Brand alignment that achieved well-groomed results.
Ubersuave is an established men’s care brand that offers a wide variety of products ranging from hair waxes, clays, and pomades. Since its inception in 2005, this brand has become one of the leading men’s grooming brands in South East Asia and has coiffed millions of passionate customers’ hair.
CHALLENGE
The brand’s success had attracted many copycats and lacked brand distinction from competitors.
SOLUTION
Create a strong brand recognition by formulating a brand strategy and creating a digital content roadmap to present the brand more effectively.
SERVICES
Brand Strategy, Social Content Strategy
Gap Analysis: To better understand where UberSuave stood against competitors, we performed a gap analysis on digital content. We found out that UberSuave’s digital presence was missing a recognizable brand look. So we proposed a new brand concept, brand positioning, and encapsulated that into an assertive brand essence.
Discovery: As part of the brand and content strategy, we first clarified the customer segments and detailed their demographics, customer needs, and buying intents.
Brand Synthesis: We then worked on crafting a brand narrative and explored the abstract concept of “Confidence” — what an UberSuave guy stands for — and synthesizing it from a subjective entity to an objective one. From there we developed the brand personality, which drives the brand voice and tone for visual and written approaches.
Once the new brand narrative was established, we had the foundation that drove our creative strategy.
Creative Strategy: UberSuave’s website lacked art direction and initial social media posts featured product composite shots which looked artificial and unrealistic. We set out to craft guidelines for content and copywriting, introduced new brand colors, and revised the website UX/UI to reflect the newly acquired brand assets.
Social Content Strategy: To make UberSuave’s social feed more approachable, signifying that the products are accessible, we encouraged client to include more human elements into the images instead of simply static product flatlays or image composites. We also obtained several signature products and did a photoshoot to show suggested styling.
Tutorials: We want to enable UberSuave’s in-house staff to create pleasing and realistic product visuals on their own, so we prepared simple tutorials that can be followed easily step by step using new brand assets that we have created. The tutorials provided a starting point for creative fun implementations while still maintaining a consistent brand look.
Brand Guide: We created a brand manual that encapsulated UberSuave’s brand identity assets — from basic typography and color palette to the redesign of website UX/UI components. The manual also defines the brand concept, and the full roundup of brand values, brand personality, brand positioning, brand essence, and tone of voice. This valuable resource helped ensure a cohesive brand representation across numerous marketing touchpoints and campaigns for UberSuave.
