Preparedness was something people thought about only after disaster struck.
Harbor saw an opportunity to change that by making readiness a more everyday behavior — combining guidance, technology, and physical products into one experience.
Creature partnered with Harbor from the beginning to help shape the business strategy, product, brand, and go-to-market approach.
Natural disasters are treated as anomalies, leading to low preparedness, despite 95% of Americans experiencing a natural disaster in the past five years. Search behavior spikes 10x during crises but quickly fades, and people lack the information and resources to be prepared in advance of a disaster.
No brand bridged everyday readiness across digital and physical needs.
Seeing this gap, we partnered with Harbor CEO Dan Kessler and creative agency Union to create Harbor. Creature helped shape the brand, product, go-to-market, and business strategy. The focus: scale technology first through the preparedness plan, optimize engagement, and then layer on products and services.
The harbor vision: create the recognized, accessible, end-to-end solution where consumers can learn and act to prepare themselves and their families for future disruptions. We set out to create the world's first universally loved "readiness & resilience" company by establishing a friendly and optimistic brand, engaging technology platform, and helpful products/services.
After only a short time in market, harbor caught the attention of the number one mobile safety app, Citizen. harbor was acquired by Citizen in Q1 of 2022 for an undisclosed amount.
Dan Kessler - Former CEO, harbor
