Creating a stand-out brand

The Objective

I'm passionate about two things: copywriting and yoga. And the two are weirdly alike. Good copy (and in turn, good branding) should feel effortless – seamlessly  flowing , intertwining and  connecting.  Like a good Vinyasa. 
As a challenger brand making its name in the world of market research, we saw an opportunity for GlobalWebIndex to rebrand.  
The goal was to lean into the core USPs and build a memorable and consistent brand – connecting customer journeys, driving engagement, and boosting visibility.

The Action

Unlike our decades-old competitors who were far more corporate in tone, we wanted to be  bold. 
We wanted to pare back the clutter, cut the fluff and lead with a no-BS, enticing, clean brand. This meant copy and design working hand-in-hand to build a message that was sure to resonate with the right audience. 
We researched competitors (both direct and indirect). We uncovered critical insights into our audience. We identified the biggest SEO opportunities. We interviewed clients. We led workshops with our leadership and GTM teams. From all this, we developed a crystal-clear purpose, value proposition, tone of voice and visual identity. GlobalWebIndex was put to bed, and GWI made its grand entrance. 
I acted as messaging lead across everything – from brand promise and TOV to website, ad copy, collateral and more. Coupling all this with clear internal guidance, resources and templates, it was my job to ensure our new brand was made to stick.

The Result

Post launch, we saw drastic improvements across all channels, with inbound pipeline and lead quality increasing by +30%.