Mosaic Journal - Turning digital moments into physical memories

The Brief
Mosaic Journal had a fascinating product – a service that prints and delivers your digital photos each month, creating a physical record of life's special moments. But they needed to identify which audiences would connect most deeply with this concept and how to speak to them effectively.

The Strategy (Spine)
I designed a research approach that tested different positioning concepts across varied audience segments and interest groups. Rather than assuming who would value physical photo journals, we let the data reveal the most receptive audiences and their specific motivations.

The Voice (Soul)
Based on research findings, I crafted homepage copy, brand messaging, and Facebook ad scripts that resonated with the identified target audiences. The language balanced emotional connection to memories with the practical convenience of the service, speaking directly to the motivations we uncovered.

The Brand Connection (Heart)
At its core, this wasn't about printing photos – it was about rescuing meaningful moments from digital oblivion. The messaging connected the psychological satisfaction of physical mementos with our increasingly digital lives, addressing the unspoken anxiety that our memories are disappearing into cloud storage.

The Impact
The targeted messaging significantly improved campaign performance, with Facebook ads resonating particularly well with the identified audience segments. By speaking directly to specific motivations rather than general benefits, Mosaic Journal found its voice and its people.

My Role: Targeting research and recommendations, brand messaging, tone of voice, homepage copy, Facebook ad scripts.

In Action: Read example content below.