Connecting with Parents Location Labs Brand Strategy
The folks at Location Labs have created some of the top AT&T, Sprint, and T-Mobile smartphone apps. Their family-focused location services provided nearly 400 million “locates” in 2010—more than the number of Foursquare check-ins. When Location Labs wanted to launch their first consumer-facing app, named Safely Social Monitor, they turned to Hot Studio for the strategy to connect with their new audiences.FULL STORY
Getting to know you
To establish this new consumer-facing brand, Hot Studio first had to understand Location Labs’ target audiences and plans for the future. A cross-disciplinary team from Hot included brand strategy, design, and content strategy. Hot led Location Labs’ founders and stakeholders through a series of workshops to define audience needs, brand attributes, the brand architecture, and how Safely could differentiate itself from the competition.
Bringing the brand to life
A key finding from the workshops was that many of Location Labs’ competitors relied on fearmongering. Hot Studio and Location Labs decided to take a different route. The teams created a warm persona for Safely, with a friendly, approachable visual vocabulary, and communication pillars and example content to guide Safely’s marketing initiatives.
Once a strategy was agreed upon and expressed, Hot created the “Meet Safely” brand book. This toolkit can guide Location Labs’ internal team on everything from naming new products to talking about Safely to different audiences. Now Location Labs has a great platform to communicate the values of its organization and family-friendly line of products.