Help Scout was ready to re-enter the chat, but first needed to find their voice.
Help Scout Brand Awareness CampaignDeliverables: Campaign Concepting, Messaging Framework, Copywriting
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After years of quiet growth and a slick brand refresh, Help Scout had a bold ask: launch their first ever brand campaign without losing the warmth and weirdness that made them who they are. In a sea of cold automation talk, we gave them a rallying cry: delight isn’t fluff, it’s fuel.
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We built a campaign around a simple but radical idea: what if there were a research lab deep beneath Help Scout HQ dedicated to what makes customers smile? "Delight Labs" became the narrative container—part brand world, part growth philosophy—that let us lead with personality while still being strategic as hell.
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To extend the campaign’s fire power, I concepted a handful of experiential ideas to bring Delight Labs into the real world. Think mad scientist baristas, small talk hotlines, and interactive experimentation.
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.
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