Nestled Time

The World’s Tiniest Social Network

Challenge
Social networks have defined the way mothers share their children with the world. From posting pictures to Instagram and sharing stories on Facebook, a mother's life is being lived online, with everyone.

Strategy
Launch a brand mothers can connect with because it understands the intimate connection between mothers and their children and offers a safe place to chronicle their journeys.

Solution
Position and establish Nestled Time as the world's tiniest social network where mothers can enjoy the convenience of social networking with the privacy and intimacy of a personalized letter to their child.

Brand Comms

Nestled Time

I partnered with the brand director to perform a full branding exercise including naming.
Once that was completed, I worked with an art director to develop representations of the brand essence for the marketing/advertising team and the product/app team.

Brand Personality

Authenticity and reliability were the two threads used to weave together all of the communication created for Nestled Time. We created a persona as a kind of voice/personality bible.

Nestled Time is an active mom with a long to-do list and a positive attitude. She prioritizes her children above all and wants only the best for them. She spends hours researching the right schools they should go to, the right food they should eat, what activities they should be involved in because she wants them to be a reflection of her: the best there is at whatever they decide to do.
She is accomplished as a professional but does not necessarily view her career as the most important thing in her life. She has worked for renowned companies in the past but decided to leave work behind to be able to support her children.
She lives a healthy, organic lifestyle. Goes to the gym 3 times a week, shops at Whole Foods and online and likes to think she knows the latest trends in parenting. She loves to read the latest NY Times bestseller books and plans the family vacations months in advance to ensure the trendiest places are available and also to work around her family’s busy schedule.
She volunteers at her children’s school and has an opinion about everything from politics to fashion. She has a close group of friends she regularly meets for brunch and drinks. She is strong, determined, and a hard worker who has lived her life enjoying the perks of being a part of the upper middle class and expects to be able to offer the same benefits to her children.

Naming

I pitched the eventual final name for the app, Nestled Time. The name gave us a lot of creative room, but also instantly evoked the protective intimacy of motherhood.

Key Art

Advertising

Screen Shot 2020-10-11 at 8.41.24 PM.png — World’s Tiniest Social Network

My creative director and I developed video and social advertising to simultaneously introduce the Nestled Time app to the market and educate parents about its features and benefits.
With security a major concern for parents when it comes to sharing photos of their children online, we highlighted the closed network and intimate storytelling features of the app.

Video Ads

We launched Nestled Time with a series of brand and product feature videos to illustrate how Nestled Time can be a confidant and champion of mothers and help them share the time they spend with their children with family and friends.

Phase One Ads

We created a brand voice that is an authority on motherhood. It mirrors, in a knowing tone, the common phrases and language found on “Mommy Blogs” and the exchanges between mothers of different generations.

Phase Two Ads

These ads expanded on the lifestyle imagery of Nestled Time and introduces a more direct connection between the things children do and the ways Nestled Time turns everyday moments into everlasting memories.

The App

Creating a World of Memories

I joined the product and app development team early on as their bridge to the brand and creative departments.
All of us worked to develop the app’s nomenclature and apply the brand’s personality to each new feature, making it easy for new users to start capturing memories.

Children Are Your World.png — Onboarding

New Users

A tour of the app introduces first-time users to the main features of the app, giving them inspiration for how they can use the app to tell the story of childhood.