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SureCoach

Confidence at your finger tips

"SureCoach: The free AI work coach that's  built for you ”Helping young professionals show up smarter, calmer, and more themselves - every time it counts.​

The Brief

Client: SurePeople
Product: SureCoach – free AI career coach driven by machine learning and emotional intelligence
 
Objective:
Launch ‘SureCoach’ to a B2C audience
Build emotional connection with the product
Drive traffic to take a free 5-minute personality assessment
Encourage sharing with friends and network
Encourage long-term adoption and repeat usage
Appeal primarily to 20–30-year-old professionals
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Key Deliverables:
Hero Film
Social Assets / Content
Brand Promise + Tagline Development
Brand VI + TOV Toolkit
Responsive Campaign Microsite


The Opportunity

In today’s fast-moving, world of work, young professionals face everything from imposter syndrome to burnout, often without judgment-free support. SureCoach enters as a human-centered AI, designed to be a work best friend: smart, responsive, and rooted in emotional intelligence.
 
We set out to launch SureCoach as so much more than a product - as a movement to help people show up as their very best selves, in the moments that matter most.

Brand Strategy & Creative Approach

Naming & Tagline
Final Name: SureCoach
Tagline Chosen: “Confidence at your Fingertips”
Emotionally accessible, aspirational, and true to product value.

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Tone of Voice & Visual Identity
Tone: Friendly, intelligent, never patronizing
Visual Style: Minimalist, modern, human-focused
Mood: Warm, safe, motivating

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Narrative Structure of Film
1 - Setup: Work tension, stress, doubt
2-Spark: Enter SureCoach via interactions and word bubbles
3-Shift: Clear guidance, actionable confidence
4-Result: Empowered outcomes, clarity, calm

SureCoach_TOV&VI.gif

The Hero Film

Our campaign centerpiece was a 90-second animated film, crafted to emotionally connect with viewers. It visualizes real, relatable work moments - nerves before a presentation, conflict with a boss, burnout creeping in -  and introduces SureCoach as the trusted, invisible sidekick ready with just the right words of advice.
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Key creative approach: Word bubbles and voice thoughts as subtle UI stand-ins - keeping the film human-first and product-light
 
Emotional tone: Empowering, calm, reassuring. 
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Responsive website

​Personalised Guidance Starts Here

A custom, mobile-first responsive website was built to convert curiosity into action. 

 

Featuring:

  • Modular storytelling layout 

  • Embedded film, Why Surecoach, What you get, How it works

  • Assessment  (free 5-minute personality quiz)

  • Scalable UI system for future growth

 

www.surecoach.ai

The Social Launch

Human Moments in Motion

Teaser Posts (Pre-launch) 

Snappy, suspenseful, visually led assets built for LinkedIn, TikTok, Instagram, YouTube and Snapchat.

 

Social Cutdowns (Post-launch): 

6 x short clips (15–30s) extracted, edited and book-ended from the hero film
 

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Each focusing on a pain point:

  • Presenting with confidence

  • Responding to feedback

  • Navigating burnout

  • Owning your voice



Client Feedback

“There are vendors. There are great vendors. And then there are PARTNERS who truly add value. Druul Creative falls squarely into the last category. The Druul team are top of their game, senior and strategic, delivering big-agency vision while hands-on enough to account for covering off every single intricate detail. In the age of AI, there’s still a human advantage when the humans are good enough, and working with Druul Creative reinforced that every day.”
Russ Mikowski, CEO, SurePeople/SureCoach

Toolkit summary

Hero film
Social assets (Linkedin, TikTok, Instagram)
Brand strategy and messaging
Visual Identity  + Tone of Voice
Fully responsive campaign microsite


DRUUL TEAM INVOLVED

Client Lead & Strategy, Creative, Producer, Developer


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