DEFINING "TOOLS FOR CREATIVES"

Only have 30 Seconds?

Task:
Redefine who is their current target was, “the creatives,” and develop a brand strategy to prepare the brand for the next five years. 

Situation:
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."  

Methodologies:
Used Primary and Secondary research, Social Listening through Crimson Hexagon, Mintel, User Product Testing, and Individual Interviews 

Competition:
Everyone in the niche category of luxury notebooks and stationery goods focuses on aesthetics when communicating its product. 

Key Findings:
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. 

Opportunity:
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. 

Strategy:
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.