Mila is one of those game-changing products the world truly needs—but without the right storytelling, it could totally bomb.
The founders knew the power of a strong verbal brand and teamed up with me to help create it before their initial global launch. My work covered everything from pre-order pages to ad campaigns to the company website—even naming the 7 unique air filters.
The launch was a massive success, bringing in $1.2m in pre-orders alone, followed by a goal-smashing $8m in direct sales in less than a year—not to mention a passionate community of fans who love to engage with the brand (seriously).
Take a spin through a few web and ad samples below.
Brand Strategy
Brand Messaging
Copy Direction
Copywriting
The website tells the full story of Mila, bringing all the geeky, technical details to life with a bit of sass and wit.
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I named the brand's 7 unique filters designed for different audiences like home renovators, pet owners, allergy sufferers, and the generally neurotic.
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The brand personality is woven everywhere, including the brand's much-loved app. It includes customizable settings and a bot that updates you on your air quality (and just might make you chuckle).
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Customers also get a kick out of Mila's display messages. Walk by the unit in your home and see cheeky notes that make the product feel like more than an appliance, but a real-life housemate.
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I also oversaw ad creative for a period, from prospecting to retargeting.
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Customers love the brand personality and the little linguistic surprises they find inside the brand. We know because they told us, time and time again—some even sharing it was the very reason for their purchase.
I believe every great brand messaging platform is built on a single, strong concept—your Bedrock Brand Idea. When we hit this one it was instant goosebumps (and a motion to trademark).
Mila's mission is to "bring every family back from airblivion and shape the healthy home of the future."
With an inspiring, flexible central idea and a stand-out voice, Mila is now set up for a healthy creative future, too.
Book a call and we’ll plot the path to your unmistakable verbal identity.
