Challenge

When Plaza Artist Materials, decided to take the design leap with us and help them envision a better social media presence for its 15 stores we knew we’d need to start by understanding their brand, audience, and 50 year + legacy.

Solution

We advised Plaza to pivot from their sales driven messaging and embrace their expertise. It was clear that Plaza needed a posting strategy and an updated visual presence on social media. We recommended a social strategy that matched its audience’s interests, one that could inspire and create a sense of art community.

Project

Plaza Artist Materials Social Media Strategy and Branding

Client

Plaza Artist Materials

What We Did

Creative Direction, Art Direction, Graphic Design, Social Media Strategy, Research Analysis, Survey Collection, Brand Strategy

Analogue to Digital

A well-crafted message is useless if it doesn’t speak to the right audience and this rule becomes more unforgiving when applied to social media and online branding. Auditing Plaza internally and externally allowed us to pinpoint where the brand stood with its consumers and stakeholders and compare the in-store experience to online.

Asking the hard questions

After 9 stakeholder interviews and over 2,000 survey responses, we learned that there indeed was a disconnect between the persona Plaza thought it had, how customers perceived them, and how Plaza fared against their competition. The area of overlap for stakeholders and customers was expertise.
Plaza's online presence matters.

“Our biggest opportunity on social media is to tell people who we are.”

-Store Manager

Designed to Succeed

Design recommendations were based on the organic aesthetic of Instagram for the art category, demographic responses from the customer survey, and modern design guidelines.

Social media presence

The old look

Externally, Plaza focused on sales and promotional messaging. Previous posts were very sales-centric with crowded copy and were not web or mobile friendly.

The new look

In order to boost Plaza's online persona, we advised them to focus on campaigns, simplify the imagery, calibrate posts to match their audience’s interests, and implement brand cohesion.

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