Being a new business means I don't have own-able 'BACKPACK' case studies just yet, all of my experience has been gained in other agencies and consultancies or in-house. So I thought it might be interesting to tell you a little of what I'm up to right now.
Here's an overview of three projects Backpack has on...
INTERNAL LEADERSHIP REVIEW
I'm working with an incredible leader who knows that continuous development doesn't just apply to the team. In order to focus his energy and his next stage of development I have interviewed his entire team to get their views. This is a hugely communicative team already but we still learnt a huge amount from these anonymous, safe and supportive conversations.
We took advantage of having quality, one-on-one time with them and have also developed a clear view of where they see the business in the future and their understanding of it's strategy.
VISION AND VALUE PROPOSITION
A very successful organisation asked me to help them better understand how they are seen in their marketplace - and work out if that's how they want to be perceived. Was it attracting their bullseye clients, was it doing justice to the work they do and is it the business they want.
I have run vision sessions (via zoom) with the founders and am having in-depth conversations with a good cross section of their clients, past and present, to really dig out 'Why them'. This work is likely lead to a new value proposition and positioning in the marketplace; clearly communicating their vision and reasons to buy.
BRAND EVOLUTION
Following a deep dive into this 15 year old organisation - market research, client interviews and creative thinking - we came to a new, updated way of describing the value they bring to their clients. Actually it hadn't changed hugely from launch all those years ago - but what has changed is their audience. Working with a partner creative agency we have redefined their creative proposition and we're in the process of upgraded all of their comms and assets. Being true to their story while making them more accessible to the evolved market.