XOBRUNO: BRAND PLATFORM
after working with Michelle and xobruno initially, it became clear that a larger obstacle facing the company was its lack of brand identity and cohesiveness. This gap was apparent across all platforms and took value away from the beautifully handcrafted products created by xobruno. Because of this disparity, we decided it best to create a brand platform for xobruno before continuing on any further campaign attempts, as without a solid, cohesive brand for the company, any marketing efforts would likely fall short.
objective
to create a cohesive brand identity, voice, promise, and messaging pillars for xobruno to employ across all platforms and communications.
brand platform
in order to construct a brand platform that resonated with the client and her consumers, four workshops were held between our team and client to get to the root of who xobruno is and what the brand is all about. Beginning with xobruno’s brand aspiration, we began to circle around the ideas of expressing yourself, telling your story, and bags being the extension of one’s self—almost a partner on our journey to create a life story. From there, we were able to start thinking more about xobruno as a whole. What do we want customers to feel? Who do we want them to think we are? We examined the company as a “person” to uncover which personality traits best fit xobruno and what we would like to avoid. What would people say about xobruno at a dinner party? How would they describe it as a person?
these questions gave us answers embracing freedom, human connection, unapologetic wit, and desire to hustle. In the end, we were able to align not only xobruno’s personality to the brand, but also the brand to its goals. Our team generated a brand platform encompassing the overwhelming freedom, desire to blaze your own path, and the liberation from the norm in which our client hopes to instill in her customers at all touchpoints.
(*full brand platform is password protected)
the team
account managers: Sharon Wyatt, Yan Hao Tan, and Jeanie Ng | strategists: Taylor Wood, Ashley Peters, and Roark Nelson | copywriters: Jake Floeter and Tobin Carlberg