Canary logo white background jpg.jpg

Canary Case Study

Verbal Brand Pillars | Concepting, Writing, Editing for Marketing, Retail, Training, Product, PR, and Digital Advertising Content | Thought Leadership

Canary

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.

__

DELIVERABLES

-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

__

TEAM

Virginia Sasser

(visual brand)

 

VIDEO

Concepting and writing for video for “pet lovers” audience segment.

SITE CONTENT/INFORMATION ARCHITECTURE

Excerpt of landing page for “travelers” audience segment, featuring IA design, and info structure and segmented talking points, and concepting, writing, and editing.

Excerpt of landing page for “travelers” audience segment, featuring IA design, and info structure and segmented talking points, and concepting, writing, and editing.

 

APP/UX MICROCOPY

UX microcopy and flow review for mobile app, bonus educational content around product features.

UX microcopy and flow review for mobile app, bonus educational content around product features.

 

THOUGHT LEADERSHIP/GHOSTWRITING

Positioning, interviewing, editing, and ghostwriting for CTO.

Positioning, interviewing, editing, and ghostwriting for CTO.

Positioning, interviewing, editing, and ghostwriting for CEO.

Positioning, interviewing, editing, and ghostwriting for CEO.

 

PACKAGING

Writing and editing for retail package copy.

Writing and editing for retail package copy.

 

RETAIL KIT

Concepting and writing for Retail Kit showcasing brand-appropriate description and imagery for digital and in-store marketing.

Concepting and writing for Retail Kit showcasing brand-appropriate description and imagery for digital and in-store marketing.

Concepting and writing for Retail Kit showcasing brand-appropriate feature names, descriptions, and icons for digital and in-store marketing.

Concepting and writing for Retail Kit showcasing brand-appropriate feature names, descriptions, and icons for digital and in-store marketing.

Concepting and writing for Retail Kit showcasing brand-appropriate descriptive content, terms, and images for digital and in-store marketing.

Concepting and writing for Retail Kit showcasing brand-appropriate descriptive content, terms, and images for digital and in-store marketing.

© Visible Consulting LLC 2019