Shaping Bitcoin DeFi Narrative through Lore & Worldbuilding via SatLayer

August 2025

Industry: Bitcoin, DeFi
Target Audience: Bitcoin holders, DeFi yield farmer
Timeline: September 2024 - August 2025

TLDR

Bitcoin DeFi was still early, and significant education and storytelling were needed to persuade both Bitcoin maximalists and Ethereum DeFi natives to experiment with SatLayer, a Bitcoin restaking protocol.

I worked directly with the CEO to craft SatLayer’s overarching narrative and positioning: framing it as the foundation of a new economy built on Bitcoin, where the best asset could finally become fully programmable. To bring this to life, I developed the go-to-market strategy, brand identity, and worldbuilding framework, introducing BTCity — a metaphorical city where SatLayer and its ecosystem partners serve as the core infrastructure of a new financial order.

This narrative not only differentiated SatLayer from competitors but also established a cultural anchor within the community. The robot mecha mascot became a powerful symbol to make complex Bitcoin DeFi concepts more accessible, inspiring both users and partners to rally behind the vision of BTCity.

Role

To bring the SatLayer’s narrative to life, I built storyboards and designed a robot mecha mascot, which became the cultural anchor of our brand. I continually expanded this lore through comics, animations, AI-generated videos, and episodic storytelling formats to spark curiosity and capture the imagination of our target users.

Episode 1 - Introducing Babylon and the development of BTCity

Each new ecosystem partnership served as a narrative touchpoint — a chance to weave the story of BTCity expanding across chains and bridges. From Babylon Episode 1 to storytelling announcements with Sui and Berachain, these creative story arcs blended education with entertainment, making the growth of Bitcoin DeFi more engaging and accessible to both native and cross-chain communities.

Episode 2 - Introducing the city of Sui
Episode 3 - In the Boyco Woods

This approach transformed technical integrations into epic chapters in a shared world, driving deeper engagement and positioning SatLayer not just as a protocol, but as a visionary builder of the new Bitcoin economy.

Comics and whitepaper on a A4 zine PDF where community and users could DIY and print the zine

Results

Beyond TVL growth, it saw measurable community expansion and mindshare gains.
SatLayer’s social media and community following grew consistently from 0 to 170K, with mindshare peaks around major ecosystem moments:
- 1.2% during the Babylon partnership
- 2.5% during the Sui partnership
- 5.04% ATH at TGE, amplified by the Kaito Yapper program

To sustain engagement beyond the airdrop, I spearheaded the launch of BTCity — a narrative-driven worldbuilding initiative designed to retain users, deepen cultural identity, and strengthen long-term community loyalty.

Developed a fun and interactive way for users to discover our ecosystem partners on BTCity. You can explore it on ecosystem.satlayer.xyz

Skills Utilised

  • Product Marketing
  • Social Media Marketing
  • Brand Marketing
  • Campaign Marketing
  • Community
  • Copywriting
  • Storytelling
  • AI Video Creation & Editing