Title: Arbitrum Mascot and Merchandise Development Initiative
Track: Marketing & Brand
Proposal Origin: GovHack at EthCC Brussels 2024, Group 28
Members: Víctor del Val (@Victorxva), Julio M Cruz (@JulioMCruz)
TG: @victorxva, @JulioMCruz
Loom From GovHack Proposal (Not updated)
Deck From GovHack Proposal (Not updated)
Challenge Statement
The Arbitrum DAO currently lacks a strong visual identity beyond its logo, which limits the potential for creating attractive and informal merchandise that can foster community engagement and brand recognition. To address this issue, we propose the development of a unique mascot for the Arbitrum blockchain and the production of high-quality, mascot-themed merchandise. This initiative aims to establish a distinct and recognizable symbol for Arbitrum, enhancing its visibility and appeal both within and outside the community. By creating and marketing a mascot, we can generate a sense of unity and pride among community members, promote Arbitrum’s values and mission, and increase public awareness of the blockchain.
Abstract 
We seek funding of 200.000€ ($217.625) from the Arbitrum DAO to develop and market a unique mascot for the Arbitrum blockchain, along with associated merchandise. This initiative aims to enhance brand recognition and community engagement by creating a strong, recognizable symbol representing Arbitrum’s identity and values.
The mascot will be central to promoting Arbitrum’s brand, and the merchandise will serve as tangible representations of the community’s mission and values. This comprehensive project will be executed in multiple phases, including research, design, production, marketing, and distribution. By collaborating with web3 designers and community members, we aim to create a mascot that resonates with our audience and embodies the spirit of the Arbitrum blockchain.
The merchandise will include high-quality items such as t-shirts and plush toys, as well as innovative NFC-tagged products that generate collectible NFTs, integrating Arbitrum into both the physical and digital realms. Specifically, we plan to launch an online store similar to Big Shot (Nouns), where we will sell these mascot-themed products. The store will accept payments via Stripe and cryptocurrencies, making it accessible and convenient for the community. Additionally, we aim to create a full size mascot costume for the character to be part of future conferences and events, ensuring everything is ready for Devcon in November.
To kickstart this initiative, we will evaluate proposals from various creative studios to design the mascot, offering a budget of up to €90,000 ($97931,25). The chosen studio will be responsible for developing the mascot, marketing materials, animations, the design of the mascot costume, and merchandise, including the design for 1,000 high-quality stickers (15cm x 15cm), 200 plush toys (30cm high) with NFC tags and NFTs, and 200 high-quality t-shirts. This holistic approach ensures that the mascot and its merchandise will not only enhance the brand’s visibility but also foster a sense of unity and pride within the Arbitrum community.
Motivation
Implementing this AIP will strengthen the Arbitrum community’s identity, foster a sense of belonging, and increase public awareness of the Arbitrum blockchain. The mascot and associated merchandise will serve as tangible representations of the community’s values and mission. By creating a distinct and engaging mascot, we can cultivate a sense of unity and pride among members, enhancing overall community cohesion and brand loyalty.
Rationale
The proposed mascot perfectly aligns with the Arbitrum community’s mission by offering a recognizable and engaging symbol for various events and media. This mascot will act as a visual ambassador, embodying Arbitrum’s values and uniting the community under a common identity.
High-quality merchandise, including t-shirts, plush toys, and NFC-tagged products that generate collectible NFTs, will promote the Arbitrum brand and foster a sense of pride and belonging. These items will serve as daily reminders of the community’s mission, allowing members to visibly show their support and involvement.
Creating a mascot costume for conferences and events further emphasizes our commitment to maintaining a strong, visible presence. This interactive element will enhance engagement, creating memorable experiences for both current and potential community members.
Key Terms
- Mascot: A character that symbolizes the Arbitrum blockchain and its community.
- Merchandise: Products featuring the mascot, including t-shirts, mugs, souvenirs, and NFC-tagged items.
- NFC (Near Field Communication): A technology that enables communication between devices when they are close together, used here to generate collectible NFTs.
- NFT: Non-Fungible Token, a unique digital asset.
Specifications
- Technologies:
- Design software (e.g., Adobe Creative Suite) for mascot and merchandise design.
- NFC technology to integrate NFTs with physical merchandise.
- Design Decisions:
- The mascot should be relatable and appealing to the target audience.
- Merchandise items will be selected based on their popularity and potential to promote the brand.
- Alternative Designs:
- Consideration of different mascot concepts and design styles.
- Exploration of various merchandise items and promotional strategies.
- Related Work:
- Examination of successful mascot and merchandise campaigns in other blockchain communities and industries.
Steps to Implement
Research and Ideation 
- Collaborate with Web3 Designers: Engage with web3 designers to brainstorm and develop initial mascot concepts. Hold brainstorming sessions to align on the brand vision and objectives. (3 brainstorming sessions that will generate a first concept of where to take the proposal)
- Concept Development: Finalize the concept for the mascot, ensuring it aligns with Arbitrum’s identity and community values.
- Market Research: Conduct market research to identify potential merchandise items that would be popular among the target audience.
- Supplier Research: Identify and contact potential suppliers for production costs and timelines.
Design and Development 
- Develop Timeline: Create a detailed timeline for the idea development and finalize graphics.
- Gather Feedback: Gather feedback from stakeholders (e.g., community members, designers) and make necessary revisions.
- Finalize Designs: Finalize the designs for each merchandise item, ensuring they meet quality standards.
- Monthly Contests: Create themed images of the mascot for each campaign and season of the year (Halloween, Easter…) making monthly contests to engage with the community promoting both the mascot and the e-store and keep the momentum.
Production 
- Select Suppliers: Select reliable suppliers based on quality, cost, and delivery timelines.
- Sample Orders: Place orders for sample items to review quality and make necessary adjustments.
- Review samples for quality and make necessary adjustments.
- Bulk Orders: Place bulk orders for approved items to ensure availability for Devcon.**
Marketing and Promotion 
- Develop Strategy: Develop a comprehensive marketing strategy for merchandise promotion, including social media campaigns and promotional events.
- Highlight Societal Issues: Highlight societal issues addressed by each merchandise collection to align with the community’s values.
- Promotional Materials: Create promotional materials, including social media posts, website banners, and email campaigns.
- Launch Event: Plan a launch event or campaign to introduce the mascot and merchandise to the community.
Distribution 
- Event Distribution: Distribute merchandise at future events to maximize visibility and engagement.
- Inventory Management: Manage inventory and fulfillment processes to ensure timely delivery of merchandise.
- Sales Monitoring: Monitor sales and adjust strategies as needed to optimize performance.
- NFC Integration: Integrate NFC tags to make each product a real-world asset, generating a collectible NFT.
Evaluation and Feedback 
- Collect Feedback: Collect feedback from customers and stakeholders to assess the success and impact of the merchandise plan.
- Analyze Impact: Analyze the impact of the initiative on brand recognition and community engagement.
- Continuous Improvement: Make improvements for future merchandise projects based on feedback and performance metrics.
Timeline 
Due to the upcoming Devcon event in Thailand starting on November 9, 2024, we will expedite the project timeline. The entire project, including the mascot costume, plush toys, stickers, and t-shirts, will be completed by November 1, 2024. This ensures that all materials are ready for promotion at Devcon. Part of the funding will also cover travel, accommodation, food, and transportation (flight and Uber) for a group of 4-5 people to promote the mascot and kickstart its expansion.
Start Date: As soon as the proposal passes (estimated 2024-07-31T22:00:00Z).
Week 1-4: Planning and Concept Development (August 1 - August 31, 2024)
- Week 1-2: Collaborate with web3 designers to brainstorm and develop initial mascot concepts
- Week 2-3: Conduct market research to identify potential merchandise items
- Week 3-4: Identify and contact potential suppliers for production costs and timelines
Week 5-8: Agency Selection and Design (September 1 - September 30, 2024)
- Week 5: Select a creative agency to finalize the mascot design, marketing materials, and animations
- Week 6-7: Work with the agency to develop the mascot costume (botarga) design
- Week 7-8: Finalize the designs for each merchandise item
Week 9-12: Sample Production and Testing (October 1 - October 28, 2024)
- Week 9: Place orders for sample items, including stickers, plush toys, and t-shirts
- Week 10: Review sample quality and make necessary adjustments
- Week 11-12: Begin initial production of the mascot costume
Week 13-14: Bulk Production (October 29 - November 9, 2024)
- Week 13: Place bulk orders for approved merchandise items
- Week 14: Ensure timely delivery of all merchandise and finalize the production of the mascot costume
Week 15-16: Launch and Distribution (November 10 - November 23, 2024)
- Week 15: Launch the online store with integrated Stripe and cryptocurrency payment options
- Week 16: Distribute merchandise at Devcon and other events and promote the mascot and merchandise through marketing campaigns
Week 17-20: Post-Devcon Distribution and Marketing (November 24 - December 21, 2024)
- Week 17-18: Continue distribution of merchandise for future events and community engagements
- Week 18-19: Develop and implement seasonal marketing strategies, including Halloween and winter-themed promotions
- Week 20: Plan and execute holiday-themed events and content to maintain engagement and narrative continuity for the mascot
Ongoing: Feedback and Evaluation
- Collect feedback from customers and stakeholders
- Assess the success and impact of the merchandise plan
- Make improvements for future merchandise projects based on feedback and performance metrics
Completion Date: December 31, 2024
This extended timeline ensures not only the initial launch and promotion at Devcon but also the continued relevance and engagement of the mascot through seasonal campaigns and future projects. The narrative and presence of the mascot will be sustained, enhancing community interaction and brand loyalty through ongoing merchandise and marketing efforts.
Overall Cost 
The total budget for the Arbitrum Mascot and Merchandise Development Initiative is €200,000 ($220,000). This budget will cover the development and design of a comprehensive brand manual, the organization of a contest to design the mascot, the creation of an online store, the production of initial merchandise, marketing and promotion efforts, and travel and accommodation for promoting the mascot at Devcon in Thailand. The detailed breakdown of costs includes expenses for brand manual development, the contest prize, website development, payment integration, marketing materials, sample and bulk production of merchandise items, and the creation of a high-quality mascot costume.
Detailed Budget and Deliverables
1. Brand Manual and Contest (€102,000 / $112,200)
- Brand Manual Development (€12,000 / $13,200): Create a comprehensive brand manual, including guidelines for mascot use, color schemes, fonts, and overall visual identity.
- Step-by-Step:
- Initial Draft: Develop an initial draft of the brand manual.
- Stakeholder Review: Circulate the draft for feedback and incorporate suggestions.
- Final Version: Finalize the brand manual and ensure it is accessible to all stakeholders.
- Step-by-Step:
- Contest Prize and Proposal (€90,000 / $99,000): Organize a contest to design the mascot, offering a substantial prize to attract top talent. The winning proposal will include all designs, marketing materials, animations, and the design of the mascot costume (botarga).
- Step-by-Step:
- Contest Announcement: Announce the contest across various platforms.
- Submission Period: Allow designers to submit their entries.
- Judging Process: Assemble a panel to evaluate submissions and select the winning proposal.
- Winner Announcement: Announce the winner and allocate the prize for the development of the full project.
- Step-by-Step:
2. Online Store Development (€45,000 / $49,500)
- Website Development (€25,000 / $27,500): Develop a user-friendly online store to sell mascot-themed merchandise, similar to Big Shot and Nouns.
- Step-by-Step:
- Platform Selection: Choose a suitable platform for the store.
- Design and Development: Work with developers to design and build the store, ensuring it reflects the Arbitrum brand and is user-friendly.
- Testing and Launch: Conduct thorough testing to ensure usability and functionality, and then launch the website.
- Step-by-Step:
- Payment Integration (€10,000 / $11,000): Integrate Stripe and cryptocurrency payment options.
- Step-by-Step:
- Payment Gateway Setup: Set up payment gateways for Stripe and cryptocurrencies.
- Security Testing: Ensure secure transaction processing.
- Final Integration: Integrate and test the payment systems on the live site.
- Step-by-Step:
- Marketing and SEO (€10,000 / $11,000): Optimize the store for search engines and create a marketing strategy to drive traffic.
- Step-by-Step:
- SEO Optimization: Implement SEO best practices.
- Marketing Campaigns: Develop and launch marketing campaigns, including social media and email marketing.
- Step-by-Step:
3. Initial Merchandise Production (€38,000 / $41,800)
-
Stickers (€1,000 / $1,100): Produce 1,000 high-quality stickers (15cm x 15cm).
- Step-by-Step:
- Design Finalization: Finalize sticker designs.
- Supplier Selection: Select a supplier for production.
- Production: Produce and quality check the stickers.
- Step-by-Step:
-
Plush Toys (€10,000 / $11,000): Produce 500 high-quality plush toys (30cm high) with NFC tags and NFTs (€5,000 / $5,500 for production + €5,000 / $5,500 for mold).
- Step-by-Step:
- Design Finalization: Finalize plush toy designs.
- Prototype Production: Create prototypes for review.
- Bulk Production: Produce and integrate NFC tags with the plush toys.
- Step-by-Step:
-
T-shirts (€2,000 / $2,200): Produce 200 high-quality t-shirts with the mascot design.
- Step-by-Step:
- Design Finalization: Finalize t-shirt designs.
- Supplier Selection: Select a supplier for production.
- Production: Produce and quality check the t-shirts.
- Step-by-Step:
-
Mascot Costume (€5,000 / $5,500): Create a high-quality mascot costume for use at events and conferences.
- Step-by-Step:
- Design Finalization: Finalize the costume design with the chosen creative agency.
- Prototype Production: Develop a prototype of the costume.
- Final Production: Produce the final mascot costume for event use.
- Step-by-Step:
4. Marketing and Promotion (€20,000 / $22,000)
- Marketing Materials (€10,000 / $11,000): Create promotional materials, including social media posts, website banners, and email campaigns.
- Step-by-Step:
- Content Creation: Develop content for various platforms.
- Design and Production: Design and produce visual materials.
- Campaign Launch: Launch promotional campaigns.
- Step-by-Step:
- Launch Event (€10,000 / $11,000): Plan and execute a launch event to introduce the mascot and merchandise to the community.
- Step-by-Step:
- Event Planning: Plan event details, including venue, agenda, and speakers.
- Promotions: Promote the event to the community.
- Execution: Host the event and gather feedback.
- Step-by-Step:
5. Travel and Accommodation for Devcon (€20,000 / $22,000)
- Travel Costs (€10,000 / $11,000): Cover flight costs for 4-5 people to Thailand for Devcon.
- Step-by-Step:
- Flight Booking: Book flights for the team.
- Travel Insurance: Arrange travel insurance for the team.
- Step-by-Step:
- Accommodation (€5,000 / $5,500): Cover accommodation costs for the team during Devcon.
- Step-by-Step:
- Hotel Booking: Book accommodations close to the event venue.
- Step-by-Step:
- Food and Local Transportation (€5,000 / $5,500): Cover food and local transportation (Uber) expenses for the team.
- Step-by-Step:
- Meal Planning: Allocate a budget for daily meals.
- Transportation: Arrange local transportation for event days.
- Step-by-Step:
Total Budget: €200,000 ($220,000)
Any excess funds from the funds that are not spent on the project will be rolled over and used to fund future products and contests, but only if the DAO votes to spend additional funds on these. If the DAO votes against further spending on products, or a proposal fails to pass, the excess ARB will be returned to the DAO. 
Thank you for taking the time to read this proposal. We believe that the development of a unique mascot and high-quality merchandise for the Arbitrum blockchain will significantly enhance brand recognition and foster a stronger sense of community. By launching this initiative, we can create a lasting impact on the Arbitrum ecosystem, promoting its values and mission to a broader audience. Your support is crucial in making this project a success, and we look forward to your positive response.
Cheers! 
@Victorxva @JulioMCruz