Kathleen Grimstad
Brand Strategist
hi, let’s talk about your brand
I help brands orient themselves in an ever-evolving world. It’s easy for companies, start-ups, and entrepreneurs to get disoriented in the swirl of creating and building their brands while balancing other areas of their business. My goal is to help you find your feet underneath yourself and to set your eye on a strategy that will move you forward.
Things I can do for you: creative strategy, brand positioning, usability testing, market research, trend reports, new business pitches, messaging strategies, competitive audits, audience personas, workshops & brainstorms, consumer research (primary & secondary)
Explore some of my portfolio
BRAND PIVOT FOR CEDES, A B2B BUSINESS
CEDES was an organization undergoing a transformation that was held back by their branding, had outgrown their product-specific tagline, “Sensor Pioneers,” and felt rudderless without a clear brand purpose.
CREATIVE STRATEGY FOR CONOCO’S “CHOOSE GO” CAMPAIGN
Conoco’s young, digital-native audience had been sucked into the digital world, choosing virtual experiences over real-life adventures. The insight that “couch culture” was killing the target audience inspired the new campaign “Choose Go.”
In 2022, I developed the strategy to pivot the campaign “Choose Go,” refresh the creative, and shift their focus to a younger demographic, Gen Z.
BRAND BUILDING FOR A STARTUP, VOY TALENT
Voy Talent was an international talent recruitment startup focused on the tech and creative industries. They hit the ground running as head-hunters but had aspirations to be more than just that.
Voy offered candidates content to improve their professional development, sharing tips, tricks and insights to strengthen the talent pool. Voy also offered products and consultations to employers looking to learn how to better attract and keep top talent. At the heart of everything they did was this desire to empower people.
We put a finer point on the brand’s positioning, personality, identity, and mission. Hours of stakeholder conversations, research, and work were distilled down to a few actionable and applicable guides for the new brand.