Research & Exploration
Changing perceptions with a new story and new brand identity.
Navigating A New Market
We grounded IVY's brand strategy in changing the strict line of what a healthy green space looks like. The outdoors and indoors don't need to be in tension with one another. Cohabitation was the keyword we used as we fleshed out the relationship between plants and their owners.
We understood we needed to create an ownable position in this new marketplace IVY was entering into. IVY needed a new entry level option to offer new customers. We designed a low stakes product MVP
with a big business impact.
We then used this data to launch a design sprint with the IVY team creating a new entry level product for potential customers. Instead of trying to offer a service package, we wanted to help city plant parents take care of their plants better dressing one of the biggest pain pints of being a plant parent.
We created a beta subscription box addressing plant concerns unique to city plant keepers.