Designers
Designers
Designers
Reimagining ONE432
Crafting a new identity through community and culture
Designers
Jessie Batzel
Key Words
Jennifer Soto
Emily Wang
SUMMARY
We chose to focus on ONE432’s branding strategy in order to increase sales and brand loyalty. Through our research we found that customers view limited edition products as more valuable due to their scarcity, and can also help to build stronger relationships to the brand. Customers also want to feel confident in their choices and know that the brand they're buying from is credible and reliable. Our project focuses on repositioning ONE432's unique products and small quantities as “limited edition” to create a sense of scarcity and build hype towards product launches.
challenge
We identified the following challenges through our research: ONE432’s customers lack a sense of community, and the brand doesn't prioritize brand-consumer relationships, ONE432 carries a slew of novelty products available in small quantities, which are challenging to sell to repeat customers, and ONE432 has a low media presence, reducing its credibility. These challenges weaken ONE432’s branding, which is why we chose to focus on a rebrand through social media channels and business models.
Outcome
Utilizing ONE432’s Instagram and website, we tested a product drop utilizing hype and scarcity selling tactics. We built a social media campaign spanning one week and created content with a shacket given to us by the brand. Then we proceeded to do an Instagram takeover, posting daily and monitoring analytics and ultimately “dropping” the product online to buy. Through this hype remodel, we reframed ONE432’s novel products as limited edition instead of low-quantity, significantly increased their social media presence, and increased social media engagement, thus improving brand-consumer relationships.
MEET THE Designers:
Jessie Batzel
Jennifer Soto
Emily Wang