Building a Brand from the Insight Up

GOAL // Launch a new brand of eco-friendly, family travel gear

WAYB was founded by the former CEO of Patagonia and his manufacturing partner to make family travel gear more sustainable and innovative. They had ambitious sales goals and wanted to stake out a position as an eco-friendly brand.

APPROACH // Identifying and understanding the target

Using a blend of custom surveys, in-home interviews, and syndicated market research, we honed in the most valuable target: people who are expecting their first kid and willing to spend a lot on the best gear.  

The category was treating these folks like parents, cooing at them about their precious bundle. But our qualitative research revealed a huge insight: they aren't parents yet. And while they are excited about welcoming a baby, they are also scared senseless about losing themselves. They fear the loss of freedom, friends, heck, even brunch. 

Travel was a huge part of their identity before kids, but they were hearing so much noise about it being too hard, too expensive, and just not worth it with kids. 

Meanwhile, sustainability was a nice-to-have, but not a genuine purchase driver. 

IMPACT // Defining a powerful brand purpose 

We realized that WAYB could connect with its audience by being the brand that champions family travel. 

Sustainability was still core to the company's values and products, it just was a message that lived later in the purchase cycle. By touting sustainability after people fell in love with WAYB's innovative and sleek products, we gave consumers a reason to tell their friends about the brand. 

With a clear messaging hierarchy in hand, we developed a brand campaign, website and blog content, social media and email marketing, earned top-tier press coverage, and led a massively successful crowdfunding campaign that fully funded in under an hour. 

"So great to work with you again and see you work your magic. I don't know what we would've done without you... you do not disappoint!" 

- Chief Operating Officer, WAYB