STRATEGY PROJECTS
NIKE
The Context: As the landscape of what it means to be a great athlete was shifting and transforming, Nike looked to develop their brand plans for seven of their top athletes by better understanding how fans discovered, perceived, and championed their favorite athletes.
The Process: Through qualitative research in form of 1-1 interviews and focus groups, the “Athlete Dimensions” was developed — a framework to strategically think about the different aspects of global athletes, how they show up in the world, and what to consider when positioning them as they evolve in their career and stardom.
The Result: IT’S THE TALENT + THE PERSON — Sport has become a complicated, cultural industry in which fan recognition is now garnered by means beyond performance statistics. Fans consider a plethora of metrics; cultural caché, activism, relevancy, character, style and entertainment value when deciding who to dedicate their fandom. And, Nike had the framework to look at their athletes through the “Athlete Dimensions”.
FORMULA 1
The Context: F1 is relegated to being a male-focused, pretentious, gas-guzzling polluter. And, in a world that is trying to become a more environmentally-conscious, representatively-diverse and societally equitable, that sets F1 back. So, F1 wanted see how they could communicate their environmental, social, and governance initiatives to the world.
The Process: Qualitative research in the form on focus groups and 1-1s emerged as a powerful way to gather a multitude of viewpoints from corporate leaders to fans and non-fans worldwide; elucidating F1’s strengths in the realm of ESG and strategic areas for improvement and focus.
The Result: Re-tell Your Story — In the midst of conflicting narratives surrounding Formula 1—some fabricated, some true—there existed a critical gap in perception among internal teams, fans, non-fans, and partners. With disparate sources of information, the brand's identity risks being obscured by ambiguity and misinformation.
F1 embarked on a journey of reintroduction. And, through strategic communication efforts and engagement initiatives, F1 reasserted its identity, dispelling misconceptions and reinforcing its commitment to excellence, innovation, and inclusivity. See 2024 corporate + social comms.
SERATO
The Context: While still having global and industry acclaim, much of Serato’s brand equity today still came from the early days of ‘Scratch Live’ when it led the movement from traditional vinyl DJ’ing toward digital vinyl systems through its disruptive innovation. With the landscape of music and artists’ needs changing, Serato looked to deepen its relationship with up-and-coming and future artists.
The Process: To gain a macro perspective, quantitative research was employed in the form of a survey—discerning overarching trends and patterns in consumer behavior, attitudes, and motivations. Simultaneously, qualitative research took the form of immersive ethnographic studies, offering intimate glimpses into the daily lives and experiences of everyday Gen-Z Serato users.
The Result: GUIDANCE. GUIDANCE. GUIDANCE. — Music trends are coming and goings. Technology is dramatically improving at an unprecedented rate. The democratization of the music industry is creating unlimited potential, but also uncertainty. Artists are looking to leaders in the space to guide them to being the best artist they can be in these turbulent times.