Clarifying the communication of a future-oriented social enterprise

The challenge:

Seven Leagues is a fish tannery & leather goods producer with the ambitious goal of generating a closed-loop, ecologically friendly product that repurposes waste materials from tree to sea. As a social venture grounded in the triple bottom line of people, planet, and profit, they needed to clarify their mission and vision, develop a strong brand DNA, and more deeply understand their target markets – whether they be consumers looking for an eco-friendly shoe, or a potential investor.

The Work:

We developed a comprehensive brand strategy for Seven Leagues. Through our Brand DNA facilitation process, the Seven Leagues team came together to define their mission, vision, and values.

This foundational work informs the entire direction of the brand. We developed the brand characteristics and a unique brand promise. Through in-depth audience research, we were able to build a solid profile of Seven Leagues’ target customers including who they are, what they want to hear, and what channels they prefer. Finally, we created a brand messaging guide with key messages, tone, and style, that is readily applicable to their marketing.

With a company rooted deeply in purpose, we understand the importance of building a brand that clearly communicates what they stand for and what change they can make in the world. When a brand has a vision that “positively impacts businesses, the planet, communities, and people” - we want to do everything we can to make that happen!

The Outcome

• A clearly articulated mission, vision and purpose aligned around a set of core values
• A pathway to express their brand through everything they do. “I was surprised at how well our distinct purpose and place in the market came through. This was not a generic document filled with apple pie statements at all but a tight encapsulation of our very specific niche.”
• A deeper understanding of who their target audience is, and what they need and want – with a clear link to how to connect it to the Seven Leagues brand
• A unique customer experience designed around the core needs, values, and goals of the target audience
• A team who not only contributed to the shape of the brand foundation but who now understand how to communicate its components
• A clear brand DNA that communicates the ambitious vision of Seven Leagues. As well as informs messaging and future strategy (such as partnerships, investors, and company culture)