Canary Case Study
Verbal Brand Pillars | Concepting, Writing, Editing for Marketing, Retail, Training, Product, PR, and Digital Advertising Content | Thought Leadership
Canary is a consumer electronics startup that aims to democratize home security with an affordable, effective, beautifully designed product suite.
GOAL: Streamline verbal brand and build out all content for product launch.
BRANDING: Rachel partnered with the CCO and Head of Marketing to to refine tone/voice and create strong brand pillars to reflect Canary’s welcoming, invested appeal as a leader in the space.
CONTENT: Rachel worked hand-in-hand with the lead designer to maintain brand integrity across all touchpoints, including creating content for marketing, PR, video, advertising, training, thought leadership, packaging, and UX microcopy.
CHANNEL MARKETING: As Canary prepped to go to market with Home Depot, Verizon, Best Buy, and Amazon, Rachel jumped in as interim Head of Channel Marketing to maintain brand consistency for each market inclusion. Since each retailer had its own specific needs and specs, she created Canary’s first-ever Retail Launch Kit; it covered all the bases and was a comprehensive creative resource for all current and future retail partnerships.
Canary successfully launched with all four partners, and was Verizon’s largest retail launch of a smart home item at the time.
-All verbal brand pillars
-Concepting, writing, and editing for marketing ( site, email, decks, DLC, targeted/segmented content, etc.), PR, advertising (display, social, podcast, OOH, etc.), video, training, thought leadership, packaging/end cap copy and app/UX microcopy content
-Retail Launch Kit
-Thought leadership positioning, interviews, and ghostwriting