Nav Brand Architecture
As Nav expanded its product offering, the brand struggled to keep pace. Years of rapid growth had resulted in an identity that felt fragmented across product, marketing, and customer experience. The company lacked a cohesive brand strategy, clear positioning, a consistent messaging framework, and a visual system capable of supporting a growing business.
The challenge was even greater for Nav Prime, the company's flagship subscription membership. While it had become one of Nav's most important products, it wasn't truly a brand. There was no positioning, product narrative, naming strategy, go-to-market framework, visual identity, or clear articulation of why it existed beyond its feature set.

Partnering closely with Nav's Head of Brand, I helped redefine the company from the ground up. Together, we developed the strategic foundation that would guide every future creative and marketing decision—from brand architecture and positioning to messaging, voice and tone, value propositions, audience strategy, and go-to-market planning. We wrote the brand, not just designed it. Every aspect of the work was created in-house, including the strategy, copywriting, creative direction, visual identity, logo systems, photography principles, illustration direction, design systems, and comprehensive brand guidelines that aligned product, marketing, design, and leadership around a shared vision.



Nav Prime presented an even bigger opportunity. Although it had become one of Nav's flagship products, it wasn't actually a brand. It had no distinct positioning, product narrative, naming rationale, visual identity, messaging strategy, or go-to-market framework. Working alongside Catherine, we built Nav Prime from the ground up as a standalone product brand within the broader Nav ecosystem. We defined its purpose, positioning, personality, value proposition, messaging architecture, and visual identity, creating a complete brand system that informed everything from product marketing and paid campaigns to lifecycle messaging, customer stories, sales enablement, landing pages, advertising, and future product launches.

Once the strategic foundation was in place, I led the creative development that brought both brands to life across every touchpoint. That included identity systems, campaign creative, editorial direction, photography, illustration, layouts, templates, and brand standards designed not only to create consistency, but to give future teams a clear framework for making creative decisions. Rather than producing a collection of assets, we built a system that could scale with the business and evolve alongside new products, campaigns, and customer experiences.



At the center of the work was a shift away from talking about financial products and toward what those products make possible. Nav became the trusted guide helping entrepreneurs build long-term financial health, while Nav Prime became the membership that helps business owners build a stronger financial foundation and greater freedom over time. That strategic shift influenced everything from advertising and product marketing to customer storytelling, educational content, lifecycle campaigns, and future GTM initiatives.The result was more than a rebrand. It was a strategic operating system for the business—one that established a shared language across the organization and gave every future campaign, product launch, and customer experience a clear foundation to build from.
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Client Nav Technologies
Creative Direction Teresa Wozniak
Brand Strategy Catherine Giese
Brand Architecture Teresa Wozniak, Catherine Giese
Copywriting Catherine Giese
Art Direction Teresa Wozniak
Visual Identity Teresa Wozniak
Product Branding Teresa Wozniak, Catherine Giese
Editorial Direction Teresa Wozniak
Content Direction Catherine Giese
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