Insight
Wave needed to rebuild trust with its small business community by making the brand feel more human, transparent, and connected to the people who rely on it. The opportunity was to move beyond talking about the product and start listening to, featuring, and learning from real business owners and users.

Tension
Trust isn’t rebuilt through brand messaging alone. Small business owners want to hear from people like them, see their real experiences reflected, and feel confident that the platform understands their needs.

Idea
In 2026, we developed a new content strategy focused on rebuilding trust through real voices and more direct, community led storytelling. We brought actual business owners and Wave users into the content, explored new formats like podcasts, and created more authentic ways for Wave to speak with its community. The shift moved the brand away from talking at users and toward creating a more open, relatable conversation built around the people behind the businesses.

Role: Creative Director
Agency: Academy
Client: Wave Accounting