What they asked us
Home organizing and move management business, “Rose & Duck Organizers” was rebranding to “Ducks in a row T.O.”, and needed to create a distinct brand identity and website experience.
Our sense of the problem
Ducks in a row T.O.’s website did not reflect who they are, the value they offer, or the experience they provide.
Moving into a new home involves complex emotions ranging from anxiety about the change to fear of the unknown. It’s also a very time-consuming and stressful endeavour. So if the website empathized with target users, and clearly communicated the service and benefits, the users could realize the value.
First we worked with Nancy to understand her services and how they all worked together. We then audited the sales, client base, and customer journey, to understand how to position the business. We did a competitor analysis to understand who the major players are, and what they offer. Our research concluded that the business should be positioned as a “Move Management” company, rather than just organizing. From there, we interviewed real estate agents, homeowners, and team members who work with Nancy, to get a deeper understanding of the businesses’ benefits, personality, and overall value. We learned about users’ pain points and goals, which would allow us to empathize with them on the website. Then we spent time brand building, using our research and creativity to design a “fabulous” brand identity that reflects Nancy’s personality and vibe. We took this brand and our extensive research to design a user-focussed website experience. To launch the new brand, we created an awareness campaign across all channels that built excitement around the launch of Ducks in a row T.O.
Actionable insight into clients and real estate partners’ needs and goals
Repositioned business
Distinct identity and image
Brand strategy and communication guide
Brand image library
Memorable user-friendly website
Full channel launch campaign
Customer Research
Interviewed loyal customers, and reviewed testimonials, to understand customer needs, challenges, goals and first-hand experiences, and underscore what makes Ducks in a row T.O. different.
User Research
Analyzed user behaviour on the old website to understand what users want to see and care about.
Brand Discovery
Interviewed all team members and real estate agents to gain perspective on their target customers’ needs, challenges, and goals, and the value of Ducks in a row T.O. to various stakeholders.
Business Discovery
Studied the business model and offering, and studied sales, client base, customer journey to determine desired positioning.
Competitor Research
Compared top 10 competitors to understand market gaps and points of competitive difference.
Customer Persona
Provided a detailed description of the target audience, informed by research conducted.
Brand Strategy
Provided a detailed outline of what defines the brand and the reason it exists, which includes: values, promise, personality, value proposition, positioning, competencies, voice, and language.
Brand Identity
Created a brand design that reflects the brand personality and service value.
Photography
Organized a photoshoot to reflect the brand personality and experience.
Website Development
Designed a website experience that reflects the brand and empathizes with users seeking move management or organizing services.
Launch Campaign
Created awareness campaign to launch the new brand.
Search Engine Optimization
Provide ongoing website services to increase website traffic.
