In March 2017, I had the pleasure of helping postcard-sending app, TouchNote, roll out their new branding. I reworked every customer touchpoint using the new brand bible they’d fleshed out with branding agency, big fish.
The TouchNote app allows users to turn their photos into fun postcards, greeting cards and gifts that can be sent straight from a smartphone. After holding customer focus groups and looking at how their app was being used, it was decided that the new branding should make keeping in touch the heart of its message. The tone needed to reflect how considerate their customers are and how exciting it is to be on the receiving end of a TouchNote message.
I worked on the project for two and a half months. During this time, I rewrote all triggered, system and promotional email templates, the website and Apple/Android apps. I was also drafted in to write new copy for the app store, their gift packaging and push notifications.
Why do you deserve to win?
This project is one of my proudest to date—I had only been freelancing full-time for three months when I landed the opportunity.
The workload was immense and each task had a three-stage sign-off process, requiring me to juggle first drafts with second and third-round edits. I also needed to liaise with product, development and CRM teams as I worked, which forced me to let go of my new business nerves and plunge right in.
Although the workload was intimidating, the biggest challenge was working with box-fresh brand guidelines. I was a newcomer to the project, stepping in after much of the research and brainstorming had been completed. The pressure to ‘translate’ these new ideas into hard copy was intense and hugely challenging.
The new branding was received well by customers and helped to launch the TouchNote app in the US. Although I’m pleased with the result, the real achievement for me was winning such an incredible project after only three months of freelancing. I couldn’t have hoped for better!