The details

We suspected that natural disasters being seen as anomalies contributed to the lack of preparedness. The order of needs isn't fixed; it's influenced by circumstances. During disasters, search behavior for readiness research skyrocketed by 10 times before returning to baseline levels. Consumers also voiced their frustration about the tedious and repetitive nature of preparation processes. Recognizing the absence of a readiness brand catering to the everyday American, despite 95% of the population having experienced natural disasters in the previous five years, we identified a crucial gap. Preparedness, a vital activity, lacked a brand bridging the physical and digital realms, seamlessly integrating information with basic human needs. This gave us conviction, and we were ready to step in.  

Together with harbor CEO, Dan Kessler, and in partnership with creative agency Union, we developed the harbor brand and product. Alongside the harbor team, Creature evolved the brand, product, and go-to-market and provided corporate and business strategy. The proposed harbor strategy was to focus on scaling technology - the preparedness plan first, optimizing towards user engagement, and layering on physical products and readiness services.

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