International Meme Fund (IMF)

Brand and messaging overhaul for a credit protocol fuelling the meme economy.

Challenge

After raising $1m to build a protocol, IMF had a problem. It had a solid product but little traction with its first version. Meanwhile, the token was at its lowest point since launch…
Chadvertising was invited in to help rebuild and reposition the brand, relaunching IMF V2 with the kind of cultural energy that could move markets.
While the concept was strong, the message was buried in technical jargon and whitepapers. As a result, community engagement was thin, and confidence in the project had faded after months of decline.

The brief was clear:

  • Reimagine the brand so it felt powerful and relevant

  • Translate complex concepts into simple, human language

  • Design a go-to-market plan to break through the noise and reignite momentum

Solution

The IMF identity was rebuilt from the inside out, stripped back, clarified, and recoded with intent. The process was shaped in close collaboration with Gami, whose redesign of the IMF logo became a cornerstone of the new identity. The result was a sharper system with refined typography, a focused palette, and a tone of voice that spoke directly to the psychology of credit as power. Complex features were distilled into three verbs: LEND, BORROW, AMPLIFY, turning protocol mechanics into a language of action. The story shifted from how it works to why it matters. We also built out a world in which IMF operates. A shady underworld operation, where vast amounts of money are moved at volume.

To spread awareness, we hijacked two events prior to launch. But to prove IMF was not another protocol talking about disruption, it needed to act disruptive.

1) Guerrilla Warfare (Pre-Launch)

  • Bangkok (DevCon 2024): We took over billboards and sent a team in custom-made red heist suits to pull stunts in and around the conference. The characters created a sense of intrigue and curiosity, becoming a cross between cosplay and walking advertisements.

  • Denver (ETH Denver 2025): We intercepted incoming attendees with a road block and a branded truck near the event entrance. The campaigns blurred performance, meme, and protest. After numerous run-ins with security, we ended up becoming besties - even onboarding them!

2) Content and Community Strategy (V2 Launch)

A six-week content program prepared the ground for relaunch in partnership with MOG

  • X Spaces hosted open conversations to rebuild trust and transparency

  • Daily posts and engagement loops kept IMF visible, conversational, and unpredictable

The goal was not to advertise but to make IMF part of the conversation again. The approach focused on grassroots credibility and direct interaction, deliberately avoiding influencer or KOL promotion to keep the brand independent, authentic, and community-driven.

Results

Guerrilla campaigns

These reversed months of decline and reignited trading activity. Within four weeks of DevCon, the token value climbed roughly 5X, restoring credibility and driving renewed attention from investors and builders.

Social engagement metrics surged during both activations:

  • Impressions: ↑ 600 %

  • Engagement rate: ↑ 45 %

  • Profile visits: ↑ 900 %

  • Community replies, reposts, and bookmarks all up triple digits

IMF was no longer explaining itself. It was being talked about.

V2 Launch with MOG

The rebuilt brand culminated in IMF V2, a fully realized credit protocol. The six-week pre-launch campaign funneled social energy into real adoption, with a mix of memes and AI-powered videos.

  • TVL (Total Value Locked): within 9 weeks of launch we hit 9 figures ($270 million)

  • Token Performance: rose roughly 10X in the same period

  • Community Growth: nearly doubled, with active contributors and holders expanding week by week

The protocol found its product-market fit and its cultural fit.

Outcome

The IMF transformation showed that clear storytelling and creative conviction can turn a struggling protocol into a cultural force. A project once buried in technical detail became something people wanted to engage with, trade, and talk about. It demonstrated how a distinct identity, consistent tone, and bold creative thinking can change not just perception but participation.