Context
At this time, the company was in its angel investor stage and needed a stronger brand positioning. Exercises like this can be incredibly useful to win over audiences, earn industry recognition, and build overall trust. Companies with strong design cohesion and brand presence typically see a significant uptick in engagement and conversion.
- Get broad alignment on what this project will impact (IE Homepage, app, packaging, etc.)
- Build alignment on our target audience vs. current customer base
- Find visual brand differentiators among our competition
- Land on Voice and Tone as a company
- Write and run a design sprint activity with contractors to deliver four brand direction options to the CEO, CMO, and advisory board
- Deliver brand roll-out strategy based on broader team capacity
This project was a huge success and supported our team's effort to increase overall sales by 50%. From a brand positioning perspective, in blind user interviews, users would call Signos “the purple company,” our competitors' brands blended together for the users.
Success metrics
- Customer Recognition
- Sales increase
- Executive team alignment
- Execution of the entire strategy
- NPS score
Contributions
- Research and strategy
- Ideation facilitation
- Wireframe mock-ups
- Executive level presentation
- Executive sponsorship for execution
- Team product management
