Evolution of Contactless

A New Normal Trend Report   |    09.22.20

Covid rewrote the store design playbook almost overnight – forcing retailers to evolve for social distancing, hygiene and changing consumer preferences. Some of those adaptations will be temporary, others will be long-term changes as customers live with hesitation in a post-Covid era.

This mini trend report uncovers nimble, innovative and resourceful ways retailers can navigate the evolving consumer needs to stay ahead of the curve.

We hope these new normal mini trends help small businesses and entrepreneurs come back stronger and seize opportunities during this time of rapid change.

If you need a thought partner to iterate and talk through next steps with your team, we’re here for you. 

Check out this trend report on Instagram!

What’s in a Logo?

From the 'oh no' of brand confusion to the 'ah ha' of pure cohesion.   |    09.22.20

Having your own company is like having a kid – you pour your heart and soul into it, you spend all your money on it, you occasionally wonder if you should have named it that… To be fair, we don’t have kids but we assume that’s how it goes. Anyway, with a company, often we’ve found that when you start to consider redoing surface-level things like the logo or the business name, it’s a sign that you should dig a little deeper into your ‘why’. 

Don’t get us wrong. A simple brand refresh on its own can be fun, and is one of our favorite things to do! We love good design, and helping our clients figure out their look and feel. But in many cases, wanting a new look can be a symptom of something bigger needing to shift. We found this to be the case with client Tom Van Lente’s TVL Culinary: a Chicago-based culinary team specializing in restaurant-quality catered events for families, friends, and professional groups. TVL Culinary had practically everything they needed: the talent, the drive, and the team were all in place. But they were having a little trouble locating their ideal client, and thought a brand refresh might help. 

This isn’t a bad instinct. A lot of our clients come to us with similar requests: whether it’s a new logo, a new website, a new look for social… But what we uncovered from our conversations with Tom was that he wanted more clients, better clients, operational efficiencies and more exciting events to keep his work inspiring, fun and engaging. By applying our design thinking methods, we were able to identify an opportunity to shift TVL’s business model beyond ‘catering’ to something more dynamic. Using qualitative research and trends beyond the food & beverage space, we designed the “AirBnB Experiences” of a night in – making it easier to dream up each event, and far easier to make it come to life.

Once we made this important shift in the business model in phase one, we executed the updated brand identity, along with a website refresh and the new logo, in phase two. Through the combined strength of the new model and new look, within 48 hours of the launch bookings were up 4x what they had been the previous 3 months combined. Those results do a pretty good job of speaking for themselves, we think. 

Are you trying to figure out how to get your company to the next level? Let us help! It’s hard to know exactly what you need until you really dive into the research, and that’s one of our favorite things to do. No company is too big or too small for us to get excited about, so reach out and say hello.  We’ll be standing by at ping@pinpointcollective.com.

Future of Zine Culture

A New Normal Trend Report   |    09.15.20

New experimentation in media & publications are on the rise. We have witnessed a growing desire to document and share experiences in today’s unprecedented landscape. Creatives, community leaders and now business leaders are finding alternative ways for connection in isolation – leading the way in self-publications, experimental media and an evolved zine culture.

This mini trend explores how companies can shift brand engagement that will influence customer interaction and broaden the impact of touchpoints. This emerging trend will impact content creation for years to come.

We hope these new normal mini trends help small businesses and entrepreneurs come back stronger and seize opportunities during this time of rapid change.

If you need a thought partner to iterate and talk through next steps with your team, we’re here for you. 

Check out this trend report on Instagram!

Love research? Not everyone does, but we do. And chances are since you’re here, you do, too. Learning more about a market segment and how to reach them with meaningful information is our version of a raging party. We have to admit, we haven’t been to very many ragers, but we imagine those two things are quite similar. 

When it comes to research, many clients have the same initial question. Sure, we know you can do research for us, but what can I do with this research I’ve paid for in the past? As it turns out, if you like research like we do, you’ve probably already gathered some of your own.

Recently we had a big client come to us with this very concern. They had stacks upon stacks of very meticulous, very expensive research, gathered over time with the help of other companies. But they felt deflated, because they couldn’t see where it had gotten them (aside from slightly poorer). Luckily for this situation, here’s where we thrive. We took that research, and dove deeply into the heart of it. 

What did we learn from this, you might ask?

  • They had defined a handful of customer personas and knew exactly how each of those customers engaged with their brand.
  • They had performed several qualitative interviews before launching their last newest product to influence its go-to-market strategy.
  • They had generated enough ideas to write an entire book for what to launch next.

However, despite all of this, they still had some very important questions, including:

  • Why were customers still going to their competitor?
  • Why wasn’t the newest product performing as expected?
  • And how do we even begin to prioritize this endless list of ideas to pursue next?

That’s where we helped out. We were able to take their existing research to inform answers to many of their questions, and pinpoint gaps so that we could quickly & effectively get fresh data to answer the remaining ones.

In short, having lots of research is never a bad thing, even when you feel like you don’t know what to do with it. All you need is a partner who can help you work through some design thinking methods to get from the oh no’s of a data dump to the ah ha’s of organized, actionable data that works for you and your company.

Do you have some old research you’d like made new again? Or do you just want to geek out together about design thinking? We’d love to chat about either! Schedule a chat or just email us at ping@pinpointcollective.com.