Branding Strategy for Tankeapoteket

Internship Project Developed at
Tankeapoteket, a social design firm in Stockholm. The project was part of the Master of Business & Design at HDK University of Gothenburg, Sweden

Year
Fall 2016 

Tutor
Sofia Wallner

Internship Purpose
To develop a brand strategy for Tankeapoteket to structure their brand and provide them with a tool to better communicate their actual and future work. 

Methods & Process
In practical terms, I structured a space for the founders to reflect and build together the DNA of their brand in the form of workshops / funshops with the clear purpose of defining and putting down in paper the essence of Tankeapoteket. Through 3 collaborative workshops, I developed with them the brand platform (vision, mission, and values); outlined the brand personality (imagining Tankeapoteket as a human character with traits and giving her a context) and understood their audience wants and needs by creating a user persona (to have in mind when moving into the design phase). 

Role
The smallness and openness of the firm allowed me to explore new ways of thinking and working on a project and overall helped me to develop more trust in my intuition and my design process. I had the opportunity to reflect and re-define my professional role with new knowledge and experience, balancing my graphic design background with business and design competencies. I performed diverse roles during the internship depending on the needs of the project: workshop facilitator, brand strategist, researcher, visual designer and project manager.

Key Learnings
Focusing on the process and my own learnings, rather than the outcome, helped me to reach a new level of self-knowledge as a professional where I became more comfortable in my business & design practice. The time, skills and resources at hand, being very structured and mindful of the process.

Final Deliverable
The final result handed to Tankeapoteket was a Brand Book that contains the brand platform, brand personality, brand positioning and communication of the brand. The brand book is a tool that will contribute to further develop the brand from now on, with key themes to address and strategic recommendations to address them for the management of Tankeapoteket.

  • gallery-image
  • gallery-image
  • gallery-image
  • gallery-image
  • gallery-image
  • gallery-image