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Business/Design Thinking, Branding, Marketing - “Mettle”

Everybody has good ideas. Everybody has the power to change and affect our future. So, how can I motivate people to create, develop and launch their own start ups? How can I inspire them and give them the strength to do it? I developed this project called METTLE which aspires to publish every month a magazine focused on one single startup. It would be the Bible on how to create our own business – with all the keys to success, the tips and the traps to avoid.

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“There is no words to describe it” - 3D Universal Language

“There is no words to describe it” - 3D Universal Language

INTRODUCTION

This project is really the answer to something I was looking for. I wanted to know the failures that entrepreneurs encounters. I’m not looking for the vague memories of success stories. I would love to follow them, see them fail and shine, and shine and fail again. I wanted to see them stressed, learn from their reactions. I wanted to know better.

The only way to get true experiences is to be there when they happen. That’s how METTLE came to life.

 
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MANIFESTO

We don’t usually believe in a lot of things.

We don’t consider ourselves as believers but rather as doers. But we cannot ignore the fact that we believe that we are here to make our world a more passionate, more creative, more innovative and more efficient place.

We want to build and shape the future we want to live in. In order to do so we have to create it. And if you don’t, somebody else will. So let’s become doers and decide how we want our future to be like. What we believe the most in, is you. We help you dream, help you create, help you believe in yourself. Because we already believe in your success, in your creativity, ideas, willingness and power.

No, actually no. We don’t believe. We are sure.

 
How can we empower people with good ideas to launch their companies?

RESEARCH AND INITIAL ASSUMPTION

First thing first. I needed to identify these key elements to go any further. Is this project worth existing?

  • What is missing on the market to help entrepreneurs in their journeys?

  • How can we reach out to them?

  • How to be innovative and how to bring exclusive content?

  • Which format to use?

 
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VALUE PROPOSITION - Why should Mettle exist?

Because people need to be inspired everyday by new ideas. They need to be reminded that they all have the potential to create and ameliorate our future. That they all have something to say/do to implement the world we live in and that every good idea is worth being developed.

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TARGET AUDIENCE - Who is it for?

  1. Entrepreneurs

  2. Creatives

  3. Business(wo)men (20 to 45 years old mostly)

  4. Educated People

  5. Willing to join/create a startup

  6. Interest for innovation, new technologies and design trends

  7. Active people

  8. Attends talks and events every week, Fast Company Festival

  9. Reads online blog about new technologies and businesses


RESEARCH

Where does Mettle stand on the Market? How are its competitors?


BRAND IDENTITY

The brand identity seats on the idea of building, growing, adding, constructing, evolving. The logo is built off three phases: 1- Having an Idea | 2- Being Mettle | 3- Launching a company. The rest simply unfolds. The three steps are represented in the design of the issues, and all the design collaterals.

1- IDEA

1- IDEA

2- METTLE

2- METTLE

3- LAUNCH

3- LAUNCH

Logo Variations

Logo Variations

Magazine Mock-up

Magazine Mock-up

App Mock-up

App Mock-up

Cover Stand Out - Texture App

Cover Stand Out - Texture App

Patterns

Patterns

Website Mock-up

Website Mock-up

Stan Smith Mock-up

Stan Smith Mock-up

Delivery Packaging Mock-up

Delivery Packaging Mock-up


BRAND STRATEGY - Launching the Mettle Awards

In order to exist in the world and connect with its readers, Mettle needed to gather the people that support its purpose. How to make it exciting? How to make it unique? What will the people who attend bring to the event and what will they bring back home? What will they teach and what will they learn?

Mettle yourself! Applicants would have to submit a brief of their project they’re willing to launch, a business plan, a strategy, a budget and a target. Judges will vote and the favorites one will come during the Mettle Award event to present their projects. Entrepreneurs that Mettle followed and wrote about will be on stage to guide them, advise them and reassure them. They will become their mentors.

 
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MARKETING TIPS @mettleaward

Attendees might expect popcorns before entering a theater room. At Mettle Award, they will receive fortune cookies that will ironically empower them, bring positive energies, and help social interactions.

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ADVERTISING STRATEGY

How can the brand Mettle can express itself on the streets?

How can it convey its philosophy, its purpose, its values?

This project aimed to, again, empower want-to-be-entrepreneurs to believe in themselves, in their ideas. This advertising becomes unique at every instant. It doesn’t promote successful entrepreneurs, it’s not trying to lie, to be appealing. It’s trying to achieve a goal. Take a moment to look at yourself in the mirror, and repeat “you are capable” several times. Fake it ‘til you make it. Believe it ‘til you realize it.

 
Street Marketing - Mirror interaction

Street Marketing - Mirror interaction

 

Mirror Close Up - Believe in yourself.


REFLECTION

Mettle is a conceptual project. Have I not learned the lesson? Should I launch it? Maybe some day. For now I’m focusing on developing my designs skills applied to business-driven projects. The difference between being an artist vs a designer is that a designer care about the business, and serves it. Artists care about dreams, colors, revolutions. But when art meets business needs, a designer becomes a key part of success.