DEFINING "TOOLS FOR CREATIVES"
Only have 30 Seconds?
Redefine who is their current target was, “the creatives,” and develop a brand strategy to prepare the brand for the next five years.
Code and Quill first started its notebook company as a Kickstarter that created a product designed for Developers with its patented grid and lined paper. It has since widened its scope to include Designers, under a term they are calling the "creatives."
Used Primary and Secondary research, Social Listening through Crimson Hexagon, Mintel, User Product Testing, and Individual Interviews
Everyone in the niche category of luxury notebooks and stationery goods focuses on aesthetics when communicating its product.
There is a loss of potential buyers in identifying their core consumer as creative. This title is not universal and does not resonate with their audience.
After conducting a competitive analysis and evaluating the value proposition, I found that Code & Quill needed a direction change, from quality & aesthetics, to become a brand of influence & inspiration.
Code and Quill needs to:
Own the Ampersand
New Value Proposition:
It was important to make a shift from their current value proposition by creating a brand experience that goes beyond aesthetics and focuses on the adventure that is the idea.
Process, Experimentation, and Passion.
AGENCY OF ONE, BUT IT WAS THE MOST FUN I HAVE HAD WORKING ON A PROJECT SO FAR
Key elements in the document below are: Social Listening, Product Testing, Brand and Communication Strategy, Creative Concepts, and Value propositions
I crafted a new brand strategy for a start-up, Code and Quill, to help define their products beyond "tools for creatives." Through an 8 month project, I helped them define, identify, and brand their products against the competition. My favorite things were writing the strategy, manifesto, and seeing the team fall back in love with the brand.