Intention >>>> attention: Brand positioning & GTM for DEN

Overview

DEN is an onchain livestreaming app where the stream itself works as a market. I co-founded it, ran creative direction, and owned go-to-market.

The creator economy runs on spectacle. Algorithms decide who gets found, monetisation only unlocks once you have already made it, and the audience belongs to the platform rather than the creator. DEN ensures every creator's journey is rewarding from Day 1, turning every passive viewer into an active stakeholder.

Brand Positioning

The founding belief was Back what you believe, and the argument under it was that intention beats attention. A million views once is worth less to a creator than a hundred people who keep coming back, so we built the brand around this vision.

That meant changing the units. Reputation instead of views. Tips instead of claps. Stakes instead of likes. Fans instead of followers. Channels became stake-able, so backing a creator was an act with money behind it and getting a share of what came back as they grew. Later we gave this category a name: Intention Capital, attention being where your eyes go and intention being what you put behind it.

Visual Identity

I built the moodboard, the verbal tone, the vision statement and the user personas, then worked with brand designer Ragy to bring DEN's identity to life.

The system had to hold two readers at once. A streamer looking at DEN needed to see infrastructure they could run a business on. A fan needed to see somewhere worth showing up to.

Go-to-Market

To bootstrap our first users, we built Fan Passes. Holding a creator's $CREATOR token unlocked clipping, exclusive streams, and a revenue share that grew with engagement and tokens held. Fans drove discovery and reputation for creators, and earned more as those creators grew. Money Gun let creators airdrop tokens to viewers live, and in-stream prediction markets let the audience take positions on what was happening on screen while it was still happening.

We launched prediction markets with FBI Chessmates by running a live chess league of 26 players, where viewers predicted match winners inside the stream. With Fan Leaderboard, we ran a Clipping Bounty. Fans cut 15 to 60 second highlights, each attributed to them, and weekly reward pools went to the clippers who drove the most traffic back to the channel. For distribution, we started an in-house stream podcast with top Base users and onboarded top CT creator @medusaonchain to kick off her streaming arc on DEN.

DEN made it into Base Batches 002 and pitched DEN to 100+ investors and creators in Buenos Aires.

Results

• 2,000users in beta
• 30+streamers onboarded
• 26participant chess league for the prediction markets launch
• Base Batches 002shortlisted, Devconnect Buenos Aires