journey with Kaspa shaped your creative direction or your approach to branding and community-building? 

Chad Ballantyne: With over 30 years of experience in communications, community-building has always been a core part of my life and business philosophy. Everyone wants to feel loved, safe, unique, and like they belong. Belonging is a significant factor in determining whether communities flourish or fail.

Seeing the community rally on social media and how new channels and projects have emerged, especially over the past year, is a testament to the brand's enduring appeal. Of course, this is largely due to Kaspa's tech, but the community, especially in the first two years, grew around a strong brand narrative and a belief in future adoption growth.

Branding, Identity and Creative Process

KASmedia: Where do you typically draw inspiration when building a brand identity or designing visuals

Chad Ballantyne: A large part of our brand creation ethos is built around storytelling. When we enter a new project, we go deep to uncover the story so far. We spent many hours reading articles from the core team, even the technical ones. The goal was to establish a baseline and leverage that base narrative to create something that could be globally embraced. Building a community-centric brand begins and ends with understanding the ethos and end goals of the community, finding ways to mirror and amplify them, and building bridges to where the project wants to be in 1-5-10 years.

KASmedia: What’s the most important element of strong, effective branding in crypto today? 

Chad Ballantyne: The philosophical answer is an authentic, altruistic community and a compelling, life-changing story that people can connect with and share.

Trust through clarity is the most important element of strong, effective branding in today's crypto landscape. 

Here's why, and how it plays out with four points:

First point: "Clarity Builds Confidence"

What is it? What does it do? Why does it matter?

In a sea of jargon, scams, vaporware, and overpromises, the brands that win are the ones that communicate clearly and repeatedly what they stand for, what problem they solve, and how they're different.

For example: early on, Kaspa's focus on speed, decentralization, and security resonated with people because it's consistent and focused.

Second point: Consistency Creates Familiarity

Logos, tone of voice, visuals, terminology, and even color palette have been unmistakable and repeatable across all touchpoints. In crypto, especially, where trust is fragile and attention is scattered, repetition breeds recall.

Think: Bitcoin's orange circle or Ethereum's diamond, even people outside crypto recognize them. The Kaspa "Kef" Symbol stands out in the sea of other brands.

Third point: Human Connection > Hype

Brands that feel approachable, genuine, and community-rooted cut through more effectively than hyper-financial, overly promotional, and sterile branding. Simple, creative content and storytelling, and showcasing real adoption or developer momentum, build loyalty.

We did this with Kaspa socials (including Kaspa Currency X), but being super intentional with Kaspa Commons, wrapping complex tech in approachable, human stories or contextualising it for specific user groups.

Fourth point: Narrative Over Noise

A strong brand needs a mission narrative: Why does this exist now? What does it stand against? What future does it want to build?

Positioning Kaspa as part of a broader cultural or technological shift is crucial, especially in 2025, when many people are disillusioned by negative crypto news.

"If Bitcoin was the protest, Kaspa is the proposal," is a perfect example of narrative positioning.

Minimalist, modern, sci-fi, or futuristic aesthetics still dominate, but clean utility-forward design with symbolic depth is key.

Smart iconography (like what you're doing with the Kaspa icon set), consistent motion graphics, and UX-aligned visual systems signal professionalism without too much corporate gloss. Crypto brands that win today are the ones that are clear, consistent, and human, with a strong sense of purpose and a visual identity that matches their mission.

KASmedia: How important are memes in your creative process or strategy? 

Chad Ballantyne: If you mean classic crypto memes, for us, almost none. From day one, after understanding Kaspa’s trajectory, our goal was real-world adoption. Embracing the "Cryptoland" mindset wasn’t on the table. That doesn’t mean it couldn’t be part of the brand journey, but it needed to be clear that it wasn’t the destination, just a small stop along the way.

KASmedia: Are there any branding or marketing trends in Web3 that you think are either overhyped or seriously underrated? 

Chad Ballantyne: Yes. Overhyped: the typical Cryptoland, casino-style, hype-based, price-focused marketing has hurt many authentic, real-world-focused projects. When it comes to people's wealth, you don't play with it. This is serious business, even for decentralized projects. Getting sucked into Cryptoland is a dangerous and ultimately detrimental experience, pushing users away.

Projects focused on real-world use cases, especially those addressing social, financial, or economic issues, often get overlooked because they aren't trying to make you rich. Satoshi's original goal was to create a peer-to-peer digital alternative to fiat currency. Comparing that vision to the frogs, dogs, cats, and apes of meme/token culture is not just a detour; it's a roadblock for mainstream trust and adoption.

These authentic, real-world-focused projects often take longer to succeed. They aren't built on hype or shilling. That means crypto-native audiences usually miss them, while 99.9 percent of the real-world population hardly sees them due to the overwhelming noise from get-rich-quick schemes or the public perception of crypto as a tool for crime or scams.

Crypto and Kaspa

KASmedia: What first drew you to crypto, and how did you know Kaspa was something special? 

Chad Ballantyne:  I was first invited to help a DePIN project based on DASH in late 2016. I was tasked with marketing a vending machine that accepted cryptocurrency. That ended quickly when the DASH community split. The same group then asked me to help name and brand a new coin. At that point, I'd only heard of Bitcoin. I initially accepted fiat and was hesitant to accept the coin, but the more I worked on the project, the more I became hooked on the community, the developers, and the vision. On January 1, 2017, PIVX was born, formerly called Darknet. Yes, they definitely needed a rebrand.

We all know how great 2017 was for alt projects, though many also died. PIVX climbed from 3 cents to 14 dollars in 12 months.

KASmedia: Were you active in the crypto space before discovering Kaspa? If so, how did that background influence your approach? 

Chad Ballantyne: Since my time with PIVX, I've helped name and brand numerous projects. Some are still going, others have faded. Those years built my experience in branding and grassroots, community-centric marketing. It became clear that simple narratives and technical contextualization were crucial. At Rhubarb Media, our mantra is "Your story. Well told." Story and emotion are a marketer's most powerful tools. A compelling narrative doesn't just create followers, it creates fans.

We studied long-standing projects, such as Bitcoin and Ethereum, as well as newer players like Solana. We noticed gaps in their outreach, despite the former two spending millions on marketing. I've always gravitated toward decentralized, fair-launched projects where we could implement effective outreach without costly traditional campaigns.

The main goal of all the projects we worked with has been real-world adoption. Most projects start with little to no MVP. Kaspa was no different. It had a new coin, DAG architecture, and a powerful vision. The devs spent two years rewriting the codebase from Golang to Rust. Even with only the currency as the MVP, we focused heavily on adoption. We onboarded early merchants, launched the Ambassador Program, and pushed education into local languages and cultures.

We built a strong visual identity and a global brand narrative. While some may see that as corporate, it's something Bitcoin never really pursued, and it took years for Bitcoin to gain traction in real-world adoption. By crafting an intentional brand, we helped attract early enterprise attention. Many were drawn to the tech, but they also said the brand gave them confidence that this wasn't just an underground cypherpunk movement. This was being built for the real world.

That's why initiatives like KII and KEF, and the involvement of players like Marathon, became possible. Despite recent drama around the Kaspa X account, some claimed we weren't focused enough on adoption or developer attraction. The past six months have proven otherwise. Adoption is happening. Exchanges, apps, developers, and enterprise movers are engaging with Kaspa.

KASmedia: What Kaspa developments or use cases are you most excited about right now? 

Chad Ballantyne: I’ve always been drawn to real-world activity and usefulness. The recent build-up to Crescendo marks a major evolution. Kaspa is moving from just a fast, decentralised digital currency to also a programmable, scalable DLT.

Having helped onboard the first merchants, I’m most excited about tools and applications around merchant point-of-sale systems. I’m also excited about KII. These initiatives may take time, but they will likely have the greatest long-term impact. While the meme in Cryptoland is "to the moon," our sights have always been set on real-world impact.

Opportunities in DeFi, DePIN, TradFi, logistics, energy, agriculture, and more are where the future lies. A "Powered by Kaspa" future looks very bright.

KASmedia: How do you see Kaspa evolving over the next few years, and how do you see your work evolving with it? 

Chad Ballantyne: Kaspa is evolving rapidly, but the major developments will center on disrupting the industrial and enterprise markets. 100s of industries and standards can be reimagined using Kaspa's DLT, especially once smart contracts go live. The sky's the limit.

We've always seen Kaspa as a sandbox for developers, a launchpad for entrepreneurs, and a go-to solution for enterprise markets. While it's easy to repackage old crypto ideas, the world is waiting for technology that is decentralized, scalable, secure, and lightning-fast.

Social Media and Community Building

KASmedia: When did it click that you could turn branding and social media into a full-time career in crypto? 

Chad Ballantyne: Rhubarb Media is in its 21st year. We've been naming, branding, and producing creative content all along. However, it wasn't until the initial success of PIVX that we became a magnet for other projects seeking creative, community-centric, and grassroots outreach.

Most of the projects we work with are fair-launched and underfunded, which fits our community-first approach. In the past seven years, we've expanded our crypto-related client base to around 25 percent of our portfolio. That includes more than just coins. We've worked with blockchain-focused law firms, investment funds, and DePIN or RWA-related projects.

KASmedia: What’s the hardest part of running creative or social accounts, ideation, production, consistency? 

Chad Ballantyne: The most challenging aspect is collaborating with a decentralized community rather than a centralized team. That's also what makes it rewarding. You're not just managing accounts, you're coordinating efforts from across a global network.

People often misunderstand how much work it takes to craft content and shape a narrative for a global audience. Our strategy isn't linear or agency-style. It's agile, and we constantly scout for other creators who align with the mission.

KASmedia: Any advice for others thinking about starting a Kaspa-focused account or media project? 

Chad Ballantyne: With over 1,000 Kaspa-related accounts, the key is to find a niche. Whether it's tech updates, news, or something else, carve out your space. Ensure that every piece of content is tied to a consistent, compelling story and tailored to your audience.

Avoid overhyping. Don't get caught up in the meme vortex. The public often sees crypto as either too technical, too silly, or too risky. We need to be professional, accessible, and focused on real-world adoption. That means ignoring much of the usual crypto antics.

That said, with this new account, we are being known for some meme-style posts, but they are still grounded in Kaspa tech and adoption goals.

Looking Ahead with the Commons

KASmedia: What kind of impact do you hope to have on the crypto space or the people who follow your work? 

Chad Ballantyne: As briefly mentioned earlier, at Rhubarb Media, we believe all marketing should be filtered through four human needs: love, safety, uniqueness, and belonging. We teach this to students, entrepreneurs, and companies. If your marketing taps into even one of these, you have a better chance of success.

We aim to build communities passionate about solving real-world problems, not just serving their own interests. We want our work to help people find places where they feel safe, where they belong, and where they can express their unique gifts. That might sound fluffy, but matched with transformative tech, it creates users who don't just adopt, they advocate. 

This is one reason we supported a recent grassroots effort that aimed to buy KAS on Sundays as a unit.  We took that, named it K-Force, and added more tasks.  Essentially, it gives the community no excuse not to participate. Instead of a few people doing a lot, this allows for many people to do little things.  It adds up!

KASmedia: How can people best support your projects or get involved? 

Chad Ballantyne: We survive through funding that allows us to dedicate full-time energy to the projects rather than volunteer scraps of time. We're always looking for creatives and project managers to help, but quality coordination requires support.

We've gone through three or four phases of our marketing strategy, each funded through the Creative Marketing Fund (CMF). By accepting payment in Kaspa's USD equivalent, we've been able to stretch budgets creatively. But as Kaspa's price dipped, that stretch got tighter. We are now phasing out CMF in favor of donation-based support using the same wallet.

We focus our marketing efforts on seven core user types: developers, miners, merchants, ambassadors, academics, general users, and enterprise decision-makers. For each, we contextualize the tech and updates so that everyone can find their own reason to get excited.

Some may wonder what our involvement is now that others are managing Kaspa X. In truth, we've doubled down. Kaspa Commons is thriving. We continue to manage, with support, the other social accounts, support merchant adoption, train and equip ambassadors, create resources for events, produce videos (We produce the Rock the Kaspa Show), and support KII to amplify enterprise efforts.

The only difference is that now, we're officially unofficial. We love Kaspa and the community, and this project is the next epoch in the evolution of digital currency and decentralized infrastructure.

The Rhubarbarians have big plans for Kaspa Commons, as well as a new website focused on the seven key user groups, with resources tailored to each. 

If you'd like to support our efforts, consider a contribution to the KRMF - The Kaspa/Rhubarb Marketing Fund. 

https://kas.coffee/rhubarbarian

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