Rob from bear began by showing us a start up project through the process of building a small brand.
He showed us a jewellery business.
Strategy.
Methodology.
Frame work.
Proof points.
Research.
Quantitative and Qualitative research.
Maravilo. - Brand Strategy.
Your brief and research
Brand wheel and platform
Your thoughts - discussion
Next Steps...
Maravilo is a new online jewellery store, offering a platform to find unique collections from new designers.
Maravilo is built on a new model for the industry, to celebrate designers creativity.
Designer Insights
Get understanding to what their motivations are.
The Audience
Pages of key insights. Social influencers, bloggers, fashionistas etc.
Customer Personas
Key selling point. Showcase who their customer is.
Primary, secondary, tirsary audience sets.
Summaries what they got out the research, what unifies the personas.
The Landscape
What are other jewellery brands doing?
Screen grab research.
Price Points.
Bigger jewellery stores such as Liberty.
Other brands we can learn from
What other brands can you get inspiration from?
Diesel
Uni Qlo
& Other Stories
Industry Research
Forms of pressure bearing down on creativity comes from the way new designers are being sanctioned by production.
Observations
Why create a brand wheel?
Clients love the process, collaborative journey.
Take the best of what you are and what you want to be.
Get consistency of experience of the brand across all touch points.
Motivate your team from within, and use to lead performance appraisals.
Brand leads expectations of what you are - be aspirational/inspirational.
Activation's of the brand can play back in.
Brand wheel model
- Purpose
- Values
- Personality
Purpose - Designers First
Value - Creativity
Personality - As intended, Unique Talent, One Step Ahead
Value - Obsessive
Personality - Detail, Loving Jewellery, Prepared to better yourself
Value - Commercial
Personality - Customer Eccentric, The New Model, Profit feeds Passion
Value - Empower
Personality - Heavy lifting, Always there, Showcasing
Designers First - Copyright each behaviour in a brand values breakdown
Single Page Snapshot
Your brand in a snapshot.
Creative Development
Recap The Audience
Summarise the strategy
Creative Proposition
RAW TALENT, UNCUT
What do you mean by raw talent, uncut. Summarise.
Designers Story, Audience Story.
Where do you want to be?
So how do we creatively articulate these ideas?
1. Designers First
Key insight.
Creative Solution.
Research designers and jewellery tool kit.
Visual mood board, how does it look.
Behaviours.
Insight into the way a designer works in the visual communication,
Working on a Logo
A logo is born out of the thinking.
What happens when you put of the pieces together, does it work?
Copyrighting, small print.
How can you personalise it.
Does it work together?
2. Before Them
Key insight.
Our audience likes to be different; they want to get it first.
Creative Solution
Know Your Audience.
You want to be before your friends, the mainstream, the fashionistas, the bloggers.
Wear it before they do
Product is front and centre. Focusing on bad taste, that was once really good.
Beat the fashionistas
Looking at a new identity approach
Be Topical
Beat the bloggers
Hero Product
3. Raw
Back to the strategy
Researching photography
Brand behaviour
Hero Your Designers
We haven't forgotten about Logos.
Everything is based on purpose and values.
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