Bakkt, a technology company living at the intersection of cryptocurrency, payments, loyalty, and rewards is transforming the way we engage with the digital economy. Previously, Bakkt existed as a consumer app, but their ambition grew to become a B2B partner to the businesses consumers engage with, like banks, retailers, and hospitality brands. This shift required a new brand to tell their story and speak to the needs of these businesses and their customers.

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Bakkt brings utility to assets that are typically siloed or hard to use. Through Bakkt, partners can offer crypto to customers and let them make real purchases with it, instead of treating it solely as an investment. Partners can reward customers in points, cash, or crypto, or pay employees in these assets. This optionality creates delightful new experiences for partners and their audiences, helping them address changing needs, build relevance, and grow their business.

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The Agenda team and I centered Bakkt’s new strategy and identity around the connected experiences Bakkt creates by unlocking assets, capturing the delight, expertise, and momentum they bring to partners.