It always starts with the customer. In this case it was affluent women, ages 28-44, who wear glasses and care about looking stylish.
Through market research, informal focus groups and 1:1 interviews, we verified the most pressing problems facing bespectacled, busy women. Shopping for eyewear is stressful and inconvenient. Rivet & Sway made it as fun and easy as shopping for shoes or handbags by bringing the experience to the customer with a free home try-on model.
Identify what you stand for.
A defining element of the any size brand is the promise, or big idea. This is the single most important thing you stand for, the soul of your brand. Hence it should be emotional. For Rivet & Sway, it was Live Unapologetically.
Here’s a snippet of how we talked about the promise:
Rivet & Sway is about the woman who was kinda weird as a kid but grew up to be super smart and pretty cool. What makes her cool is that she has her own ideas—she’s creative, bookish, smart, casual and relatable. She’s been wearing glasses since she was a teenager.
Once we identified Live Unapologetically, the creative energy accelerated. When you nail your promise early on, you have a clear purpose and are more accountable to the brand. All of your decisions—product, customer service, marketing and hiring—get filtered through your brand lens.