Innovating for the future with AngelCare & Genie

Portfolio & New Product (2022)

My Role:
Business Advisor
Brand Strategist
Creative Director
Marketer

Deliverables:

  • Portfolio Strategy & Strategic Definition (business unit definition, positioning, whitespace, target audience)

  • Brand Foundations (mission, vision, values, essence, pillars)

  • Brand Expression (character, voice & tone, messaging strategy)

  • Visual Expression (vision boards, logo, colors, typography, imagery)

  • Innovation Ideation (future mapping, market sizing, ideation sketches)

Highlights:

  • Crafted a strategy that aligned two iconic brands under a unified vision.

  • Learned how to modernize a legacy brand without losing its loyal customer base.

AngelCare and Diaper/Litter Genie were household names (in Europe…), but they needed a modern refresh and a solid structure to the business units. My team and I developed a full portfolio strategy to position both brands for the future, and leaving room for a potential third business unit in the future. We then set out to develop a innovation brainstorm to develop new products across the organization. This included following e-commerce data to predict future trends and markets that had growth opportunities.
My main takeaway from this project was that I adore research, and it is so cool that as strategists we can predict and follow trends and innovations before they ever happen.