Harbor

From idea to acquisition

Harbor is an integrated online and offline system of readiness. Readiness for what? All of life's disruptions: Earthquakes, Floods, car accidents, and everyday mishaps.

Harbor is a platform that prepares and alerts, giving everyone much-needed peace of mind. Local, daily readiness & resilience. Everything you need for just in case.

Product Definition
Strategy
Naming
Packaging Design
Experience Design
Content Strategy
Go-to-market Plans
Market Testing
Visual Identity
Web Design & Build

DEFINING MOMENT

Readiness is a "need to have" market perceived by many as "nice to have." We were going to change that. Harbor would appeal to families who want to feel smart in taking steps to protect their loved ones– "just in case.”

SOLUTION

We set out to create the world's first loved "readiness & resilience" company by establishing a friendly and optimistic brand, engaging technology platform, and helpful products/services.

Make preparedness as normal as brushing your teeth

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.

No items found.
No items found.
No items found.

From ideation to acquisition

The harbor vision: create the recognized, accessible, end-to-end solution where consumers can learn and act to prepare themselves and their families for future disruptions. We set out to create the world's first universally loved "readiness & resilience" company by establishing a friendly and optimistic brand, engaging technology platform, and helpful products/services.

After only a short time in market, harbor caught the attention of the number one mobile safety app, Citizen. harbor was acquired by Citizen in Q1 of 2022 for an undisclosed amount.

No items found.
No items found.
No items found.

"Working with Creature I found partners, mentors, and resources that made the journey not just easier, but faster and more impactful."

Dan Kessler - Former CEO, harbor

OTHER RECENT WORK

Let's create what's next.

It's your defining moment to live, grow, evolve, and transcend.