Repositioning a Hardware
Innovator as an Oceanic Storyteller
The Challenge
S01
CHASING had the patents, products, and partnerships - but no real brand. Messaging was inconsistent. Visuals felt off. Their drones explored uncharted depths, but the brand stayed on the surface. With a new showroom launching and multiple verticals expanding, they needed more than guidelines. They needed a story.
The Approach
S02
I reframed the challenge as a depth issue - not in tech, but in narrative. Over three months, I developed a layered brand architecture across CHASING and its sub-brands.
We split CHASING into two strategic personas - Consumer and Industry - each with distinct tone, story, and communication playbook. We gave the pool cleaner (CM600) a rebellious AI personality and positioned DEENO as an Earth-first emotional utility. The master brand was anchored in a cinematic line:
Land. Then Space. Now the Ocean.
We overhauled the showroom experience, social strategy, and internal language - bringing everything under one coherent, emotionally resonant mythology.
The Insight
S03
When technology leads the brand, narrative tends to trail. But cultural relevance comes from owning the story - not just the spec sheet.
THE
OUTCOMES
Deliverables and External Results
Repositioned CHASING with a cinematic brand story and clear strategic narrative across a 70+ page brand book
Defined distinct personas, tones, and comms strategies for CHASING, CM600, and DEENO
Developed full TikTok-led brand system for CM600, inspired by Duolingo and MoonPie
Built showroom experience guide, CES storytelling, and partner presentation materials
Created content pillars and internal playbooks for influencer, UGC, and social
Internal Shifts Behind the Scenes
Unified tone, vocabulary, and positioning across departments
Internal teams adopted explorer-inspired values and sub-brand storylines
Brand became an active tool for sales, product, and marketing - not just design
Leadership cited it as the most transformative shift in CHASING’s history
