To get to a brand north star, and a ten-year product pipeline, we took a deep dive into two different major areas: 1) what it means to be a man in the world today and 2) what caring for yourself truly looks like. Through in-home friendship groups, future-focused beauty trend treks in both the US and Japan (apologies to the clients we made climb into an onsen naked) and a series of co-creations with guys, we got to the root of masculinity today… and how it’s quickly starting to evolve.
As a complement to our large innovation project, we did a semiotics dig around language and images associated with masculinity today and a series of stakeholder interviews with the founders of this company to get to a full-day workshop with the brand’s executive and creative teams, bringing everyone through a series of of projective exercises to land on an inspiring, fresh creative north star for the brand — that everyone got a chance to weigh in on.
We found that modern guys don’t have a playbook for success … and that both traditional male stereotypes and Hipstagram perfection are exhausting and laden with pressure. We came up with a brand purpose around Radical Acceptance … and this company having your back, wherever you are on your journey.
The brand purpose was so well-received (and created in tandem with their internal team) that it was turned almost word-for-word into their big new creative campaign … letting guys know that it’s okay to be themselves (and to take a candlelit bath every evening, if that’s what makes them happy).
Enhancing The In-Store Experience
A cult cosmetics brand with an eye on global expansion came to The Sound to help optimize its free-standing store experience in order to identify if it could be further enhanced to appeal to the needs of a coveted audience––Make-Up Junkies.Read More
Humanizing Big Data
Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.Read More
In light of the shifting expectations for beauty and skincare today, a suncare brand with deep roots in traditional sunscreen was on a mission to stay relevant and strengthen its global presence by refreshing and updating its understanding of its target audience.Read More