Nanit
Problem:
As Nanit’s business grew, they struggled to shift their customer base and overall brand perception from a tech-based single product company (a smart baby monitor) to a full-scale lifestyle brand.
Nanit was in search of a team that they could work hand-in-hand with, as they didn’t have the in-house capabilities to do it all on their own.
Solution:
My team at Kworq analyzed Nanit’s current situation along with other brands in the industry in order to develop and implement a comprehensive brand repositioning that would help them both fit better into/excel in the market.
This resulted in a 3+ year partnership: tackling everything from brand development, updated visuals, fresh copywriting, ad creation, video production, sales pitch decks, sleep reports, website updates, and so much more.
A Fresh Take: The Experts on Sleep
Nanit began their brand with a camera. A smart baby monitor to be exact. This useful piece of tech was backed by impressive R&D surrounding sleep, new parents, and the nursery. In the midst of ultra-cutesy or hyper-modern lifestyle baby brands, we aimed to fill the missing happy medium in the market.
If we could communicate to audiences that the people behind the brand are not only real parents who understand the joys (and messes!) of having kids, but are also thought leaders on sleep as a category, Nanit could really make a name for themselves.
Update. Align. Organize.
In the midst of tackling ongoing ads, emails, and other day-to-day needs, we had to get a handle on the Nanit brand (or lack thereof). They desperately needed a redefinition of their goals, a place to compile rules for logos, color, copy, etc., which all lead to a fresh new brand bible.
Below are several excerpts from the final book:
Nanit's inaugural State of Sleep Report covered baby sleep during the COVID-19 pandemic. The report presented unsettling statistics, and to combat that, we delivered an optimistic perspective that focused on the positive aspects using interactive content and colorful visuals.
As the years went on, so did these reports, all published via the Nanit blog and their organic social channels. Our focus was to bring general awareness to Nanit’s core brand element: research and data.
Below are excerpts from the reports over the years:
STATE OF SLEEP
STATE OF SLEEP
50 Shades of Blue
Something that needed immediate attention was the total lack of cohesion when it came to printed materials. Since Nanit sold direct to consumer via their website, or through brands like Buy Buy Baby, Best Buy, and Amazon, they didn’t have brick and mortar to help establish their authenticity. Packaging was the only physical touchpoint Nanit had with their customers, and it was all over the place.
The same product lines had different layouts, their main blue color looked different across every box (and sometimes within the same piece!) because they had never established a Pantone or consistent CMYK code, and their actual production process was a mess.
We stepped in to fix all of that for over 100 pieces of packing across over 50 different SKUs.
Rest Easy, Your Crib is Covered
Once the chaos settled, we were able to tackle another outdated brand touchpoint: Nanit’s hero video.
The concept: a day-in-the-life, realistic portrayal of parenthood, without sugarcoating the less glamorous aspects often depicted by other baby brands. The story implies that Nanit gives new parents peace of mind to handle hectic moments throughout their day with ease.
Campaigns for Days
Here’s a quick sample of some of the material we helped Nanit produce for all their ongoing campaigns. This content lived on their organic social channels, as paid ads across Facebook, Pinterest, Instagram, Google, and general display ads, for email blasts, blog posts on their website, and more.
TLDR;
From a full website refresh, to 3-D modeling/animation, to product photography and more, what you’ve seen in this case study still barely scratches the surface of the breadth of work that my Kworq team and I helped build at Nanit.
Over our three year relationship, our work helped Nanit secure over $50 million in financial investments (from the likes of GV, JVP, Upfront Ventures, RRE Ventures, and Rho) after doubling its user base and seeing 130% growth in year-over-year revenue in just one year.
Project Credits
Kworq: Agency
Gabriela Della Corna: Creative Direction, Design, 2D Animation, Web, Copywriting
Melanie Berra: Art Direction, Design, 2D Animation, Copywriting
Christa MacDonald: Print Design/Production Lead, Design, 3D Modeling/Animation
Madeline Marino: Design, Web
Alina Redkina: Design, Web, 2D Animation
Sahil Dhaliwal: Copywriting
Jad Wadi: Design, 2D Animation, 3D Modeling/Animation
Joaquin Cavazos: Production, Video Editing