Tech-Forward Brand Evolution for Gilded

Challenge

Gilded is a blockchain platform for trading gold. When they approached Haystack Needle, the company had already launched but was struggling to convey its core value propositions of security, speed, and innovation to a highly specialized and passionate audience of gold-focused investors. Despite operating in a cutting-edge space, its brand and digital presence felt dated and failed to reflect the platform's sophistication.

Our challenge was to modernize Gilded’s website and online presence to clearly reflect its role as a tech-forward disruptor in a historically conservative market.

Approach

We focused on evolving the Gilded identity rather than rebranding it to better align with its blockchain-based mission. Our digital team redesigned the website with a cleaner, more modern aesthetic and a streamlined information architecture, ensuring the user experience matched the platform's intuitive nature. Across both design and content, we emphasized speed, security, and transparency.

In parallel, we launched a strategic digital marketing campaign to boost Gilded’s search presence through SEO-optimized content and targeted Google Ads. We also established a consistent voice across all platforms that highlighted the company’s technical sophistication while strengthening trust with investors and potential partners.

Results

The results were immediate. Gilded’s redesigned website and refocused digital strategy elevated its public presence within weeks. The company’s valuation rose significantly following the relaunch, and the site we delivered remains live and unchanged more than six years later—a clear testament to its lasting clarity, functionality, and brand alignment.

Our work helped position Gilded as both credible and innovative, a rare yet essential combination in the fast-evolving fintech sector. We were proud to help build long-term investor confidence in a company that is redefining gold trading for the modern era.