Reframing a Tech Company as a Parent Support Partner
The Opportunity
After an early surge of growth began cooling off, an emerging yet powerful player in the baby monitor space looked to shift from pushing product at parents to building a user-centered brand that meant something more.
Through deep qualitative research, I discovered untapped and deeply emotional white space - everybody's focused on the baby, but nobody's taking care of the parents. What if this brand wasn't about keeping babies safe? What if it was about supporting parents on the most exciting yet disruptive journey of their lives? Quantitative segmentation and targeting confirmed this hypothesis. This drove a fresh brand strategy to relaunch a supportive, genuine, lifestyle brand that parents want to identify with.
The Impact
- Identified and quantified consumer targets, including 3 of most interest, driving outreach, messaging and creative clarity and focus
- Crafted the organization's complete brand strategy
- Established a comprehensive tone of voice to develop resonant messaging for parents
- Revamped creative assets to be more aligned with the strategy to focus on parents
Positioning a Clean Energy Company for Impact
The Opportunity
The largest privately held solar company had grown almost entirely via acquisition. But, it had dreams to unite all of its customers through a single brand that meant something more than the company that sends you a bill every month.
Through extensive research, I unpacked the Jobs to Be Done that drive people to invest in solar panels, then paired this learning with competitive intel and company strengths. This unpacked a huge tension between the Jobs that people want solar panels to serve and what solar companies communicate. It's not just about saving money. It's not just about the badge value associated with having solar panels on a roof. It's about the most obvious but forgotten thing - the planet.
The Impact
- Complete site revamp and development, including photography, messaging and copywriting
- Interactive app development that aligned with the strategy - incorporating "green" features that tie back to the revised positioning