The Mevo brand launched in 2017 with a single product—the Mevo Plus, a high-quality and compact live-streaming camera. Mevo developed a second product at a lower price point, and asked us to reposition the brand given the expansion to the product family, and to name, brand, and bring their second product to market. 

We teamed-up with Mococo Muse to develop the product positioning and go-to-market strategy. The first challenge was shifting the positioning of Mevo from a product to a brand (with an offering of products). Good / Better was not enough to define product positioning—we dug into consumer behaviors and needs to carve space for both products—one being all-in-one and accessible: Mevo Plus, and the other a professional grade system with flexibility: Mevo Start.

With brand & positioning in place, we developed an identity system for Mevo Plus. We gave the Mevo start an approachable yet polished identity—minimal, integrated, friendly. We introduced Mevo Start to the world with a complete website overhaul, product intro videos, and social content. 

When we launched the product we knew that it was going to increase in relevance as current technology trends advanced. This is why we mapped out a variety of cohorts and tuned our positioning towards a broader set of audiences that were eventually going to need to tap into this emerging category.

 

What we couldn’t have predicted is how quickly this future reality was going to speed up. Due to the stay-at-home orders sweeping the globe and people’s more urgent need for connection to the groups and gatherings that always meant so much to them which they would now have to access virtually Mevo has found a moment where the vision for the product meets the needs of today.