Fluix
Rebuilt the brand mission and positioning for the field management software platform. Devised the content strategy and video series to bring it to life.
Brand & Content Strategy • Positioning & Messaging • Editorial Strategy • Content Series Development
The Brief
Fluix is field management software used by firms across renewable energy, property, healthcare, construction and other field-based industries. I was engaged for two things: to integrate a new messaging approach across the entire Fluix site, and to devise the company's 2026 Communications & Content Strategy.
The Problem
Fluix's existing positioning, "Field Work Done Right," was short and sharp, but ultimately narrow. It undersold what the platform actually meant to the businesses using it.
And feedback from customers told a different story. Fluix was perceived as integral to daily operations, solving serious problems other platforms couldn't. The brand's tone of voice, which adopted the persona of a ‘productivity coach’, positioned Fluix as an off-field voice directing from a distance, rather than something embedded in the day-to-day.
Meanwhile, the company was producing plenty of content, but almost all of it was built for SEO reach rather than relevance, engagement, or actual business development.
The Solution
I redefined the brand mission and rewrote the positioning – from Field Work Done Right to Turn Field Work Into Field Intelligence – reframing Fluix from a tool that helps organisations go paper-free, to a platform that makes field operations genuinely smarter.
Identifying key points of leverage within the new positioning, I built a full messaging and content plan, including framework, formats and scheduling, designed to produce content that reflected what customers valued about the platform and more accurately portray what Fluix aspired to be.
The Outcome
Fluix adopted the recommendations and began rolling them out across the website, LinkedIn and key pieces of content
A video series originally called The Safe Word was renamed Field Intelligence, directly reflecting the new positioning
Another series called Field Stories built for a broader social audience and focused on the people actually doing the work in the field