The company video for the new name.
MARA / 2022 to 2025 / Nasdaq: MARA
From a small patent-licensing company to the Apple of Bitcoin.
Marathon Patent Group started out licensing patents. By 2021 it was buying Bitcoin miners in bulk, and that year it renamed itself Marathon Digital Holdings. In 2022 I was a contractor hired to make one conference look right. By 2025 I was VP of Design and it was MARA: a premium brand in a category that had never had one.
One designer, then an internal agency
The team grew with each quarter’s work until it covered all of this in house.
- UX
- Motion graphics
- 2D
- 3D
- Social video
- Websites
- Booth design
- Collateral
- Merch
- Hardware product design
- Branding
- Explainer videos
- Internal communications
- HR and corporate initiatives
- Slide decks
- Pitches
- Keynote speeches
01
2022 / Freelance
- The brief / one conference
- Conference open / 40s
- The booth / 20 x 20, LED walls
- Orange Pill parody / 38s
- I Want My MARA-TV / 1:40
- 3D sign package / signage and collateral
- Brand refresh / codename Athens
- Production figures / monthly, for IR
Hired for one conference. Stayed as Creative Director.
Marathon hired me as a contractor with one brief: its debut as a Moon Sponsor of the Bitcoin Conference. That meant the opening video, the 20-by-20-foot booth with LED walls, the signage, the spots and the collateral, at a show with more than 200 exhibitors. An all-remote team delivered it in under 6 weeks.
The company had spent 2021 buying miners and Bitcoin faster than any other public company, and the brand did not yet show the new business, so I refreshed the identity, in rounds of explorations under the codename Athens. I was the only designer on that team, so every design decision was mine and so was every file. After Miami the company offered me the Creative Director job full time, and in 2024 made me VP of Design.
02
2023 / Creative Director
One brand across every surface.
I was in charge of all branding, web and motion. The refresh became one system across the investor deck, the keynote stage, the site, the social feed and the monthly production numbers. Within a year, other public miners were rebranding in the same direction.
Marketing and communications at MARA started as 2 people: Charlie Schumacher running communications, and me running design and reporting to him. That lasted about a month before we staffed up. In 2023 I built a team around the work, with specialists I brought in for a launch and released when it shipped. My job moved from making the work to deciding what the work should be.
$3 → $30Share price, 2022 to 2024
$118M → $656MRevenue, 2022 to 2024
03
2024 to 2025 / VP of Design
An internal agency, and a new name.
I grew the team into an internal agency that replaced the external one. It covered product, digital, motion, events, hardware, collateral, internal communications and keynotes. A self-service asset system let business units pull branded content without a ticket, and six-figure external spend went in house. Then the name changed, and the whole system had to change with it.
Marathon Digital Holdings, 2021 to 2024
MARA, from August 2024
The rebrand
and the family below
Brand history
4 generations in 3 years. The brand moved 3 times before the name did, each time keeping the type and the voice.
- 00What once wasBefore 2022
- 01What started it allBitcoin 2022, Miami
- 02Gen 12022
- 03Gen 22023
- 04Gen 2.52023 to 2024
- 05Gen 3August 2024
The brand family
The team designed every mark below, for the company and for its products. By then the company worked in digital energy and infrastructure. The marks had to read as a family and as separate projects at the same time.
We Make MARA
The team, on camera.
A multi-chain layer-two network on Bitcoin, with sidechains secured by merge-mining. Incubated by MARA, built to be community-led.
PlatformA cost-effective UTXO chain for the Ordinals community.
PlatformAn Ethereum-compatible chain for institutional asset tokenization.
PlatformDirect submission for large and non-standard Bitcoin transactions, powered by MARA Pool.
PlatformMARA Poolmark pending
The proprietary pool behind Slipstream.
BrandMARA 2PIC700mark pending
Two-phase immersion cooling. 2 to 4 times the power density, up to 75 percent less floor space.
HardwareMARAFWmark pending
Custom miner firmware and the UCB 2100 control board it runs on.
HardwareBitcoin mining software, launched with its own identity and video.
ProductThe Bitcoin Conference, every year
Main sponsor through 2027. Trade-show collateral, keynote screens and the company hackathon were all the team's work.
Experiential
MARA Hackathon 2025InternalWhat the record shows
- 01
The brand cost a fraction of one miner order.
When the other public miners followed, the team changed the brand again.
- 02
The internal team replaced the external agency.
It sat in the same Slack as communications and investor relations.
- 03
The name was the 4th change.
Gen 1 came out of Miami in 2022. Gen 2 and Gen 2.5 moved the story from mining toward energy. Gen 3 arrived with the new name in August 2024.
Start here
Start with one message.
- 01You write.A few lines on the company and what you need.
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- 03You leave with a plan.What happens first, who it needs, and a date.
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