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

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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

 
  1. Define who ESC is for

  2. Do a brand audit

  3. Articulate ESC brand heart (purpose, vision, mission, values)

  4. Clarify brand messaging

  5. Determine visual identity

  6. Create brand guidelines

  7. Rebrand rollout

Next Project, KRNL (Kernal)