Establishing a brand & eCommerce experience that manifests the Maker spirit through authenticity, inclusivity, and story.
Crib Design House
Business & creative/design consultation, grant application, brand photography and 2 editorial projects
Create an experience-based retail brand for the creative class that embodies the ethos of community, self-education, design-thinking and creativity.
Hand-Eye Supply is a brand for those who believe that the creative process has inherent value, and that the act of making in-and-of itself is profoundly important. To an even stronger extent, their love for community is the principle around which their entire brand philosophy should pivot.
As a brand with a strong grasp of who their customer is and what they stand for, our challenge was to elevate the wabi sabi of the maker aesthetic and ideals to across a wide pool of creative thinkers who purchase products that reflect their own ethics.
We aimed to create an identity and eCommerce experience based on portraying design influencers alongside the the everyday unknown maker, thus making the brand inclusive, relatable and about the process rather than the end goal of success.
Millennials and the Creative Class value authenticity and prefer experiences over blatant marketing. Along with this, they have a high filter for “bullshit” and connect with brands that share their values and interests.
Our customer wore a few hats and we aimed to appeal to each of them. Here is an example based on our own selves, our friends, and CORE77's readership.
By telling real brand and product stories centered around the experiences that you have as a creative, and not the actual products, we could establish a position and point-of-view that differentiates and connects with a like-minded culture of individuals.
I worked with the talented team (some from CORE77, some from Hand-Eye Supply, some from outside vendors) to establish a budget-sensitive sustainable strategy for longterm success using cross-channel digital content marketing showing the seriousness of the brand's ambition and the playfulness that inspires creatives to keep going.
From identity and messaging, to the digital platform and content within it, the established team brought their own personalities forward to establish an experience that expresses the brands point-of-view: to demystify the creative process.
In doing so, this team aka nutty family, created a brand experience where customers can connect with content that they’re interested in, and shop for things they value that support their lifestyle and add something to their lives whilst encouraging them onward in their own creative endeavors.
Increase in CRM Sign Ups
Increase in Unique Page Views
Increase in Average Time on Page
Improvement in Organic Search
Improvement in Acq. Bounce Rate
Here's What We Did
We took a digital meets analog approach to branding and launched using a newsprint catalog inspired by Sears and reverse publishing. Throughout the brand life we used animated gifs, cinemagraph catalogs, content marketing, print posters, micro sites, video, and social media to share a brand story about the creative lifestyle.
With digital being the primary point between Hand-Eye Supply and their customers around the world, we used a combination of 1960's nostalgia meets modern marketing for the over arching brand experience. The in-store experience chauffeured the eCommerce experience. Every marketing project needed to meet digital first, but they also needed to translating into print and experiential. It takes a village....
Through a team, each selected to bring a specific specialized skill set to the brand strategy, we were able to establish a system rooted in wabi sabi aesthetics, real personality, and authentic opinions. We used — the power of story paired with experimental typography, iconic photos, smart design, and a rock-n-roll feeling. Each member of the team contributed to the genuine success of this combination, and it made the brand memorable. It allowed me growth, opening my mind from photo/video to the design world. I'm proud to have worked on this project for 5 years with such a talented and dedicated group.
The Culture Behind the Commerce
By jumping in with a "make it work" attitude, a system was developed, establishing brand guidelines and standards for how to represent Hand-Eye Supply across channels. This was 100% collaborative between the team, without one element the brand would not have been what it was - a culture.
We have a tremendous amount of gratitude for our design community - the driving force behind the brand's marketing. Without their voluntary willingness allowing us to tell their stories the brand would not have been a success.