Client
Blueberry Brands is a design agency specializing in crafting bespoke brand identities and designs solutions for the contemporary high-end brand scene and startups based in Sweden.
Role
Creative Director, Brand- and Marketing Strategist. Led a brand identity project through market research and strategic planning. Defined brand, crafted a compelling narrative. Deliverables included brand guidelines and a comprehensive business strategy.
Problem
Startup brands often struggle to find affordable and adaptable design solutions due to economic constraints and the need for constant iteration. Together with my colleague at Blueberry Brands, I was tasked with developing a comprehensive brand and market strategy, rebranding the agency to target high-end brands that embrace bold innovation while recognizing the importance of long-term branding. Blueberry Brands aims to deliver distinct, cost-effective, and easily implementable design solutions tailored to the fast-paced environment of startups within the high-end scene.
Innovation
Blueberry Brands pioneers a hybrid approach merging brand, performance, and fame marketing. This strategy reinvigorates brand identity and storytelling, aligning seamlessly with the dynamic nature of startups by offering flexible payment structures and mix-and-match project packages. The new identity showcases vibrant, youthful designs with "in-the-moment" imagery, lingering copy, and subtly unconventional visuals, creating an impression of glitching innovation that resonates with emerging market players.
01
Over the past decade, brands have gradually lost their unique appeal due to the shift from brand-focused to performance marketing. The push for mass marketing has led to a minimalist design approach, heavily reliant on data-driven insights, often resulting in brands running themselves bland, leading to indifferent outcomes that satisfy the masses but fail to deeply engage the target audience.
Over the past decade, brands have gradually lost their unique appeal due to the shift from brand-focused to performance marketing. The push for mass marketing has led to a minimalist design approach, heavily reliant on data-driven insights, often resulting in brands running themselves bland, leading to indifferent outcomes that satisfy the masses but fail to deeply engage the target audience.
02
Recently, leveraging fame as a marketing strategy has gained traction, enhancing Attention Per Krona (APK) with a more daring presence tailored for social media and diverse creative collaborations. These ideas transcend traditional media spaces, proving more effective and cost-efficient. While this approach may yield short-term gains, it carries significant long-term risks, potentially diluting the brand's cohesive identity and struggling to maintain relevance and long-term customer engagement.
Recently, leveraging fame as a marketing strategy has gained traction, enhancing Attention Per Krona (APK) with a more daring presence tailored for social media and diverse creative collaborations. These ideas transcend traditional media spaces, proving more effective and cost-efficient. While this approach may yield short-term gains, it carries significant long-term risks, potentially diluting the brand's cohesive identity and struggling to maintain relevance and long-term customer engagement.
03
As customer expectations evolve, brands are shifting towards more distinct, intimate, and thoughtful strategies, with the rise of maximalistic rebrandings and a trend toward revisiting previous styles reflecting this change.
As customer expectations evolve, brands are shifting towards more distinct, intimate, and thoughtful strategies, with the rise of maximalistic rebrandings and a trend toward revisiting previous styles reflecting this change.
00
Zoom in for branding and zoom out for strategy. The "Zoom In - Zoom Out" concept is designed to share fresh perspectives and challenge how people view their everyday surroundings. This approach can be applied to a marketing strategy by offering new insights into common objects on social media.
Zoom in for branding and zoom out for strategy. The "Zoom In - Zoom Out" concept is designed to share fresh perspectives and challenge how people view their everyday surroundings. This approach can be applied to a marketing strategy by offering new insights into common objects on social media.
01
Develop interactive social media posts where users can zoom in on different aspects of an image to discover hidden details or messages, encouraging engagement and a deeper connection with the object and brand.
Develop interactive social media posts where users can zoom in on different aspects of an image to discover hidden details or messages, encouraging engagement and a deeper connection with the object and brand.
02
Create videos that start with a tight focus on a small, often overlooked detail before gradually zooming out to reveal the bigger picture, capturing the audience’s attention and curiosity.
Create videos that start with a tight focus on a small, often overlooked detail before gradually zooming out to reveal the bigger picture, capturing the audience’s attention and curiosity.
Blueberry Brands' clientele comprises high-end brands that embrace bold innovation and recognize the enduring significance of long-term relationships and branding. From esteemed luxury fashion houses to pioneering tech startups, these clients understand the value of crafting authentic, daring brand identities that resonate deeply with their audience.
Communication is key. Blueberry Brands revitalizes branding by prioritizing creativity and communication over perfectionism. By attuning to unspoken nuances, the agency connects deeply with the target audience's lifestyle, humor, and challenges. Their approach evokes strong emotions and embraces imperfections, keeping it real, creative, and relatable while enhancing and building upon the brand's DNA.
