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
SITE CONTENT + INFORMATION ARCHITECTURE
Excerpt of landing page for “travelers” audience segment, featuring information architecture, segmented talking points, concepting, writing, and editing.
VIDEO
Concepting and writing for marketing video for “pet lovers” audience segment.
APP + UX MICROCOPY
UX microcopy and flow review for mobile app, bonus educational content around product features.
THOUGHT LEADERSHIP + GHOSTWRITING
Positioning, interviewing, editing, and ghostwriting for CEO.
Positioning, interviewing, editing, and ghostwriting for CTO.
EMAILS
Strategy, writing, and editing for email drip campaign for new users.
Strategy, writing, and editing for marketing emails.
PACKAGING
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 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.