From the first phone call with Culture Pilot, Kristy was all in.

We went to work on research, analysis, and exploration, including Kristy early and often. Our findings, insights, strategy, and development were always met with four words: "I trust you guys."

This mutual trust was the bedrock of our collaboration, fostering an environment where creative and strategic risks could flourish.

We needed to create a complete retail brand from scratch that could compete with over 1,000 other products vying to clean the surfaces in your home in a hundred different ways. It had to connect with customers quickly and explain its remarkable technology in simple and advantageous terms.

We zeroed in on our audience: people who want to clean less. They want to clean efficiently and effectively at the microscopic level using fewer chemicals and products. They are heavy researchers, so we needed to prove it, too.

Just saying "innovative" is never enough. We needed to showcase how this new product sets a bar and challenges other big-brand cleaners on several points, most strikingly, The 5-Day Clean Promise. Actual scientific research and independent studies backed all of this. We had to convey some serious science while being fun and captivating. This emphasis on unique selling points intrigued our audience and piqued their interest in the brand.

The "A week's defense in every drop" positioning set us apart from other cleaners that protect surfaces only for minutes. Other terms, like "5-D Clean," played to the product's dimensions, while "Nana-Grade Safe" provided an unexpected level of safety and approval. Nobody messes with Nana.

By this time, our collaboration was flying. Kristy guided the team toward solidifying the brand's voice – humorous and relatable while respecting the legitimate science behind patented technology. This unique voice connected with our audience and engaged them with the brand's personality. Think Bill Nye, the Science Guy, meets your friendly neighbor next door, someone who knows what they're talking about but doesn't take themselves too seriously.

The bright brand colors and logo established in our visual identity, the updated product labels, and the website vibes resulted from early input sessions, during which we used mood boards and many discussions to access all the imagery in Kristy's brain. We trusted her instincts and included her throughout the process. And it paid dividends.

Our first test of fire wasn't going live with a website; it was retail buyer tradeshows. These customers are buying the whole brand and its marketing support, not just a bottle for the home. 

The feedback spoke mountains. HEB grocery stores wanted to OEM the product into their stores, but after seeing the design and messaging, they advocated for nothing to change. Three buyers from CVS were blown away by the completeness of the brand, website, and social media presence and initiated talks after giving them a pass the previous year.  Vitacost, one of Kroger's e-commerce arms, was astounded by the depth of marketing and brand for a new company. They've even asked to include their brand in Clean Habits marketing.

And the unearned home run? Soon after launch, Kristy was contacted by the media agent of one of the world's most germ-hating humans, Howie Mandel, about collaborating with us, which is now underway. It looks to be a long and germ-free friendship.

When trust leads the way, word seems to get around, and success inevitably follows.

Follow along with our ongoing case study for even more.