Many companies take their brands seriously. Very few companies are confident enough to poke fun at themselves and their community. The legal tech startup Donna is one of these rare birds. The team behind Donna has created an assistive Word plugin that lawyers love. It’s a breath of fresh air in a conservative legal industry, so the Donna team really dares to draw attention to their product.
When we started creating videos for Donna, they had already established a playful style based on cliché stock footage. We started by helping them refine video editing and boosting their visual language and UI overlays. Later, we helped create new videos from scratch, as well as trying out different versions of video manuscripts.
It’s extremely satisfying to work with a confident startup like Donna. The team clearly knows their target audience and they have a distinct brand. This means there is a basic recipe for storytelling that allows for rapid experimentation. We are very happy to be involved in their clever and playful marketing!