A Unified Brand Campaign to Attract Builders to Scroll
1. Author & Delegate Status
Web3 Growth, not a Scroll Delegate
2. Category
Subsidy Program for Key Services
3. Idea
Scroll is at a turning point where growing technical interest must be converted into adoption.
We propose leading a unified campaign that becomes the backbone of Scroll’s branding and communications strategy.
Instead of scattered messaging or one-off activations, this campaign will define a clear, cohesive narrative that connects everything: brand, social presence, developer-facing content, event activations, and external partnerships. It will offer a flexible structure that can integrate any other ecosystem initiatives, including incentive programs for builders or hackathons, while amplifying their reach under a common voice and identity.
To illustrate how we think creatively and strategically, here’s one conceptual direction we could explore:
“Zero Knowledge Required”
A concept that plays on the dual meaning of zero knowledge, not just as a technology, but as a cultural metaphor that Scroll could make its own.
- Positions Scroll as the easiest way to build in the zk world: developer-friendly, fully Ethereum-compatible, and designed for real deployment, not research experiments.
- Suggests that zero knowledge is also what Ethereum scaling requires, and Scroll is the one delivering it.
This kind of layered message allows for flexibility across audiences:
- For builders, it removes friction.
- For the broader ecosystem, it reinforces Scroll’s role as a core piece of Ethereum’s future.
This is just an example. a glimpse into how we approach creative thinking and build a story that makes Scroll feel accessible and inevitable. W3G will take ownership of the creative direction, visual language, content strategy, and campaign execution, working closely with Scroll teams and partners to align goals and make Scroll’s value proposition impossible to ignore.
4. How this helps Scroll’s ecosystem growth
Scroll’s ecosystem is technically advanced but currently lacks a unified narrative to make that innovation visible, attractive, and memorable to builders. A single, cohesive campaign, executed consistently across channels, will give Scroll a recognizable voice and a scalable way to communicate its vision.
Marketing is not about listing features and product launches. It’s just a compelling story, well told. We believe in the potential of Scroll’s technology to ship improvements to the world, and we know how to build a narrative that communicates this clearly to that world.
We focus on selling stories, not specs.
- Think of Apple’s “Think different”, Nike’s “Just do it.” or Coinbase’s “Update the system.”
- Messages are not about the technical details of their products. They tell a story that people connect with. That story is what builds trust, interest, and engagement.
This approach will:
- Anchor all marketing and growth actions around a central idea. Make them part of a larger story, eliminating fragmentation and message dilution and amplifying their impact.
- Help Scroll stand out in the increasingly crowded L2 landscape by building long-term brand equity, not just short-term noise. “Brand is the difference between a bottle of soda and a bottle of Coke.”
- Create a repeatable launch structure for spotlighting native projects, onboarding developers, and building cultural relevance in Web3.
By partnering with W3G, the team behind Sky’s (formerly MakerDAO) growth strategy, Scroll gains a partner with proven execution experience and the creative discipline to turn technical strengths into cultural momentum. W3G has led growth efforts for some of the most respected products in DeFi, including Spark, Reserve, and Aligned.
5. Requested Budget
- 65,345 SCR (≈18,4k USD) for a 6-month pilot program. Includes:
- Narrative development and brand strategy definition
- Production of Scroll-native branded assets and videos
- Social media management, including content planning, publishing, and community engagement on X and Discord
- Reporting systems and analytics dashboards
W3G is open to scoping the pilot collaboratively and transparently with DAO contributors to ensure alignment with priorities and budget.
6. Who needs to be involved
- W3G core team: Strategy, campaign execution, creative direction
- Scroll BD & Marketing: Alignment on positioning, dev targets, narrative arcs
- Community managers & local advocates, for execution on-ground and online
- Selected Scroll-native projects, for integration into campaigns and incentive loops (EtherFi Card, for example)
- DAO contributors & treasury, for feedback, transparency, and alignment on KPIs.