Brand Story

Technology as it should be

FirstIn is a Daily Deal site based in New Zealand that is specialised in technology. They offer refurbished and new products – and always manage to offer competitive prices to their customers. As a family business, they have a strong and beautiful brand story, where they want to make tech more accessible for everyone, but they were lacking the right way to communicate this to the world.


I helped FirstIn with a brand identity that connects with their audience. By looking at their team, their mission and their values, I created an overview of what makes the company so unique. I developed detailed buyer personas, based on their customer base and surveys that were conducted with loyal customers. 

Based on these personas, we developed a customer journey that revealed their pain points in the process of buying technology. With a good idea of both the company’s characteristics and its customers, I could design a brand story that would last.   

Secondly, we focused on their mission to make tech accessible to everyone. We chose the tagline tech as it should be as a base for our brand positioning strategy. The idea was that tech is rapidly changing, which can be overwhelming for a lot of people to follow up on. That’s why FirstIn would like to bring technology as it should be: simple, honest, real & fun.


By making technology easy for everyone, they had to stay away from the geeky tech talk companies like to use often. Instead, they were aiming to build a relationship of trust by using easy wordings, adapted to their audience. They offered honest advice, without just focusing on their sales figures. And because they’re a small family business, they find all their products and solutions themselves.

With their clearly defined brand story and unique characters in mind, we could develop a social media strategy and an editorial calendar, and set up email campaigns in order to engage with customers.

Visit Website