build guild

brand challenge

by Noel Cunningham8.12.12

the brief

A new start-up is looking to enter the residential DIY home

improvement category with a completely new offering. Their

initial idea is a hyper local subscription tool sharing service.

They aren’t sure how they would position it or engage people

with the offering. They are well-funded and want to get to

market quickly—in fact, we’ve only got a week to come back

with some thoughts. I’ve been asked to lead the project.

what we do

We are a local, member-based tool sharing service.

Members can access an online tool inventory that is

available to them via delivery and pick-up by our tool

truck. Alternatively, they can visit a neighborhood

storefront where they can:

» Make appointments to use tools

» Check-out tools to take home

» Store long-term projects

» Take a build class

» Showcase their recent projects

» Build a DIY network

b r a n d c h a l l e nge // w h at w e d o 3

researchOther models, brand matrix, comparative brands,

audience groups, interviews, and mind maps.

*Photos from Google

movie sharebike share car share

other sUccessfUl models of commUnity sharing

b r a n d c h a l l e nge // o t h e r mode l s 5

brand matrix

big box

local

• ------ diy network

• ------ readymade mag

• ------ ikea hackers

• ------ diy bloggers • ------ design sponge

• ------ loews / home depot

• ------ this old house• ------ american woodworker

• ------ make magazine

• ------ woodworking mag

• ------ hgtv

owners renters

Where we want to position ourselves on the brand matrix.

b r a n d c h a l l e nge // b r a n d m at r i x 6

oUr valUes

We are urban.

We are local.

We are community-minded.

We are self-reliant.

We are DIY.

b r a n d c h a l l e nge // ou r va lu e s 7

Our values come through in every part of brand.

who we are like...

readymade apartment therapy remodelista diy house bloggers

readymade.com apartmenttherapy.com remodelista.com house-tweaking.commanhattan-nest.comthe-brick-house.com

b r a n d c h a l l e nge // c om pa r i t i v e b r a n d s 8

who we’d like to be friends withhobbyists

• Makes DIY home projects for fun• Former art student that no longer

has access to tools and equipment.• Newbie craftsman who wants

to take a class.

• Bloggers who have home projects they want to create and blog about. Or, their readers that see a project and get inspired to make it themselves.

• Local businesses and corporations that we can partner with and reinforce our brand. For example, discounts for Zipcar members a promotion with a local food co-op.

bloggers corporate partners

b r a n d c h a l l e nge // au di e nc e s 9

• Homeowners that renovating. They may have recently bought a fixer upper or want to redo areas of their new home in their own taste.

• A person or couple that has recently purchased a starter home or condo, but has limited storage space for tools.

home dWellers

*photo 1 & 3, noel cunningham / photo 2 & pinterest, original source unknown

interviews

User interviews

I targeted a handful of people as potential tool share members, and I spoke

with them about their past, current, and future projects. I learned that a

tool share service for city dwellers could be useful for people who:

1. Have limited storage space for their tools and projects

2. Need a tool delivery service because they do not own a car and cannot transport large tools

3. Only need to use a tool once and won’t need it again later

4. Want to learn how to safely use tools, interested in taking classes

5. Want to meet other people and be part of a local, like-minded community

b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 11

“ I take the train and ride my bike most places in the city. When I need to transport something large, I usually rent a Zipcar.”

skye mcneil on transportation

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“ My folks have a big shed and a garage. All I have is condo lobby and I think I would catch some raised eyebrows if I put a table saw up in there.”

will dUncan on storage

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“ When my wife and I remodeled our bathroom, I needed a wet saw to cut tiles for the floor. I bought it, but I doubt I’ll ever use it again.”

marcUs bleech on single Use

b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 14

“ I can rent a router from Lowe’s or Home Depot, but that doesn’t mean I know how to use it!”

clara kohn on learning

b r a n d c h a l l e nge // qua l i tat i v e r e s e a r c h 15

naming

b r a n d c h a l l e nge // na m i ng m i n d m a p 16

BuildTo mold, form, or create.

GuildAn organization of persons with related interests, goals, etc., especially one formed for mutual protection.

b r a n d c h a l l e nge // na m i ng 17

naming

Calling ourselves the Build Guild is a true reflection of

who we are. We are more than just people who share tools.

We are a community of like-minded people who share,

learn, and build stuff together. We look out for one another

and respect our shared space.

how we lookThe Visual Identity

LogoOur logo consists of a hammer, pencil, and saw blade. The elements come together in an “x” form indicating solidarity.

chi

chi

*photos from google

Sub-brandThe city abbreviation inside the saw blade nods to the local community.

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chi LAX nyc

Color PaletteOur colors reference tools, wood, and industrial materials.

b r a n d c h a l l e nge // v i s ua l i de n t i t y 21 *photos from google

TypefaceMaple is a contemporary sans-serif typeface chosen for its large family of weights and styles. At a large scale, it is bold and has impact. At a small scale, it is highly legible.

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyz

BoldBoLdItalicItalIcRegularREGULARBold Italic Bold ItalIcBlackBlack

Body copy 9/14Busandamet alitat vendunti comnis nonempo rernamus elibearum et qui

dem entota praepudias quaeperrum earcima gnihiciust, odi sit que res ma

volendeliae voluptas impor repratiis dolupta testibus, sini to magnieturem

quodis enienda provitaqui des recat poribusamus accus sunt aut alique pl

iquidest, omnis ducit offic tet, od quiat laniat ipsant, simus aut maionsequi

offici aut volorpor aut hil erestrunt repelesequi dolupta volorum sam quam

fugitiist, es dioreicit quis a quature des reriam accabo.

b r a n d c h a l l e nge // v i s ua l i de n t i t y 22

People PhotographyDetails of people working communicate action.

Tool PhotographyWhite backgrounds allow the tools to be front and center.

b r a n d c h a l l e nge // v i s ua l i de n t i t y 23 *photo from pinterest, original source unknown

SymBoL photoS coLorS

b r a n d c h a l l e nge // v i s ua l i de n t i t y 24

SuB-BrAnd:

LAX chi nyc

type

BoldBoLdItalicItalIcRegular

REGULARBold Italic Bold ItalIcBlackBlack

Body copy 9/14Busandamet alitat vendunti co mnis

nonempo rernamus elibearum et qu

usandamet alitat vendunti co mnis

nonempo rernamus elibearum et qu

usandamet alitat vendunti co mni

dem entota praepudias quaeper.

chi

how we act, soUnd, behave.The Brand Experience

b r a n d c h a l l e nge // au di e nc e s 26

chi INVENTORY SORT TOOLS

Lorem ipSumBusandamet alitat vendunti co

mnis noneusandamet alitat

Busandamet alitat vendunti

co mnis noneusandamet alitat

Busandamet alitat vendunti co

mnis noneusandamet alitat

Busandamet alitat vendunti co

mnis noneusandamet alitat

Lorem ipSumBusandamet alitat vendunti co

mnis noneusandamet alitat

Busandamet alitat vendunti

co mnis noneusandamet alitat

Busandamet alitat vendunti co

mnis noneusandamet alitat

Busandamet alitat vendunti co

mnis noneusandamet alitat

Online InventoryMembers can reserve tools online. They can use them at the storefront location or use the delivery/pick-up tool truck.

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 26

we’re there when people need Us.we’re there when people need Us.we’re there when people need Us.

chi

Mobile AppMembers can reserve tools online via the Build Guild app.

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 27

CHICHI

CHICHI

Build Guild

buildguild.com

CHI

Tool TruckMembers get tools delivered and picked up from their home.

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 28

we invite people to oUr hoUse.

chi

Storefront locationMembers can reserve shoptime, take a class, or check-out tools at the storefront location.

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we take breakstogether.

chiCafeMembers can take breaks and hang out together at the community cafe.

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 30

buildguild.com

we share oUr space.Storage SpaceSpace is available for members to store long-term projects.

chi

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 31

we invite yoUr whole family.Family DaysParents can bring their kids to classes on designated “family days.”

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 32

chi

we like learning from yoU.Show & TellMembers can showcase and explain their recent projects on a blog, in an e-blast, or as a feature in our member magazine.

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chi

we pUt the word on the street.

SwagMembers carry swag and advertise the Build Guild.

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chi

buildguild.com

we’re certified.

Membership levelsMembership levels offer a variety of price points and commitment levels. High levels offer more perks. Members complete safety certification at each level.

memBer memBer

b r a n d c h a l l e nge // b r a n d e x p e r i e nc e 35

21

we’re safe.Safety / Membership levelsMembership levels correspond with a safety training to operate tools and machinery at that level.

Noel Cunningham

SAfety certified LeveL 1 memBer

7/15/2012

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chi

we retweet, favorite, and likewhat yoU post.

Online PresenceWe Retweet, favorite, and like what members say on Facebook, Twitter, Instagram, and Blogs.

@thisisnoel Come hear me talk about the table that I made with reclaimed wood at the Build Guild this Friday at 8pm. Snacks and local beers from Revolution Brew will be served. http:www.buildguild.com/events #buildguild #chicago

AuGuSt 15, 2012

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thank yoU!Noel Cunningham

cv: noelcunningham.mec: 617.304.8291

w: thisisnoel.com