Refined and Aligned Brand Messaging
Clearly defined and memorable narrative.
Towards the end of my time with MindForge, I began operating as the company’s creative director and ensuring all of our creative out-put was consistent and on-brand. Around this point we were receiving a decent amount of eyes on our product, but needed to increase our lead conversion. I spearhead an overhaul of our messaging to more quickly explain to site-visitors what our product was and how it could help them.
Challenge
Our website was vague, our imagery lacked clarity, and our social channels were inconsistent with mismatched branding. On top of that, we struggled to connect with the hardened construction industry (an audience that rejects corporate speak) so we needed a clear, engaging voice that felt authentic rather than like corporate posturing.
Solution
Simplify our messaging to be clear and direct, eliminating any guesswork for users visiting our site or seeing our ads. Apply this updated message consistently across all touchpoints (website, videos, blogs, ads, etc.) ensuring a unified brand presence wherever people find us.
Process
I created a full website overhaul mock-up with simplified messaging for easier product understanding, secured stakeholder approval, developed most of the new imagery, and collaborated with the outsourced web team to implement updates.
It was critical to show the product as much as possible, allowing potential customers to see exactly what they’d be getting if they signed up. To add authenticity, I used real messages from current customers as the basis for visual samples. These real-world examples helped remove uncertainty and built trust with future customers.
I wrote, produced, and edited a new product demo video that carried over our updated messaging. To reinforce authenticity, I incorporated real customer testimonials alongside real-world examples.
I unified our brand across all social platforms by creating custom banners, icons, and descriptions echoing with our updated messaging.
We turned customer feedback into promotional content. Positive feedback and unique use cases were transformed into videos showcasing real-world value. Negative comments or concerns were addressed head-on, with videos that clarified misconceptions and demonstrated why our product was the right solution. (These are two examples of videos I produced)
I collaborated with our outsourced writer to ensure all blog and social content aligned with our brand voice and avoided sounding overly corporate. When promoting the new “automatic Spanish translation” feature, I shifted the focus from product specs to real-world impact. After gathering insights from the Customer Success team, I uncovered a story about Spanish-speaking construction workers needing secondary huddles to understand plans. I restructured the blog around this narrative and paired it with an AI-generated visual, highlighting how the feature solved a genuine problem.
Result
The company’s C-suite and stakeholders were very pleased with the website and copy updates. The demo video performed well, and customers reported a clearer understanding of the product. We began seeing our first users sign up for free trials independently, and overall lead conversions increased.