CORE Case Studies — EO Products: Everyone Identity
Insights from the Everyone Redesign
Undergoing a redesign is always a big challenge but that is what we did for EO Products. The focus of the engagement was to both refresh their star product line but also to unify their marketing, product and creative efforts. Though we focused on both of their product lines our focus became the Everyone brand.
- When does a big rebrand engagement become education and change management?
One of the first steps was the unification of product, marketing and creative was to create a “Brand Studio.” Taking a space that at one point housed the Lucas Films Star Wars team in San Rafael, CA we made every part of the process visible. This allowed us to gather (Pre-Covid) and review all of the work being done. Including introducing such key Agile principles such as planning together, stand-ups and backlogs to joint Design reviews with all of the various stakeholders including customers. At this level a redesign becomes part education and change management.
2. Alignment happens at all levels of the value chain
During the process both the space allowed for both planned and adhoc conversations to occur. Understanding the points of view across creative, product, sales, fulfilment and the full C-suite of CEOs, CMOs and CFOs and achieving alignment at all levels. In addition alignment to values such as sustainability which determined some of the biggest decisions made such as the choice of material for the bottles.
3. The role of Design changes when we are working with the C-suite (any senior decision makers) directly.
It requires a sophisticated and nuanced pairing of business acumen with creative to bring new, different, and uncommonly valuable insights and impact.
This speaks directly to one central goal for the Systm community — making creatives more influential in business. CORE Discovery provides that foundation for me to be business-grade designers. (where creative meets business and business meets creative)
Jose Caballer is a designer, creative director, brand strategist, and community builder. He is the Co-founder, CXO and CCO of The Systm a creative community of UX/UI designers, brand strategist and creatives around the world. He is also the creator of the CORE Discovery framework used by thousands of creatives around the world.
If you are interested in learning more about CORE Discovery go to COREisMagic.com
If a rebrand or identity work is in your future, we can help.
Contact us at advisory@thesystm.co
