thebigspace case study
TRANSCRIPT
THE BIG SPACE
A CASE STUDY BY
THE CHALLENGE
thebigspace, an industry pioneer in retail consumer engagement technology, approached Mustache to increase its brand visibility and position it for future expansion in the suddenly ultra-‐competitive landscape of 2015.
THE KEY INSIGHT
thebigspace provides a service not easily quanti@ied or de@ined for its target audience. At the forefront of a complex, at times possibly intimidating (but increasingly necessary) transformation in the retail space, the brand needed to present its services in a clear, concise, easily digestible manner. In addition they needed dynamic supporting content that would extend the conversation and motivate potential clients to not be left behind during this evolutionary leap in their business. (“The future is now!”)
THE BIG SPACE
THE SOLUTION
1. Brand Messaging Overhaul Mustache conceived and executed a complete brand reimagining, rede@ining the core business for a growing audience of potential customers. We began with a communications approach based on contemporary, clearly de@ined yet easily digestible talking points.
We asked ourselves, “What do consumers want? What do retailers want? How does thebigspace provide these solutions and improve these experiences?”.
Focusing on these questions, we can cut through the clutter and jargon to effectively educate and excite potential clients, increase clarity across digital channels from web to social media, and better resonate with the entire C-‐Suite of retail decision makers, from CEOs and CMOs to CIOs and CTOs.
Using clear and energetic (not overly technical) writing, our new tone mirrors the brand’s vision and leadership.
THE BIG SPACE
…CONTEMPORARY
…WORLDLY
…TECHNOLOGICAL
…“PRACTICAL VISIONARY”
…COLLABORATIVE
RETAIL CONSUMER ENGAGEMENT, CONNECTED EXPERIENCES, & CUSTOMER INSIGHT…
…THAT’S THEBIGSPACE.
2. Radical Design Enhancements Pivoting off our new core message, we next developed a corresponding online experience for consumers and potential customers, transforming thebigspace.com into a sleek, beautiful HTML5 platform optimized for fully engaging its target audience.
Contemporary and vibrant design, dynamic photography and clean yet bold typography came together for a fresh, forward-‐looking aesthetic that matched the brand’s cutting-‐edge services.
THE BIG SPACE
OLD SITE NEW SITE (BETA)
2. Radical Design Enhancements Case studies, previously presented as simple, text-‐based write-‐ups, were reimagined for maximum impact and to accurately re@lect the stylish, fashion-‐conscious leanings of the brand.
THE BIG SPACE
OLD SITE NEW SITE (BETA)
2. Radical Design Enhancements Upon educating the visitor, clear, enticing calls to action married with striking visuals encouraged interested parties to take the next step by booking a visit at the Big Space showroom.
THE BIG SPACE
OLD SITE NEW SITE (BETA)
3. User Experience Optimization Aesthetics alone don’t tell our story. Unlike products or services in which potential clients may possess a degree of familiarity, thebigspace works in a space still unfamiliar to many. Leveraging the latest web technology including mobile optimization, dynamic scrolling and a sophisticated icon-‐based homepage experience, our development team elevated the web interface to the next level of user engagement. Now, potential customers could dive deeper into what thebigspace offered, and interact with the brand at a more sophisticated level.
THE BIG SPACE
THE BIG SPACE 4. Video Storytelling For those seeking a quick, shareable way to understand what the thebigspace offers, our production team conceived, shot and fully produced a slick, dynamic brand video condensing the complex nature of the client’s business into a memorable narrative:
“What if every mirror had a built in fashion expert, telling me what shoes to wear with this skirt?
“What if my store had an endless aisle where I can choose any size, color or style, even if it’s out of stock, and have it shipped to my front door?
“What if my Facebook friends could comment on my new look, before I even left the store?”
thebigspace Brand Video Password: big
CLICK TO PLAY
THE BIG SPACE 5. Ancillary Branded Content Finally, we designed and developed a series of ancillary visual assets including photos, case studies, graphics and marketing materials, utilizing and reinforcing our shiny new brand identity, empowering thebigspace to convert C-‐Suite executives into engaged leads.
A P P L I C AT I O N S H O W C A S E
P R I V A T E & C O N F I D E N T I A L
T Y P O G R A P H Y
P R I M A R Y
ConsolasABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
H E A D E R S U B H E A D B O D Y
F o n t
F o n t S t y l e
F o n t S i z e
L e a d i n g
T r a c k i n g
P r o x i m a N o v a
L i g h t
4 9 . 4 4
4 5
1 9 7
F o n t
F o n t S t y l e
F o n t S i z e
L e a d i n g
Tr a c k i n g
C o n s o l a s
B o l d
1 4
1 8
2 5 0
F o n t
F o n t S t y l e
F o n t S i z e
L e a d i n g
T r a c k i n g
P r o x i m a N o v a
R e g u l a r
1 5
1 8
5 0
S E C O N D A R Y
Proxima NovaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Proxima Nova LightABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Proxima Nova BoldABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
P R I V A T E & C O N F I D E N T I A L
N OT E S
D o l o r e m p o r e h e n t v o l o r e p e v o l o r e m n e e t u t e v e l l a b o r u m h i t
o f f i c i a t u r ? N u l p a d e s t i n p e l i b u s a m s i t , c u p t a t i u s n o n s e p e r o e t
v o l l i b e a q u i s d u n d a e . R a e i n t p e r o v i d e x p l a t u r
IN CONCLUSION
The market, consumer behavior, and thebigspace are all changing…fast. Our repositioning gave thebigspace a brand look, feel and voice that match its dynamism, vision, innovation and humanity -‐ crucial attributes that speak to retail decision-‐makers worldwide, and will help take thebigspace to the next level.
THE BIG SPACE
THANK YOU FROM
CONTACT US.
20 Jay Street, Suite 430 Brooklyn, NY 11201 Phone: 212-‐226-‐3493 www.mustacheagency.com
JOHN LIMOTTE Founder/Executive Producer Email: [email protected]
TODD GRIFFIN Head of Accounts Email: [email protected] Phone: 646.326.9102
JEFF CAMBRON Director of Marketing Email: [email protected]