positioning | messaging | brand voice
Babylist, one of the fastest-growing brands in the baby space, was seeking to craft a brand positioning that reflected their evolution as a company -- and their aspirations for the future. They struggled to connect the multiple aspects of their business (universal registry, online store, and content) and to talk about their brand in an elevated, emotional way. And with a large and growing team of content creators, they needed clear guidance for how to express the brand's messages and unique brand voice while still providing their team with creative freedom.
We worked closely with the leadership team to develop a brand positioning centered around the concept that Babylist puts parents first, an idea that resonates with their external audiences as well as their many technical employees who love to solve user challenges. Next, we developed a set of messages for each of their audiences and a robust brand voice guide filled with examples of what's on-brand and off-brand.
We worked closely with the leadership team to develop a brand positioning centered around the concept that Babylist puts parents first, an idea that resonates with their external audiences as well as their many technical employees who love to solve user challenges. Next, we developed a set of messages for each of their audiences and a robust brand voice guide filled with examples of what's on-brand and off-brand.