StoryTerrace
From an early-stage startup to a premium storytelling brand, and 14x revenue growth in four years.
StoryTerrace turns people's life stories into beautiful books. When I joined as CMO it was an early-stage startup without much of a brand or design system, with a mission and a team I loved.
I started with persona and audience work, then ran a brand sprint with the founder. It set the identity: timeless and personal, with a premium feel. We chose a script font that refers to handwriting and redesigned the quote marks into a contemporary icon that works on books and across digital and print.
I built and led a team of three full-time staff and up to eight freelancers across brand, growth marketing, design and video production.
services
outcomes
Over £10M raised along the way, and qualified leads up 273% from testing call to action and landing page combinations.
A premium brand for a very personal product.
How do you show the life stories StoryTerrace's writers were capturing, better than a short video portrait? Over the years we produced almost two dozen intimate video portraits, shot at clients' homes across the US, UK and the Netherlands. The 2 to 3 minute testimonials ran on YouTube and the website, and the same material became social ad campaigns on Instagram, Facebook and YouTube.
A lead generation business needs a habit of testing.
We tested call to action and landing page combinations with a multistep lead qualification form, and qualified leads rose 273%. I scaled Google and Meta from £5K to up to £250K a month with positive return, producing and testing new creative and targeting all the time.
Beyond performance, we ran print magazine and out-of-home campaigns, YouTube, programmatic video and podcast campaigns, and the integrated Unsung Heroes campaign. I led the move from performance only to integrated brand and TV campaigns, including TV with BBC Studios and UKTV Ventures worth £1.5M in media-equivalent spend.
credits
- Client
- StoryTerrace
- My role
- CMO, Brand & Creative
- Dates
- October 2017 to February 2022
- Based
- Los Angeles and London
Want the longer version? Book a call and I'll walk you through it.