Brand Transformation / Customer Journey Mapping / Content System
Nella Home
Turning modular design into a lifestyle movement.
73K+
New followers
900%
Email subscriber growth
Full
Brand transformation
New
Content system
The work.
Nella Home had a breakthrough product—modular, sustainable lighting made from plant-based materials, but the content wasn’t reflecting it. We helped transform Nella from a product-focused startup into a joyful, design-forward lifestyle brand with a modular soul.
1. Brand Strategy + Positioning
We defined Nella’s positioning around playful sustainability and modular joy—a modern alternative to the cold, minimalist design space. We built their brand purpose, vision, messaging framework, and audience strategy.
2. Brand Expression
We created voice and tone guidelines—stylish bestie energy: warm, creative, never sterile—and evolved the visual direction to bring more vibrancy and movement into every touchpoint.
3. Content Strategy
We developed six proprietary content pillars mapped to the customer journey, built a monthly content calendar system, shaped a paid strategy, and created a UGC and influencer workflow that turns customers and creators into brand advocates.
4. Production + Oversight
We manage Nella’s content production process—from monthly shoots to coordinating with photographers, creators, and the internal team—so every asset supports the larger strategy.
The impact
Attention became audience.
In just four months, Tiny Voice built and scaled a founder-led content strategy that grew the founder account from zero to 70,000+ followers, doubled Nella Home’s brand account from 1,500 to 4,500+ followers, and grew email subscribers by 900% through strategic lead magnets, content-to-email workflows, and campaigns that convert attention into owned audience.
The takeaway
A brand with a modular product now has a modular strategy to match.
Nella’s new system gives the team a repeatable way to translate playful sustainability into launches, creator partnerships, email, social, and the everyday details that make a brand feel unmistakably alive.