Repositioning Moment
“Catapulting a mid-size design firm into its next stage of growth. ”
Opportunity
When I joined Moment in 2016, the digital product design consultancy had a problem: the company had been around for over a decade, but remained one of the industry’s best-kept secrets. The New York-based firm (with a second location in Chicago) consistently cranked out top-notch work with clients like Chase, ESPN, Bloomberg, Memorial Sloan Kettering Cancer Center, and Disney, but lacked a digital presence that matched the company’s top-tier output.
Before
After
Role
As the director of marketing I made it my mission to ensure Moment received the recognition it deserved. After understanding the impact our work had on our clients’ businesses, I penned a new value proposition—we transformed into “The design consultancy redefining what lies ahead.” In order for that positioning statement to work, it had to be believable, ownable by our employees, and convey to clients that our work would transform their future. All were true.
To fully overhaul Moment’s brand, I collaborated with Moment’s partners and a select group of designers to reposition the company. After creating a new visual identity, we built a brand new website to highlight our best work, an Ideas page to share news and thought leadership, a new Medium publication to talk about our process, a monthly newsletter, a social strategy to attract top talent and new clients, an approachable style guide, and more.
Outcome
Thanks to the repositioning efforts and ongoing marketing, we were able to ditch our reputation as a best-kept secret and become a firm that the industry recognized.
With a new set of tools to market our work and bolster our reputation, we took on new clients in diverse industries, won marquee awards (Fast Company Innovation By Design, Interaction, AIGA, SXSW Interactive Innovation), attracted press (Quartz, PSFK, Fast Co.Design, InVision), and talked at industry-leading conferences (Interaction 17, Leading Design, General Assembly, Leading Experience, EPIC, DesignOps Summit, and more).
Thanks to our collective effort, Moment was acquired by Verizon in 2018.
