Narrative strategy and brand building for Jimdo

At the end of 2014, the founders of website builder Jimdo decided to speed up growth with high-reach brand communication. They cared deeply about one thing: telling their brand story to a bigger audience as authentically as possible.

So they asked me to find the brand’s core story and bring it to life in the market. Together with the founders and an in-house creative team, we used the Core Story Canvas to sharpen the brand core. From that story, we refreshed the brand concept and every brand element: story, logo, design, voice and tone. After a round of qualitative and quantitative testing, the new brand identity rolled out in summer 2015, in eight languages, within four weeks.

At the same time, I built an in-house creative team, the Jimdo Story Team, and advised it on strategy and creative. From 2014 to 2017, this team conceived and produced every piece of marketing, including several TV spots. Large parts of the first integrated campaign, #builtwithjimdo, came out of the Story Team too. From 2016 to mid-2017, I then owned the brand’s content as Head of Story & Brand, and did my part in the brand’s double-digit growth.