Launching a new brand.
Arden Studio, a design-focused manufacturer of glass boards, mobile panels and space partitions, is an innovative new business created to address the unique needs of the architecture and design community.
Brand experience.
Because the experience is the brand, Arden Studio expresses both beauty and function, conveying greater creativity and collaboration - giving customers an experience that’s beautiful to view and intuitive to use.
brand strategy
Brand matters to designers, and impacts their decisions - emotionally connect with them through an evocative narrative.
/ SIMPLE SOLUTIONS
/ STORYTELLING PLATFORM
/ DESIGN AS CATALYST
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Position as "accessible premium" to deliver a unique value proposition and credible competitive advantage.
/ Competitive context
/ Balanced offering
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Break through the category with a dynamic, spirited tone of voice.
/ Approachability
/ Real & human
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As a new entrant to the category, establish clear, distinct POVs for further differentiation and buzz generation.
/ Smart style
/ Evolution of markets
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Elevate sustainability to a brand-level commitment to lead the category and connect with up-and-coming designers
/ Expectation of glass
/ Third-party accreditation
/ Social good connection
go-to-market strategy
Start from the ground up to gain immediate traction; then invest in awareness activities to broaden reach.
/ MOBILIZE REP FORCE
/ DIGITAL ENGAGEMENT
/ INDUSTRY BUZZ
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In a category driven by trust, prioritize tactics that build credibility and support.
/ INDEPENDENT REPS
/ PROOF OF PERFORMANCE
/ PARTNERSHIPS
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Diversify ways-in to the marketplace to secure revenue and maximize growth potential
/ DESIGNERS & DEALERS
/ PARALLEL GROWTH
/ DIFFERENT MARKETS
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Develop an actionable communication strategy to drive messaging across key stakeholder audiences.
/ DESIGNERS
/ DEALERS
/ REPS
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Invest in our reps - they own the brand's relationship with designers, dealers and end-users
/ RECRUITMENT AND TRAINING
/ MAKE IT EASY
/ HIGH TOUCH SERVICE
Go-to-market tactics
Establish unique roles and strategic intent for each marketing touchpoint and platform.
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Website
Providing detailed, easily shoppable product information, useful tools to aid the designer in his/her process and price lists to ballpark budget restraints for projects.
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Social media
Create a presence on Pinterest and Instagram that helps designers engage with branded content and find “what’s new.” Consider the role of influencers to increase reach.
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Catalog
Prove design industry leadership with inspiration catalogs that showcase product-in-action. Spark ideas for designers..
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Email
Stay top of mind with designers through periodic communications to update on new news or opportunities to win product.
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Industry publications
Garner broad awareness and capture new leads by investing in market-specific publications through print ads and manufacturer listings.
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Events
Establish category belonging with a branded experience and consider unexpected, out-of-industry events to create unexpected PR and buzz.
Go-to-market tactics
Win designers over with tactics developed solely with them in mind.
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Giveaways & Incentives
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In-person interface
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Creative sample kit