B2B brand strategy and design for Alluvial, an enterprise staking infrastructure company. Mark Forscher served as founding CMO from August 2022 through November 2024, building the complete brand from zero: B2B brand strategy, visual identity, website, and content system.
“Mark has an incredible ability to turn ideas into reality. He guided us through a seamless remote naming session with stakeholders from multiple organizations, setting the foundation for Alluvial's brand. From there, his consistently excellent brand and marketing work brought our project to life, helping us establish credibility with partners and users, engage the media, and attract top talent. If you're looking for a partner to build an ambitious brand that truly stands out, Under After is the answer.”
Brand Strategy for Staking Infrastructure
Alluvial is a B2B software company offering institutional-grade staking infrastructure. Mark Forscher served as founding CMO from August 2022 through November 2024, building the complete brand from zero: B2B brand strategy, visual identity, website, and content system. The challenge: position institutional staking infrastructure for Fortune 500 adoption in a market dominated by consumer crypto aesthetics.
Visual Identity
Brand Strategy
Every staking protocol in 2022 looked like a DeFi app: neon gradients, dark mode defaults, futuristic overlays. B2B institutional buyers needed professional credibility, not consumer crypto aesthetics. Under After built Alluvial's brand around enterprise B2B SaaS principles: minimalist visual identity, generous whitespace, compliance messaging. The B2B brand strategy deliberately rejected crypto design language to communicate security and professionalism for Fortune 500 decision-makers.
Website Design
Marketing Collateral
Business Outcomes
The B2B brand foundation enabled institutional partnerships with Coinbase, Kraken, and Figment from launch and supported $22.5M in fundraising. The enterprise brand identity system scaled to support multiple product launches including Alluvial SMS and the Liquid Collective protocol (featured separately in portfolio). Mark's CMO role encompassed B2B brand strategy, website development, content systems, and marketing operations across a zero-to-one company build.
