2023-2024
In the first half of 2023, the team embarked on a major qualitative and quantitative consumer research project with an external agency partner. My goal was to gain a better understanding of SonderMind's audiences, and what motivates people when finding mental health care. I looked deep into the client experience and mined rich insights for marketing, and other critical areas of the organization, to action on. I then adapted and evolved the brand positioning for each audience vertical, testing and learning various messaging approaches, to update the working brand strategy for 2024.
Below are examples of how this revised strategy and positioning were realized.
SonderMind Brand Re-imagining & Exploration
2024
Tasked with making the brand bolder and more differentiated, visually, but without doing a full rebrand, I built and coordinated a team of freelance designers, animators, and illustrators to embark on this assignment. In three months, we explored a refreshed aesthetic and identity for the decade-old startup and updated the visual style guide, stewarding the brand into a new stage of growth.
SonderMind.com Website
2023-2024
As the content strategist and copywriter for the website, I led the effort to ensure the copy, content arrangement, and user experience supported the working strategy. Specifically, we included pages for couples therapy, psychiatry, and individual therapy, adjusting how we presented core services to align with the expanded offerings and upcoming product updates. Additionally, we made the app more prominent to prepare for the forthcoming update, and introduced a more dynamic way to find and search for content.
Revised Organic and Paid Social Content
2023-2024
I concepted and managed a creative team to develop revised assets for the paid and organic social channels, including YouTube, TikTok, Instagram, and Facebook. Here are two examples of those ads.
