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We work closely with founders and teams across stages, from early launches to scaled ecosystems. If you’re exploring a campaign, looking for support, or just want to get a sense of how we work, reach out. We’re easy to talk to.
open hours
Mon-Fri 09:00 — 18:00
Jack Haldorsson
Managing Partner
Luka Mrkić
Head of BD
Emil Lindström
BD & Investor Relations
e-mail
info@lunarstrategy.com
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Web3 Consulting & GTM Strategy

Strategic planning, positioning, and execution frameworks that align product, brand, and token strategy into one growth system for crypto projects ready to launch with clarity.

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about

Growth without strategy is guesswork. The lack of a battle-tested crypto go-to-market strategy​ is why founding teams burn through budgets without seeing real traction. This is where structured crypto consulting​ replaces guesswork with clarity, alignment, and measurable outcomes.

Most crypto projects launch with scattered messaging, unclear positioning, and channels that feel disconnected. Teams pull in different directions, campaigns lack focus, and measuring progress becomes impossible. Without a structured GTM crypto approach, you're hoping something sticks rather than building toward measurable outcomes.

Our services align product, brand, and token strategies into a single growth system. As part of your crypto go-to-market strategy​, we define your competitive positioning, segment your audiences, develop your narrative framework, and structure how your story gets told across social media, PR, and community channels. This approach ensures every element of your launch works together, from initial positioning through post-launch growth.

Book a Meeting
open hours
Mon-Fri 09:00 — 18:00

Who Crypto Consulting & GTM Strategy is For

Pre-Launch Projects

You're building toward TGE but lack clarity on positioning, messaging, or how to sequence your launch. Our crypto consulting services​ help you define your narrative, identify target audiences, and create a structured rollout plan, supported by strategic web3 advisory​, so you launch with needed momentum.
[
01/06
]

Projects Preparing for Major Product Launches

You have a product ready but need strategic direction on how to position it, which audiences to target first, and how to coordinate messaging across channels. Our web3 gtm strategy​ ensures your launch creates sustained interest rather than a brief spike that fades. These web3 consulting services ensure your positioning, messaging, and rollout stay aligned from first announcement through sustained adoption.
[
02/06
]

Post-Launch Projects Needing Direction

Launch happened, initial attention faded, and now your team feels stuck. Our crypto consulting​ approach helps you clarify positioning, rebuild narrative coherence, and create a path forward that turns scattered efforts into coordinated growth.
[
03/06
]

Projects Facing Rebrands or Repositioning

Your original positioning no longer fits where the project has evolved. Our web3 consulting agency handles complete strategic overhauls: new positioning, updated visual identity, refreshed messaging, and rollout coordination that brings your community along for the change.
[
04/06
]

Teams Burning Budget Without Clear ROI

You're spending on marketing but can't connect efforts to results. Our crypto advisory services​ establish clear goals, define success metrics, and structure campaigns so every dollar spent has measurable intent and trackable outcomes.
[
05/06
]

Crypto Projects in Early-Stage Development

You're still building but want to establish strategic foundations early. Our gtm strategies for crypto protocols early stage focus on positioning framework, audience research, and narrative development, so when you're ready to launch, the strategy is already in place.
[
06/06
]
←
→

Pre-Launch Projects

You're building toward TGE but lack clarity on positioning, messaging, or how to sequence your launch. Our crypto consulting services​ help you define your narrative, identify target audiences, and create a structured rollout plan, supported by strategic web3 advisory​, so you launch with needed momentum.
[
01/06
]

Projects Preparing for Major Product Launches

You have a product ready but need strategic direction on how to position it, which audiences to target first, and how to coordinate messaging across channels. Our web3 gtm strategy​ ensures your launch creates sustained interest rather than a brief spike that fades. These web3 consulting services ensure your positioning, messaging, and rollout stay aligned from first announcement through sustained adoption.
[
02/06
]

Post-Launch Projects Needing Direction

Launch happened, initial attention faded, and now your team feels stuck. Our crypto consulting​ approach helps you clarify positioning, rebuild narrative coherence, and create a path forward that turns scattered efforts into coordinated growth.
[
03/06
]

Projects Facing Rebrands or Repositioning

Your original positioning no longer fits where the project has evolved. Our web3 consulting agency handles complete strategic overhauls: new positioning, updated visual identity, refreshed messaging, and rollout coordination that brings your community along for the change.
[
04/06
]

Teams Burning Budget Without Clear ROI

You're spending on marketing but can't connect efforts to results. Our crypto advisory services​ establish clear goals, define success metrics, and structure campaigns so every dollar spent has measurable intent and trackable outcomes.
[
05/06
]

Crypto Projects in Early-Stage Development

You're still building but want to establish strategic foundations early. Our gtm strategies for crypto protocols early stage focus on positioning framework, audience research, and narrative development, so when you're ready to launch, the strategy is already in place.
[
06/06
]
←
→

Why Strategy Matters

Before
Teams operate in chaos. Messaging changes constantly. Channels feel disconnected. Campaigns lack focus. Decisions rely on guesswork, and progress becomes impossible to measure. Everyone pulls in different directions without alignment on what success looks like or how to get there.
After
Everything follows a clear order: why, who, what, and how. Messaging stays consistent. Channels support each other. Campaigns move in one direction. The team can prioritize, align, execute, and measure with confidence because the foundation gives everyone a shared framework for decisions. With structured web3 consulting foundations in place, decisions become clear and execution follows a proven framework.

Our Web3 Consulting & GTM Process

Our crypto consulting services​ follow a structured approach designed to create strategic foundations that guide execution.

Discovery & Research

[
01/05
]
Our web3 consulting process starts with collaborative workshops to understand your product, vision, and key milestones. This gives us what we need to build tailored messaging, positioning, and narrative direction. We conduct competitor analysis, map customer journeys, and analyze market positioning to identify feature gaps and growth opportunities.

Strategy Development

[
02/05
]
We develop and present your web3 gtm strategy​ aligned with your goals, including messaging framework, campaign angles, and channel tactics. This phase covers positioning documentation, audience segmentation, brand development (voice, narrative development, messaging framework, visual language), and strategic timelines that map big ideas to marketing rollouts and product launches.

Execution Planning

[
03/05
]
We create detailed execution frameworks covering all channels your launch requires, translating strategy into a coordinated web3 marketing strategy​ that supports launch goals. The campaign goes live: we coordinate delivery across platforms, manage rollout sequencing, and track performance to ensure strategic alignment from planning through execution.

Delivery & Handoff

[
04/05
]
We wrap with a full campaign report covering results, learnings, and actionable next steps for continued growth or future initiatives. All strategic documents, guidelines, timelines, and frameworks get delivered in formats your team can execute immediately.

What's Included in Web3 GTM Strategy

[
05/05
]
Our web3 marketing strategy​ services cover every aspect of strategic planning needed for successful crypto launches:

Product Deliverables

Competitor product analysis
Customer journey assessment
Product development recommendations

Brand Deliverables

Brand identity audit & recommendations
Target audience segmentation
Brand identity development

Marketing Deliverables

Social media profile audit
Social media & community analysis
Social media content calendar
Rollout plan with timelines
Reply guy strategy
Paid ads strategy
KOL strategy
PR strategy

Token Deliverables

Token utility audit & suggestions
Points mechanic audit
Airdrop mechanic audit
Sell pressure management
Buy pressure mechanisms & recommendations

Growth Initiatives

Partnership outreach to complementary communities
Influencer/ambassador program development
Referral program design and management

Case Studies

GMTrade

[
01/03
]

Challenge:

GMTrade (formerly GMXSOL) needed a comprehensive strategic direction covering product positioning, brand identity, and coordinated launch execution to build market confidence before TGE.

What We did:

Our strategists focused on building confidence by proving GMTrade was a real business with a clear direction and a committed team. We developed an in-depth go-to-market strategy, aligned messaging and content with the new brand identity, created final positioning documentation and big ideas development, built detailed visual language and brand guidelines, and provided continuous mobile prototype support with community-focused marketing rollout.

Our crypto consulting services​ established a market narrative aligned with GMTrade's long-term commercial goals, making the story consistent, credible, and scalable for future growth phases.

Results (3-month campaign):

190% increase in replies (shift from passive consumption to active participation)
154% increase in bookmarks (content quality improved and resonated deeply)
33.6% growth in smart followers (125 → 167 influential profiles including projects, VCs, developers, KOLs)
+1.2K: verified followers
+1.5K: profile visits
[
01/03
]

XMAQUINA

[
02/03
]

Challenge:

Xmaquina needed strategic direction on narrative positioning, gamification mechanics, and brand identity to differentiate in a crowded market and drive successful community sales.

What We did:

Our web3 strategy​ work centered on humanoid narrative development, leaderboard mechanics design, and mascot-driven brand direction that made the project instantly recognizable. We introduced staking mechanics on top of existing features to create additional utility and engagement layers.

Results:

Successful community sale execution
$10M raised
Strong brand recognition through a distinctive mascot and a narrative approach
[
02/03
]

Altura

[
03/03
]

Challenge:

Altura needed strategic support for pre-launch waitlist building and coordinated mainnet launch to drive immediate user adoption and TVL growth.

What We did:

Our crypto advisory services​ structured the waitlist campaign to build anticipation and early user base, then coordinated messaging and rollout timing for mainnet launch to maximize initial traction.

Results:

~80K users + followers from waitlist campaign
$1.2M TVL in first 4 weeks of mainnet
$4.25M raised
Strong foundation for continued growth
[
03/03
]

250+ Crypto Projects Guided

From DeFi protocols to L1 blockchains, gaming projects to infrastructure plays - we've handled web3 strategy​ across every vertical. We know what works because we've tested strategies across hundreds of launches.
[
01/05
]

Complete Strategic Frameworks

You get documented positioning, audience segmentation, messaging frameworks, visual guidelines, content calendars, and execution timelines. Our crypto consulting services​ deliver actionable frameworks your team can execute immediately.
[
02/05
]

Crypto-Native Consulting Since 2019

We've developed crypto go-to-market strategy​​ frameworks across multiple market cycles, understanding what works in bull markets, bear markets, and everything between. Our team has managed GTM for projects from pre-seed through established protocols.
[
03/05
]

Why Lunar for Web3 Consulting & GTM Strategy

Execution-Focused Deliverables

Every document we create gets used. Positioning guides inform content. Messaging frameworks guide social media. Timelines coordinate teams. Our web3 marketing strategy​ work translates directly into execution.
[
05/05
]

Product + Brand + Token Alignment

Unlike many web3 consulting companies, we align all three into one cohesive strategy, ensuring your product roadmap, brand narrative, and token mechanics all support the same growth objectives.
[
04/05
]
Why Lunar for Web3 Consulting & GTM Strategy

Crypto-Native Consulting Since 2019

We've developed crypto go-to-market strategy​​ frameworks across multiple market cycles, understanding what works in bull markets, bear markets, and everything between. Our team has managed GTM for projects from pre-seed through established protocols.
[
01/05
]

250+ Crypto Projects Guided

From DeFi protocols to L1 blockchains, gaming projects to infrastructure plays - we've handled web3 strategy​ across every vertical. We know what works because we've tested strategies across hundreds of launches.
[
02/05
]

Complete Strategic Frameworks

You get documented positioning, audience segmentation, messaging frameworks, visual guidelines, content calendars, and execution timelines. Our crypto consulting services​ deliver actionable frameworks your team can execute immediately.
[
03/05
]

Product + Brand + Token Alignment

Unlike many web3 consulting companies, we align all three into one cohesive strategy, ensuring your product roadmap, brand narrative, and token mechanics all support the same growth objectives.
[
04/05
]

Execution-Focused Deliverables

Every document we create gets used. Positioning guides inform content. Messaging frameworks guide social media. Timelines coordinate teams. Our web3 marketing strategy​ work translates directly into execution.
[
05/05
]

Frequently Asked Questions

What makes crypto go-to-market strategy​ different from traditional GTM?

Crypto launches operate on compressed timelines with global audiences, community-first distribution, and token mechanics that create unique incentive structures. Traditional GTM frameworks assume slower enterprise sales cycles and centralized marketing channels. Our gtm crypto approach accounts for 24/7 communities, influencer-driven distribution, on-chain metrics, and the reality that your early users are often your investors, community managers, and biggest advocates simultaneously.
[
01/06
]

When should we engage web3 consulting services?

The best time is before you need it - ideally 3-6 months before major launches. Starting early with crypto consulting​ allows time for proper research, strategy development, content creation, and coordinated rollout. However, we also work with projects post-launch that need strategic redirection or repositioning.
[
02/06
]

Do you only work with projects preparing for TGE?

No. Our crypto advisory services​ work with projects at any stage: pre-launch strategy development, TGE preparation, post-launch repositioning, major product launches, or revival campaigns for projects that lost momentum. The deliverables adapt to your specific situation and goals.
[
03/06
]

How do you measure success in GTM strategy?

Success metrics depend on your phase and goals. We define specific KPIs during strategy development aligned with your objectives.
[
04/06
]

What if our positioning needs to change mid-campaign?

Market conditions shift, products evolve, and sometimes initial positioning needs adjustment. Our crypto consulting​ approach includes flexibility for strategic pivots when data shows a direction change makes sense. We help you make informed decisions rather than reactive changes.
[
05/06
]

What makes your agency different from others?

We've been exclusively in crypto since 2019, managing strategy for 250+ projects. We operate as a web3 strategy firm​, owning positioning, GTM sequencing, and strategic decision-making end-to-end. Our work translates directly to execution. We understand crypto culture, community dynamics, and tokenomics. Most importantly, we've seen what works across multiple market cycles and countless launches - our recommendations come from tested experience.
[
06/06
]
30 min Free Call
Flexible Scheduling
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We’ll get to the point. You explain what you’re building and we’ll explain how we’d support it.
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Jack Haldorsson
Jess Declercq
Jess Declercq
Jack Haldorsson
Strategic crypto projects launch with clarity. They know who they're targeting, how they're positioning, what they're saying, and how success gets measured. Teams align around shared objectives. Budgets get spent with intent. Progress becomes trackable.

Our web3 consulting services turn scattered ideas into structured growth systems. We handle the strategic foundations, so your team can execute with confidence.

This is how crypto projects move from hopeful launches to measurable traction.
e-mail:
info@lunarstrategy.com
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