Box

Often referred to as "Dropbox for business," Box had defined itself for years through its competitor without ever offering an ownable vision or point of view. Two guided Box through a fundamental repositioning exercise, transforming an entity with low consumer awareness and a convoluted brand story into one with clear value and a simple strategy: driving success through efficiency.

The work included brand strategy, messaging architecture, visual identity, and campaign development. We untangled a brand that had grown complicated and gave it the clarity it needed to compete at enterprise scale. Today, Box is widely respected as an enterprise-preferred, consultative, system-to-people brand focused on providing management solutions and outcomes to larger business challenges, rather than positioning itself in relation to anyone else.