Gorgias needed to validate a hunch that the “customer support agent” category wasn’t best serving them.
Gorgias Repositioning & MessagingDeliverables: Brand Narrative, Brand Purpose, Positioning, Audience Personas, Verbal Identity & Brand Messaging
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Challenge: Gorgias needed to move beyond customer support and position itself as a customer experience platform.
Insight: They needed a positioning shift to validate that they weren’t just a support tool but an enabler of better e-commerce experiences, impacting revenue and retention.
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Challenge: Competitors were using similar AI technology, so Gorgias needed a unique way to communicate their differentiation.
Insight: Their AI advantage lay in data quality—their AI was trained on the largest collection of e-commerce conversations and integrations. The messaging had to emphasize that AI is only as good as the data behind it.
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Challenge: Gorgias had to clearly define AI’s role without over-promising. They needed to avoid framing it as "magic" and instead position it as an enhancement.
Insight: AI should be seen as a "superpower" that augments human agents, not replaces them. The focus was on making AI-powered automation personalized, attuned to brand identity, and scalable.
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Challenge: Historically, customer support was seen as a cost center. Gorgias needed to prove that great customer experience drives revenue through retention and increased purchase rates.
Insight: Reframing Gorgias as a growth enabler rather than a cost-cutting tool—helping brands turn first-time shoppers into loyal customers—became central to their messaging.
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Challenge: How to ensure consistency in messaging across different stakeholders.
Insight: A structured framework that gave clear guidance at various messaging altitudes:
Brand Positioning: High-level differentiation.
Tagline: Concise value statement.
Value Props: What Gorgias enables.
Key Messages: Tactical articulation of value props.
Product Features & Benefits: How Gorgias achieves these results.
Awareness of non-cloud Dropbox storage products was low — only 23%.
Dropbox Website Redesign CampaignDeliverables: Campaign Messaging Framework & Copywriting, Concepting
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Challenge: Dropbox needed a clear, compelling campaign message that would resonate across audiences and product offerings.
Insight: The key message—“More Than Store”—became the foundation for all communications, ensuring clarity and consistency across channels.
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Challenge: Balancing broad, high-level storytelling with detailed product-specific messaging for different campaign assets.
Insight: Developed “A Tour of the House” analogy:
Upper funnel messaging (hero campaign) provides a walkthrough of Dropbox as a whole.
Lower funnel messaging (product features) focuses on specific “rooms” like Edit PDF and Replay, detailing their unique value.
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Challenge: Ensuring a consistent, approachable, yet informative brand voice across all touchpoints.
Insight: Positioned Dropbox as a guide to its ecosystem, using confident, quippy, and engaging language. Developed a headline bank across Dropbox’s three product pillars to reinforce the “More Than Store” message at every level.
Amazon’s Climate Pledge had made incredible strides in five years — but no one knew about it.
The Climate Pledge 5Y CampaignDeliverables: Campaign Messaging Framework & Copywriting, Concepting
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Challenge: Many climate initiatives struggle with credibility because they focus on pledges rather than tangible results. Amazon needed to demonstrate that The Climate Pledge was driving measurable change.
Insight: Shape the messaging to highlight real progress—spotlighting innovations, partnerships, and data-driven results from signatories. This shifted the focus from promises to proof, reinforcing the pledge’s legitimacy.
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Challenge: The Climate Pledge is both an Amazon initiative and a larger coalition of businesses. The campaign needed to celebrate the five-year milestone without making it feel like an Amazon self-promotion.
Insight: Position the anniversary as a testament to the power of collective action, emphasizing the achievements of signatories rather than Amazon’s leadership alone. This ensured that the campaign felt inclusive and mission-driven rather than purely corporate.
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Challenge: The campaign needed to resonate with a wide range of stakeholders, from corporate executives and policymakers to consumers and climate advocates—all with different levels of familiarity with the pledge.
Insight: Develop messaging that is adaptable, with high-level impact statements complemented by deeper dives into specific initiatives for more informed audiences. This ensured effective communication across multiple channels and audience segments.
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Challenge: Climate-related messaging is often scrutinized for greenwashing, and Amazon’s involvement made it even more critical to strike the right tone—balancing optimism with authenticity.
Insight: Ensure transparency by grounding messaging in evidence-backed statements, avoiding exaggerated claims while still conveying momentum and urgency. By focusing on measurable outcomes and amplifying signatory success stories, the campaign remained both credible and inspiring.
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Challenge: The anniversary campaign needed to acknowledge the pledge’s history, celebrate progress, and set the stage for the future—all without feeling disjointed or overly retrospective.
Insight: Structure the narrative as a turning point, framing five years as a foundation for even greater impact ahead. By looking back on achievements, spotlighting present momentum, and laying out an ambitious path forward, the campaign reinforced The Climate Pledge as a long-term movement rather than a one-time initiative.
Awareness of non-cloud Dropbox storage products was low — only 23%.
Dropbox Website Redesign CampaignDeliverables: Campaign Messaging Framework & Copywriting, Concepting
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Challenge: Dropbox needed a clear, compelling campaign message that would resonate across audiences and product offerings.
Insight: The key message—“More Than Store”—became the foundation for all communications, ensuring clarity and consistency across channels.
-
Challenge: Balancing broad, high-level storytelling with detailed product-specific messaging for different campaign assets.
Insight: Developed “A Tour of the House” analogy:
Upper funnel messaging (hero campaign) provides a walkthrough of Dropbox as a whole.
Lower funnel messaging (product features) focuses on specific “rooms” like Edit PDF and Replay, detailing their unique value.
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Challenge: Ensuring a consistent, approachable, yet informative brand voice across all touchpoints.
Insight: Positioned Dropbox as a guide to its ecosystem, using confident, quippy, and engaging language. Developed a headline bank across Dropbox’s three product pillars to reinforce the “More Than Store” message at every level.
Other notable strategy work…