Brand Strategy Case Study

CLIENT: COUPAR

SITUATION: COUPAR is a consulting firm with multiple types of services including business consulting, marketing services, and interior design services for interior designers to utilize for their firm. In 2024, COUPAR expanded into its own design projects, adding another component to the company.

PROBLEM: Team had difficulty with the elevator pitch and easily summarizing what COUPAR offers in an easy, digestible way as the company evolves. With a pivot in 2024 and adding direct design services, it was crucial the company’s brand messaging and aesthetics needed to be streamlined. The company had a lot to offer, but didn’t know how to tell that story.

TASK: Develop rebrand strategy that effectively communicates COUPAR’s unique selling points and diverse range of services. Refresh brand aesthetics to align with this new messaging by San Francisco Fall Antique Show that COUPAR was sponsoring.

STRATEGY & POSITIONING:

  • Defined target audience, compiled competitive audit, researching companies with similar models of offering services. Developed branding and positioning strategy deck with CEO & Founder approval.

    • Insight: “Consulting” was too vague of a term and didn’t represent all of COUPAR’s services, just the business consulting. Instead identifying the firm as an “agency” quickly communicates that you can outsource work to COUPAR.

    • Insight: Consolidate services, instead of talking outwardly about all of our different departments, COUPAR should position itself as a “one stop shop” agency, outlining the range of services in one place, not separated. This allows for the company to sell into all the services.

  • Developed tagline and key messages that support new positioning and brand strategy

    • Tagline: “We are an agency of designers, for designers”

    • Key Messages:

      • “There when you need us, gone when you don’t”

      • “Ready-made team of interior designers to support your firm’s ever-evolving needs”

      • “First in the industry to provide fully integrated design business support”

  • Designed two updated logos for COUPAR and COUPAR Design that doesn’t deviate too far from the past logo, but reflects this new stage of the company

  • Created brand kit with refreshed colors

    • Departure from black and white to range of sage greens. Evokes the inviting, friendly culture of the company and is a neutral that still melds with client projects

EXECUTION:

  • Updated all marketing collateral to reflect new branding

    • Designed two new websites, one for COUPAR and one for the new component, COUPAR Design

    • Designed social media graphics and reels in new brand aesthetics and develop announcement campaign

    • Designed new print ads for publications that would circulate SF Fall Show

IMPACT:

  • 40% increase in sales calls, 25% increase in new clients and brand visibility

Old Coupar Website

New Logo Designs in Brand Kit

Colors from Brand Kit

New COUPAR Website

Social Media Graphics