Global Mamas Brand Strategy & Website Refresh
A nonprofit organization that focuses on fair trade, handmade products and clothing, shifted its brand perception to be recognized as a full-up retail business.
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+ CUSTOMER RESEARCH
+ CUSTOMER PERSONAS
+ ORGANIZATION STRUCTURE
+ BRAND STRATEGY
+ BRAND POSITION
+ TAGLINE & DESCRIPTOR LINE
+ ILLUSTRATION STYLE
+ TYPOGRAPHY
+ COLOR PALETTE
+ PHOTOGRAPHY DIRECTION
+ SITE MAP
+ WEBSITE MAP & DESIGN
+ INFOGRAPHIC DESIGN
+ ONLINE BRAND GUIDE
BACKGROUND
Global Mamas is a nonprofit retailer with the mission of creating prosperity and equality for African women and their families. Through fair trade practices, the Mamas sell their unique products that include clothing, home textiles and jewelry created with methods traditional to Ghana and surrounding African countries. These women are empowered with income generation and economic independence that ultimately strengthens the lives of their families and community.
THE PROBLEM
Global Mamas sells its products online and at various stores worldwide. However, they were noticing a disconnect between online sales and their customers' enthusiasm for their eye-popping products. As the team geared up for a major overhaul to their ecommerce website, we were turned to to answer the question: how do we get to what customers care about?
OUR APPROACH
Address the brand positioning after initiating customer research, and a review of core messaging, voice, visual brand assets and the entire retail / wholesale website approach.
THE WIN
We initiated a cost-effective shopper research plan to gain insights on how the brand was percieved throughout the world. We then built out a set of customer personas to give the management team a new perspective on what it is customers really care about. Guided by the target personas we developed — alongside Global Mamas insights —we were able to define Global Mamas' values within both the nonprofit and business mindsets of their founders, employees, volunteers, members and customers. This helped us establish a solid position to move forward with.
Through customer-focused research and studies, our findings turned this under-the-radar, nonprofit clothing and lifestyle brand into a true online contender for any shopper who not only values fair trade products, but also has a knack for setting trends.
Global Mamas reported a 400% increase in online sales the following year.
Kristin Johnson, Global Mamas Co-founder
“Famous Victory walked us through each step, while making sure we didn’t get lost in the weeds. We enjoyed being able to spill over a decade worth of organizational insights and perceptions into their laps and have them come back with a clear and concise break down of how we can position our brand to the public.”