For this project the goal was to create a new brand strategy for a brand. I chose to work with Jawbone because it was once a company that was extremely successful. They were named "the design of the decade" by the Industrial Designers Society in America, creator of cutting edge military grade technology for DARPA (Defense Advanced Research Projects Agency) and a company once estimated at 1,5 $ billion.
Through extensive research of the brand, market, trends and users I've created a new brand strategy and solution and also a new product line of 3 products. Defining positioning statements, value propositions and brand experience attributes.
This project has thought me how to harmonize designs ability to create value with a business ability to capture value. I've also developed an awareness of the entire product-business ecosystem, how to increase my influence and bring my ideas to market.
