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Docfield: Before and after

Docfield: After Fletch

Docfield came to Fletch looking for help with broadening their positioning beyond their initial target market. In order to accomplish this (without creating a vague, ambiguous message), we recommended that they take a category-based positioning approach, and play directly in the contract management space — while leading with their key differentiation (i.e. the modularity of their contract-builder).
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"Working with Anthony and Brit was awesome! In the initial call, Anthony was already putting our feet to the fire and started spit-balling great ideas. The process was smooth, iterations were fast and end result was exactly what we needed. Not only did we get a great website out of our collaboration, but our conversations got our creative juices flowing on a product level as well!"

"Working with Anthony and Brit was awesome! In the initial call, Anthony was already putting our feet to the fire and started spit-balling great ideas. The process was smooth, iterations were fast and end result was exactly what we needed. Not only did we get a great website out of our collaboration, but our conversations got our creative juices flowing on a product level as well!"

Eric Lammertsma

Head of Product @ Docfield

Side-by-side
Both
Before
After
missing key differentiation
doesn't talk about the problem it solves
doesn't say exactly who it is for

Before

leads with key differentiation
explains the exact scenario/problem it solves
highlights the solution is specifically for sales and legal teams

After

missing key differentiation
doesn't talk about the problem it solves
doesn't say exactly who it is for

Before

leads with key differentiation
explains the exact scenario/problem it solves
highlights the solution is specifically for sales and legal teams

After

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