Plum District — Rudi O'Meara

Plum District

Challenge /

Founder and CEO Megan Gardner summed it up pretty nicely in our first meeting. “We've got an ugly baby and we don't know why,” she said, exasperated. She’d built the business up from nothing—seen it go from a flicker in her funders’ eyes to a fully-fledged category-maker. Now it was a burgeoning destination for moms (by moms) that was poised to re-invent the entire then emergent deals space. But the voice felt off. The look was meh. Even the folks at Kleiner—who called my team and our pals at Think Brand New in to turn Plum District around—wondered how things had gone from beautiful to blah so quickly.

Poor baby!

Solution /

This project pretty much made my year. Not only because the Plum District team was among the savviest, smartest bunch of people I’d ever had the pleasure of knocking about with. Not only because their entire sales force gave us an honest-to-goodness standing ovation at the big brand reveal (yes, it actually happened). But because we were able to take their previously lukewarm identity and uninspired site experience and turn both into something as delightful and amazing as the whole idea behind the business was when Megan dreamed it up.

Wouldn’t trade the ovation. But I loved the pretty baby, too.

Vuze

Wispr