Branding a Moving Target
Redefining a brand experience
| Challenge | A start up that made a quick entrance into the Apple Appstore with their MVP needed to revisit what they may have overlooked in the rush. |
| What’s wrong with that? | The experience in the founders’ heads wasn’t fully realized in the product and their branding was misleading. |
| Innovation services delivered | A brand strategy and identity that was unique in the social media space. |
Context
A small start-up needed to create a Brand Strategy. They had a product build underway with a functional specification, but no clear definition around the customer experience.
Approach
- ChangeUp initiated a series of online collaborations to help the founders articulate and refine their “why, how, what” statements, and begin to see their app from a user’s perspective.
- Provided the brand building blocks: Logo, messaging, user experience principles and a style guide
Impact
Brand alignment: Designed a logo that focused on the user rather than the function, and Brand Guidelines documentation to ensure that future employees and external development partners truly “get” who emogo is.
Product innovation: Defined the “Hallmark” user experience.
Efficiency and Scale: Developed user experience maps that will be used to guide their development and marketing efforts.
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