It Takes Two

What It Takes Two does

It Takes Two is a Vancouver, Canada-based brand communications agency operating in a boutique, founder-led delivery model. Founded in 2023 by identical twin sisters Masha and Xenia Vyazemsky, each with 8+ years of senior marketing experience across web3, tech, and entertainment, the firm serves two primary customer verticals: web3 companies (its founding niche) and AI teams (a more recent expansion). Its services are organized into three pillars: Branding & Positioning (research-based visual identity, messaging, and content strategy for owned channels), Content & Editorial (strategies and execution for brand and team-member channels), and Industry Insight (advisory services, market research, and workshops). Named case studies include Rarible, Ankr, Aavegotchi, Fluence, and RARI Foundation, with the most cited being Masha's prior work as VP of Marketing at Rarible (from 2,000 to 1.5M+ followers, 1M MAU, $500M trading volume).

The firm is a pure professional services business with no proprietary technology platform, no APIs or SDKs, no patents, and no disclosed AI/ML capabilities. Revenue generation rests on a discovery-call-first sales motion (Tally.so lead capture on ittakestwo.to) targeting web3 and AI companies needing brand strategy and PR, supplemented by a community-led motion that uses founder thought leadership — bylines in CoinDesk, Decrypt, Blockworks, TechCrunch, Fast Company, Cointelegraph, and Entrepreneur, plus speaking at NFT.NYC — to drive inbound interest. Pricing is not publicly disclosed and appears to be project- or retainer-based, negotiated post-discovery call. Beyond advisory work, the firm lists a speaker-booking offering ("Hire Masha & Xenia as Speakers") and has scaffolded a "Courses" section on its website, both representing early attempts to monetize founder personal brand beyond client engagements. The company is privately held with no disclosed institutional funding and operates on a global, geography-agnostic basis with all client work delivered remotely.

Name

It Takes Two

Legal name

It Takes Two

Website

https://ittakestwo.to

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

It Takes Two is a Vancouver-based brand communications advisory for web3 and AI firms, founded by identical twins Masha and Xenia Vyazemsky. It delivers branding, positioning, PR, content strategy, and advisory services through a senior-founder-led model for clients including Rarible and Ankr.

Ownership category

akta.pro rank

Product category

Brand Communications Services

NAICS

Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Thought Leadership & Executive Visibility (BPAFADAG)

akta.pro secondary industry

Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Brand communications advisory
• Web3 PR services
• Crypto marketing strategy
• Fintech content strategy
• AI communications consulting

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Brand Communications Consulting: Advisory and consulting services for web3 and AI teams including branding, positioning, content strategy, and PR. Likely project-based or retainer engagements.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

It Takes Two is a senior-led brand communications advisory that helps web3 and AI companies define their brand, build owned audiences, secure credible media coverage, and sharpen market positioning. Service delivery is organized into three offerings — Branding & Positioning (research-based visual identity and messaging plus owned-channel content strategy), Content & Editorial (content strategy and execution for brand and team member channels), and Industry Insight (advisory, market research, and workshops). Engagements are bespoke and initiated via a discovery call, with no standardized productized offering.

Product overview

It Takes Two is a brand communications agency offering a unified suite of services for web3 and AI teams. The portfolio consists of three core service offerings: Branding & Positioning (research-based visual identity and messaging), Content & Editorial (content strategies and execution for owned channels), and Industry Insight (advisory services, market research, and workshops). These services are delivered by senior marketing leaders with expertise in web3 communications.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding & Positioning Research-based visual identity and messaging to define brand. Includes content strategies and execution for brand and team members' owned channels. Targeted at web3 and AI companies needing foundational brand work.
• Content & Editorial Content strategies and execution services for brand and team members' owned channels. Targeted at web3 and AI companies looking to build and grow owned audiences, including editorial newsletter concepts and execution.
• Industry Insight (Advisory Services) Advisory services, market research, and workshops rooted in deep expertise in web3 and AI communications. Targeted at web3 and AI teams seeking senior strategic counsel on positioning and market insight.

Quantifiable outcome

• 1.5M+ combined followers across owned channels
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Revive.fan: Web3-native marketing and community agency with overlapping service capabilities in PR, content, and brand strategy for crypto-native projects.

Broad incumbents

• Edelman: Global communications giant with an active crypto, blockchain, and AI practice — represents the enterprise-scale incumbent that AI and late-stage web3 clients may choose instead of boutique agencies like It Takes Two.
• Clarity PR: Established global tech PR agency with a dedicated crypto and fintech practice — competes for the same web3 and AI comms mandates but at significantly larger scale and broader client portfolio.

Direct peers

• Lunar Strategy: Web3 marketing agency providing PR, KOL management, and growth services to crypto and NFT projects — overlapping with It Takes Two on branding, content, and earned-media services for web3 clients.
• Wachsman: One of the longest-standing crypto-native PR and communications agencies, serving exchanges, protocols, and web3 companies with media relations and strategic comms — directly overlapping It Takes Two's core offering to web3 clients.
• Coinbound: Web3 marketing agency offering PR, influencer marketing, and content strategy for crypto projects — directly comparable service mix and target customer base to It Takes Two.
• Melrose PR: Crypto and fintech public relations agency providing media relations, thought leadership, and executive visibility — directly comparable service offerings and customer profile.
• MarketAcross: Blockchain PR and content marketing agency serving crypto startups and enterprises globally, with strong relationships at CoinDesk, Cointelegraph, and other crypto outlets — competing head-to-head for the same web3 PR engagements.
• Emfarsis: Public relations and communications firm specializing in blockchain, crypto, and emerging-technology clients — directly competing for the same earned-media mandates in the web3 vertical.
• Etherealabs (formerly Fireworks): Web3 marketing and communications agency serving NFT, DeFi, and DAO clients with content, PR, and brand strategy — closely comparable niche focus and service portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ittakestwotwins
• LinkedInlinkedin.com/company/it-takes-two-consulting
• Facebookfacebook.com/ittakestwopr

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about It Takes Two