New Primary Tagline - Fivetran

Objective: With the refresh of Fivetran’s messaging to better align with the enterprise, we were looking to refresh how we refer to ourselves, how we state our product’s purpose, and the primary tagline that accompanies that statement.

Role: Primary copywriter and project lead

Project summary: Through a two month process, I completed extensive competitive research to utilize alongside existing messaging research, collaborated extensively with marketing stakeholders and executive leadership, and drafted and iterated on a variety of thoughtful options to find the right brand tagline for Fivetran.

Project outcome: Moving data. Powering innovation.

Justification:

• Enterprise-tone. Short, sweet, succinct.  

• Clearly states what we do — we move data.

• The length and punchiness will work for a variety of formats, while still making clear what we do. No one should walk away from reading this unsure that we move data.

• The second half is flexible if required, enabling us to switch out “innovation” with other alts that target specific business outcomes.

Rollout: Once there was executive alignment, the brand tagline was rolled out across all branded touchpoints including web, events, promotional materials, and more. As appropriate, I continue to create variations for specific business outcomes.