In brief (~1 min read)
This was a fictitious project exploring how the Interact brand could evolve beyond functional product messaging and build a stronger emotional connection with its audience.
Through brand positioning, creative concept development and copywriting, I played with introducing greater personality, clarity and differentiation into the business.
The result was a more engaging brand platform designed to support future growth and strengthen Interact's presence within the intranet software market.
In detail
When I interviewed for a job at Interact I saw an interesting opportunity. The platform was already one of the fastest-growing intranet solutions in the market so there was no need to reinvent the business. The opportunity was to create a stronger brand story and inject more personality into how it communicated its value.
I ran a brand exploration project designed to challenge the existing conventions of the category and uncover a more distinctive position for the business. Rather than focusing solely on visuals, I looked at the broader brand experience, exploring how tone of voice, messaging and creative expression could work together to create a more engaging and memorable identity.
Through a combination of brand positioning, concept development and copywriting, I developed a series of creative routes that gave the brand greater energy and differentiation while staying true to its purpose. The work could provide a strategic foundation for future growth, helping Interact communicate with greater confidence in an increasingly competitive market.
