MUSH

Paid
Branding
Earned
Creative
Social
Comms
Owned
Tech

WHY

Mush, a mum ‘meet up’ app on a mission to help new mums connect, came to us with a need to create differentiation in an ever-crowded market and a desire to re-energise the offering. They tasked Boldspace with developing a new strategy, positioning, brand and website that could revitalise their story and propel them into 2021.

WHAT

  • Created a comprehensive brand and market insights report
  • Created two distinct behavioural insight driven positioning territories
  • Leveraged our strategic methodology to reimagine how mothers could engage with the app through a ‘pod’ based approach
  • Defined the role and rules of each ‘pod’, as well as building out a B2B offering – Mush Maternity
  • Developed emotive, engaging brand design, narrative and website for both Mush and Mush Maternity

HOW

  • Carried out extensive interviews, brand and marketplace analysis
  • Leveraged our BoldLens™ analytics platform to uncover behavioural insights trends that underpinned our positioning territories
  • Identified a compelling bold space for Mush that could drive both brand and business success
  • Created winning functional and emotional benefits, brand statements, a powerful new brand story and full web copy
  • Developed a bold brand packed with cultural resonance

THE BOLD SPACE:
'Power of Togetherness'

In a world of social networks, we needed something with more meaning: the ability to find a sense of belonging, support and close friendship. We leveraged behavioural science, our strategic methodology and our BoldLens™ to uncover theories around small groups and the proven 'power of five'. We match mums and mums-to-be in ‘pods’ to drive deeper, meaningful connection, support and experience.