Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
BlueHopper Brand Positioning & Voice
Project type
Brand Strategy, Creative Direction.
Date
2022
Location
Dallas, Texas, USA.
A brand positioning and tone-of-voice project for BlueHopper, a Dallas-based smart lighting brand serving the US market. Delivered as brand strategy lead at Takila Design, directing a team of graphic designers and art directors.
I led the strategy: writing "Celebrations Amplified," choosing the Hero archetype to break from a category of Caregiver-coded, product-first competitors, defining the five-pillar tone, and building the content architecture that guided every post. The agency's design team produced sample creative against my brief.
The positioning was adopted and ran live for roughly a year before BlueHopper evolved it into "Happiness Amplified" — a natural progression that kept the emotional-celebration core of the original. The Hero archetype, tone pillars, and content framework all stayed.
