Challenge

As a new pillar under an established D2C brand, Factor for Business needed to feel unmistakably part of the Factor family while standing apart visually and tonally to speak to a B2B buyer, HR leads and office managers, rather than individual consumers.

Strategic Approach

I worked closely with performance strategists and the client to generate new creative directions and copy that pushes past typical "corporate" B2B visuals, then provided edits and feedback to our designer.

Key Innovation

Rather than building a disconnected sub-brand, we leaned into Factor's existing visual codes—color, photography style, tone—while introducing new creative elements that felt distinctly B2B.

Business Impact

Launched a cohesive paid ads system for Factor's first B2B offering, giving the new vertical a distinct market voice while staying visibly tethered to Factor's established consumer brand.