The key challenge was that CV Navigator struggled to explain the product in a way that triggered a real emotional response in their customers.
The question was twofold: how do we position the product so that people genuinely care, and how do we get that message in front of their ideal customers? Answering it meant aligning the product story with the people it was meant to reach, then distributing that message through LinkedIn campaigns, direct outreach, and events.
We ran in-depth research into the product and its competition, then outlined exactly what the landing page needed — what to keep, what to change, and what to add.
The main request from Ian and the team was to create a video explainer for the product — so that became the centre of the work. We asked Ian to describe the product in his own words, and with help from our team and AI systems we translated that into a storyboard, which we then turned into the animation that’s now live on their website.
For that animation to look, feel, and sound right, we first had to get the fundamentals in place: message and positioning, who they sell to, and how they talk about the product. That led to an uplift of their brand guidelines and a refresh of their logo, so the whole identity now feels more professional and consistent. We also produced a set of creative assets for LinkedIn — banners and graphics for both their personal profiles and the company page — so the brand carried through everywhere their audience would see it.
Overfunded helped us figure out how to actually talk about what we’d built. The explainer video finally captures the product in a way that clicks for people, and the new brand makes us look like the serious company we’re becoming. For the first time, I feel confident putting CV Navigator in front of customers and investors.
Ian Finch
Founder, CV Navigator
