The brief in brief: Design and launch a brand with a business model that necessitates promoting itself, simultaneously, to two distinct audiences—potential business partners; and customers. And craft the brand to be disruptive in an industry comfortable in its conservative look and feel.
The strategy: Simple. Keep one eye on the business partners and one eye on the consumer. Skin the brand with a sentimental facia, leveraging the emotions felt by the end user. But, in order to educate both the customer and the partners on the value of the service, allow the content to be subtly, but effectively, clinical.
The result: An atypical approach for the category that positions the brand as a professional added-value for business partners, and a professional but highly personable service option for the customer.