Brand Strategy & Creative Direction for the generative AI unicorn.
Shaping Up & Showing Out
Challenge
B2B SaaS branding and marketing is bland. Between futurist shit-stock, don’t-piss-anyone-off gradients, banal copywriting, and boring narratives exists a gulf of sameness and barely any differentiation.
Approach
ASAPP’s products are unequivocally the best performers in the market. In order to earn the trust and respect of potential customers, we knew we had to mirror that same level of excellence in our brand expression.
Outcomes
Omnichannel Design System
Tone of Voice Guidelines
Re-platformed Dotcom
Livestream Keynote
Bespoke Video Content
Brand Film
AI is hard to visualize, so we leveraged a visual style that revels in technical, but emotive, abstract imagery and celebrates typography. We increased the human factor by creating a palette that has depth and feels curated, versus typical SaaS combinations.
I authored voice and tone guidelines to help us be better than b2b. Sample pages below.
We re-strategized and re-platformed our dot com, priming it to drive demand.
We executed an Apple-inspired keynote to introduce, GenerativeAgent, our newest innovation capable of fully automating contact center interactions.
The synopsis ☝🏽
Putting the contact center out of its misery.
In this planned video series we highlight how the backward, out of touch contact center is a fresh hell for everyone it touches.
Example Script
TITLE: ASAPP presents: the contact centerWe’re in a contact center. In walks a fresh-faced, wide-eyed agent in a perfectly pressed shirt and dapper haircut.He sits down at his station and with a smile begins poring over a binder labeled “onboarding.” We see him trying to commit procedures to memory, writing down notes, and getting a lay of the land with excitement. He places a few “fun” personal items around his desk area.Cut to the agent next to him. This guy is worn out, slumped over, and wears a sullen expression behind his five o’clock shadow. He’s looking at the new guy with contempt.“First day?” he asks.Cut back to the new guy. “Yeah!” (beat). “How about you?”Sad agent responds: “Second.”Freeze frame on sad agent. SUPER: Let’s put the contact center out of its misery.
Product Explainers
Every element in every channel treated with purpose and intention.
Creative & Brand
VP, Brand & Creative: Shiloh Gray
Creative Director: Anthony Troester
Motion Lead: Andrew Schummer
Copywriters: Joel DeJong, Michael Ziman
Social Media Manager: Liana Redshaw
Marketing
Head of Marketing: Joe Ciuffo
Director of Marketing: Millie Brooks
Director of Content: Lane Hartman
Marketing Manager: Felicia Baldelli
Partners
Webflow: BX Studio
Keynote: Mile80