Leading Juniqe’s Creative 
 
Strategic Rebrand, Product Redesign & Team Management

Background: JUNIQE, a Berlin-based tech startup specializing in curated art and home decor, faced the challenge of scaling its business with an unknown and uninteresting brand.  I was hired to redesign the website, but instead embarked on a transformative journey with C-level management to redefine JUNIQE's brand, enhance product offerings, and streamline organizational structure to drive growth holistically.

Rebranding Strategy

Objective: To reposition JUNIQE as a leading lifestyle brand for curated art and home decor in Europe.


Actions Taken

1. Brand Strategy and Positioning:
   
   • Collaborated closely with C-level management to redefine JUNIQE's brand identity and market positioning.
   • Conducted market research and customer surveys to identify opportunities for differentiation in the art and decor market.
   • Developed a brand strategy emphasizing creativity, quality, and accessibility.
     
     
2. Brand Guidelines and Brand Book:
   
   • Created comprehensive brand guidelines and a brand book outlining visual identity, messaging, and core values.
   • Established rules for logo usage, typography, color palette, and photography style to ensure consistency across all brand touchpoints.
     
     
     
3. Visual Identity:
   
   • Redesigned JUNIQE's logo to modernize its look while maintaining brand recognition.
   • Updated typography and color scheme to reflect the brand's new positioning and appeal to its target audience.
     
     
     
     
     
4. Photography Direction:
   Implemented a new photography direction that highlighted JUNIQE's diverse art collection in stylish home settings.
   
   Ensured visuals aligned with the brand's aspirational and creative ethos while being up to date and on trend.
   
   
   
   
5. Tone of Voice:
   
   • Defined a cohesive tone of voice that resonated with JUNIQE's audience, blending artistic appreciation with lifestyle and design inspiration.
     
     
6. Print Materials:
   
   • Overhauled print materials including catalogs, packaging, and promotional materials to reflect the new brand identity.
   • Ensured design elements and messaging reinforced JUNIQE's commitment to creativity and artistry.
     
     
7. Performance Marketing Creative Direction:
   
   • Led the development of performance marketing campaigns focused on increasing brand awareness and driving sales.
   • Created compelling ad creatives aligned with brand guidelines and tailored to target audience preferences.
     
     
8. Recurring and Campaign Creative Concepts:
• Conceptualized and executed seasonal campaigns and product launches that resonated with JUNIQE's artistic community.
• Developed engaging creative concepts integrated across digital channels to maximize campaign impact.

Product Redesign

Objective: To enhance the user experience and brand expression in JUNIQE's website and mobile app.

Actions Taken

1. Hiring of Product Design Team:
   
   • Recruited a skilled product design team specializing in UX/UI and customer-centric design principles.
   • Ensured the team's capabilities aligned with JUNIQE's vision for a seamless and inspiring online shopping experience.
     
     
2. Web & Mobile App Creative Direction:
• Provided creative direction for the redesign of JUNIQE's website and mobile app interface.
• Focused on improving navigation, brand cohesion, and functionality to optimize user engagement and conversion rates.

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Team Management and Structure

Objective: To build a dynamic and collaborative creative team capable of driving innovation and excellence.

Actions Taken

1. Organizational Structure:
   
   • Defined a clear organizational chart outlining roles and responsibilities within the creative and product design teams.
   • Established reporting lines and communication channels to facilitate efficient workflow and decision-making.
     
     
2. Team Expansion:
   
   • Successfully hired over 10 talented designers across various disciplines to strengthen the creative and product design teams.
     
     
3. Line-Management and Development:
   • Provided hands-on line-management for a team of 12 designers, fostering a collaborative and supportive work environment.
   • Conducted regular performance reviews and professional development sessions to nurture talent and drive career growth.
     
     
4. Off-Sites and Workshops:
   • Organized off-site meetings and direction-setting workshops to align team goals with JUNIQE's strategic objectives.
   • Fostered creativity, teamwork, and strategic thinking among team members to enhance overall productivity and innovation.
     
     
5. Ways of Working Strategy:
   • Developed and implemented a comprehensive ways of working strategy encompassing project management, asset management, and collaborative tools.
   • Streamlined design workflows and enhanced productivity through efficient asset management and standardized processes.

Outcome and Impact

• Talent Acquisition: Successfully onboarded over 10 creative professionals, bolstering JUNIQE's capabilities in brand development and digital marketing.
  
  
• Social Media Growth: Achieved substantial growth on Instagram, increasing followers by 180% within the first year of implementing new branding strategies.
  
  
• Strategic Acquisition: JUNIQE's strategic rebranding efforts and market positioning were recognized in the acquisition by MyPoster, a direct competitor. MyPoster highlighted JUNIQE's strong brand identity and market position as influential factors in their decision, validating JUNIQE's success in the competitive art and decor market.
  
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Through strategic rebranding, product redesign, and effective team management, JUNIQE successfully revitalized its brand identity, enhanced user experience, and achieved significant growth and recognition within the industry. These efforts positioned JUNIQE as a formidable player in the European art and home decor market, paving the way for continued success and innovation under new ownership.