Billiwild:
Building Brand Clarity Before Launch.
Billiwild is a Dutch design-led startup reconnecting people with nature through the Living Oasis – a modular, self-watering vertical garden system. In a market where living plant walls are either expensive or DIY-intensive, Billiwild offers an accessible alternative for modern living spaces.
The Challenge.
Ahead of launch, Billiwild had a compelling product but no clear brand foundation. The challenge wasn't just competition – it was introducing everyday consumers to the idea of living plant walls in their homes. Most people saw them as either expensive luxury items or complicated DIY projects. Billiwild needed to make the concept feel accessible, address concerns about maintenance and complexity, and position themselves as the simple, beautiful solution.
What I Did.
I partnered with Billiwild to build their brand clarity from the ground up—starting with deep discovery and ending with words ready to convert.
Founder interviews and product immersion: Spent time with the founders at their office, understanding their vision, handling the Living Oasis firsthand, and uncovering what made this product different. You can't build a brand foundation without understanding what you're actually building it for.
Comprehensive research: Produced a detailed brand positioning report covering product benefits and customer pain points, competitive landscape (analysing 10+ direct and indirect competitors for positioning gaps and messaging opportunities), and customer insights drawn from forums, reviews, and social media—uncovering the real objections, aspirations, and desires driving purchase decisions.
Strategic messaging framework: Shaped Billiwild's brand voice and tone guidelines, developed their core messaging framework for product and homepage, and created recommendations for navigating consumer concerns (maintenance, damp, complexity) whilst reinforcing the emotional benefits of biophilic living.
Website copywriting: Wrote the homepage hero section, product introduction, feature highlights, About Us narrative, calls to action, and taglines – including "Nature's Masterpiece, Inside." Every line grounded in the research and positioning work that came before it.
User experience guidance: Advised on streamlining product options to reduce decision fatigue, aligning site structure and clarity with Billiwild's core promise of simplicity and ease.
The Result.
A complete brand foundation that gave Billiwild the clarity to launch with confidence.
The positioning, messaging framework, and website copy didn't just look good – they aligned with customer psychology, addressed real concerns, and positioned Billiwild as the accessible solution to bringing nature indoors. The brand worked as a compass: guiding decisions, keeping messaging consistent, and giving the founders a clear story to grow from.
The response has been overwhelmingly positive, with customers responding to both the product and how it's presented.
“Working with Will felt like having a true partner in the process. He brought not just clarity and structure to our messaging, but genuine care for our mission. His deep research helped us find the right voice, and the response to our brand and website has been overwhelmingly positive—we've had so many compliments.
“We'd recommend him to any brand looking for thoughtful, research-driven strategy that connects with their audience.”
— Quinten van Duin, Co-Founder, Billiwild