Brand campaign
People-First
A positioning line that had to work on a careers page, a conference banner and a product launch without being rewritten each time.
- Client
- Sprout
- Year
- 2025
- Role
- Design direction
Positioning lines usually break at the edges: fine on the homepage, wrong on a recruitment post, meaningless on a feature announcement.
This one was tested against those three uses before it was designed — same two words, same lockup, three very different contexts. What shipped is the version that needed no qualifier in any of them.