Terraflos Inc®

Terraflos calls itself The Consumer Science Company: a decentralized network of seven B2B and B2C brands built around preventive longevity, from discovering a bioactive compound to putting the finished product in your basket.

That range was the problem. Seven brands, two business models, and one company with no obvious shelf to sit on. Turning the complexity into a coherent house of brands was the first job. Positioning it, evolving it and doing it again was the job for the next three years.

Funka Brands brought the project in and I grew with it. From the first workshop I was the person the client talked to, and I stayed that person for three years. The client kept handing us its subsidiary brands, and a one off branding job turned into a monthly fee and a long term commitment.

I directed the project on everything strategic and ran the team around it: project managers, designers, developers, a social media manager, and the outside agencies we brought in for events, advertising and press. What the team produced, I briefed and approved.

With the brand manager I defined the group's brand architecture and the endorsement model that holds it together. The map is below.

The voice was mine. I wrote the storytelling guidelines that moved the company out of a B2B habit and into a consumer facing brand, and every core message that came out of them: the tagline, The Consumer Science Company, the slogan, The power of nature, enhanced by science, the blurbs, the one liners. I restructured the website's sitemap and wrote the copy for it, for clarity, for search and for voice. I built the content plan for social and the copywriting guidelines that kept every asset, digital or printed, sounding like the same company. I also set the strategic direction for the new visual identity and briefed the team that designed it.

The rest was consulting, and it is most of what a standing engagement actually is. PR advice and press releases. Whether to acquire a second brand in a category the group already competed in. How and when to announce it. What to call what came next.