Nth/Glow/Cielo
Agile Pilot Branding

Same product + three different brands = rapid learning

My Contribution
Lead designer
Logo concepts
Packaging concepts & layouts
Mockups & presentations

In today’s rapidly accelerating consumer landscape, more and more companies are beginning to adopt a test-and-learn approach to launching their products, or even whole new businesses. Rather than operating in (often slow-moving) stages, pilot branding allows brands to parallel path development of their product and their brand, rapidly testing and refining everything from their brand name, to their product amenities, to their target audience. 

The result? A smarter brand, a better-tailored product, a faster pace, and a more successful launch. And that's exactly what we did for M13, an L.A.-based venture capital firm focused on consumer products. The following three brands were created based on their launchpad arm's research into potential white spaces in the market. They identified three categories and two different audience segments for each. Our team created the following names, logos, and packaging in just three weeks.

We tested the brands through Facebook and Instagram advertising to assess interest and demand as well as what messaging and product benefits resonated most with consumers.