Launching Agog: An XR-ready brand for a new era
When Agog debuted as a new immersive media institute, it needed a voice that matched its bold vision: using XR technologies to create empathy-driven storytelling and action.
Role
Consultant: Content strategy, copywriting, communications, and UX design
Client
Agog, an immersive media institute leveraging XR technologies for empathy, connection, and social impact.
Duration
12 months, spanning brand development, website launch, and communications strategy implementation.
Overview
Challenge
Build a brand that bridges worlds
Agog’s mission is ambitious: to help creators and organizations harness the potential of XR (extended reality) for empathy-driven storytelling and action. As a newly founded institute, Agog needed a content strategy that would reflect its cutting-edge focus while connecting with audiences across industries.
Solution
Show the ‘special’ in spatial
To support Agog’s debut, I collaborated with their team to:
Develop a brand voice that engages audiences with empathy, accessibility, and human connection.
Create a progressive WebXR-enabled website that allows visitors to explore Agog’s vision in both 2D and immersive environments.
Write a strategic communications plan that defined messaging pillars, outlined a channel strategy, and included a detailed content calendar to guide engagement.
Outcome
A brand that sparks awe
Agog launched with a visually stunning, spatial-first brand and website that quickly established its presence in the XR space. The communications strategy helped build strong momentum, garnering industry attention and sparking meaningful conversations about the role of XR in fostering connection and empathy.
Let’s get into it
Audience
Creators, changemakers, and XR enthusiasts
Agog’s primary audiences included XR creators, nonprofit leaders, educators, and tech enthusiasts. The goal was to connect with these groups and inspire them to see the potential of XR technologies in achieving their missions.
Ideation
Transforming abstract concepts into immersive experiences
Spatial brand voice
Collaborated with Agog to hone the brand voice, integrating spatial design principles with clear, user-focused messaging. By combining XR innovation with accessibility and relatability, Agog’s brand resonated with both experienced creators and newcomers to immersive media.
Content development
Developed key content for Agog, including the 'See Your Brand in 3D' guide, which provided insights and practical tips for creating an XR-ready brand.
Communications strategy
Built a roadmap that included messaging tailored to Agog’s audiences, a channel strategy emphasizing LinkedIn and Instagram, and a detailed content calendar to sustain engagement.
Results
1,200+ LinkedIn followers and 500+ Instagram followers gained in eight months.
Received praise from industry leaders at SXSW 2024, where Agog debuted its brand and WebXR experience.
Positive reception from target audiences, with users reporting a deeper understanding of XR’s potential after exploring Agog’s website.
Agog was awarded three Anthem Awards:
In Branded Content or Collaboration: Responsible Technology
In Digital & Innovative Experiences: Responsible Technology
In Partnership or Collaboration: Responsible Technology
Reflections
Shaping the future of storytelling
Working with Agog was a rewarding opportunity to push the boundaries of branding and communications. By embracing spatial-first principles, Agog’s launch set a new standard for how XR technologies can inspire and connect audiences. The lessons learned here will inform future projects as immersive media continues to evolve.