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Vontier Strategic Content Development
How we brought a new industrial technology brand to life with a fresh voice, vocabulary, and story.

Catherine Carr
Mar 124 min read
12 views
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Guidewheel Brand and Messaging Development
How we helped a pioneering IoT startup develop simplified, high-impact messaging for customers and employees in time for a major launch.

Catherine Carr
Mar 44 min read
11 views
0 comments


Archon Brand Strategy
How we helped a gaming analytics powerhouse set the stage for future growth with an impactful new brand identity.

Catherine Carr
Jan 295 min read
20 views
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Trying on Brand Archetypes with Messaging Concepts
Sample messaging can illustrate how brand archetypes can come to life. See how we explored concepts for BBVA’s purpose inspired by Explorer,

Catherine Carr
Nov 22, 20243 min read
18 views
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Blackbird Health Brand Strategy and Visual Identity Development
How we helped a healthcare startup with an inspiring mission claim an unmet category need and refocus its story and visual identity.

Catherine Carr
Nov 19, 20243 min read
20 views
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Finding the Emotional Focal Point of Your Brand: Determining Your Brand Archetype in 5 Steps
A systematic process to determining your brand archetype using category context and messaging, stakeholder, and customer themes.

Catherine Carr
Nov 12, 20245 min read
17 views
0 comments


Finding the Emotional Focal Point of Your Brand: A Deep Dive on Brand Archetype Fundamentals
A deep dive on brand archetypes, one of the best, most effective, and fun ways to build a strong emotional connection with your audience.

Catherine Carr
Oct 29, 20246 min read
29 views
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A Master Class in Brand from Cranium's Grand Poo Bah
These ideas aren't radical in and of themselves, but in our experience, sticking with them and pushing them far beyond the basics is.

Catherine Carr
Jun 20, 20247 min read
21 views
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Vitamin C Holiday Gift Guide
For coffee lovers, color lovers, Cabernet lovers, cardio lovers, crossword lovers, and more...our favorite picks for 2021.

Catherine Carr
Dec 17, 20234 min read
46 views
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Icertis Brand Strategy
How we helped a $1B tech pioneer elevate its brand and claim leadership to ward off increasing competition, paving the way to a future IPO.

Catherine Carr
Nov 19, 20213 min read
123 views


Shift Brand Development
How we helped a team of passionate improvement experts clarify their organization's purpose and elevate its brand presence.

Catherine Carr
Apr 27, 20203 min read
130 views
0 comments


How To Stay Nimble With Your Brand and Content
Covid-19 has thrown us all for a loop. Here's a quick plan for keeping your brand and content in tune with the changing times.

Catherine Carr
Mar 21, 20205 min read
51 views
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Hearing the Customer Voice
Customer segments can be unhelpfully broad. I prefer to focus on actual customers, and to hear their voice as authentically as possible.

Catherine Carr
May 21, 20196 min read
119 views
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PacSci "Be Curious" Campaign and Brand Activation
How we helped a Seattle icon introduce its refreshed brand to the community and elevate its powerful mission.

Catherine Carr
May 13, 20192 min read
280 views
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Resourceful Brand Refresh
How we helped a respected HR services company differentiate itself in a crowded market and truly express its team's passion and expertise.

Catherine Carr
Apr 5, 20194 min read
196 views
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Applying Archetype Theory to Develop Brand Voice
There's more than one way to be a Sage.

Catherine Carr
Jun 5, 20183 min read
1,172 views
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How I Geek Out on Brand Archetype Theory
I always come in with an opinion, but I avoid pronouncements. I make sure the process is collaborative. Sometimes the results surprise me.

Catherine Carr
May 21, 20185 min read
3,927 views
1 comment


Why I Geek Out on Brand Archetype Theory
The tool is powerful. I have never seen it not land. Every person gets engaged in the conversation, every time.

Catherine Carr
May 7, 20183 min read
2,513 views
1 comment


The PowerPoint Slide that Changed the Course of My Career
It's been 10 years, but I vividly remember sitting in my red-walled office at Cranium, laboring over this one slide.

Catherine Carr
Apr 23, 20182 min read
241 views
0 comments


CenterCard Brand and Content Development
How we helped a fintech startup articulate a fresh philosophy and pave the way to product launch with brand-driven content.

Catherine Carr
Feb 3, 20182 min read
173 views
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