Infobip is a Croatian tech company that operates behind the scenes. Although you might not see it, their technology powers many of the texts, emails, and notifications you receive.
The bigger story here isn’t the copywriting, but my strategic pitch to the founders. I came up with an idea that made them think of home, all the way back to Vodnjan, Croatia. One that reminded them of their humble origins and about days where the wind coursed their hair. Croatians know this wind. They call it The Bura.
What started as a purpose branding brief, turned into casting myself as the
product marketing manager. Below is a hero film they never asked for and company values (they did ask for that) reflecting who they are and what they do out in this world.
I did the concepting, the copywriting, and assisted with the strategy.
Infobip,
A Tale of The Bura
Infobip’s Mission…is to write the code that rewrites communication
Infobip’s Vision…is to be the invisible force that reimagines a world of conversation
Infobip’s Purpose…is that Understanding Clears The Way
A Note On Company Values
Many companies have values that are basically “Integrity” “Honor” (which is the same thing) or “Growth”.
It’s not that these traits are wrong, but they’re not specific enough to what the company does.
I wanted to write something more story-driven that aligned with the Bura. Not another action item.
The Bura Breaks Through
Our ideas sweep across the land like Bura. Bold, unannounced, able to change an entire landscape. What was once foggy can now be seen. We were raised on these winds. And now we are the ones who wield its spirit to shape conversations far beyond these shores.
The Wind Finds A Way
When we soar with the wind, we can chart our destination. Every bit of knowledge lifts us higher. Every failure opens a new path. And every gust of brilliance elevates our crafts, not our egos. It’s our nature, and we couldn’t breathe any other way.
The Invisible Impact
Though we can’t see the wind, we see the evidence of everything it touches. Our customers need the same. They count on us, look to us for answers, believe we can create what can’t be seen, but experienced. Behind our technology, we give them our trust.
The Wisdom of the Crew
It takes a diverse crew with even more diverse talents to navigate these winds. It’s those on deck, in the cabin, at the helm who must confront every challenge. Whether the sky is clear, or the path ahead dark, we’re kept afloat by the confidence that working together will see us through.