Brand Architecture & Guidelines

Clearday’s branded house includes sub-brands designed to span the spectrum of needs for someone with a cognitive deficit. From virtual care products, to daily care clubs, to full-time residences, to innovative cognitive care R&D—my role is responsible for overseeing the brand and go-to-market strategy and creative across the entire architecture. When I took on the role, there was no established Brand Book or guidelines, so I designed one pulling in various team members to help execute each section accordingly.

Brand Strategy & Development

In addition to overseeing day-to-day operational needs, I was responsible for identifying and pulling levers needed to grow the brand and give consumers what they want. This involved understanding the voice of customer by establishing a feedback loop, working with stakeholders, and staying on top of market trends to identify valuable area of exploration. Processes and deliverables included:

• Market & Industry Research

• Strategic Roadmap Development

• Development of new sub-brands to meet customer needs

• VoC interviews, research, and analysis

Go-to-Market Strategy & Design

The majority of day-to-day work was rooted in concepting and designing necessary go-to-market collateral for Clearday’s sub-brands. Working directly with the CXO and Clearday stakeholders, I was responsibly for determining what collateral was needed, the order of priority, content, and overseeing the team of designers, developers, strategists, and marketers to execute and disseminate the collateral.

Deliverables Included:

• Sub-brand Identity Segmentation

• Websites & Landing Pages

  • Web example: MCA

  • LP example: Clearday Robotics

• Paid & Organic Advertising Content

• Video Content

• Custom Photoshoot Production

• Direct Mailers, Flyers, and Brochures

• Tradeshow/Experiential Material

• Infographics

Investor Materials

A paramount part of Clearday’s brand and corporate strategy was to acquire funding to grow the brand as well as seek out aligned partnerships with hospital systems, skilled care facilities, and other healthcare brands. To achieve this, I helped created a variety of pitch decks, presentations, and brand awareness content alongside the CXO and Clearday stakeholders.