What We Did
Tone of Voice
To launch a handbag brand in a highly saturated market, we helped to define a clear audience—one that prefers craftsmanship and character over mass-market status symbols. We used our strategy to create messaging and creative assets that speaks to globetrotting urban professionals—"modern nomads."
To define the target audience, we created profiles based on surveys and focus groups to showcase how the modern nomad lives, what brands she uses, what she reads and carries with her on her trips. We broke this down into three subcategories of the modern nomad, one being the unsettled female creative, represented below: