Challenge & Selection

The tool that I used was the Mind Mapping Tool. I work as a designer and, recently, I

was hired to remodel a local band identity. Borne in 2012, the pop-rock group has

been losing public and ticket value since last year, when one of the guitarists leaved

the group.

They believed that a new identity could give them power to grow again and reach a

new public and a new market.

Application

After the initial contact, and yet a little skeptical about the situation they presented,

we started a conversation about the group interests since their beginning – as musical

style, references, rehearsal routines, nightclubs they used to play in, etc. – as a part of

“What is?” stage.

With those information in hand, I went to four concerts they play in with interested to

discover what was the consumer style they had, so it came in hand the Mind Mapping

Tool. Using projective techniques (informal interviews and research), it was possible to

run a research with 26 different people, therefore, build 5 different personas: the band

relative, the university student, the music fans, the weekend enjoyer e the nightclub

customer. Those personas information’s varied trough age, musical style, favorite

drinks, if they like or not to dance, etc., all that to understand the consumer relation

with the band and with the space they used to play.

Those personas revealed a single common feature between 4 of them: the band was

always reaching new groups of people, but they had a small consumer loyalty

capability. Actually, one of those personas had no common interest with the band and

went to the show only with interest in the club itself and the people in it, building no

connection with the band group.

Insight & Approach

This project still in process and we move now to the “What If?” stage, but, thanks to

the Mind Mapping Tool and the understanding of the 5 personas, we could identify

flaws in their perform routines witch not necessary reveals an eminent need of

remodel their visual identity, it turns out that we will need another strategy to gain

public loyalty again.

With all personas in hand, we could realize that the customers of the places the band

was recently presenting were not compatible with the band iconographic panel (the

visualization tool) previously build: the new public was unknown. This generates a

difficulty on make a stronger relation between the band and the new customers.

Considering now that everything is possible, we move to an ocean of possibility`s

which will lead our future actions: “And if we could choose the ideal place for they play

in?”, “Which changes in the musical style could empower our consumers?”.


Challenge & Selection The tool that I used was the Mind Mapping Tool . I work as a designer and , recently , I was hired to remodel a local band identity . Borne in 2012 , the pop - rock group has been losing public and ticket value since last year , when one of the guitarists leaved the group . They believed that a new identity could give them power to grow again and reach a new public and a new market . Application After the initial contact , and yet a little skeptical about the situation they presented , we started a conversation about the group interests since their beginning – as musical style , references , rehearsal routines , nightclubs they used to play in , etc . – as a part of “ What is ? ” stage . With those information in hand , I went to four concerts they play in with interested to discover what was the consumer style they had , so it came in hand the Mind Mapping Tool . Using projective techniques ( informal interviews and research ) , it was possible to run a research with 26 different people , therefore , build 5 different personas : the band relative , the university student , the music fans , the weekend enjoyer e the nightclub customer . Those personas information ’s varied trough age , musical style , favorite drinks , if they like or not to dance , etc . , all that to understand the consumer relation with the band and with the space they used to play . Those personas revealed a single common feature between 4 of them : the band was always reaching new groups of people , but they had a small consumer loyalty capability . Actually , one of those personas had no common interest with the band and went to the show only with interest in the club itself and the people in it , building no connection with the band group . Insight & Approach This project still in process and we move now to the “ What If ? ” stage , but , thanks to the Mind Mapping Tool and the understanding of the 5 personas , we could identify flaws in their perform routines witch not necessary reveals an eminent need of remodel their visual identity , it turns out that we will need another strategy to gain public loyalty again . With all personas in hand , we could realize that the customers of the places the band was recently presenting were not compatible with the band iconographic panel ( the visualization tool ) previously build : the new public was unknown . This generates a difficulty on make a stronger relation between the band and the new customers . Considering now that everything is possible , we move to an ocean of possibility`s which will lead our future actions : “ And if we could choose the ideal place for they play in ? ” , “ Which changes in the musical style could empower our consumers ? ” .