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Repositioning Moment

Catapulting a mid-size design firm into its next stage of growth.

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 it remained one of the best-kept secrets in the industry. The New York-based firm (with a newly-opened 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 the digital presence to match the caliber of the design work.

 
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Before

After

Role

As the director of marketing I made it my mission to ensure Moment’s work 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 the work we did could 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 created a brand new dynamic website where we’d showcase a new case study format to highlight our best work, an Ideas page to share news and thought leadership, a new Medium publication to talk about our process, a social strategy to attract top talent and new clients, style guide, approachable photography, and more.

Outcome

Thanks to the repositioning efforts and ongoing content marketing, we were able to ditch our reputation as the best-kept secret in town 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, snagged marquee awards (Fast Company Innovation By Design, Interaction, AIGA, SXSW Interactive Innovation), attracted top-notch press (Quartz, PSFK, Fast Co.Design, InVision), and spoke at big-time 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.