Updraft Brand Identity

Once upon a time, there was a small but mighty technology company with a revolutionary, automated approach to modernizing legacy software. Unfortunately, its dated brand identity was giving off the wrong vibe, so the company brought my team in to help overhaul the brand. As the writing lead, I oversaw the development of the new brand name, messaging strategy, sales pitch and marketing collateral.

I proposed the name Updraft — a small current of rising air — as a metaphor for the company’s process of updating legacy software and moving it to the cloud. The client liked the symbolism and the simplicity. One swooshy logo later, the new brand was born.

Messaging Strategy

My next task was developing Updraft’s core messaging strategy and brand tone of voice. Building on the brand platform our strategy team put together, I worked with a small team of writers to craft a voice that reflected the brand’s personality and core values. From there, I helped synthesize all of the brand’s talking points into a unified messaging architecture, and then distill it down to a succinct elevator pitch.

Sales Presentation Deck

With the foundation of the brand identity established, I shifted my focus to developing go-to-market materials. Chief among these was the the new sales presentation deck. I worked closely with another writer to craft a compelling narrative through line that communicated Updraft’s value proposition in terms even the least tech-savvy CEO could clearly understand. Here are a few excerpts.

Infographic

The pièce de résistance was a massive infographic meant to spearhead Updraft’s thought leadership and content marketing efforts. Again, I led the writing process — including the outline, research and first drafts — and worked closely with the design team to bring it to life in layout.