The brand
Rippling is an all-in-one workforce management tool. The brand wanted to launch a community for HR leaders, and needed a unique brand to stand out.

The content
I conducted dozens of user interviews to develop messaging and value propositions, then translated those insights to our brand team to help us develop a unique community identity: The Glue.

The result
The web page received 500+ qualified new applications in under six weeks. After six months, the community has grown to nearly 6,000 members.

The Glue branding lights up with our IRL events with opportunities to bring real glue sticks, glue-themed books, and retro sticky hands to HR leaders. And, it leads to some fun in social promo, too.