CRE-8-ive

At the beginning of this project there was quite a bit of confusion about what was expected of us and whom we were working with. We were given access to the HKPU brief; Medeli had put forward three challenges for them to look into; mobile music making, music sharing platforms and brand building. Nick Spencer asked us to wait for the HKPU teams to contact us, and there was no specific brief for us; the HKPU teams were to treat us like an external consultancy and ask us for particular help in an area of research and development.

 

Within MDI there were 8 of us working in two groups on Medeli, but as only one group from HKPU got in touch with us, we formed a collective team for our first day Skype meeting. As Hong Kong is quite a few hours ahead of us, we had to meet at 7.30/8am. The first meeting was interesting, they sent us all of their work so far and explained about the meeting they had with one of the managers from Medeli. This gave us a good starting point to build upon. Later on that day, our team at HKPU contacted Alain; so Alain, Lola, Valeria and I broke off into the separate team. The next morning we had a Skype meeting with Fusion 7; we discussed the brand confusion of Medeli. Although we saw opportunity in the other challenges put forward by Medeli themselves, we decided as a team with the short time we had on the project, we could add more value by focussing on the branding.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

 

After meeting as a group I suggested we give them a visual deliverable that they could use for their upcoming presentation with the Medeli client. We began researching into the company and we identified four main issues with the branding and the logo; there were many different versions; the website; it was not clear and there was no way of purchasing anything from it. The core values of the company; were conflicting and contradictory; our perception of their quality is low; they make good products for the price but that was not clear. Alain conducted a SWOT analysis and Valeria and I developed a marketing and business structure to implement that could help build the branding. Lola tried to uncover the distribution of the products, although it was difficult to find much information on the company, as they did not have a strong online presence. Alain visited some music shops around the area and none of them had ever heard of Medeli before. Valeria and I looked at some of their competitors and I developed two visuals; the journey of a musician, and the personas of our target markets. We suggested Medeli should incorporate a service that allows consumers to select their ability and uses for the instrument and it would create a match with a Medeli instrument.