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Topple

Topple

It’s a bit surprising, but lack of growth isn’t always what makes a company fail. More often, the failure stems from growth that happens too fast. Scaling up, toppling over—it’s an all-too familiar story for anyone who’s worked in the startup space. And Topple is out to address the issue on a fundamental level.

 

THE NAME OF THE GAME

When I first met with the co-founders, the pair had several clients, but no brand. So, the goal was to build everything from the ground up: starting with a name, then moving down the list to vision, mission, guiding brand pillars, voice, tone, boilerplate descriptions—even writing principles for future employees.

After a few months and several rounds of picking at word choice and iconography, Topple was born.

 
 
 

Topple’s debut product is due for release this year. In the meantime, I still consult with the brand on digital presence, content, and advertising initiatives.

 

In tech, I’ve also rewritten Swrve’s website, branded sub-brands of Genentech’s internal teams, dreamt up a lead-generation campaign for AWS Elemental, and orchestrated the messaging and execution of a direct mailer for Honest Data.

Related work

 

Role

Writer, Strategist

TEAM

Consultant

YEAR

2018-2019