Michael: We approached the project initially by conducting a thorough brand-landscape and competitor-analysis research phase. Zach gave us a list of brands that he thought did things well, as well as ones that he thought didn’t. Because we hadn’t worked in this sector before, it really helped to get our collective minds into that world. Alongside Zach’s list, we compiled our own list of brands we thought were doing good things.
Most of the brands we identified as model competitors were online only – a few had expanded into retail but not many. We broke each brand into: brand statement, copywriting and tone of voice, social media, overview of website, report on user interface and experience, visual identity, personality and customer profile.
We did the same for Public Rec and discussed where we thought Zach’s brand sat in relation to its competitors, and where we thought it should sit in the future. We then talked about what could be improved and reworked in terms of purpose and mission, target audiences, tone, visual storytelling, photography and art direction, packaging, website and social media.
This was all presented to Zach over a very long Skype call. We discussed what was most important and agreed on where we should focus our efforts, which informed the framework for our strategy moving forwards.