Gleenr
Creative from soup to nuts for a tech start-up
About the client
OBJECTIVES
• Establish the software created by U-test as Gleenr
• Develop the brand identity and user personas
• Build a strategy aligned with the Gleenr brand
• Target personas with a focused sales strategy
• Educate users on Gleenr’s purpose and functionality
• Design an ecommerce storefront for Gleenr
• Ensure seamless flow from site to product
• Plan subscription tiers linked to usage and uploads
CHALLENGES
• Establishing user trust with this type of tool
• How to sell and track a virtual product
• Integrating the product into the ecommerce sales site
• Video upload ownership and storage concerns
Creative Strategy
Utest the parent company of the Gleenr brand had all the tools and technology to build the product but needed a creative agency to give it a personality, style, strategy, and most fundamentally a name. That’s where we came in, we took this startup and built a brand from soup to nuts, here’s how.
DEMYSTIFY THE PRODUCT
To grasp the essence of the Utest Emotional Mapping Software Product, we explored its functionality and potential. What does it measure? How does it gauge truthfulness? How can its insights be simplified for users? What would users expect, and who would benefit most? Collaborating with Utest’s founders, we brainstormed its uses, discovering how Gleenr captures biometric data to analyze emotional states. The name reflects its core purpose: gleaning insights from facial expressions to interpret emotions.
CREATE THE COMMUNITY
We identified Gleenr’s primary use cases as dating couples uncertain about their relationships, women questioning matches on dating sites, concerned parents prioritizing their children’s safety, and HR professionals evaluating job candidates. These target personas shaped our visual and verbal branding, as well as our sales and marketing strategy. By approaching these audiences with empathy and understanding, we effectively communicate Gleenr’s value and address the concerns it aims to resolve, making the Utest product both viable and marketable.
MAKE IT SAFE
Gleenr analyzes user videos to deliver results, raising valid privacy and safety concerns. To address this, we implemented secure, individual customer accounts that store user data exclusively for their use. Neither Gleenr nor its parent company, UTest, utilizes facial recognition software or shares data with third parties—a commitment prominently highlighted on the website. By acknowledging and addressing these concerns directly, we built trust and ensured a worry-free experience for users.
MAKE IT WORK
When Utest came to us they had a product but not a brand or a strategy. We delivered the brand and strategy but we also had to make all the pieces fit together and work as a unit. This phase focused on designing the product with Gleenr’s brand identity and enabling API integrations to connect the sales tool with the product. Our goal was to create a user-friendly interface for seamless access. Collaborating with the UTest development team, we linked the two systems and optimized how Gleenr displays captured data, transforming it into a complete, functional product.
PROVIDE THE TOOLS TO GROW
With Gleenr now a fully functional product, we equipped UTest with the tools to grow their brand and business. Our work culminated in the Gleenr brand toolkit, designed to clearly convey the brand’s identity during professional interactions and employee onboarding. Alongside a functional sales website and product, these resources position Gleenr to attract funding and expand its user base through social media.
Results
WE HAVE A BRAND!
Gleenr emerged as a fully realized brand, complete with a distinctive name, personality, and visual identity. The name “Gleenr” encapsulates its purpose of gleaning insights from emotional data, making the product’s value instantly recognizable. With a robust product, engaging brand identity, and targeted marketing strategy, Gleenr was well-equipped to attract users through social media and appeal to potential investors, solidifying its position as a viable and marketable company.
WE BUILT A PLATFORM TO SELL IT!
Gleenr evolved into a functional and cohesive product through strategic design and technical integration. API connections ensured the sales tool and product operated in harmony, delivering a streamlined, user-friendly experience.
WE IDENTIFIED THE AUDIENCE TO USE IT!
Through research and collaboration, we identified key user personas, including couples, dating app users, concerned parents, and HR professionals. Tailored messaging and empathetic communication strategies effectively resonated with these groups, creating a foundation for audience trust and engagement.
WE MADE IT FEAR-FREE!
By prioritizing privacy and data security, Gleenr alleviated user concerns. The implementation of secure accounts and clear policies around data usage reassured users, establishing Gleenr as a safe and reliable product.
WE CREATED THE TOOLS TO GROW IT!
The creation of the Gleenr brand toolkit empowered UTest to communicate the brand effectively during professional engagements and employee onboarding. This resource positioned the company for growth while supporting user acquisition and funding efforts. With a robust product, engaging brand identity, and targeted marketing strategy, Gleenr was well-equipped to attract users through social media and appeal to potential investors, solidifying its position as a viable and marketable company.
This holistic creative strategy transformed Gleenr from a concept into a fully functional, market-ready brand
