Ghost Driving Software: Brand Pillar Copy

Client: Ghost Autonomous Driving Software

Brief: Interview engineers about the science of this complex software, then draft “brand pillars” and positioning language for website sections including Home/Landing, Safety, Difference, Benefits. Focus on what makes this software different, better, and more safe than competitors—and back it up with science.

Response: I was brought in at ground floor with designers, engineers & CEO to develop positioning language for this autonomous driving company’s brand book; I then drafted highly technical website copy based on documentation from engineers and scientists.

Brand Book content

I helped develop this language by researching and incorporating the product’s most important RTBs.

Brand Presentation

Before launch, this startup needed a presentation to share with investors. Based on convos with the CEO, marketing department & engineers, I developed strategic brand positioning copy and “pillars” to convey the brand’s position in the marketplace.

Brand Book

Much of the brand “pillar” copy I wrote for the presentation deck was then incorporated into the main brand book, for all-staff use.