DEFINING "TOOLS FOR CREATIVES"
Only have 30 Seconds?
Define who/what is their current target market “the creatives” and develop a brand strategy to prepare the brand for the next five years.
Code and Quill started its notebook company as first a Kickstarter that created a product designed for Developers with its patented grid and lined paper. It has since widened its scope to Developers and Designers to now under a term they are calling the creatives.
Used Primary and Secondary research, social listening through Crimson Hexagon, User Product Testing and Individual Interviews
Everyone in the niche category of luxury notebook 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.
In conducting competitive analysis and evaluating the value proposition, it was a direction change from quality & aesthetics to become a brand of influence & inspiration.
Code and Quill to own the Ampersand
New Value Proposition:
Making a shift from their current value proposition to creating a brand experience that goes beyond aesthetics and focuses on the tether 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
Crafting a new brand strategy for Startup Code and Quill to help define their products beyond "tools for creatives". I acted as a one man agency to deliver in an 8 month project to help them define, identify, and brand their products against the competition. My favorite thing was writing the strategy and manifesto and seeing the team fall back in love with the brand.