Dialpad: Brand and Content Strategy

Brand Strategy, Content Creation, Content Strategy

The Client

Dialpad is a communication software solution that allows organizations of all sizes to host their phone system, contact center, and conferencing needs in the cloud.


Brand Heart, Brand Messaging, Personas, Video


In anticipation of their new VoiceAI product launch, we came on board to create a brand strategy, content strategy, and supporting content that would increase awareness and effectively communicate the product benefits.


We started with a brand strategy refresh to articulate and clarify Dialpad’s Brand Heart (purpose, vision, mission, values) and personas. With this aligned foundation, we crafted key messaging to help Dialpad deliver a consistent story across touchpoints, centering on the tagline “Make Smarter Calls.” To lead Dialpad’s content campaigns, we pitched and created two humorous videos spoofing the challenges of calls and highlighting the product’s unique benefits: note-taking during meetings and automating voice communications. This approach made the brand more engaging and relatable, allowing Dialpad to showcase both its personality and product in one entertaining package.



Experimenting with a more lighthearted campaign proved fruitful, as both videos garnered fans around the Internet with 300,000+ video views. (Both were also named Webby Awards honorees in the “Branded Entertainment Scripted” category in back-to-back years: 2019 and 2020.) Best of all, our established brand strategy and messaging framework continues to empower the Dialpad team to craft a variety of content, from video to infographics, that is on-brand and aligned with the brand’s larger story.

From the Client