42 Memory Lane

In under two weeks, we polished this startup’s messaging and visual identity so the team could show investors they were ready to run with the product and brand.


  • Positioning & messaging

  • Logo & visual identity

  • Pitch deck

  • Brand framework


The problem:

42 Memory Lane makes a personal archive for life’s memories. As a physical and digital experience, it’s the one place that gives the customer complete control over their family’s photos and memories.

With a category defining, never-been-done-before product, the 42 Memory Lane team struggled to tell a story that captured investor interest. They also needed to polish their image to represent in an industry that demands the highest order of design.

Before we started, Britt looked at our deck and recommended we change only two slides. That’s magic. We didn’t have to redo everything. That honesty made me hyper loyal to this team.
— Lynne Hannah, CEO

The solution:

First, we had the 42 Memory Lane team fill out a questionnaire about the company’s creation, the customer and the market. We followed up with an interview of the CEO to ensure that we understood the inherent challenges and had alignment on the project’s goals. This enabled Brand Blocks to write an engagement plan for producing the needed brand assets.

Next we orchestrated a day-long worksession to complete the tasks outlined in the engagement plan. Britt focused on the positioning and messaging. A designer came in to help the logo refresh, visual identity and key graphics for the pitch deck.

We accomplished a jaw-dropping amount in a single day. The brilliance of this approach lies in distilling the core essence of an emerging brand fast and collaboratively. That’s only possible because of the team’s experience, intuition and distillation superpowers.
— Wood Graham, VP Content

The day of the worksession, our two teams convened at 9:30 am. Each hour was blocked out and organized for maximum impact. We spent the morning brainstorming and refining the value propositions and logo designs. A key break-through occurred in defining value propositions for the digital archive and product design by women, for women.

In the afternoon, we tackled the structural flow of the how-it-works story. That blueprint informed the creation a handful of defining graphics that could be used in the pitch deck and website to explain the product’s functional and emotional benefits for a mobile, at-a-glance audience.

The next day, the 42 Memory Lane team received all of their assets by email, including a single-page brand framework that summarized the brand’s new personality, elevator lingo, about us story, logo, typography, photostyle and color palette.

Today, 42 Memory Lane seeks investment to bring their product to market. They are pitching to the top VC firms and talking with the world’s largest digital consumer products companies.