3iQ

Helping Canada’s pioneering cryptocurrency investment and exchange-traded fund (ETF) manager achieve standout performance in fast-moving digital markets.

As a consequence of rapid growth cross Canada, the UK, Europe and beyond, 3iQ needed to articulate what it feels like to work for them, not just what the company delivers to market. Our response: a new employer brand.

The leadership team recognises that talent decisions are no longer driven by salary and progression alone. People want purpose, clarity, values they can believe in and a sense that their work makes a difference. To attract and retain the people it needs for the next stage of growth, 3iQ required a clear, consistent and authentic employer brand.

Services used

Our Approach

Having previously supported product campaigns for 3iQ, Thinkfarm was brought in to help define and express the internal experience. Working closely with the people & culture, marketing and senior leadership teams across multiple regions, we set out to:

Understand the culture through surveys and conversations
Map the existing values to behaviours and stories
Define the employer proposition and core narrative
Create a simple, impactful idea that could unite teams across borders
Build a scalable system for internal champions to activate
This wasn’t a rebrand of the company. It was the articulation of its culture.

The Big Idea, #MakeItMatter

The result is #MakeItMatter, a unifying theme that connects 3iQ’s values to everyday actions and decisions. It is a reminder that what you do, how you work and the difference you make really matters, to colleagues, clients and the future of the business. The idea reflects 3iQ’s pioneering spirit, its high-performance expectations and the human impact of its work.

We developed:

The employer brand idea, narrative and messaging
A launch film for the global town hall
An Ambassador Playbook to drive local activation
Templates for presentations, screensavers and communications
Values-led campaign concepts
Recruitment and LinkedIn assets
A global implementation plan
Merchandise and internal brand tools

Activation

To embed the platform, 3iQ introduced departmental ambassadors across regions. With tools and training from Thinkfarm, they capture short videos and stories that show colleagues ‘making it matter’ living the values in ways that are meaningful and visible.

The employer brand now guides recruitment, onboarding, recognition, communications and cross-team collaboration.

Product campaigns

3iQ Solana Staking ETF

For the launch of the 3iQ Solana Staking ETF (SOLQ), Thinkfarm was tasked with helping to introduce a market-first product through a clear and compelling series of digital ads. Built around a bold theme of regulated access to one of crypto’s fastest-growing ecosystems, our work brought together strategic messaging, striking design and smooth animation across multiple digital formats. The campaign helped spotlight the product’s rapid climb to category leadership. The ETF became Canada’s largest Solana ETF within days of launch, attracting significant investor capital and industry attention. “We were thrilled to see such outstanding results after our Solana Staking ETFs in the early days of trading and beyond,” said Pascal St-Jean, President & CEO of 3iQ.

3iQ XRP ETF

For 3iQ’s XRP ETF (XRPQ) cryptocurrency offer, we crafted a campaign that made a complex financial product feel accessible and timely. With messaging including the ETF’s introductory zero-management fee and its positioning as one of North America’s first regulated XRP vehicles, the ads cut through with clarity and confidence. Investor uptake matched the momentum. XRPQ quickly amassed tens of millions in assets and hit major Assets Under Management milestones in weeks, reinforcing 3iQ’s pioneering leadership in digital asset investing.

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Design Business Association
Award Winner

New York Festival
2 Awards

Transform Awards
2 Gold,
2 Silver & 3 Bronze

Environment &
Media Award
Winner

Design Week Award
Winner

Transform Awards
Grand Prix of Agencies