task by kirk
 

Turning business strategy into effective user-first messaging and design.

Industries are changing, and smart companies are adapting to meet shifting trends and market needs.

The Kirk Group, established 197X, is Australia and New Zealand’s leading print plate manufacturer. Seeing an opportunity in the market, they decided to launch a new group of print services for the Fast Moving Consumer Goods (FMCG) space, under a new company called Task.

I was brought on to translate the business strategy into designed sales tools that would resonate with the target audience bring in new business.

Collaborating with Task’s marketing and sales teams, I lead the project delivering messaging strategy, brand, design and copy for an interactive sales presentation and a website.

 

     
     

    Part 1

    The project foundation

     
      Original service offering diagram created prior to my joining the team.  There are many services and the diagram is difficult to understand when looking at it as a whole.

    Original service offering diagram created prior to my joining the team. There are many services and the diagram is difficult to understand when looking at it as a whole.

    Understanding the service offering

    In the FMCG space, the steps between master design and printed packaging are typically divided between the marketing manager, their design agency, and their print partners. Due to the number of players and handoffs at each stage, mistakes happen.

    Task offering is a series of services, including design rollout, to streamline this process and in turn deliver a better printed product at a lower cost. 

    communication challenges + Insight

    Task’s service offering is comprehensive. Even when laid out in a diagram, the number of services and their relationships to each other takes time to digest and understand. 

    It would be a challenge to present services to new customers without qualifying leads – we would have to find an alternative approach to showing our value. 

     
      Detailed user persona.  I worked with Angela Doyle (business strategy) and based it on her research data and interviews.

    Detailed user persona. I worked with Angela Doyle (business strategy) and based it on her research data and interviews.

    Empathy for the target audience

    Marketing managers are typically responsible for coordinating handoffs and overseeing a printing project. They are typically young millennial women, juggling the ever-growing demands of their jobs.

    They are mostly unaware that services like Task’s exist. They may be hesitant to outsource for fear of more mistakes bring made. They may not be aware that there are fixes to the wider problems that they are facing.

    communication challenges + insight

    An FMCG marketing manager is responsible for the whole brand, and printed packaging is only a small part of their responsibilities. They are often put in a position where they need to make technical decisions but lack specialized print knowledge.

    Problems with print impact other areas of their work like budgets, timeline, and time investment. By linking a smooth print process with greater resources we could communicate more effectively.

     
      Competitive analysis.  This was an exercise I created to get the team thinking emotionally. We analysed the competitors websites and inferred what each of the five senses would feel. Then I presented the sense profile for the new brand and showed how it would be differentiated from the others.

    Competitive analysis. This was an exercise I created to get the team thinking emotionally. We analysed the competitors websites and inferred what each of the five senses would feel. Then I presented the sense profile for the new brand and showed how it would be differentiated from the others.

    Competitive space analysis

    Task wants to stand out as technically sound with design ability.

    Companies offering similar services generally lack strong branding and design cues, and there is a stigma that those in the print space are not design competent.

    Most companies advertise the services they offer, but don't offer much insight into their approach.

    insight

    We would need to build a strong brand and differentiate ourselves visually.

    There was an opportunity for thought leadership – to share our insights and approach. 

     
    Task-CaseStudyImages-02.jpg
      Logo design and Kirk rebrand, chosen concept bottom right.  

    Logo design and Kirk rebrand, chosen concept bottom right. 

    Brand story + visual identity

    Building on the initial research and insights, I wrote a unifying brand story that expressed Task's core philosophy.

    I also did a quick identity design, presenting three options for the new Task logo and corresponding updated Kirk Group logo.

    logo CONCEPT (bottom left)

    Simple and clean design, the circles are like stamp of approval. Typographic treatment of icon is expressive; Kirk uses serif, established, trustworthy, reserved. Task uses more dynamic, playful, sans-serif. Word treatment is formal but friendly, with uppercase letters and rounded corners. Balances established with contemporary.

     

    X pitfall > status quo > approach > case study chain

     Caption

    Caption

    Messaging strategy

    The core of the messaging strategy would be to link Task’s business objectives with our target audience’s objectives.

    I led an empathy workshop with business, marketing and sales.

    Starting with our target audience, we created a comprehensive list of visible challenges that they were facing. Once we had those, we linked them to the specific actions Task would take to solve them.

    We grouped the challenges and solutions into four broader categories; slow speed to market, compromised quality, high cost, and hassle. These pillars became the foundation of the Task’s messaging.

    Ideas for a personalized sales presentation

    I proposed that we transform the four pillars into an audience-led sales presentation. 

    The audience could choose the area they would like to improve. The we would give specific examples of the challenges they face and show them our approach to solving them.