build guild
DESCRIPTION
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.TRANSCRIPT
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
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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
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“ 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
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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
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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.
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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.
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CHICHI
CHICHI
Build Guild
buildguild.com
CHI
Tool TruckMembers get tools delivered and picked up from their home.
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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.
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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.”
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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
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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