Speaking their language...

Using empathy to present a new service offering in an engaging, relatable way.

 

The Kirk Group, established 1972, is Australasia’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 research into sales tools that would resonate with customers and bring in new business.

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

 

Part one

Insights + strategy

 

 

It’s always advantageous to join a project with well-articulated business and customer positioning strategies. That was the case when I joined Task – the foundation was laid by Little Fish to BIG Fish (LFTBF), and Director Angela Doyle brought me up to speed.

In order to define the creative strategy and approach, it was important to examine the whole project. I started by building a solid understanding of Task's business goals, services, and customers. Then I mapped out the how the pieces fit together and defined the best way to communicate it all to the customer.

 

  Original service offering diagram.  Created prior to my joining the team. I developed it further, the final output is viewable later in this case study. 

Original service offering diagram. Created prior to my joining the team. I developed it further, the final output is viewable later in this case study. 

 

Communicating a new and comprehensive service offering.

Task is offering a new set of services to FMCG marketing managers to help get them from master design to print. This suite of services is new to the market and unfamiliar to the target audience.  

One of my key insights here was that presenting the diagram of services to customers without context would be a challenging to grasp. We would need an alternate route in. Customer education would be key. 

 
  Detailed user persona.  I worked with Angela Doyle of LFTBF and based it on her research data and interviews.

Detailed user persona. I worked with Angela Doyle of LFTBF and based it on her research data and interviews.

 

Using empathy to see the bigger picture.

Printed packaging is only a small part of an FMCG marketers responsibilities, but it can impact other areas of their work. Mistakes can eat up budgets, take up hours of their day to resolve and push back launch dates. LFTBF had identified the secondary and tertiary benefits of Task's services; more time and money, more innovation.

The challenge would be in linking these ideas and benefits together in a concise and effective string. An empathic approach to understanding the customer would be key.

 
  Competitive analysis.  Strong branding and design cues aren't the norm.

Competitive analysis. Strong branding and design cues aren't the norm.

 

Standing out from the crowd.

The business strategy had revealed that print companies generally lack strong branding and design cues, and there is a stigma that they aren't design competent.

Task knows print but also offers design skills. We would need to build a strong brand and differentiate ourselves visually. There was also an opportunity to differentiate via thought leadership and share our insights and approach. 

 
  Brand story and initial concept slides.  Chosen logo design concept, bottom right. 

Brand story and initial concept slides. Chosen logo design concept, bottom right. 

 

A unifying brand story + identity.

I developed a brand story from the initial research and insights – it expressed Task's core philosophy and view of the world. It became a reference point for marketing and design. 

A quick identity design was developed. I presented three options for the new Task logo and corresponding updated Kirk Group logo. The chosen concept is on the bottom right.

 
  Messaging strategy.  Linking audience and business objectives.

Messaging strategy. Linking audience and business objectives.

 

Captivate the audience with relatable pain points and new solutions.

The customer positioning strategy had revealed four broader pain points; slow speed to market, compromised quality, high cost, and hassle.

To help customers better relate to the pain points, I wanted to present specific examples of challenges within each category.

Working with Task, I created a comprehensive list of customer challenges, listed the usual approach and outcome, and how Task would solve it differently.

By defining specific challenges and then juxtaposing the usual approach with the Task approach, Task could really differentiate themselves and demonstrate their value.

 

 

Part two

An audience-led presentation to turn leads into sales.

 

Building on the insights from the foundation work, I proposed we take an empathic approach and create an audience-led sales presentation. 

The sales rep would engage the customer by asking them to choose an area that they would like to improve. Then the customer would be led through a series of examples, and when conversation sparked, the sales rep could go further and show related case studies. This process would lead naturally from customer pain points to the solutions and services that Task offers.

I worked with the sales team to ensure the content and design met their needs, resulting in a comprehensive, flexible and intuitive to use tool.

 

 

Sales presentation journey

Presenation-structure-16.jpg

 
Presenation-diagrams-10.jpg
 
 

section 1

Use empathy to reach the target audience.

 

The presentation begins with demonstrating that Task understands the larger difficulties their customers face.

This section was underpinned by a wealth of industry research collected by the business strategist. Linking it together, we pointed to a bigger trend that resonated with our target audience: that marketers no longer have time for innovation, they are getting bogged down with the little details.

Task was presented as a new approach to getting ahead.

 
 
Intro slides.jpg

 
Presenation-diagrams-11.jpg
 
 

Section 2

The customer chooses a goal or benefit.

 

 
 
TSK_SalesTeaser_1stEdition_Page_2.jpg
 

Our messaging strategy had yielded four main pain points (slow speed to market, bad print quality, high costs and hassle). 

We didn't want to focus on the negative and possibly put our customers on the defensive so we reframed the pain points as benefits that could help customers get ahead. They became; faster to market, higher quality, lower cost, less-hassle. 

 

Transformation to a better way.

 
 Initial sketches.

Initial sketches.

 

Before and after was key.

I designed section introduction animations that allow customers to visualize the benefits. 

 
 
 

 
Presenation-diagrams-12.jpg
 
 

Section 3

How Task helps the customer achieve their goal.

 

This section explores the common obstacles that prevent customers from achieving the desired outcome.

The larger problem is broken down into the little pieces that added up to create it. 

Drawing on the messaging strategy we name the specific challenges that Task's customers face. Then we showed specifically how Task would avoid or address those specific problems, calling it The Task Approach.

 
 
Pitfalls-Approach-2up.jpg

 
Presenation-diagrams-13.jpg
 
 

Section 4

Case studies to back up past behaviour.

 

Having an approach that sounds good is one thing, but evidence of past behavior is another. Task has a strong track record with major brands. This was a valuable tool to build trust.

We created 12 case studies and linked them to the challenges and solutions presented. These links allow a sales person to dig deeper and show real-world examples right in the presentation. 

 
 
     

 

 


 
Presenation-diagrams-14.jpg
 
 

Section 5

Closing the sale with next steps and services.

 

The services are the last step of the sales journey. The goal of this section is to allow the customer and sales rep to talk specifics about working together, and establish the next steps.

An index page gives an overview of the services and how they relate to each other. Each service is expressed with a representational icon.

The icons link to secondary pages with an in-depth description of each service.

VAL-logo-02.jpg
 
 

part three

Style


Task's design ethos

I defined Task's mood in the context of the 5 senses.
These ideas guided the visuals and copy.

 

TaskEthos-03.jpg

Identity design

 

Since Task is a subsidiary, the goal was to create a logo system for that worked for the parent company as well.

I wanted to say something about old and new – Kirk being established, and Task being contemporary. This was expressed through the typographic treatment of icon; Kirk uses a serif which connotes history and trustworthiness. Task uses more dynamic and playful sans-serif. The monograms are set in circles that hint 'stamp of approval'.

 
Task-KirkLogos2-02.jpg

Comprehensive brand guidelines

 

These are some pages from the comprehensive brand guidelines document that I put together. The document is part of the design toolkit which includes all indexed assets.

The guidelines define the framework for logos + icons, typography, color, visual content, copy, and tone of voice.

 

Brandguidelines.jpg

 

 
 

Part four

Website

 

The website was based on sales presentation content. Working with the Task team I lead the effort to rewrite headlines, copy and case studies to fit the website's self-guided format. 

Visit the Task website here.