A Brand Refresh & Repositioning
A Gig Economy marketplace app were redeveloping their technology stack and redefining their business strategy to futureproof their growth.
Channels:
Brand Visual Identity, Brand Guidelines, Tone of Voice, App UX, App Store Optimisation, Consumer Insight & Segmentation, Marketing Strategy, Paid Digital, Customer Experience Design, KPI Setting & Reporting Templates, Coaching junior marketing.
Focus:
Technology, App Development. Gig Economy, B2B & B2C
The Brief:
Develop & define core business growth opportunities, product market fit and core customer targets to inform a redefined brand positioning, voice, approach and visual identity.
The Execution:
Starting with the available customer data and spending time understanding the product development roadmap and pipeline, I evaluated the opportunities to own a distinct position versus the rest of the market, for both the B2C and B2B offering.
I created a brand new segment and persona based marketing strategy for both sides of the marketplace, to allow for a smooth transition for existing clients, users and to inform the acquisition strategy moving forward.
This then informed a refreshed brand visual identity, USPs and Tone Of Voice which were rolled out across the internal teams with a clear project plan backwards from launch date. Internal teams were also coached on execution across digital channels.