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.