Digital - Cinch. Tap into great advice.
When it comes to branding, this is was one of my first to have ownership of. It went from the App Store to Good Morning America in 13 more days.
"I used the App and something about it makes me feel very comfortable about asking many questions. It's pretty cool." -Sarthak Shah, Microsoft Executive
Cinch is my baby. I was there at its conception and I helped bring it to life. I was tasked with developing a brand that would attract women 24-49 who made household decisions, without alienating potential male users.
We had six weeks to launch, where most apps have something like 3-6 months, so I didn't waste much time. After a few days I had what I called the "brand pillars;" the five things this App much be to thrive. It had to be trustworthy, so people wouldn't feel judged for asking personal questions; attentive, so someone would know their unique question and situation were being taken to heart; reassuring, so people would leave the App confident and informed; delightful, so as they used the app they'd think it beautiful and fun; and finally, given it's a mobile app, handy. Whenever you tapped in a question, you'd get great advice that comes through in the clutch. Practically magic. We landed on this:
Cinch. Tap into great advice.
It was a sprint from there. Monique Johnson, Ben Ramirez and I built a brand book and brand marketing materials while the app was designed in parallel by Heather Tompkins and Matt Sperling. With quick iteration we hit our launch date.