Work Collection

Brand case study

Overview

OPUL is a SaaS fintech payments platform designed exclusively for aesthetics practices. As a new entrant to the market, they need to develop their brand voice, market positioning, and style guidelines across all touchpoints including their app, marketing collateral, and website.

Approach

My role was to build these content systems in collaboration with the marketing, product and design teams to create a cohesive and strong brand voice that stood out against our competitors.

Challenge

Our existing assets lacked a clear brand and value proposition that made it hard to convert visitors. We needed to start fresh with solid market and user research to build a brand that stood out.

Research

By first understanding our history, values, and competitive landscape, I was better equipped to create the guidelines that would help us build a strong brand.

Approach

To start that process, I interviewed stakeholders from across the teams, including marketing, product, and design.

Then, I did competitive research to understand how we fit in to the market landscape, and what makes us stand out.

Findings

Some of the key findings during this process included

Existing messaging around our value propositions and pain points in our current style
Our positioning in the competitive landscape as a user-friendly option
The need for our voice to evolve to be more friendly and compelling

Problem Solving

By simplifying our language and introducing a friendlier tone, I was able to hit at the key elements of our brand positioning: being easier to use, and supporting a more relational style of doing business.

Website

Understanding our client pain points and building messaging around each of these concepts was key in building our brand value propositions.

Style Guides

I determined that it was important to build style guides around several aspects of our content funnel.

With the amount of collaboration needed from cross-functional teams and involved stakeholders, having a reference point was essential for a cohesive brand strategy.

Messaging

I wrote targeted messaging that was updated to reflect our brand and our client paint points for improved conversion.

Results

As a result of this project, I was able to create cohesive brand messaging that spoke to the value propositions our users wanted.

The impact of this was an increase in user adoption and conversions.

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Work Collection

Brand case study

Overview

Approach

Challenge

Our existing assets lacked a clear brand and value proposition that made it hard to convert visitors. We needed to start fresh with solid market and user research to build a brand that stood out.

Research

By first understanding our history, values, and competitive landscape, I was better equipped to create the guidelines that would help us build a strong brand.

Approach

To start that process, I interviewed stakeholders from across the teams, including marketing, product, and design.Then, I did competitive research to understand how we fit in to the market landscape, and what makes us stand out.

Findings

Existing messaging around our value propositions and pain points in our current style

Our positioning in the competitive landscape as a user-friendly option

The need for our voice to evolve to be more friendly and compelling

Problem Solving

By simplifying our language and introducing a friendlier tone, I was able to hit at the key elements of our brand positioning: being easier to use, and supporting a more relational style of doing business.

Website

Understanding our client pain points and building messaging around each of these concepts was key in building our brand value propositions.

Style Guides

I determined that it was important to build style guides around several aspects of our content funnel.With the amount of collaboration needed from cross-functional teams and involved stakeholders, having a reference point was essential for a cohesive brand strategy.

Messaging

I wrote targeted messaging that was updated to reflect our brand and our client paint points for improved conversion.

Results

Ready to get in touch?

To start that process, I interviewed stakeholders from across the teams, including marketing, product, and design.

Then, I did competitive research to understand how we fit in to the market landscape, and what makes us stand out.

I determined that it was important to build style guides around several aspects of our content funnel.

With the amount of collaboration needed from cross-functional teams and involved stakeholders, having a reference point was essential for a cohesive brand strategy.