Cool Hive is an up-and-coming environmental organization whose mission is to make the planet cooler for future generations. It came to Young & Hungry with the goal of being perceived as thought leaders.
As a start-up, Cool Hive lacked awareness. More significantly the brand had no discernable identity or voice. Our first step was building a strategic plan. We defined a target audience, dubbed Confused Carl, who cared about the environment but would not go out of his way to change.
A breakthrough occurred with the observation that we could empower Confused Carl to make carbon-conscious choices by inserting daily moments of pause into his reactive, overly-indulgent world.
Next, we developed a brand atlas to flesh out the Cool Hive identity. At its heart was the main platform, a social media strategy: Visually-engaging content packaged as an online magazine of lifestyle topics and tips. Each day will be devoted to a particular theme such as Market Mondays or Technology Tuesdays.
Using our strategy and brand atlas, Cool Hive now posts cross-platform content daily and is moving towards its thought leadership goal.
Students: Lovisa Davidson, Laura Arias, Marie Banny, Zack Magnuson, Rochelle Stephens - Young & Hungry Agency ProjectInstructor: James Wojtowitz, Terry Jones, Denise LaBudaPortfolios:laura-arias.melovisad.comMedium: Web, Social Media