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First Five Steps
Branding 2021
A consulting agency that provides users with a guide to conscious living. They focus on helping consumers start a journey towards a more sustainable home. One Step at a time.
They act as a behind-the-scenes facilitator to make a sustainability vision for their clients on taking their first step toward building a sustainable lifestyle and home. The key elements of focus are earth, water, fire, air and core.
The Problem:
When First Five Steps (FFS) approached, they didn't have a brand name in mind but clearly understood what the brand wanted to provide as a service.
The first step included researching the competitors, understanding how they placed themselves in the market and who their target audience was. This helped in understanding the gaps and how FFS could bridge that gap. With the help of this research and several rounds of brainstorming, mind mapping First Five Steps was suggested as a brand name, along with its tagline.
The second step involved designing the logo through extensive research and setting the brand's mission, vision and goals so that the same is translated through the logo.
WHAT
WHY
MISSION
VISION
GOALS
Target Audience:
The next steps were simultaneously being worked upon with market research. Understanding market trends, who the potential target audience is, and what is that they seek, what their traits are.
This research process facilitated an understanding whom the brand should target and how to build an identity and brand language that resonated with this audience.
WHO
WHY
Consumer Profile
Acceptance advocates · Self-improvers · Novelty Seekers
The Seeker
The Seeker
Who are they
Millennials / part of Gen Z
Age Group:
30 - 60
Across the gender spectrum
Traits
-High purchasing power
- Desire meaningfulness out of interactions
-Self-Improvement is a big part of their personality
- Dislike clutter, need for simplicity, conscious living
- Slow living
- They are opting out of the cult of productivity and into a mindset of acceptance
- Archetypes: The Artist, The explorer
The seekers try to find novelty and perfection to optimise every aspect of their lives. They can identify where they need to improve and allocate time and resources accordingly. They believe in taking up lifestyle changes to ensure that they are doing their part for the planet and society.
How to nurture a relationship with them
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Simplicity and novelty matter
Time-pressed and overwhelmed, The Seekers are turned off by heavy product volume in-store and online. Clutter loses conversions. Case Study Eg: Maapei, zero waste lifestyle store
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Calm Commerce
The Seekers continue to prioritise Zen-like in-store experiences and products designed to alleviate stress and soothe anxiety. Case Study Eg: Eath Library Showroom Seoul
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Authenticity
For seekers, an authentic experience or product is a meaningful one. They demand the highest standard and have a wide exposure to be able to measure authenticity.
are the seekers important?
Why?
The seekers come with a high purchasing power and are influential in their circle. Once convinced of a brand, they tend to naturally inspire others to follow the brand.
Brand Assets and Guidelines
Designing the brand guidelines was the step. This helped the other collaborators get a sense of the brand aesthetics which were further translated to design collateral.
A pitch deck was also designed for the investors to show what the brand identity is, who the audience is and the goals of the brand.
