Brand Strategy · AI-Powered Immigration Tech
U.S. Market Entry Strategy
Positioning strategy and creative territory development for an AI-driven immigration company entering the U.S. founder/executive visa market.
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Context
An AI-powered immigration consulting startup — using machine learning trained on real adjudicator decisions to file U.S. visa and green card petitions for founders and executives — needed a positioning strategy for its U.S. market launch.
Objective
Build a defensible strategic foundation and three creative territories to guide an external creative team through campaign development.
Approach
•Applied a structured strategy framework moving from functional truths to emotional truths, grounding every territory in a specific, sourced data point.
•Benchmarked three direct competitors — mapping not just what they offer, but how they communicate: tone, register, and recurring vocabulary — to find genuine white space.
•Developed three creative territories, each addressing a distinct client fear.
•Built a separate, visual-first version of the strategy deck for the creative team — minimal text, one idea per slide.
Outcomes
Currently in client review.
My Role
Led the positioning strategy and creative territory development end-to-end, from competitive analysis through creative brief.
Methods