SUMMARY
Creating a Storm is a specialised brand and packaging design studio, operating as a sole proprietor business out of Cape Town, South Africa. I am Storm Wiggett, and I’m the graphic designer behind the brand. Over the past thirteen years, the business has grown organically, offering world-class design and technical execution services.
I have conducted a critical review of all the legacy operational and strategic business systems and strategies pertaining to Creating a Storm. This critical review has been performed along with an analysis of its key success drivers, and compared against industry best practices. I have also cross-referenced this with interviews from clients, experts, and competitors.
The aim is to propose changes to operational systems where required, and inform on changes to the brand. In so doing, the idea is to leverage technology and increase the robustness of the overall business – with a specific focus on the Brand, Operational Systems, Client Acquisition, and Retention.
The outcome of this review indicates that early client engagement can be automated, and that routine communication during this phase of engagement can be standardised and provided from the website. This automation will allow for more selective face-to-face engagement, and more focused leveraging of the enthusiasm and energy identified as key success factors.
Selective changes to the accounting and project management system are recommended. These recommendations are primarily to ease the administrative burden on a sole proprietor. However, the balance of the business’s corporate structuring was revealed to be appropriate and has therefore been left unchanged.
I have also developed a focussed roadmap into thought leadership. This roadmap improves and increases the digital footprint of the already excellent work portfolio. The major aim of this roadmap is to further support the identified sales mechanism that has up until now been reliant on preceding reputation and referrals.
Brand strength, recognition, and influence of the brand on prospective clients have been identified as a strategic weakness. Hence, a rebranding exercise forms part of this study. The aim of this rebrand is to align the corporate identity with the fiery enthusiasm that has been a key driver of the studio’s success to date.
Though changes are recommended in key areas, the overall business strategy of Creating a Storm has adapted well over the years. Creating a Storm has continuously developed its creative and technical offerings in brand and packaging design. Furthermore, it is through its current reputation that it is well positioned to continue its foray into European and UK markets.
CONCLUSION
The legacy operational systems developed by CAS over the past thirteen years have served the company well. However, the research shows the need for changes across almost every aspect of the business. Although no critical weaknesses were identified, there are areas for the business to develop and grow. However, none of the recommended changes should be regarded as disruptively invasive to the day-to-day running of the business.
The core strength of the sales pipelines stems from the inter-personal enthusiasm and energy from face-to-face contact. The success of these interactions results in referrals and indirect marketing through preceding reputation, as opposed to occurring from direct target or traditional marketing.
The client interviews that were conducted highlighted that the current brand imaging is weak, and does not contribute much to the sales process or memorability of the business. A redesign and re-branding exercise is therefore advised.
CAS’s corporate structure is well suited for its operational style and scale and should not be changed.
Overall, CAS has adapted well to the increasingly digitised business landscape and has started to take advantage of the post-Covid 19 markets. This has been achieved through offerings in Europe and the UK. The current business strategy can benefit from some minor changes to key areas and a fresh approach to the company’s brand.
A continuation of the review encompassing design, execution and implementation form part of The Brand and Business Report – Part 2, ‘The Opportunity.’
Creating a Storm Brand and Business Report, Part 1 - The Challenge.