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Storytelling with a Purpose

When the creators of JENNAbra, a unique bra designed for pregnant, nursing, and weaning moms, approached us to create some stories about why she created her product, we knew that we were a perfect match.  The creator of JENNAbra shared with us the story of her journey to becoming a mom, from tragic loss to absolute joy.  She had a product that she knew could make a difference in the lives of so man women, but she needed help telling the story of her product.

We started at the beginning, developing brand identity documents to define the very core of the brand–how does the brand communicate to the world, what does the brand talk about and value, and what is the target demographic that needs to hear this message.  Working hand in hand with the JENNAbra team, we developed a voice for a brand that had an important message.

Model with long brown hair posing and smiling wearing the black bra

Telling the Story

Once JENNAbra’s voice was established, we needed to capture rich visuals to tell the story of the brand.  Thousands of women face pregnancy loss each year, and part of JENNAbra’s ethos was to honor and share the story of those women, and the love that they had for the babies they never held.  In moving testimonials, and interactions with moms who had finally reached the joy of motherhood, we captured the journey of mothers as they welcomed a new little one into the world, learned to feed them, and eventually weaned them.  The unique product that is JENNAbra was front and center, as the repeating character in the stories of these women’s journeys.

Product Display Videos

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Building an Audience

Once the brand’s voice was established, and the stories were captured, we had to get these stories out into the world.  We established two primary modes of this–through social media posting and through blogging.

For social media, we built a content calendar that detailed a mix of practical facts and tips for new and nursing moms, as well as testimonials that told relatable stories about various women’s nursing journeys.  When accompanied by the photos and videos that we captured, the brand finally reached its destination.  It had a powerful voice, with an important message, that could finally reach the world.

How-To Videos

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Testimonials

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Youtube PreRolls

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Photography

Model with long brown hair posing and smiling wearing the black bra
Model with long brown hair posing wearing the black bra and panties and holding a breast pump
Model with long brown hair posing and smiling wearing the black bra and panties
Model with fizzy brown hair posing and smiling for the camera wearing the black bra
Side profile of model with fizzy brown hair posing and smiling for the camera wearing the black bra
Side profile of model with fizzy brown hair posing and smiling for the camera wearing the black bra
Closeup of woman breastfeeding a baby wearing the black bra
Woman with long brown hair wearing a black bra with breast pump attached and blue shirt looking down at cell phone she is holding
Woman with long brown hair wearing a black bra with breast pump attached and light blue shirt using a laptop

Behind the Scenes

Side profile of model wearing a black bra getting a dress shirt put on by woman wearing long hair in a bun while being filmed
Black and white of two women helping with makeup on model wearing bra
Closeup of clap board and remote
Woman with long hair in a bun with two crew members going through notes
Black and white side profile of woman with long hair being interviewed
Woman with long hair in a bun adjusting bra strap on model with long brown hair and wearing black bra and grey sweatpants with both of them smiling

Products

Black bra on display with safety vest and white hardhat
Black bra on display with two gray knitted hats and gray plush toy
Black bra on display with two stuffed toy elephants
Black bra on display with stethoscope, mask and light blue scrubs
Black bra on display with stethoscope
Black bra on display with stethoscope and device
Black bra on display with breastfeeding devices and two stuffed animal elephant toys
Black bra on display with modern camoflauge jacket
Black bra on display with modern camoflauge jacket and pants
Black bra on display with safety vest and white hardhat
Black bra on display with modern camoflauge Army hat
Black bra on display with stethoscope and modern camoflauge Army hat
Black bra on display with breastfeeding devices
Black bra on display with breastfeeding devices
Black bra on display with bangles jewelry and white top
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