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Über
We're building a trusted, stigma‑free brand that makes it easier and more dignified to manage incontinence at home—through convenient delivery, clear education, and caregiver support.
We're launching our MVP product catalog in Q2 2026 with the following product set:
* Pull‑up underwear
* Diapers with tabs
* Underpads
* Wipes
* Incontinence pads
* Vinyl gloves
We're looking for a brand strategy partner to help us define and express the Snugwell brand ahead of launch.
Project scope
We're seeking support across four main workstreams:
1. Brand strategy & positioning
* Clarify and prioritize target audiences (seniors aging at home, family caregivers, professional caregivers).
* Competitive and category audit across incontinence, senior care, and DTC subscription brands.
* Category and brand positioning (who we are for, what we solve, how we're different).
* Brand personality, tone, and principles that balance clinical credibility with warmth and dignity.
2. Messaging framework
* Core brand story and value proposition (for seniors, caregivers, and healthcare‑adjacent partners).
* Messaging hierarchy for:
* Website (home, PLP/PDP, about, FAQs)
* Email (onboarding, education, replenishment, win‑back)
* Paid media (top‑, mid‑, and bottom‑funnel angles).
* Guidance on language around incontinence that reduces stigma but stays medically respectful.
3. Visual identity guidance
* Direction for photography and illustration styles that portray older adults and caregivers in an empowered, modern way (avoiding outdated "frail senior" tropes).
* Recommendations for color palette, typography, and basic UI patterns appropriate for accessibility and readability for older adults on Shopify.
* Example moodboards and a simple brand usage guide we can hand to designers/our Shopify team.
4. Go‑to‑market narrative
* Launch narrative and key campaign messages for MVP launch in Q2 2026.
* High‑level creative concepts or "campaign territories" to test in paid and owned channels.
* Suggestions for content themes (education, empowerment, caregiver support, routine building, etc.).
Deliverables
We expect final deliverables in a shareable deck or doc format (Google Slides/Docs preferred), including:
* Brand strategy & positioning summary
* Brand positioning statement and RTBs
* Target audience profiles (seniors, caregivers, key psychographics)
* Messaging framework and examples by channel
* Visual identity guidance (moodboards, references, basic rules)
* Go‑to‑market launch narrative and campaign themes
If you typically include additional artifacts (e.g., voice guide, sample ad copy, sitemap‑level messaging map), feel free to note that in your response.
Timeline
* Project start: late February / early March 2026
* Duration: 4-6 weeks
* Key milestone: Strategy and launch narrative ready ahead of Snugwell MVP launch in Q2 2026.
Please indicate whether this timeline is feasible for your team and outline a proposed phasing if helpful (e.g., research → strategy → messaging/visuals → GTM).
What we'd like to learn from you
In your reply, it would be helpful to cover:
* A brief overview of your experience in healthcare, senior care, or incontinence/sensitive health categories, particularly DTC or subscription models.
* 2–3 relevant case studies (links or short summaries) showing how you've:
* Positioned a healthcare or senior‑focused brand
* Built DTC subscription or eCommerce brands
* Worked with regulated or sensitive topics (e.g., incontinence, sexual health, chronic conditions)
* A high‑level outline of your approach and process for:
* Discovery and research (desk research, stakeholder interviews, light customer work if applicable)
* Strategy development
* Translating strategy into messaging and visual direction
* Your fee structure and an indicative budget for a 4-6 week engagement with the scope above (fixed fee preferred; please note what's included/excluded).
* Team structure and who would be working directly on the project.
Contract duration of 1 to 3 months. with 40 hours per week.
Mandatory skills: Social Media Marketing, Marketing Strategy
Optional skills: Internet Marketing, Brand Consulting
Sprachkenntnisse
- English
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