Brand repositioning for B2B market transition

PROJECT OVERVIEW

Giftagram, a pioneer in thoughtful gifting since 2014, underwent a critical business model pivot from a direct-to-consumer app to a B2B SaaS platform for corporate gifting and employee recognition. I guided the brand transformation during this strategic transition, delivering integrated systems and creative execution that doubled customer retention while establishing credibility in the enterprise market.

Responsibilities: Brand Strategy & Positioning, Visual Identity Design, Lifecycle Email Design, Cross-Functional Systems Integration, Strategic Creative Direction

Role: Brand Marketing & Design Consultant (July 2021 - December 2021)

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KEY IMPACT

  • Doubled customer retention during business model pivot

  • Cross-functional design system unifying product, sales, and marketing execution

  • Strategic repositioning from tech-forward to refined and trustworthy

  • Operational frameworks enabling consistent brand execution across teams

CHALLENGE

As Giftagram shifted to focus on corporate clients, it faced the challenge of evolving its brand identity and user experience. The brand needed to convey authority, sophistication, and trustworthiness, all while maintaining its approachable and customer-centric ethos. Additionally, internal teams were operating without unified brand systems, creating inconsistent touchpoints during this critical transition period.

AUDIENCE INSIGHT

Research revealed that Giftagram's corporate clientele valued quality, brand trust, and seamless experiences. To appeal to this audience, the brand had to shift from a tech-focused aesthetic to a more polished, premium design that spoke to high-end gifting and corporate recognition needs.

STRATEGY

I developed a comprehensive creative strategy to reposition Giftagram as a premium gifting authority while preserving brand equity with existing customers. This involved refining the visual identity, enhancing communication systems, and establishing cohesive design standards to better resonate with Giftagram's corporate audience.

PROJECT EXECUTION

Working as an embedded consultant, I led both the strategic framework and hands-on creative execution across a systematic six-month transformation.

Brand Audit & Strategic Foundation

Conducted a comprehensive audit across all touchpoints, identifying critical gaps between existing identity and enterprise requirements. This analysis revealed fragmented visual execution and messaging misalignment, forming the foundation for systematic brand evolution.

Systems Integration & Creative Direction

Built cross-functional design systems while directing the creative execution that brought the transformation to life:

  • Unified visual standards across all customer touchpoints

  • Strategic creative direction including refined color palette, typography (Futura PT), and illustration style

  • Lifecycle email redesign optimizing transactional and marketing flows for both B2C and B2B audiences

  • Template systems enabling consistent execution during business model evolution

  • Art direction protocols for photography and content, reinforcing premium positioning

  • Team development through comprehensive art direction guides and sourcing top-tier creative talent

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Customer Retention Through Strategic Design

Through strategic brand repositioning and redesigned transactional email flows, my work contributed to doubling customer retention during the business model pivot. The new email designs maintained brand familiarity while elevating presentation, ensuring transparent communication about the business evolution, and creating touchpoints that reinforced value and trust during the transition.

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RESULTS AND IMPACT

My work at Giftagram demonstrates the power of strategic brand thinking during fundamental business transformation. By creating integrated systems that connected strategy, design, and operations, I enabled Giftagram to successfully navigate a complex business model pivot while maintaining customer relationships and establishing credibility in a new market.

The doubled customer retention rate during transition provided the revenue stability needed for strategic evolution, while the cross-functional design system established the operational foundation for long-term B2B success. This combination of strategic positioning and systems thinking positioned Giftagram for sustainable growth in the corporate gifting market.

  • Creative Direction, Copy & Design: Meredith Ann Brooks; Illustration: Presley Mills; Copywriting: Mark Lund.

  • Marketing: Mitch Gilroy; Photography: Courtney Vokey.

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