Meeting room magic.

Ditching PDFs and selling in a more exciting way to understand enterprise tech.

Team output

Content audit

Coding

Design direction

Brand strategy

Personal contributions

Pitching

UX conception

Copywriting

Brand strategy

Comms strategy

Naming (of campaign)

Situation.

Hybrid working has defined office culture of the 2020s. So when your product can bring together the best parts of office life and WFH, your message and marketing efforts can't afford to lose impact against claims from other productivity and collaboration tools.

What's an effective way to cut through with awareness, education and engagement with your offering?

Insight.

There are digital whiteboards for brainstorming. Teleconferencing tools for calling and presenting. Filesharing and feedback tools. But there hasn't been a meta-tool that blends the efficiency or creative potential of working in-person with the convenience of digital.

Taking the best of WFH and IRL, this product brand needed a unique way to signal value in a confused and crowded market of similar-but-not-quite-the-same digital work tools.

And a more exciting way to convey its offering – the brand had too many unloved blog posts and downloadables.

Strategy.

First we created a new category for the product brand, supported by a positioning narrative. Next we audited their existing marketing efforts to spot opportunities for making an impact.

With the help of our agency's marketing operations team, I pitched a variety of new creative formats to express their messaging and tell their new story, which all got accepted. Win!

Creative.

Starting with lo-fi doodles, I proposed that our agency create an interactive web tool to explain the product and its value. I led with the metaphor of an office where a familiar scene could represent each of the tool's features and benefits. Working with designers and devs, concept became fleshed out campaign.

Meeting room magic lets users explore an isometric animated illustration of an office where each room (or room section) corresponded to a different product use, such as brainstorming, presenting, training, and so on. The accompanying copy explained product benefits and nudged users to relevant content across the brand's site as well as to a guided demo.

Outcome.

An opportunity for the agency to dabble in some of its more interactive, engaging, and frankly more cooler, digital offerings.
Unlike a PDF download, the web-based format gave our marketing operations team and the client the ability to monitor user journeys, comb through analytics and understand what's relevant to potential prospects.
Although one of our other formats sold in got the plug pulled, it gave the agency a far-enough prototype to adapt for future products sold to other clients.
A great opportunity to have my amateurish sketches and vision turned into gold by an incredible design and dev team.