Grammarly
A new platform is: Easier said. Done.
Over 15 years, Grammarly quietly grew an empire, amassing 30M loyal, happy, daily active users.
But then came ChatGPT. LLMs everywhere. Grammarly wasn’t the only game in town anymore, and they couldn’t afford to be quiet. They needed to reposition from a utilitarian widget to a personalized, AI‑driven productivity tool for the enterprise.
Grammarly didn’t just need a brand refresh–they needed new positioning, an idea that would drive the next phase of growth. After diving into their research, interviewing the team, and exploring, we landed on “Easier said. Done.”
Squero used that creative platform to build the company’s first integrated advertising campaign, with broadcast and digital commercials; OOH in NYC, LA, Chicago, SF city and transit, plus 30+ airports across the country; and ads on the NYT and Financial Times, LinkedIn and Meta.
Our approach
Lead with copy
Grammarly is about words, so we treated headlines as the key visual.
Celebrate the new logo
We used the new logo and app container, a UI element, as a storytelling device.
Keep it fun
Going enterprise doesn’t mean suddenly Grammarly needs to be stodgy.
Disappearing Day
In addition to hardworking OOH, Grammarly needed video ads that would give the company a brand lift among executives and decision-makers. We pitched a script centered around a feeling everyone knows all too well: you sit down to work in the morning and disappear, sucked into poorly written emails, unreadable docs, and unwritable presentations.
In this video ad shared across broadcast, streaming, and OTT, we showed how team members disappear when they’re forced to attend to never ending miscommunications–making the loss of time tangible, and the solution clear.
