STACK IQ Product Launch Campaign
PROBLEMSTACK wanted to brand its MCP as STACK IQ as part of their product-led growth initiative. The challenge was twofold: an AI product with almost no limits is hard to explain, and the product positioning lacked a clear place in STACK's brand hierarchy.
StrategyI partnered with product leads to understand the new functionality and the real jobs it solved for estimators. Then I positioned that into a brand story and campaign that made a complex AI product simple to understand.
ExecutionI developed the visual tone and messaging for the new feature and helped guide our lead designer, copywriter, and content manager from concept to launch and rollout across web, video, social, in-app, email, display ads, sales, and trade event showcase.
ResultsSTACK IQ launched with a complete visual identity, extending STACK's existing brand story. Cross-functional work with Product and growth leadership shaped it. The STACK IQ aesthetic and messaging is now reshaping all future marketing and brand initiatives.
SummarySTACK IQ connects STACK's estimating data to the AI assistants customers already use, like Claude and ChatGPT. Leadership wanted to brand it as part of STACK's product-led growth initiative. As creative director, I helped manage and guide our lead designer, copywriter, and content manager from concept through launch. I started with product leads, learning the new functionality and the real jobs it solved for estimators.
Next, I positioned those jobs into a brand story. An AI product with almost no limits is hard to explain, so I anchored the story in practical uses estimators recognize. To give STACK IQ a clear place in the brand hierarchy, I developed its logo, visual tone, and messaging as an extension of STACK's existing brand. I used AI to generate base messaging concepts, then developed the simplified "Just Ask" concept for ads and campaign work. I set this system first so the team could build every channel asset from it.
In production, I kept the hero assets and delegated channel assets to my lead designer, coaching her on the visual system. I scripted the launch video and built the STACK IQ page, sourcing real STACK IQ outputs from product for accuracy. In review, I walked the Chief Growth Officer and product owner through the work. I signed off on every asset as the team rolled out across web, video, social, in-app, email, display ads, sales, and trade events.
