Marcela Ricci

Brand Strategy-X

My journey in brand strategy has been marked by creativity, innovation, and a focus on delivering lasting value in the ever-evolving realm of global technology. Over the course of my career, I’ve worked with a variety of brands in crafting compelling narratives and brand identities tailored for their respective target audiences. 

From visual branding to messaging, I’ve developed strategies aimed at driving engagement, resonating with key stakeholders, and ultimately, generating pipeline and fostering long-term relationships. By analyzing market trends, competitive landscapes, and customer insights, I’ve crafted strategies that not only elevate brand presence, but also directly contribute to business growth and success.

Below is a snapshot of my approach to developing an impactful brand strategy, as well as some examples of past projects.

  • ESTABLISH
    • Purpose
    • Mission
    • Vision
    • Values
  • IDENTIFY
    • Target Audience
    • ICPs
    • Personas
  • DEFINE
    • Competitors
    • Differentiators
    • Positioning
  • DEVELOP
    • Messaging
    • Brand voice
    • Visual identity
    • Brand & style guidelines
  • IMPLEMENT
    • Socialize
    • Analyze
    • Optimize

Past Projects

Britive

Britive is a cloud security startup that was founded in 2018. As the brand grew, so did the need to better define its identity. In 2021, I oversaw the re-brand and launch of Britive’s new brand strategy, which included:

  • Redefined target audience
  • New positioning and messaging framework
  • Website overhaul
    • Brighter color palette
    • Cohesive graphics
    • Clear product differentiators and messaging
    • Strategic CTAs and lead capture forms/pop-ups throughout site
    • Improved UX and customer journey
    • *212% increase in Q1 site conversion rate
  • Updated brand guide and refresh of old assets

EIL Explore

EIL Explore is a global scholarship program for individuals looking to study or volunteer abroad. In 2015, oversaw the rebranding of the EIL Travel Awards to EIL Explore, with its own separate website and unique brand identity that remained cohesive with the overall EIL brand.

The brand launch included:

  • Launch party held at Cork International Airport, hosted by Web Summit co-founder and past EIL participant, Daire Hickey.
  • National media coverage
  • PR, email, paid and social media campaigns; channel and influencer promotion.

Results:

  • Increased program applicants by 134%.
  • Increased YOY site traffic by 112%.
  • Winner: Best Social Media Campaign for a Non-Profit at the 2015 Sockies.
  • Finalist: Best New Website and Best Social Media Campaign at the 2015 Cork Business Awards.