Dashlane Brand & Creative Direction

I was hired at Dashlane halfway through a refresh of the brand. A new logo and color palette had been created internally, but the way that system came to life across channels, a brand strategy, and a voice direction had not yet been considered. My first ask was to get the new branding scalable and live. After that, I began to hone the strategic positioning, brand voice, video style, and our overall point of view on storytelling through our first branded commercial campaign. Previously Dashlane had only done DRTV spots. These more emotional storytelling spots that focused on the transformative abilities of our product outperformed our best performing DRTV, proving out that we didn’t have to sell our features, we could invest in the brand and showcase our benefits.