Building the RWA brand both TradFi and DeFi will sign a term sheet with.
From a quiet tokenized treasuries product to the most-cited RWA name in Q1 — without burning a single TradFi relationship.
Ondo had to win in two rooms at once — the DeFi-native crowd and the institutional desks who read FT, not Crypto Twitter.
RWA was getting crowded with thinly-collateralized 'tokenized' products. We had to clearly stand above the noise.
How we ran it.
Two-register brand
Built a brand system that reads as serious in a pitch deck and sharp on CT — same logo, two voices, zero contradiction.
Earned media discipline
Sequenced WSJ, Bloomberg and CoinDesk so each story compounded instead of cannibalizing.
Regulator-aware content
Every public asset cleared a 24-hour compliance review. Zero retractions, zero awkward DMs.
Institutional BD support
Stood up data rooms, one-pagers and analyst briefings that closed 39 institutional partners during scope.
What it shipped.
"We needed to talk to BlackRock and Crypto Twitter in the same breath without losing either. Growth3 Labs is the only team we've worked with that could actually hold both rooms."
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