Corporate Natalie
Transforming a viral TikTok-er into a business owner
Brand Design Intensive — San Francisco, California
Brand Evolution
Where Corporate Natalie Began…
Natalie started this whole thing with a simple TikTok video in the fall of 2020. After almost a year of virtual meetings, she noticed herself saying the same things over and over and started to poke fun at the “corporateness” of it all. She struck a chord and went viral almost immediately. Since then, she’s created daily videos, grown her following to almost 300K people, and wants to create a brand that doesn’t live on a social media platform.
Where Corporate Natalie Is Headed…
Content is King, and Natalie has more than almost anyone. But for now, it’s not directing people anywhere. By creating a strategic brand identity, she can escape the term “Influencer” and begin to envision Corporate Natalie as a business instead of “just” a [very successful] social media account. What started as something fun is now a business which is growing into a money-generating endeavor. Before she steps onto that new path, she wanted a clear visual that represented the community she’s built.
Brand Keywords
Witty — Sarcastic — Confident — Fun — Relevant
Target Audience
Corporate Natalie’s target audience is made up of people just like her: millennials who work in an office. There has been a collective groan from this group of people over the past 2 years as they have transitioned from in-office workspaces to a life full of virtual meetings. They hang out in their homes all day, vacillating between humor, gratitude, and frustration with their work situation. They see the CN social media account as a way to differentiate themselves from other people they work with. They aren’t a regular employee, they are a cool employee.
Visual Rationale
As millennials have entered (and stayed in) the corporate workforce, society has ever-so-slowly seen a shift from the days of stuffy suits and business jargon to modern workwear and light-hearted banter in the office. Corporate Natalie is positioned right in the middle of that shift.
The brand is professional and can easily speak the lingo of the generation of boomers, but incorporates humor to make fun of the whole office scene. The classic 30-something glasses are the perfect representation of old meeting new, and the younger generation climbing the ranks of corporate America. We led with them to strike the balance of “I’m here to work” and “I’m here to have fun while doing it.”
In Natalie’s Words
“It was such a pleasure to work with Lydia and the Telltale team. I approached Lydia with a near impossible task of helping me create a logo and creative deck for the launch of my merchandise line and gave her a deadline of 24hrs. She made it happen! The entire ‘Design Intensive’ process was beyond want I could have imagined. Lydia went above and beyond to ensure my needs and wants were met. The end result was a logo and designs that I was proud to use to promote my brand as well as display on my merchandise. I could not have done any of this without Lydia’s attention to detail, dedication and positive attitude.”
