Turning a brand into a lovemark through storytelling
DRAFT is a local Saudi brand developed by Saudi designer Wadha Al Rashid focusing on 3 aspects:
1) Interior Design 2) Concept Store and 3) the recently launched DRAFT Cafe.
Wadha Al Rashid came to Blue Hat seeking support in turning her brand into a lovemark.
Blue Hat developed a design led strategy to help connect with the DRAFT audience covering the following objectives:
Establishing the brand as the destination to find inspiration
Establishing the DRAFT tone of voice and themes
Identifying target audience and analyzing how to engage with different touch points
Identifying and harnessing trends (live video and short stories, relationship marketing, storytelling)
Creating unique online content
Designing online customer service and active community management
Blue Hat developed an emotional customer journey whereby the customer interacts with different touch points of the brand.
Blue Hat built a strong Instagram presence for DRAFT by:
Revolving its use of storytelling around “With DRAFT, you’ll always be inspired”
Sharing unique, inspiring, and lovable content - establishing the brand as quirky, friendly, urban and approachable
Making use of professional photography and quality images
Using the human aspect within all Instagram stories
Instagram followers, engagement and brand awareness increased; online followers turned into customers and the DRAFT cafe turned into a creative destination in Riyadh.
Blue Hat is establishing DRAFT as an Instagram love mark:
Which do you prefer: our comfortable couches for you to relax on as you enjoy your caramel iced-coffee or our chairs that help you sit-up straight as you finish your work? ماذا تفضل: الجلوس على الأرائك المريحة حيث بإمكانك الاسترخاء لساعات وشرب القهوة المثلجة أو الكراسي التي تساعدك على البقاء متيقظاً وإتمام عملك بسرعة أكثر؟
Our visitor is blending in perfectly well with the store’s design-- as if all those quirky items were tailored just for her personal use. Drop us a visit and we’re sure you’ll find something in our inspirational corners. يبدو وكأن زائرتنا تنتمي بشكل مثالي في المحل عندنا. كأن القطع صممت فقط لأجلها. ماذا عنك؟ قم بزيارتنا، فمما لا شك به أنك ستجد كل ما تتمناه لتبرز هويتك.