Role: Editorial Director

For the first round rebrand of Float—an exciting B2B start up in the mental wellness space—I was hired on by Cosign Projects to reshape the brand’s positioning, voice and language around its unique offering and services. The challenge was making sure the brand voice spoke directly to business owners (clinicians in the mental wellness space) while also being accessible enough to be used by clinicians to then explain the services to their customers (clients). We used Figma to ideate concepts as a team based on the insights we uncovered. After solidifying eight strong creative directions, I generated a ton of different positioning statements and taglines under each one.

Deliverables

• Positioning Tagline

• What We Do Mission Statement

• Brand Value Propositions - Refresh

• How It Works - Patient version

• How It Works - Clinician version

• 3-Tiered Pricing Structure - Editorial Framework (3 versions)