Discovery pointed to an opportunity for the brand to occupy a specialist position in a marketplace suddenly crowded with companies promising all things to all people.

We needed to elevate the functional benefits of the experience to the emotional benefits of the target user—in a clear and compelling voice they could identify with.

Capabilities / As Strategy lead I conducted all research including stakeholder and user interviews, composed and presented Findings, facilitated the Client Workshop, authored Positioning Scenarios, and briefed Creative.