The Challenge

Veriff’s 2021 brand refresh was crucial for differentiation in the competitive identity verification space. The main challenge was integrating the new brand identity and manifesto into existing content without disrupting the audience’s experience. With established product pages and digital assets in place, we needed to maintain consistency while evolving the messaging to reflect the refreshed brand.

Key challenges included:

• Brand Identity Transition: Adjusting tone, voice, and messaging across all touchpoints, including product pages and blog posts, while balancing legacy content with the new brand elements.

• Consistency Across Content: Ensuring all content adhered to new brand guidelines while remaining effective and familiar to the audience.

• Content Management Complexity: Aligning and updating content across various systems, ensuring coherence within the CMS and implementing editorial workflows for ongoing consistency.

• Aligning with the Brand Vision: Incorporating the new brand manifesto into content, ensuring it felt like a natural evolution rather than a drastic departure.

The Content Strategy Solution

To address these challenges, we executed a focused content strategy centered on consistency, clarity, and alignment with the new brand identity.

• Content Audit & Gap Analysis: We audited existing content across product pages and marketing materials to identify gaps and determine what needed rewriting or editing.

• Brand Manifesto Integration: We translated the high-level brand principles into actionable content guidelines, ensuring the new tone and messaging were reflected across digital channels.

• Copywriting & Copyediting: I revised and rewrote content for product pages, aligning it with the new brand voice and ensuring clarity, directness, and emotional resonance. Inconsistent language was corrected to emphasize trust and innovation.

• CMS Alignment & Content Management: I worked with internal teams to align CMS structures with the new brand, updating templates and streamlining workflows for ongoing content consistency.

• Brand Style Guide Development: I created a comprehensive style guide outlining tone, voice, visual elements, and messaging, providing a consistent resource for all future content creators across the organization.