Did You Say Needlepoint … Insight Into Our Work as a Brand Strategy Agency
Here at Vela Agency,
we work with some big brands to develop strategy and creative that supports their goals. However, some of the most exciting and challenging projects we work on as a brand strategy agency are not for big brands, but rather for small businesses.
Last year a wonderful entrepreneur contacted Vela Agency. She wanted us to help launch her new brick-and-mortar retail store centered around needlepoint. She had been recommended to us by a friend of hers.
Susan, the entrepreneur, had a name for her store but not much else. It had been her lifelong passion and dream to open a needlepoint-focused retail store.
What made this project such a wonderful journey for Vela Agency (if we can make it about ourselves for a moment) was the step-by-step emotional journey we witnessed as Susan’s vision came to life.
The layout of the store, the business cards, the guidelines for logo usage, the business strategy, the signage. We were involved with basically everything needed by a new business, or any business for that matter. This adventure was truly a gift for the team here at Vela Agency because for the most part, agency life is working on a specific project for a brand or organization. We rarely get to design the house, build the house, decorate the house, and see the family living in the house. Time To Stitch gave Vela Agency that gift and we loved every minute of it.
I know the next thing in writing this would be to detail each segment of the project and lay out how we approached each phase strategically and tactically. But to be honest, that just doesn’t feel right. What does feel right is to tell you about Time To Stitch.
Time To Stitch, or TTS as we now call it,
is a full-service NEEDLEPOINT retail store. That’s right, needlepoint, and I say that with all sincerity. As a strategic marketer I never in my wildest dreams thought a needlepoint retail business/store would be all that interesting to work on, let alone exciting and challenging … well, I was wrong.
Time To Stitch is a fabulous business model because it is centered around truly understanding the consumer of needlepoint. And for those that know Vela Agency, you have heard us say that everything begins and ends with the consumer. Susan did a wonderful job of teaching our team about the needlepoint participant and how they create guilds (it’s very Harry Potter’ish in a wonderful way).
Armed with the centered business model, Susan and our team worked together to execute perfectly against her consumer-centered model and the strategy that went along with it.
There’s one last thing that makes Time To Stitch simply the most perfect needlepoint store (above the fantastic work that Vela did), and that is Susan. I invite you to visit Time To Stitch and meet Susan. She’s there every day.
I promise you two things. The first is that you’ll meet a remarkably lovely human being, and second, you might just pick up a new hobby – a hobby you may have never thought about.
If you want a team that is capable and excited about launching a new brand, you need to work with Vela Agency. We’ll provide the expertise of a brand strategy agency and the creativity needed to bring your brand to life. Contact us today to learn more.
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