Challenge:

Ambitions to use artificial intelligence to change "social networking" from passively observing the world to actively experiencing and participating in it, but lacked a clear focus and reason to exist.

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Solution:

• Identified three potential target audiences and conducted surveys to understand gaps and market opportunity.

• Conducted brand workshop to develop a strong, differentiated and clear value proposition.

• Tested multiple concepts to guide product development with narrow feature-set, based on biggest pain points.

• Developed vision, mission and brand architecture along with the elevator pitch.

• Created launch materials, including website, emails, in-app copy and social media campaign.

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Result:

• Without an advertising budget we surpassed our most optimistic estimates for app downloads, within the first three months of launch.

• The founders asked me to join their advisory board.

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​*Note: the designer and my creative partner on this project was Kanad Banerjee.