Re-positioning a High-growth Startup to Differentiate in a Crowded Marketplace Across all DTC and B2B Audiences

Following successful Series C funding, I stepped into a more specialized role as Brand Strategist. My prior efforts in content marketing, client acquisition, and growth had contributed to the recent unicorn status, and now I was tasked with expansion into new markets, services, and product offerings. Working with a national creative and advertising agency, I built a brand strategy to reposition the company as a leader of quality, effective, and evidence-based care. At the time, public trust in mental health startups was waivering following investigations into leading competitors. 

I created both B2B and B2C audience messaging alongside core stakeholders, rooted in market and audience research, in order to launch a successful brand repositioning campaign across new and existing markets that increased brand recognition overall by 23%, and drove more than 970M impressions in the first 6 months. I wrote the first brand book and style guide for the company, and led the implementation of these updates across the company and all channels, including CTV/OTT, social media, OOH, web, print, and radio, among others. With hyper-local messaging and targeted placements–like chairlifts, gyms, grocery stores, coffee sleeves, city kiosks, Uber and Lyft–I wrote ad copy and honed the positioning across subsequent campaigns.

Below is a selection of creative across campaigns and channels that I wrote or worked on as part of this brand strategy.