Creating a brand story, strategic messaging, online presence and UX content for the first AI-driven digital risk telemetry solution.
Over the course of a yearlong retainer, insuretech startup SecondSight relied on my ability to dive in and figure out how to brand and message around a highly technical model-driven solution still very much in development.
My strategic thinking, clear messaging and creative work infused everything from branding and web content to product/feature naming, UX content and product design — across multiple audiences, website launches, and a new product launch.
Challenges
- SecondSight was poised to lead AI-driven transformation across the cyberinsurance and digital risk management industries
- The company’s approach and technology were so far ahead of the curve, neither the press nor potential customers could fully grasp its potential
- While pursuing rapid development and iteration, SecondSight needed to get its initial business-focused product to market and lay the foundation for rapid expansion
- My point of contact was a previous client. As a busy VP and marketing team of one, he needed a strategic partner to help pull their story together fast
Impact: Initial Brand Launch
- Developed a comprehensive value proposition and brand story that shifted digital risk from something overwhelming to something actionable.
- Accelerated adoption with human-centered storytelling
- Helped grow the sales funnel and attract funders
- Provided clear, consistent and compelling sales support for the revenue team
- United stakeholders with consistent messaging across the value chain.
Impact: Expansion
- Expanded brand story and messaging to include digital risk telemetry platform
- Created Workbench product naming system (still in use) as well as feature definitions
- Full site refresh
Impact: Product
- Established branded UX voice and resource experience via third-party Userflow software
- Developed the first user Resource Center with feature tours, animated explainers, contextual helper content and a layperson’s glossary of digital risk and cyberinsurance terms
- Created SecondSight’s first definitional User Guide and collaborated on UX design for the next release