How might we, around 2 years in, optimize the workflow of about twenty members in order to explore different mediums while keeping a consistent brand identity?
Research
In order to gain greater perspective about the overall strategy and its relevance, it was necessary to perform an audit on the collective and its audience. The strategy was to readjust and expand our content to different platforms (Youtube, Twitch, Instagram etc...) while harnessing the specs of those platforms in order to organically grow our community and further establish our branding.
What to look for:
- Gathering internal (members) insights about the collective productivity
- Gathering audience verbatims about their bond with the collective
- Collecting audience data to highlight our most popular podcast topics
- Cross-check figures with verbatims in order to connect medium explorations with the community and strengthen the identity
What emerged from research was the necessity to build an ecosystem based on the polishment of our most popular topics to grow our community, while having the other topics tackled on more spontaneous formats (ie Twitter Spaces), encouraging interactions with the audience.
This would reduce the workflow, get more members involved and enable the exploration of more creative concepts.
Aim look and feel:
- Raw and evocative, with texture and vibrant colors to showcase the crew’s versatility
- With different yet consistent identities regarding mediums (ie podcast vs hand drawn playlist covers)
Applications
Podcast and playlist covers
Motion design for an online music event with previous guests
For context, it was a beatmaking contest on Twitch, and those were the animations playing during each contender's production.
Impacts
Even though the collective is no more, we obtained early results validating the strategy:
- Optimized workflow and collaboration : over 60 episodes released in 3 years
- Audience reach :150+ unique viewers for online event (representing at least 1/3 of our twitter community at the time)