Repositioning a Hardware Innovator as an Oceanic Storyteller
THE IDENTITY
How might I help a deep-tech company known for drones build a brand mythology deep enough to match the world it explores?
THE CHALLENGE
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
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 OUTCOMES
Deliverables and External Results
Repositioned CHASING with a cinematic brand story and clear master 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
Reframed DEENO as a soft-power lifestyle utility with values-first messaging
Built showroom experience guide, CES storytelling, and partner presentation materials
Created content pillars and internal playbooks for influencer, UGC, and social
Internal Shifts
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
