Strategy and voice for an innovative chess brand
Working as both brand strategist and copywriter, we helped the NY-based creative agency Otherward develop and hone both the positioning and voice for their wildly innovative chess brand, Nymzo.
Refining the positioning for an exciting new chess brand
Tagging in as a strategist on Otherward's first-ever physical product launch, Nymzo, we assisted the internal team with market research, brand and competitive positioning, and voice development.
The deliverable: Refined brand strategy and brand voice guidelines
The result was a comprehensive analysis identifying dominant and emerging competitors and positioning Nymzo as the chess set of choice for discerning players who yearn for a more aesthetic and functional chess set. We also developed voice guidelines to set Nymzo apart from the otherwise stodgy world of chess brands.
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What we did
- Market Research: Conducted extensive research into the chess products market, including online and offline products, developing insights into brand positioning and consumer expectations.
- Brand Strategy: Mapped Nymzo's brand against competitors and refined the positioning, developing an exciting white space for more aesthetic and functional chess sets.
- Brand Voice: Contributed to Nymzo's unique voice, which combines the confidence and energy common to high-end sports apparel brands with a wry (but not sarcastic) tone that speaks to chess players who want a chess experience that complements their active lifestyle.
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Campaign
Agency
Direction
Director of Photography
Production
Steve's insights gave us clarity at a time when everything felt up in the air. What a relief. He also just so happened to be a true pleasure to work with throughout the project. Grade-A human with talent to boot.
Elliott Walker
Creative Director and Co-Founder, Otherward
