Groop new brand message

Summary & objective

The founder wanted to grow her previous club management software into a new community management platform.

To do so, she needed to create an improved SAAS platform, as well as a new brand. Both of which needed to be able to scale to still welcome volunteers and sports clubs, but also appeal to large charitable organisations.

Our role was to lead the new brand messaging for Groop, as well as the content strategy after launch.

What we did

Through several workshops with Groop we identified their target audience and created customer personas. After identifying their target audiences and sectors, we created an official brand messaging guideline for the Groop brand.

This proved valuable to the team at Groop, but also for us to plan and execute their content strategy.


Just over a year on the project, Groop was launched with a new platform, brand, and awesome content.

We thoroughly enjoyed creating the new Groop brand, especially creating the tone of voice for the brand, and new website content!

Groop website brand messaging and website content

We created a huge amount of content for the tech startup:

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