CASE STUDY: Crypto currency providerNo one at Onyx could explain their product in one sentence. Eight weeks later, they can.
Client: Onyx Crypto
Budget: $22,000
Timeline: 8 Weeks
BEFORE: Leading with Feature-itis.
SYMPTOMS
Onyx was ready to launch.
Free virtual cards. 30% travel discounts. A faster onboarding process than any competitor. Looks good, right?
The product wasn't the problem. The pitch was.
No one at Onyx could explain the card in a single sentence. Instead, they led with features and not the valuable customer benefits they provided.
The launch deadline was eight weeks away. Zero live users. No room for confused customers.
AFTER: Leading with bold yet testable messaging.
EVIDENCE
Brand Autopsy tore apart five competitors. Not just marketing sites. Actual products, pricing, and user complaints.
Then we went to Reddit (where real users complain) and found the gap nobody was talking about.
Customers of the market leader were losing their minds over $10 card fees, failed transactions, and ghost support.
No one served crypto earners in the target market who needed everyday spending AND travel perks.
We made the messaging falsifiable:
“The only travel crypto card you’ll ever need.” and "Tired of paying card fees? Onyx is free." is a claim someone can test.
Safe, vague messaging creates nothing. Tension creates interest.
"Eric found the gap our competitors left open and built language around it. "
— Bisma Khan, CMO
Onyx
Messaging strategy for the crypto credit card landing page, setting new buying and spending standards for earners in Pakistan and Bangladesh.
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Onyx is a crypto credit card built for people who get paid in USDT in markets where fees and failed transactions are routine.
I was asked for a sense of how the homepage messaging should sound. Rather than send a Google Doc, I wrote the copy and built a working prototype against the brand's tokens, so the CMO could see the words in context next to the product.
Every section earns its place: a hero that names the audience, a problem block that twists the knife, three benefits framed around what the reader actually loses today, and proof tuned to the specific competitor pain (RedotPay) the audience already knows.
The only travel crypto card you’ll ever need
Get paid in USDT, spend locally in Pakistan and Bangladesh, and book flights and hotels with up to 30% off. All from one free card.
Your crypto works hard. Your card should too.
You get paid in USDT, but every time you need to spend it, the friction starts. Top-up fees. Card issuance fees. Failed transactions before rent is due. And when you travel? You’re stuck switching between wallets, unreliable booking sites, and hoping your card actually works at the airport.
You deserve a card that doesn’t punish small top-ups or disappear when you need support.
One card for your whole life
Free to start, zero surprise fees
Start with a free virtual card. No hidden charges in small text. No surprise fees when you top up. Just clear, transparent pricing.
Travel discounts built into your card
Search flights and hotels directly in the Onyx app and see prices up to 30% lower than public rates, before you book. Your biggest expenses become your biggest savings.
Works everywhere you do
Top up in USDT, then spend the same card at shops in Karachi, online, and in person in Dubai or Istanbul. Spend at home, use abroad.
Built for crypto earners in Pakistan and Bangladesh
Onyx is tuned for markets where a few dollars in fees can wreck your week. We know the RedotPay pain: failed transactions, slow support, and fees that come out of nowhere. We built Onyx to fix what they missed.
Average savings of 30% on flights to Dubai, Istanbul, and beyond.
Stop losing money to fees and failed transactions
Get your free Onyx card and start spending your USDT the way you actually live.
RESULTS
4
Crypto communities signed B2B partnerships of the new messaging.
$40K
In partnership contracts from repositioned messaging
What They Walked Away With
→ Homepage copy (hero, problem, benefits, proof, CTA)
→ Landing page copy localized for key markets
→ Email templates covering onboarding, re-engagement, shipping
→ 15-page messaging playbook on how to talk to their market
→ 90-minute validation workshop with live CMO coaching
→ 4-tier competitive analysis across 5 competitors and 62 sources
Can’t explain your product in one sentence?
Let’s work together to build the right messaging.
