Messaging That Connects.

Your messaging should both the energy and distinct value of your brand. Pop & Awe works with your brand to develop brand messaging and communication strategies that drive brand awareness, build trust among internal and external audiences, and help your brand shine. Here's how we've helped partners:

Tumble Media

Tumble Media had spent a decade building a beloved science podcast—but the brand had outgrown how it was being described. It was no longer just a show, but an ecosystem spanning podcasts, live events, education, and research. The challenge was clarifying that evolution while setting up the next phase of growth around accessibility, including bilingual content, and deeper engagement with educators and families.

The strategy centered on a simple idea: curiosity as a spark. We evolved the brand into Tumble Science—Where curiosity sparks discovery—and built a messaging system that could flex across platforms while staying rooted in what makes Tumble distinct: real scientists, real questions, and storytelling that treats kids like capable thinkers. From there, we mapped that clarity to growth—expanding partnerships and PR, strengthening owned channels like YouTube and email, and leaning into a key opportunity with Latine audiences through Tumble en Español.

Today, the brand more clearly reflects Tumble’s role as a leader in how kids engage with science, with a strong foundation in place to grow downloads, deepen audience connection, and reach more kids (and grown-ups) who don’t yet see themselves as “science people.”

National Public Media

To help grow corporate sponsorship revenue to over $100M annually, NPR launched a five-year initiative to rethink how it showed up in the market. A key piece was refreshing its sales materials to better communicate value to sponsors.

After a full audit, we developed a sharper, more concise narrative focused on NPR’s cross-platform reach and trusted, brand-safe environment. The redesign paired clear copy with bold visuals in a flexible system that’s easy to update and customize—giving the sales team more agility without sacrificing consistency.

TinkerClass

TinkerClass—the first-of-its-kind “podject”-based learning program (podcasts + projects)—launched with a clear ambition: bring ‘wow-worthy’ science into classrooms through audio-first experiences. Driving real adoption, however, required more than a strong product—it needed a focused marketing engine to reach educators and convert interest into usage. The work centered on building that foundation: defining roles, developing a content and community strategy, and launching campaigns to drive awareness and sign-ups.

The strategy balanced acquisition with engagement. WowGiving—a month-long campaign—served as a key growth lever, generating hundreds of new sign-ups while activating teacher audiences across Instagram, Reddit, and Pinterest. In parallel, we launched TinkerClass’s owned content ecosystem across blog, social, and community channels, generating thousands of impressions in under two months using only owned promotion. These efforts were reinforced by educator events and early planning for conferences like NSTA and ISTE.

Early traction pointed to strong product-market fit: over a thousand new educator sign-ups in the first three months, reaching an estimated +25k students. Just as importantly, the work put in place a scalable foundation—a repeatable acquisition model, an emerging educator community, and a multi-channel system built to grow with the product.

4Site

4Site had a strong track record helping nonprofits grow digital fundraising, but its brand didn’t fully reflect that depth. The opportunity was to clarify what 4Site does—bespoke digital solutions—and for whom: digital fundraisers.

We built a clear, cohesive messaging foundation, including a Brand Language Guide that sharpened the value proposition, introduced a new tagline (“Custom Web Solutions for Fundraisers”), and defined a voice that feels collaborative, solution-oriented, and approachable.

From there, we brought it to life through a practical content plan—establishing a LinkedIn cadence, shaping thought leadership, and outlining a consistent presence across channels. With aligned messaging across key touchpoints and a content calendar in place, 4Site is now better positioned to build awareness, strengthen relationships, and clearly communicate its value—helping nonprofits raise more so they can focus on their mission.

Khamsa Tonic

Khamsa Tonic had a strong product but needed clearer positioning in a crowded market. The opportunity wasn’t to compete as another “immunity drink,” but to reframe the category. The strategy centered on a simple shift: wellness as protection, not reaction—positioning Khamsa as a daily ritual to stay well, not just recover.

From there, we built a focused brand and marketing foundation—clarifying messaging around proactive immunity, sensory experience, and modern ritual, while honing in on a specific audience: busy consumers looking for effective wellness that fits seamlessly into their lives.