GB Designs
Brand Strategy | Creative Strategy | Digital Content Strategy | Copywriting | Product Design Consultation | Photo Art Direction & Production
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Premium glassware can appear cold, unapproachable, and fragile — especially when compared to the warmth and durability of ceramics.
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Infuse warmth by building the brand around making memories — forging an emotional connection between consumers and the products. Combat unapproachability and perceived fragility by positioning the new product line as elevated essentials for everyday living. Depict use cases blending glassware and ceramics in modern and stylish settings to reach a new audience.
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The strategy united the product development, digital content, and messaging with the brand — driving growth and recognition.
Shifting from product-centric to people and brand-centric thinking.
Handblown glassware companies traditionally elevate the artist and the objects. Instead, through in-depth workshops with the founder, market research, and deep strategic thinking — we developed an engaging brand, deeply aligned with its purpose, connected to its audience, and differentiated from the competition.
Adding life-layers.
Photography of handblown glass typically looks minimalistic and stark. Putting glassware on a literal pedestal makes it challenging for consumers to imagine using it in their everyday lives. To differentiate, we prioritized lifestyle imagery. Placing the product among fruits, veggies, ceramics, and wooden elements added warmth — appealing to our audience's aesthetic while inspiring them to incorporate glassware into their stylish households.
Increasing content reach.
From content categories and storytelling concepts to strategic hashtags, the content strategy addresses how to connect with our audience, grow relationships, and increase brand awareness via social media and blogging.
To connect the brand with customers, I segmented the audience by their mindset and developed insight into their buying behaviors and the content that would add value to their journey. While strategizing GBD's new Pinterest presence, I kept Interior Designers, eCommerce Customers, and Wholesalers top of mind.
The website recipe blog is part of a social media marketing funnel that takes potential customers from Instagram and Pinterest to the website to view recipes and shop the products in the recipe photo. This experience offers value by aligning with our audience's interest in entertaining and cooking.
Special thanks to my collaborative partner on this project, Arthur Hitchcock, Photography