Cupid’s Brand Guidelines

Brand Guidelines. Strategy.

Valentine’s Inc has been feeling enormous competitive pressures following Santa’s strategic repositioning by UK communication consultants Quietroom. They needed a complete set of brand guidelines for their key subsidiary Cupid to give them the focus and direction to compete with the biggest holidays in the world.

We ran extensive focus groups, A/B tests, segmentation studies, exploratory coffee breaks and diverse nap times. Pavel spent hours disguised as a candle in a restaurant to observe romance first hand while Rich and David held staring contests until their eyes watered with inspiration. We then used none of this in finalising the guidelines.