Illuminating Design Muses

Challenge

Helping a beverage company illuminate the core drinkers of two respective brands to help inform resonant and authentic communications.

A beverage company wanted to authentically understand and illuminate two ‘design muses’ to get a full picture of who they are, what their lives are like, and how those lives are positioned against each brand’s core essence.

Approach

We set out on a journey of discovery and illumination by conducting a 3-day, online digital diary with the core target for each respective brand, who were also lovers of the brand. We wanted to understand who they are as people, how they connect with the brand, and their perspectives on the current ‘essence’ of the brand. Once we gleaned those deep, human-centric truths, we then created a strategic, actionable report and film to bring texture to our segments, and brought them to life through a musings session.

Impact

We illuminated our client’s two design muses via emotional storytelling and reporting, bringing to life who they are as people and how each brand’s essence connected back to their lives. In addition to this, we produced evocative films to inspire the client team and help them design the next iteration of their positioning.