Mindful Rebrand
Overview
Mindful stands out in the contact center industry.
After 25 years as VHT (Virtual Hold Technology), everyone looking to handle call volumes and handle times (call center lingo) knew us as the old guys. We had a handle on the market with plenty of customers in the Fortune 100. But we were becoming the Kleenex of “we’ll call you back when it’s your turn” tech, and our product innovation was outpacing the market’s perception.
So we did a 180.
We renamed and rebranded with a delicately bold stance. In a world dominated by staying as far away from the customer as possible, we stood out by putting the customer in control.
Work I did for this project:
Brand strategy
Brand identity
Product positioning
Copywriting and creative direction
Script writing and direction
Agency oversight and direction
Rebranded homepage hero
Strategy
The contact center is very old school and lacking all freshness. A massive opportunity to be different.
Their tech: void of innovation other than AI
Their positioning: the call center is a cost to be mitigated
Their branding: stock photos, blues, Microsoft wannabes
Their personality: corporate, tech jargon
Their focus: keep customers away from agents
To stand out, we wanted to row the opposite direction.
Our tech: combo of white glove partnership and flexible implementation
Our positioning:
Our branding: 3D, bright colors, show-don’t-tell
Our personality: friendly, kind, conversational
Our focus: make CX smoother for customers, easier for agents
A page showing old way versus the Mindful way.
Execution
I worked across creative, product marketing, and external agencies to launch:
A new commercial
Updated positioning into four clear feature sets
3D icons and storytelling scenes
Video accents to bring brand onto each page and increase engagement
Demo center to give explanations of each feature
“Trish” Commercial. I led this project with production agency Sandwich.
We repositioned our platform and distilled it down to 4 core features.
Website
I wrote the content and copy for all pages.
Click the preview to view the full page.
Website animation
We leaned into animation to bring the new brand to life with storytelling. I wrote the product videos, and consulted on the 3D shorts.
Demos, Explainers, webinars, and Commercials
I wrote and directed all videos. I co-wrote the Feedback Animated Commercial.
Pitch deck
We rolled our positioning into a new pitch deck for sellers and partners. I consulted.
Display and social ads
We tried to cut through the fluff and be both attention-grabbing and direct. I wrote the copy.
