Parity is a collective of the world’s leading blockchain experts, dedicated to building an internet that belongs to everyone. As a pioneer in Web3 technology, Parity fosters transparency, inclusivity, and community-driven innovation. The organization is committed to attracting top-tier talent and cultivating a dynamic and engaging company culture.

As Parity evolved, it faced two key challenges:

The existing brand identity and website did not fully reflect Parity’s mission and pioneering role in Web3. A refresh was needed to create a cohesive and engaging digital experience.

Employee Value Proposition (EVP) – As Parity scaled, its employee experience needed to be better defined to attract, retain, and engage top talent. The organization sought to articulate its EVP in a way that highlighted the unique aspects of working at Parity.

Cyphr collaborated with Parity to execute a comprehensive brand and website transformation, while also defining the company's EVP through research and employee engagement.

Brand and Digital Transformation

• Brand Identity Refresh: A refined visual identity, including an updated logotype, typography system, and color palette, ensuring scalability and consistency across all brand touchpoints.
• Web3-Focused Website: A UX/UI-driven digital experience that embodies decentralization and transparency, making it easy for users to engage with Parity’s mission and technology.
• Employee Engagement Features: Integration of onboarding portals, community spaces, and an NFT-based employee program to strengthen team recognition and connectivity within the decentralized workforce.

Employee Value Proposition (EVP) Definition

• Research & Insights: Conducted employee interviews and workshops to understand core motivations and experiences at Parity.
• Key EVP Pillars:
  • Building the Future of Web3 – Employees are at the forefront of blockchain innovation, developing cutting-edge solutions within the Polkadot ecosystem.
  • Working with Brilliant Minds – Parity attracts some of the brightest technical minds in the industry, fostering a collaborative and intellectually stimulating environment.
  • Autonomy and Flexibility – Employees have the freedom to define their work approach, hours, and career trajectory.
  • Rapid Professional Growth – The fast-paced and challenging nature of work at Parity provides significant opportunities for professional advancement.
• EVP Statements: Developed clear and compelling statements to communicate the Parity employee experience, helping to attract top talent and align internal messaging.

The combined rebranding and EVP initiatives have significantly strengthened Parity’s positioning in the Web3 space.

Impact:

• A modernized brand identity that aligns with Parity’s mission and values.
• A streamlined and engaging digital experience, increasing visibility and accessibility for potential employees, partners, and community members.
• Clear articulation of Parity’s employee value proposition, enhancing talent acquisition and retention.
• Improved internal engagement through structured employee experience initiatives and community-building tools.