Dashlane | Brand

overview

While on the Creative team, I collaborated with internal stakeholders and external partners to produce a variety of content for new and current users. The team worked to create a consistent, cross-platform voice that could flex in tone based on where users were in the marketing funnel.

Redesigned Homepage

Lead Copywriter
Website

I partnered with the team’s lead Designer to strategically overhaul Dashlane’s homepage. As part of the project, we developed a creative concept where the “world of Dashlane” included discrete, 3D-rendered elements representing the data the app secures. We worked together to brief the renderer and ensured the deliverables included elements that could be reused across different platforms.

Out-of-Home Campaign

Lead Copywriter
Out-of-Home, Digital

This top-of-funnel moment was an opportunity to think about our audience, people and businesses, collectively. These OOH ads went live right around the year mark of the pandemic—when we knew that a large majority could relate to the pains of remote work all too well. We aimed to strike a balance between broad and specific messaging while remaining on-brand.

Product 101 Video Series

Lead Copywriter
Video, YouTube, Blog, Social

In order to retain and convert new customers, we developed an educational Product 101 video series that help answer common questions customers have as they start using Dashlane. The videos add a human, friendly touch to how we interact with customers. I wrote the scripts for all the videos, as well as directed the production of the custom animations.

Rebrand

Copywriter
Website, Emails, OOH, Social, Display, Product, Blog, App stores

Our in-house Creative team partnered with award-winning agencies, Pentagram and Lightning Orchard, for a complete overhaul of the brand identity, both in the voice and visual system, as well as the production of a Super Bowl ad. The new voice established Dashlane as a champion of the optimized life and as a tech company that protects you, not exploits you.

“Your Internet Shortcut” Campaign

Copywriter
Web, Social, CRM, Display, App stores

Following the arrival of a new CMO, the Creative team was tasked with bringing a lighter, friendlier tone to our historically tech-forward brand. We introduced playfulness and delight with characters and animation, while retaining brand trustworthiness. We partnered with IV studios to introduce these elements. Tying the concept together was the idea of Dashlane as “Your internet shortcut,” which came to life as a friendly line speeding you through everything you do online. I pitched the initial creative concept of the “friendly line” and worked with the team to evolve the idea and execute the final deliverables.