June 2020 - Current, ESC
Digital Content Strategy
Moving a business online
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Background
— Brief
Since 1987, ESC, a Bermuda-based company, has continuously expanded into new markets. As a result of these changes, their current branding needs revision to sustain growth. In collaboration, we are exploring what ESC represents in the community now and in the future.
— Skills
Web Design
Navigation
Primary & Secondary Research
Synthesis & Ideation
Strategic Recommendations
— Tools
Adobe Illustrator
Shopify
Instagram
Google Business
Instagram Grid
Goal
To create an online presence
Brand Archetype Exercise
ESC is unique because it caters to many different types of people: professional electricians, interior designers, architects, DIYers, and Yankee candle lovers, to name a few.
This range makes determining a brand archetype challenging. Ultimately, we decided “The Hero” and “The Everyman” make the perfect archetypal mix.
How Might We
Create a cohesive customer experience that promotes mastery, courageousness, and connection through a brand identity that celebrates ESC's history and future.
Key Insights
Most customers refer to all departments under ESC Limited as “ESC” rather than “ESC Limited”, “Escape” and “Escpresso”.
Electricians use ESC’s website as a catalog for pricing, but will buy in person for their trade discount.
Engagement and interest increase when ESC features staff members online.
An annotation of
the three most recent
logo iterations
The evolution of multiple logo ideations
To the right is a competitive landscape analysis; it helps ESC determine potential areas of opportunity and threats.
In ESC’s case, it serves a dual purpose to determine how they compare branding-wise and find points of differentiation.
Next Steps
Define who ESC is for
Do a brand audit
Articulate ESC brand heart (purpose, vision, mission, values)
Clarify brand messaging
Determine visual identity
Create brand guidelines
Rebrand rollout