Client

Solight Design

COMPANY

N/A

ROLE

Research & Strategy Consultant

BACKGROUND

Solight Design’s Managing Director at the time reached out to help the founders understand who their core audiences were, how they used the product, and their purchasing habits. She also wanted to develop a brand and positioning that clearly positioned Solight as a social enterprise—a business—not a nonprofit. An interesting challenge!

I developed a brand strategy foundation and a bare bones marketing strategy for the company but unfortunately the project didn't end up going anywhere. Despite the strategy not being applied to their brand, the work is compelling and accurately represents where the brand could go.

Approach

Before we kicked off the project, I met with the team, interviewed the founders and noted stories, anecdotes, passion and insight.

We analyzed Google Analytics, Shopify data, and survey data. Then we reached out to customers about 1-on-1 interviews to test our hypotheses.

After synthesis, the insights were shared, brand strategy elements presented (mission, beliefs, main benefits) and brand marketing recommendations were proposed.