Transforming a financial services startup into a bold, tech-forward brand that makes doing taxes fun.
We reinvented the Formations brand to highlight it’s unique tech focus, while building a marketing team, deploying a new marketing strategy, creating alignment between the marketing, sales, and product teams, and launching a new cloud tax solution to a customer base that was unaware they had a problem in the first place.
242%
increase in new customers
120%
increase in unique website visitors
328%
increase in social engagement
“Daniel, you’ve been the leader and champion of this project from day one, and none of this could have happened without your hard work. Thank you!”
The Brief
Formations, a Seattle-based Fintech startup reimagining how self-employed professionals manage their taxes, wanted to differentiate themselves from your typical accounting firm as they looked to scale their SAAS business and transitioned to product-led growth.
The Strategy
The competitive landscape was a sea of sameness, so we leaned into bold colors, graphics, and iconic photography. It wasn’t enough to simply stand out visually, we also developed messaging that would resonate with self-employed professionals and make them aware of all the financial opportunities they were missing, but without stressing them out.
The Results
We launched a dynamic and exciting new brand with the flexibility to speak authentically across multiple audiences. Our work touched all aspects of the marketing funnel, including a new website, refreshed digital product experiences, advertising campaigns, webinar assets, live event kits, white papers, and a more delightful customer journey. With the new brand, marketing team, and strategy in place Formations is profitable and poised for their next round of funding.
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Year:
2022-2023
Role:
Head of Marketing
Expertise:
Brand Strategy
Marketing Strategy
Hiring & Team Building
Organizational Alignment
Content Strategy
Creative Direction
Demand Generation
Messaging & Positioning
Naming & Nomenclature
Product Marketing
Email Marketing
Field Marketing
Graphic Design
Copywriting
Paid Advertising
Public Relations
Brand Partnerships
Sponsorships
Deliverables:
Complete Rebrand
New Website
Landing Pages
Email Templates
Webinars & Podcasts
Blog Posts & White Papers
Trade Show & Event Kits
Custom Apparel
Marketing Collateral
Sales Tools & Presentations
Product Design Kit
Onboarding Materials
Digital & Print Ads