Pals App — Case Study
Delivering turnkey messaging package for innovative startup
THE CHALLENGE
Being a “dog owner” isn’t just a title, it’s a privilege. But as rewarding as it is, it doesn’t come without challenges. Limited resources make it difficult to socialize your dog. Dog-friendly locations are few and far between. Innovation in the pet industry is lagging behind. Dogs require time, money, commitment. While owning a dog can make you overjoyed, it can also feel overwhelming. But what if we could use technology to instantly improve the experience of being a modern-day dog owner? Introducing Pals: a new kind of mobile app empowering dog owners with a way to instantly meet other owners as well as find dog-friendly locations, walking trails, and more.
I partnered with the Pals team to help take their messaging and story to the next level.
THE SOLUTION
Our engagement started out with a discovery and ‘brand listening’ session where I learned more about the brand’s differentiators, goals, pain points, audience, and everything in-between as a way to understand the app’s history to date. From there, it was my job to assess and analyze the market in order to confidently recommend how we should position the Pals app. While the founders — business savvy in their own right — had thought through many of the key messaging elements, we needed to draw a throughline between the offering (what), the approach (how), and the mission (why) in order to unify the story and better connect with key stakeholders. From new taglines to a refined value prop to a fleshed-out UPS (universal positioning statement), we collaborated to craft a comprehensive and cohesive messaging deck with all of the necessary “puzzle pieces”.
DELIVERABLES:
-Brand Tagline
-Value Proposition
-Universal Positioning Statement
-Casual Brand Talking Points
-Brand Manifesto / Story
-Pitch Deck Content
“Using technology to turn strangers into Pals”
THE OUTCOME
As a result of our partnership together, the Pals crew is giving users something worth barking about. A clear offering. A personal story. A great product. And a way to communicate their work in a simple way. A testament that developing quality brand messaging doesn’t have to feel like a game of fetch.