Re-Enlighten: A Brand Diagnosis and Strategy Development
Client: Re-Enlighten | Location: Savannah, Georgia | Industry: Vintage Lighting Restoration
Team: Independent Project | Duration: 10 Weeks
My Role: Researcher & Brand Strategist
Conducted market research, stakeholder interviews, and competitor analysis. Facilitated workshops, developed strategic insights, and created a roadmap for digital growth and customer engagement.
Introduction
Over a 10-week solo project, a comprehensive brand diagnosis was conducted to uncover challenges, identify growth opportunities, and develop strategic recommendations. Through research, stakeholder engagement, and strategic workshops, this case study outlines key insights and actionable steps to enhance Re-Enlighten’s market presence and customer experience.
Project Objective
Conduct a comprehensive brand diagnosis to assess Re-Enlighten’s market position.
Identify challenges and opportunities through stakeholder engagement.
Develop strategic solutions for brand growth, and customer acquisition.
Ethnographic Research
Conducted in-store observations to analyze customer interactions and workspace efficiency.
Identified opportunities for improving customer experience and workflow.
Brand Diagnosis Workshop
A structured session incorporating several exercises to analyze the brand’s core values, customer perceptions, and strategic positioning.
Co-Creation Workshop
Engaged stakeholders in interactive exercises to refine the business model and customer experience.
How Might We Statements
How might we gain new customers and establish ourselves as a sustainable, heritage-driven brand?
How might we expand our product offerings to meet the needs of a broader audience, while staying true to our sustainable and heritage-driven values?
Findings & Insights
Strengths:
Highly specialized expertise in vintage lighting restoration.
Strong reputation with positive customer testimonials and high Google rankings.
Commitment to craftsmanship and sustainability.
Challenges:
Limited brand visibility and digital presence.
Inconsistent customer acquisition and retention.
Operational constraints due to limited workforce.
Market Opportunities:
Growing demand for sustainable, customized home decor.
Potential collaborations with antique shops and interior designers.
Expansion of digital marketing through social media and targeted campaigns.
Strategic Recommendations
Digital Growth & Marketing Strategies
Develop an engaging Instagram Reels campaign showcasing restoration processes.
Implement a referral program to incentivize customer retention.
Collaborate with eco-conscious influencers to expand market reach.
Customer Engagement & Community Building
Host restoration workshops to position Re-Enlighten as an educational resource.
Create a loyalty program offering discounts and exclusive services.
Enhance website UX and integrate customer review features.
Sustainability & Brand Positioning
Implement sustainable packaging to reinforce eco-conscious branding.
Pursue sustainability certifications to enhance brand credibility.
Develop a "Restoring the Past, Lighting the Future" campaign to align with heritage-driven values.
Future Directions & Solution Ideas
