TEch Branding is a different lift.
Where heritage brands have an established identity, new techology often creates one.
Researching product advantages and matching that with market trends, tech branding creates an identity and starts a narrative journey.
THrough the years, I’ve worked on several different tech branding projects.
Sense is a startup with a mission to transform home energy use.
I translated That consumer advantage into the brand value of “Great Energy”. Creating this organizing concept, I helped iterate it through future campaign tags, naming for proprietary tech, and navigational copy.
To share Great Energy in the marketplace, I created “Bright Homes”.
Bright Homes
The cleantech landscape is saturated with the word “smart”. To differentiate and personalize Sense, I created the concept: Bright Homes. Referencing technology while accenting the Great Energy concept, Bright Homes also reflect Sense users— and their homes— in a positive light.
Creating the tagline Bright Homes For Smarter Living, I articulated the mission for Sense
Branding Tech products often requires naming.
Defining archetypes, matching them against consumer needs and product advantages, proper naming creates intrigue and inspiration. Working with CInco Design, I was on the writing team for Dexcom’s revolutionary Glucose monitoring system, STelo.
Sometimes Heritage and TEch combine
When classic brands innovate their products with revolutionary technology, tech branding enhances established brand values. Articulating features to support a narrative for Harley-Davidson’s revolutionary Smart Vest technology, I helped craft a story that shared innovative advantages.
