Launching BrightWork 365

Creating a distinct identity within an established brand ecosystem

BrightWork 365 AmpliStory

Client overview

BrightWork 365 is a project portfolio management (PPM) solution built on the Microsoft 365 platform. This comprehensive tool serves project managers, PMO leaders, and senior executives, enabling efficient project management, enhanced collaboration, and real-time performance insights within the Microsoft ecosystem.

The brief

In 2021, BrightWork initiated the launch of BrightWork 365, a new SaaS product designed to expand its project management solutions portfolio. The primary objective was to position BrightWork 365 as a robust standalone offering while ensuring its seamless integration with the existing product suite, without diluting the main product's brand equity.

The project presented a dual challenge: establishing a distinct brand story and visual identity for BrightWork 365 while maintaining alignment with the overarching BrightWork brand. Additionally, the launch required generating pre-launch brand awareness and developing core marketing assets to support the product's market entry.

Planning and delivering the project 

As the project lead, I developed and implemented a comprehensive marketing strategy to address these challenges and position BrightWork 365 for a successful launch. The strategy focused on three key areas:

Messaging & Branding

I crafted a detailed messaging framework that defined BrightWork 365's value proposition, target audience, and key differentiators. This framework served as the foundation for all marketing initiatives, ensuring message consistency across all channels.

I also developed a compelling product narrative that effectively positioned BrightWork 365 both as an independent solution and as an integral part of BrightWork's broader portfolio. This narrative highlighted the product's unique strengths while reinforcing its connection to the established BrightWork brand.

I collaborated closely with our design team to develop a new visual identity for BrightWork 365. This included creating a new logo, defining a color palette, and establishing typography guidelines. The new visual identity aligned with the product's unique positioning while maintaining a cohesive connection to the overarching BrightWork brand.

Content & SEO

To build awareness and drive engagement, I devised an SEO strategy that included a keyword plan tailored to BrightWork 365's target audience. I oversaw the creation of core product content, including:

  • Product overview (landing page and website copy)
  • Integrations information
  • Pricing details
  • Services overview

To establish thought leadership and attract organic traffic, I created eight how-to blog articles focused on practical project management tips. These articles were designed to resonate with the target audience while improving search visibility.

Video Production

Recognizing the importance of visual content, I managed the production of short video snippets for webinars and other marketing channels. These videos were designed to engage potential customers by showcasing BrightWork 365's capabilities in an accessible format.

Work with me 

For organizations preparing for a product launch or seeking to refine their marketing strategy, I offer expertise in strategic planning and execution. My approach can be tailored to deliver measurable results for your specific business needs.

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The Brand Alignment Sprint

Define your authentic brand voice, streamline your communications, and create a consistent message that resonates with your ideal customers.

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The Go-to-Market Accelerator

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The Brand Clarity Sprint

Find your startup's true voice in this 5-day intensive sprint. Develop compelling messaging and a plan for your marketing channels.
 
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