Dawn

I’m terrible at keeping in touch. Some people are naturals at it—they send the “just checking in” texts, always reach out when they’re in town, and remember your dog’s birthday. Me? Not so much ?? But give me a project or a framework, and suddenly, I’m on top of it ? So, I turned my problem into a project. Instead of relying on Zoom calls or cold emails, I started a newsletter. It’s called Three Curious Things. Each week, I share the most interesting things I’ve found in art, branding, and culture—things I’d probably be texting friends about anyway. And in the process, it’s helped me stay connected, not just as a business, but as a human. The best part about newsletters is that they cut through the noise. No algorithms deciding who sees your stuff. No endless scrolling. Just landing directly in people’s inboxes with something they actually want to read. (Just don’t spam them. Or try selling them on everything. Please. ??) Shoutout to beehiiv for making it ridiculously easy to start and grow a newsletter (and for sponsoring this video). Curious about my newsletter? You know how it goes, link below ?? #sponsored

A year ago, I took a leap of faith and started Dawn. What began as an experiment has grown into something bigger than I ever imagined. We’ve worked with amazing clients, tested new models (hello subscription??), and learned so much along the way. Now, I’m taking another big leap: evolving the Dawn brand—and bringing you along for the ride. Not the polished case study, but the real story. I’m calling it "Branding in Public" After years of creating brands for others, I’ve always found it funny how we only share the "after" picture—that perfectly polished end result that looks like it materialized out of thin air. But the magic is in the process: the collaboration, the decisions, and the breakthroughs that shape the work. ??? You’ll see the raw conversations, evolving ideas, and yes—even the messy moments that usually stay hidden. This is "Episode 1" ?? I’ll try sharing updates here regularly, with each video exploring a different aspect of the project. You’ll get to join our brainstorming sessions, creative discussions, and see how the work takes shape over time. This kickoff this phase of the project, I'm collaborating with Phil Gibson and his incredible team at When Studio ?? Together, we’re documenting our work so you can see how ideas come to life—and maybe pick up something new along the way.

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?? Helping brands speak their customers' language Today, I wanted to share a recent collaboration between Laetro and Lily AI! Retailers often struggle to match their product descriptions with the way customers talk. Founded in 2015, Lily AI bridges this gap using generative AI, computer vision, natural language processing, and machine learning. ?? Their innovative approach makes retail experiences better by incorporating human-centered language, which boosts product search and discoverability. Lily teamed up with Laetro for a brand makeover, gearing up for growth across channels and new regions. There were two main goals: ? Phased brand update: Highlight Lily’s evolving product suite with partners who could grow, adapt, and collaborate creatively. ? Explain the Lily AI platform: Clearly showcase Lily's unique solution to new customers who might not yet know about their search problem. Laetro brought together a strategic and collaborative team to help Lily AI grow, highlight its value, and connect with new customers. With amazing experts like Effie Seiberg, Amy Khan, Shachar Aylon, and Anthony Mika, we successfully tackled these challenges and made it happen! The awesome collaboration between Lily AI and Laetro resulted in a refreshed website and a repositioned brand. Want to learn more about our work with Lily AI? Click here! ?? https://lnkd.in/g7es72g9 It was such a pleasure working with you Julie B., Jessica Foster Brandt (She/Her), Bridget Johnston and CJ T.

Dawn is heading to Salt Lake City for our first UnderConsideration, LLC "Brand New Conference". Can’t wait to dive into all things branding and design with some incredible creatives. If you’re going to be there, let’s meet up! Would love to chat in person, swap ideas, or just explore the city together (any SLC tips are welcome too!) ??

Sometimes, the best thing a brand can do is stay out of the way. That was the idea behind the recent messaging sprint Dawn did together with Recall. Their mission is simple: help creatives find their files across multiple drives in seconds. No more frantic searching or lost work. If you've ever experienced that when working on a project, you probably know that gut-wrenching feeling. But their initial messaging was all tech-talk and features—it was getting in the way. ?? Our task was clear. Make Recall's voice as clear and helpful as its product. We had to craft messaging that wouldn't disrupt a creative's flow but would still make them go, "Ah! That's exactly what I need!" We kicked things off with a discovery call with Tim Sekiguchi, the founder of Recall and his team. Their vision was all about helping creatives find their files faster, stay organized, and get back to their work without losing focus. No fuss, no muss. Now, for the fun part. We played around with two different tones: ? A no-nonsense, straightforward tone that emphasized clarity and efficiency. No distractions, just the essentials. ?? A clever, engaging tone that used a touch of wit to keep things light and approachable, while still conveying the key benefits. Guess which one won? Yup, the no-nonsense approach. Why? Because Recall is all about clearing the clutter, not adding to it. Their voice needed to do the same. ??? With the tone established, we reworked the messaging for the launch film and website to align with this idea. We transformed the website and launch film messaging from "look at all these cool features!" to "here's how we make your life easier." The end result? A brand voice that speaks directly to creatives, showing them how Recall can help them do what they do best—create. No distractions, no confusion. Just clear, helpful messaging that gets out of the way and lets the product shine.

It's the big day - the Recall Public Beta is officially launched. https://www.recallapp.com What is Recall? It's hard drive management software for creatives, by creatives. Recall was born out of a problem—how do you keep track of so many drives and the files on them? If you’ve ever searched frantically for a file that's gone missing on a drive, you know just how frustrating and time-consuming it can be. Recall is here to solve that problem. It creates a catalog of all your files across all your drives so you can stop wasting time looking for files and get back to creating. One plug, one index, zero headaches. It’s that simple. This tool has already been a game-changer for me, and I’m excited to see how it helps both individuals and companies. While this is a huge moment for me and for Recall, we’ve only just reached the starting line. I can’t wait to hear your thoughts and keep building from here. Download the public beta from the website and see just how easy file management can be.