Go-to-market Positioning | Tobii
Tobii has several companies under its brand umbrella. When one of them, Tobii Pro, wanted to develop a daughter brand for their services business (to complement their hardware and software offerings) I worked with them to develop the value proposition and positioning to bring it to market. This was a tricky case because they wanted to relate back to the mother brand visually and communicatively yet still look distinct. I built their messaging platform and structured, defined and wrote their whole portfolio, keeping it all within the same brand promise. With a designer, we isolated a couple elements from the mother brand’s visual identity to build the Tobii Pro Insight identity.
Here are two slides explaining their positioning and messaging from their brand guidelines that I wrote.
Below these slides are the pages from a sales and marketing booklet we designed for them, all written by me, showing my work to define their messaging and portfolio.
