Instrument

 

Case Study: Reimagining Instrument's Brand Narrative

 
 
 

Background

Instrument, a digitally-focused creative agency, had long been recognized for its monolithic voice of design prowess. However, the rapidly evolving landscape of the design industry and the broader socio-cultural context required the brand to evolve, to not only stay relevant but to genuinely reflect its commitment to a more inclusive and future-forward vision.

Challenge

To shift the brand narrative from a singular voice of design expertise to a collective of diverse individuals committed to shaping a better future. The new narrative needed to echo Instrument's core values while resonating with a global audience.

Strategy and Implementation

  • Ownership of External Communications:

    • Oversaw all external communications, ensuring a consistent message that emphasized Instrument's commitment to diversity and forward-thinking.

    • Positioned the brand to have dialogues about pressing societal issues, including racism and bias, integrating these conversations with the core business themes of design and innovation.

  • Editorial Direction:

    • As the editorial director for the company's blog and case studies, steered content to emphasize the collaborative and diverse spirit of Instrument.

    • Published pieces that highlighted the individual voices within Instrument, showcasing a spectrum of perspectives and expertise.

  • Podcast Launch:

    • Ideated and launched a podcast where Instrument delved into the intersectionality of racism, bias, and the world of design. This move not only enriched the brand's content offerings but positioned Instrument as a thought leader at this crucial societal crossroads.

  • Instrument’s Marketing Practice:

    • Stood up Instrument's marketing practice in 2020, leading the brand and growth marketing team.

    • Collaborated across all levels and departments to distill what makes Instrument unique, ensuring this ethos was communicated both internally and globally.

  • Revenue Generation through Brand Marketing:

    • Pioneered efficient and effective brand marketing and content programs which played a pivotal role in surpassing yearly revenue targets, achieving back-to-back record growth years (+>30% YoY).

  • Holistic Marketing Oversight:

    • Managed marketing budgets, campaign strategies, company websites, social platforms, advertising, promotions, content strategy/creation, brand narratives, and editorial efforts. Ensured a seamless integration of the new brand narrative across all these touchpoints.

Results

  • Successfully transitioned Instrument’s brand identity to reflect a collective of diverse voices, gaining positive reception both internally and from the global audience.

  • Achieved over 30% YoY growth in consecutive years, a testament to the resonance of the new brand narrative with Instrument's audience.

  • Established Instrument as a thought leader in the conversation around racism, bias, and design through strategic content offerings like the podcast.

Conclusion

Reimagining Instrument's brand narrative was not just about a marketing facelift. It was about capturing the brand's evolving spirit and its commitment to being a beacon for diversity and innovation in the design world. The successful transition and the remarkable growth figures affirm the power of authentic brand storytelling and its capacity to drive both resonance and revenue.