A New Animal on Wall Street

This November, Grayscale, the world's largest digital asset-focused investment platform, is launching a new brand platform in support of Zcash, a cryptocurrency established in 2016 that uses privacy technology to protect transaction details while retaining the core benefits of blockchain technology, as well as its Zcash products.
Led by creative agency JOAN, the initiative marks a shift from traditional crypto product marketing toward building a distinct, recognizable brand identity for Zcash Invest, creating an umbrella for both current (The Zcash ETF) and future Grayscale Zcash-related products.
JOAN and Grayscale are tapping into something that already has meaning within the Zcash community: the zebra. Long embraced as an unofficial mascot of the cryptocurrency, the zebra has become a recognizable symbol within this niche culture, offering a natural foundation for a brand identity that feels authentic to its existing community while giving new audiences something to connect with.
The zebra's distinctive stripes also serve as a visual metaphor for privacy, translating one of Zcash's defining features into a more accessible and ownable brand asset. The result bridges the insider culture of crypto with the more traditional visual language of finance.
What began as a traditional product launch has evolved into a much broader brand-building initiative, bringing together a new visual identity, digital experiences and an integrated advertising campaign under one platform. The initiative includes a redesigned website, Zcashinvest.com, which serves as a central hub for information, education and products, alongside digital and out-of-home (OOH) advertising and planned media placements.
The first phase launches November 10 across national digital platforms, with prominent physical and digital placements throughout New York City, introducing “Wall Street’s new animal.” 
The campaign brings the zebra into traditionally finance-centric environments, with placements throughout Wall Street, a subway domination in FiDi, Nasdaq screen in Times Square, and even a full cover-wrap of the print edition of The Wall Street Journal in New York and Northern California, positioning Zcash alongside the established symbols of the financial world.
Part and Sum led media strategy, planning and buying across print, digital and out-of-home.
A second phase of the campaign will follow with major experiential activation ideas planned for 2027.