Brand strategy

I define a brand’s purpose and personality so audiences get it, love it, and remember it.

We had just two months to research, design, and launch a brand-new experimental product. It was a departure from our usual audiences and offerings, so we needed to quickly understand a new audience, define a voice and tone that resonated, and ensure internal alignment

Strategy

  1. Conducted research using internet scraping and social media analysis to understand the language, tone, and messaging that would resonate with this audience

  2. Defined the product’s core narrative, emotional promise, and personality

  3. Explored multiple messaging angles to test clarity and appeal

Execution

  1. Drafted dozens of copy variations for social and in-product messaging

  2. Provided feedback on Figma wireframes to ensure design and messaging worked together

  3. Worked cross-functionally with product, design, and marketing teams to align on brand and launch approach

iNITIAL DESIGN

FINAL DESIGN

Impact

  1. Delivered a fully researched, designed, and branded product in under two months

  2. Created a messaging framework that could be reused for future experimental products

  3. Educated internal teams on audience-specific voice and tone, saving time in future iterations