This document outlines a branding and marketing strategy for Lifedots, a new app that helps users save and organize memories. The strategy aims to increase awareness of Lifedots by highlighting how important memories can get lost in growing social media feeds. It involves creating shareable social media content and posters that prompt users to reflect on losing memories and direct them to sign up for the upcoming Lifedots beta release. The strategy gives Lifedots a clear purpose and brand personality while targeting heavy social media users to build excitement around the new app.

1. Lifedots
BBH
Alwayne Ritchie | Strategic Design and Management | Spring 2013

2. “BRAND A STARTUP FAMOUSLY”
The Brief:

3. A new app that helps you save and organize
the memories you want to remember.
WHAT IS LIFEDOTS?

6. WHY DID WE CHOOSE LIFEDOTS?
We believe in the
company’s purpose.
The brand was a
clean slate.
The team was open
to collaboration.

7. OUR OBJECTIVES
Increase awareness of
our growing social
feeds.
1 Make people aware that
Lifedots is not just
another social app.
2 3Build excitement
and anticipation of
the beta release.

8. THE STRATEGY

9. CULTURAL TRUTHS
Our memories
are getting lost
in the feed.
There is a lot of
digital noise on
our social feeds.
Our memories are
becoming less
tangible in a digital
world.

10. People don’t realize that as their social feeds grow, their
important memories will be harder to find in the future.
UNLOCKING THE INSIGHT

11. THE AUDIENCE
Millenials.
Heavy social media
users.
Content creators.

12. OUR GOALS
Make something that allows people to see how much content they are posting.
3
Make something that can stand alone, is shareable, and refers back to Lifedots.
2
1Make people realize that their important moments are getting lost.

13. BRANDING LIFEDOTS

14. Lifedots helps you
celebrate the
extraordinary
moments.
Lifedots let’s you
choose what you
want to remember.
Lifedots encourages
reflection and
access.
LIFEDOTS BRAND PERSONALITY

15. Dot it now, remember it forever.
lifedots
WE GAVE LIFEDOTS A PURPOSE

20. CREATIVE EXECUTION

23. SOCIAL EXECUTION
TARGET HEAVY SOCIAL MEDIA USERS.

26. What we did is ready to launch.
We’re just leaving before it goes live.
THE OUTCOME

28. WAS IT
A SUCCESS?
We gave Lifedots a
story.
We created a
website that helps
raise awareness of
the problem.
We created dozens
of personalized
posters for social
media influencers.
We created a social
execution plan that
supplements the
generator campaign.
We built each asset
to connect to the
Lifedots landing
page and e-mail
sign-up.
Everything was
designed to be
shared online.
We designed the
Lifedots landing page.
We branded Lifedots
from the ground up.