Big, small,
we do it all.
Bloomreach
-
Background: Bloomreach, a leader in AI for e-commerce, had defined a new vision for the company but needed help activating it to gain traction in a new market and grow sales.
Approach: Worked alongside the marketing and content teams to develop:
Product positioning platforms
Partner audience platform
Conference theme, panel discussions, and CEO keynote for Bloomreach Edge Summit.
Shift enabled: Gained market share in the US, leveraged product strategy and brand promise to establish a new positioning: “Limitless,” which also became the basis of a major advertising campaign.
Manhattan Vintage Show
-
Background: The new owners of MVS, New York’s most expansive vintage experience, wanted to grow the audience from fashion-insiders to the broader shopping public.
Completed: Positioning followed by messaging and brand activation.
Shift enabled: Our timely and authentic positioning, “The Future of Fashion is Vintage,” became their new tagline and basis of all operations. They implemented our work within weeks of their fall show, immediately increasing dealer and shopper satisfaction.
Sequoia Capital
-
Background: Sequoia launched an initiative to build individual partners’ profiles and more systematically communicate each person’s theories and best advice.
Approach: Keynote presentations for Tim Lee, Omar Hamoui, and Doug Leone. Transformed the “Templeton Compression” into the Sales-Ready Product curriculum and workshop for Jim Goetz and Aaref Hilaly.
Shift enabled: Packaged partners’ learnings and anecdotes into formal collateral, one of which continues to be used many years later.
Created a language, case studies (Palo Alto Networks, Nimble Storage, SkyHigh Networks, Clari), and curriculum to help Sales and Product work together to build products that consider sales strategy from day one. Designed and executed a half-day workshop for portfolio companies: Building a Sales Ready ProductTestimonial: “Appreciate all your expertise, energy and patience.”
—Jim Goetz, Partner
Saiva.ai
-
Background: An AI-powered clinical decision-making tool, Saiva struggled to tell its story to audiences with varied—and even conflicting—incentives.
Approach: Worked with leadership team to develop brand positioning and messaging, brand narrative, and website copy updates.
Shift Enabled: Through deep-dive interviews and market research, we developed a core positioning that kept the patient in focus while speaking to the needs of all key audiences. The leadership team aligned on the new positioning and began to roll it out right immediately.
Okta
-
Background: We filled in an essential brand expertise gap before the first in-house brand team and worked as a contractor on that team during its first year.
Completed:
Oktane conference theme and messaging
Positioning for Customer First, Okta for Good, developers, and more
Personas
Product and service naming
Supporting brand refresh and global rollout
Shift enabled: Helped the organization scale its brand function alongside product design and marketing.
Planet
-
Background: Planet was on the cusp of launching a large “flock” of satellites and a new data platform. It needed a brand to match its ambitions, and to reach an audience beyond image analysts and researchers.
Approach: Crafted a brand platform and key messaging, which became the brief for a refreshed logo and identity system.
Shift enabled: Planet continued its growth trajectory and went public in 2021. The brand promise we developed “See change. Change the world.” was on their NYSE banner.
This project was a collaboration with Noise 13.
Accion Opportunity Fund
-
Background: AOF is one of the leading national nonprofit small business lenders. As they were getting ready to launch their strategic plan and kick off a major debt & philanthropic fundraising campaign, they asked In Other Words to develop a clear, compelling narrative and assets to tell this story.
Approach: Developed fundraising narratives, brochure, and pitch decks for various audiences. Continue to advise CEO on keynote speeches.
Shift enabled: AOF’s CEO began using the new language right away and is ready to take the show on the road.
Hack Reactor by Galvanize
-
Background: Galvanize, a leader in engineering bootcamps, had refined their core offerings and was ready for a brand refresh that reflected their future strategy. They also needed solve a vexing challenge—how to incorporate Hack Reactor, a well known brand with strong market resonance, into their portfolio of offering
Approach: Brand positioning, brand architecture, brand voice, messaging.
Shift Enabled: With a combination of in-depth research and stakeholder workshops, we aligned the team around a brand positioning for Galvanize that reflects its ambition, as well as a brand hierarchy that clarifies the relationship with Hack Reactor while retaining its value. We partnered with the creative team at Noise 13 to deliver a visual identity for the family of brands, connecting them through logo and color and a flexible system for growth
Testimonial: “You gave us an enriched understanding of our brand and pushed our limits.”
- VP Marketing, GalvanizeAgency Partner: Noise 13
Western Digital
-
Background: As Western Digital transformed its business, the company realized it needed a completely different breed of talent. What complicated their work was that they competed with other firms that could offer richer salary and benefits.
Approach: Talent brand, manifesto, website copy.
Shift enabled: The company continues to use the talent branding we developed in 2018. It’s still reflected in their Careers page hero message.
Adventr
-
Background: Adventr is a drag-and-drop interactive content builder that's ushering in a new era of experiences. Born from a community of creatives, they are about democratizing and pushing the boundaries of interactive, immersive content. Our challenge was to develop positioning and messaging that would articulate this sense of rebellious freedom while grounding the brand in what they deliver today.
Results: Brand positioning and core messaging.
Shift enabled: The positioning work led to a bold brand identity and has helped accelerate Adventr’s growth. The brand work is featured in the book “Designing Brand Identity” and identity is a Graphis award winner.
Agency Partner: Noise 13
Greensparc
-
Background: This edge computing company, which houses its data centers at existing power plants, has so many benefits (environmental, community, equity) it struggled to tell a clear story to their audiences, which range from telecoms to power plant operators to Alaskan tribes. We helped them define and articulate the most powerful parts of their offerings.
Approach: Brand positioning, messaging, and investor deck for public launch.
Shift enabled: The leadership team saw immediate results with new partnerships, funding sources, and expansion.
Agency Partner: Noise 13
Clif Family
-
Background: After successfully running a winery, tasting room, and wine club for many years, Clif saw a food subscription box as a way to capture a new demographic. It was a chance to extend the brand in a positive way.
Approach: Brand positioning and messaging for new business line
Shift Enabled: Clif immediately adopted the positioning strategy and implemented the messaging for its inaugural launch of their Mangia! subscription food box.
Agency Partner: Noise 13