Box
Challenge: How do you create a simple, effective brand voice for a fast, scrappy internet startup that’s rapidly heading to IPO?
Solution: Box is a Silicon Valley-based cloud content management and collaboration company. In simple terms, it helps people and teams work easily from anywhere. In other words it was just the sort of company other Silicon Valley companies needed to know about if they wanted to ditch the desks and the reliance on cumbersome tech departments that held them back. Box helped anyone work anywhere in any way that felt intuitive. Giving companies an urgency they needed to cut the legs out from under older, slower competitors. So I developed a voice with that same sense of urgency - and irreverence for the ways of the past. Pitching the brand as your company’s bridge from “old economy” mindsets – to smarter, faster, more “new economy” ways of working.
As IPO approached, Box needed to stay flexible and nimble. As a Creative working there, I had the same flexible “startup” mindset. Creating everything from billboard campaigns like this one, to video scripts for New York investors, to employer branding posters to get internal teams on-board with change, to re-voiced employment contracts that replaced lawyer-speak with language everyone could understand.
“ASSETS” Box offers a new and better way to get the most out of your biggest assets.
“USER-CENTRIC” Box lets teams work to the limits of abilities - not the limits of your IT department.
“FRUSTRATION”. Box powers smarter more flexible collaborations. With less of the traditional frustrations.
“ENERGY” Moving from your current platform to Box is as revolutionary as the move from fossil fuels to renewables.