Lifekive
Brand Foundation, Voice Development, Editorial Direction, Copy
Role: Strategy + Direction
Team: Ecstatic Voice
The Kive Company’s founders had proven their entrepreneurial acumen with Artkive, the LA startup turned industry leader in transforming kids’ artwork into keepsake books. With millions of creations preserved over the past decade, they were ready to expand into something even more meaningful. Enter Lifekive: a high-touch concierge service that moves beyond art and into lifetimes of memories—in need of a voice and identity that customers can trust.
challenge
Lifekive needed to be positioned for two distinct audiences: millennials and Gen Xers wanting to honor their loved ones, and boomers seeking to preserve their legacy. There was also a significant elevation in quality—both in the product and its price tag—and sensitive subjects to navigate in addressing the reasons to invest. And there was the central issue of trust: a real need to assure customers that their most treasured memories were in good hands.
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Preserve your past.
Guide your future.
Central language invites customers to think about legacy across generations.
Approach
In close partnership with leadership, I led an in-depth, research-driven process rooted in market analysis and customer psychology. I then crafted custom foundational language and expanded it into an emotionally rich brand voice, guiding the Lifekive team to put it into practice across all channels. I placed trust right at the center of everything: positioning The Kive Company as a family-owned business with a meaningful legacy of its own, and highlighting the stories of individual team members and their own families.
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A showpiece. A timeless heirloom. The one thing you’d save in a fire. Our exquisitely crafted books put your whole world right in your hands.
SPOTLIGHT: THE LIFEKIVE PROCESS
As part of the brand’s foundational language, I created a set of actionable standards that emphasized a deep dedication to quality, then translated them into direction for photoshoots and website content. That included trust-building storytelling of the Lifekive process that invited customers to see and understand the intentional, hands-on approach.
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Thought, precision, and care are our middle names. We treat every Lifekive project like it’s our own.
IMPACT
Lifekive established a new legacy brand for The Kive Company and created a blueprint for rapid expansion. The company has launched additional brands since—for preserving greeting cards, wedding mementos, photos, and recorded stories—expanding their customer base exponentially. The foundational positioning I developed inspired a refresh of their original brand, illuminating the trust-centered, family-first story at its core.
