Build Guild

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A new start-up is looking to enter the residential DIY home improvement category with a completely new offering. Their initial idea is a hyper local subscription tool sharing service. They aren’t sure how they would position it or engage people with the offering. They are well-funded and want to get to market quickly—in fact, we’ve only got a week to come back with some thoughts.

Text of Build Guild

  • brand challenge

    by Noel Cunningham8.12.12

  • the brief

    A new start-up is looking to enter the residential DIY home

    improvement category with a completely new offering. Their

    initial idea is a hyper local subscription tool sharing service.

    They arent sure how they would position it or engage people

    with the offering. They are well-funded and want to get to

    market quicklyin fact, weve only got a week to come back

    with some thoughts. Ive been asked to lead the project.

  • what we do

    We are a local, member-based tool sharing service. Members can access an online tool inventory that is

    available to them via delivery and pick-up by our tool

    truck. Alternatively, they can visit a neighborhood

    storefront where they can:

    Make appointments to use tools

    Check-out tools to take home

    Store long-term projects

    Take a build class

    Showcase their recent projects

    Build a DIY network

    b r a n d c h a l l e nge // w h at w e d o 3

  • researchOther models, brand matrix, comparative brands,

    audience groups, interviews, and mind maps.

  • *Photos from Google

    movie sharebike share car share

    other sUccessfUl models of commUnity sharing

    b r a n d c h a l l e nge // o t h e r mode l s 5

  • brand matrix

    big box

    local

    ------ diy network

    ------ readymade mag

    ------ ikea hackers

    ------ diy bloggers ------ design sponge

    ------ loews / home depot

    ------ this old house

    ------ american woodworker

    ------ make magazine

    ------ woodworking mag

    ------ hgtv

    owners renters

    Where we want to position ourselves on the brand matrix.

    b r a n d c h a l l e nge // b r a n d m at r i x 6

  • oUr valUes

    We are urban.

    We are local.

    We are community-minded.

    We are self-reliant.

    We are DIY.

    b r a n d c h a l l e nge // ou r va lu e s 7

    Our values come through in every part of brand.

  • who we are like...

    readymade apartment therapy remodelista diy house bloggers

    readymade.com apartmenttherapy.com remodelista.com house-tweaking.com

    manhattan-nest.com

    the-brick-house.com

    b r a n d c h a l l e nge // c om pa r i t i v e b r a n d s 8

  • who wed like to be friends withhobbyists

    Makes DIY home projects for fun Former art student that no longer

    has access to tools and equipment. Newbie craftsman who wants

    to take a class.

    Bloggers who have home projects they want to create and blog about. Or, their readers that see a project and get inspired to make it themselves.

    Local businesses and corporations that we can partner with and reinforce our brand. For example, discounts for Zipcar members a promotion with a local food co-op.

    bloggers corporate partners

    b r a n d c h a l l e nge // au di e nc e s 9

    Homeowners that renovating. They may have recently bought a fixer upper or want to redo areas of their new home in their own taste.

    A person or couple that has recently purchased a starter home or condo, but has limited storage space for tools.

    home dWellers

    *photo 1 & 3, noel cunningham / photo 2 & pinterest, original source unknown

  • interviews

  • User interviews

    I targeted a handful of people as potential tool share members, and I spoke

    with them about their past, current, and future projects. I learned that a

    tool share service for city dwellers could be useful for people who:

    1. Have limited storage space for their tools and projects

    2. Need a tool delivery service because they do not own a car and cannot transport large tools

    3. Only need to use a tool once and wont need it again later

    4. Want to learn how to safely use tools, interested in taking classes

    5. Want to meet other people and be part of a local, like-minded community

    b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 11

  • I take the train and ride my bike most places in the city. When I need to transport something large, I usually rent a Zipcar.

    skye mcneil on transportation

    b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 12

  • My folks have a big shed and a garage. All I have is condo lobby and I think I would catch some raised eyebrows if I put a table saw up in there.

    will dUncan on storage

    b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 13

  • When my wife and I remodeled our bathroom, I needed a wet saw to cut tiles for the floor. I bought it, but I doubt Ill ever use it again.

    marcUs bleech on single Use

    b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 14

  • I can rent a router from Lowes or Home Depot, but that doesnt mean I know how to use it!

    clara kohn on learning

    b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 15

  • naming

    b r a n d c h a l l e nge // na m i ng m i n d m a p 16

    BuildTo mold, form, or create.

    GuildAn organization of persons with related interests, goals, etc., especially one formed for mutual protection.

  • b r a n d c h a l l e nge // na m i ng 17

    naming

    Calling ourselves the Build Guild is a true reflection of who we are. We are more than just people who share tools.

    We are a community of like-minded people who share,

    learn, and build stuff together. We look out for one another

    and respect our shared space.

  • how we lookThe Visual Identity

  • LogoOur logo consists of a hammer, pencil, and saw blade. The elements come together in an x form indicating solidarity.

    chi

    chi

    *photos from google

  • Sub-brandThe city abbreviation inside the saw blade nods to the local community.

    b r a n d c h a l l e nge // v i s ua l i de n t i t y 20

    chi LAX nyc

  • Color PaletteOur colors reference tools, wood, and industrial materials.

    b r a n d c h a l l e nge // v i s ua l i de n t i t y 21 *photos from google

  • TypefaceMaple is a contemporary sans-serif typeface chosen for its large family of weights and styles. At a large scale, it is bold and has impact. At a small scale, it is highly legible.

    ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

    abcdefghijklmnopqrstuvwxyz

    BoldBoLdItalicItalIcRegularREGULARBold Italic Bold ItalIcBlackBlack

    Body copy 9/14Busandamet alitat vendunti comnis nonempo rernamus elibearum et qui

    dem entota praepudias quaeperrum earcima gnihiciust, odi sit que res ma

    volendeliae voluptas impor repratiis dolupta testibus, sini to magnieturem

    quodis enienda provitaqui des recat poribusamus accus sunt aut alique pl

    iquidest, omnis ducit offic tet, od quiat laniat ipsant, simus aut maionsequi

    offici aut volorpor aut hil erestrunt repelesequi dolupta volorum sam quam

    fugitiist, es dioreicit quis a quature des reriam accabo.

    b r a n d c h a l l e nge // v i s ua l i de n t i t y 22

  • People PhotographyDetails of people working communicate action.

    Tool PhotographyWhite backgrounds allow the tools to be front and center.

    b r a n d c h a l l e nge // v i s ua l i de n t i t y 23 *photo from pinterest, original source unknown

  • SymBoL photoS coLorS

    b r a n d c h a l l e nge // v i s ua l i de n t i t y 24

    SuB-BrAnd:

    LAX chi nyc

    type

    BoldBoLdItalicItalIcRegular

    REGULARBold Italic Bold ItalIcBlackBlack

    Body copy 9/14Busandamet alitat vendunti co mnis

    nonempo rernamus elibearum et qu

    usandamet alitat vendunti co mnis

    nonempo rernamus elibearum et qu

    usandamet alitat vendunti co mni

    dem entota praepudias quaeper.

    chi

  • how we act, soUnd, behave.The Brand Experience

  • b r a n d c h a l l e nge // au di e nc e s 26

    chi INVENTORY SORT TOOLSLorem ipSumBusandamet alitat vendunti co

    mnis noneusandamet alitat

    Busandamet alitat vendunti

    co mnis noneusandamet alitat

    Busandamet alitat vendunti co

    mnis noneusandamet alitat

    Busandamet alitat vendunti co

    mnis noneusandamet alitat

    Lorem ipSumBusandamet alitat vendunti co

    mnis noneusandamet alitat

    Busandamet alitat vendunti

    co mnis noneusandamet alitat

    Busandamet alitat vendunti co

    mnis noneusandamet alitat

    Busandamet alitat vendunti co

    mnis noneusandamet alitat

    Online InventoryMembers can reserve tools online. They can use them at the storefront location or use the delivery/pick-up tool truck.

    b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 26

    were there when people need Us.were there when people need Us.were there when people need Us.

  • chi

    Mobile AppMembers can reserve tools online via the Build Guild app.

    b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 27

    CHICHI

    CHICHI

    Build Guild

  • buildguild.com

    CHI

    Tool TruckMembers get tools delivered and picked up from their home.

    b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 28

  • we invite people to oUr hoUse.

    chi

    Storefront locationMembers can reserve shoptime, take a class, or check-out tools at the storefront location.

    b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 29

  • we take breakstogether.

    chiCafeMembers can take breaks and hang out together at the co