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Co-creating a brand for what’s next

COMPETITIVE ANALYSIS • BRAND STRATEGY • BRAND PLATFORM • BRAND MESSAGING • COLLATERAL DESIGN

Greenhouse Software, the Manhattan-based startup in the fast-growing recruiting technology space, needed to find their brand story. They were looking to stand out in a crowded and chaotic messaging environment and expand their audience to reach enterprise customers—without compromising the equity they’d earned with SMB and mid-sized markets.

They turned to us to help them build their brand through a unique, co-creative partnership. We supported their brand strategy development efforts at their pace and speed and led their brand expression, bridging the 2,861-mile divide with a series of bi-coastal visits and countless in person and remote co-working sessions (thanks, technology).

Acting as co-equal creators, we led competitive research efforts, supported stakeholder interviews, helped identify their most fruitful brand territories and developed more than 32 different brand positions.

We gave them the time, support, and space they needed to align on a clear brand vision. We then armed them with a powerful tagline, positioning framework, manifesto, brand story, and messaging they needed to shift market perception and act as a guide for their next phase: visual evolution.

Finally, we helped them bring it all to life internally and externally—identifying activation opportunities, creating content, and providing brand messaging guidance to both internal rollout teams and partner agencies, Order and Instrument, who beautifully realized the vision.

I really enjoyed working with BnB, and I love where we landed with our new brand. ‘Hire for what's next’ is just such a powerful message, and I love how our entire team has embraced it!”

Carin Van Vuuren
CMO, Greenhouse

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They turned to us to help them build their brand through a unique, co-creative partnership. We supported their brand strategy development efforts at their pace and speed and led their brand expression, bridging the 2,861-mile divide with a series of bi-coastal visits and countless in person and remote co-working sessions (thanks, technology).

"

I really enjoyed working with BnB, and I love where we landed with our new brand. ‘Hire for what's next’ is just such a powerful message, and I love how our entire team has embraced it!”

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