Overview

Reposition Dashlane as a B2B leader.
Code name: Project Beacon.

Reimagining Dashlane’s positioning and messaging was part of a project known internally as “Beacon.” It happened at a crucial time in 2024 when Dashlane was establishing a new business strategy focused on upmarket enterprise customers. I was the lead copywriter on the project, collaborating closely with the VP of Product Marketing, Creative Director, and Chief Marketing Officer, as well as aligning with the broader C-Suite.

Project goal: Redefine the Dashlane brand to align with our B2B customers’ needs and the value we deliver.

my role

Lead writer

Deliverables

Brand framework
Brand and product messaging
Internal launch video

The project included an in-depth competitive audit, customer research, and internal stakeholder interviews. After completing the deliverables, the work was socialized during a special Town Hall. The in-house Creative team also completed a launch video, interviewing employees about the Dashlane brand and company, to bring to life our new mission and vision that all Dashlaners could rally behind.