Refreshing a brand identity
Scope of Work:
+ Brand identity
+ Brand voice development
+ Brand story
+ Brand guidelines
+ Slogans
+ Product stories
+ Branded ad copywriting
BACKGROUND
As Teeter evolved their product offerings and advertising strategy to reach new audiences, they needed to redefine their brand voice and story to capsulate their new identity.
STRATEGY
I led in the creation and integration of Teeter's new brand voice, crafting the voice to embody sentiments from the updated brand pyramid and resonate with Teeter’s diverse and expanding buyer personas, while honoring the company’s 40 year legacy. From product copy guidelines and digital ad copy to a new brand slogan, I helped evolve Teeter’s voice to speak to the next generation of consumers.
IMPACT
The new brand voice guidelines helped guide the direction of fresh creative and messaging across platforms, from advertising initiatives to customer service training and product decks.
Crowning achievement: The “Get Your Happy Back” slogan helped the new brand voice resonate with consumers and Teeter employees, with the slogan being adopted by the company and implemented everywhere, from new TV ad creative to employee T-shirts.
Project Gallery
