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.
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.