20/12/2020
We are happy to announce that our platform is “live”, and to use this stage to establish this company’s profile on Facebook as well.
Let us share with you in short, our experience of the creative strategy process we did to set up the platform. But first, lots of credit to the brilliant minds of Kamil Mekhty the founder of Bratoss - Total Branding and Tal Schweiger who brought their impressive experience and a spark of creative genius.
At WeKnow, we are developing an automated platform for custom market research that is powered by a highly managed marketplace mechanism. A new marketplace has high probability of success if it saves time and/or saves money and/or provides significant better access to customers or suppliers. WeKnow can offer all 3 and more, but as a young startup before the phase of penetrating the market you need to focus and decide how to communicate, what to communicate and which audience to target with that communication.
It is only trivial that such processes will be based on a market research. Well, our strategy and vision are supported by over 200 meetings and in-depth interviews with customers, suppliers and partners so when we started the creative-strategy discussion we had a lot of information to share with the creative team about who are our customers, what is the pain we seek to solve, our business values and other aspects of typical customer behavior.
After we separated the wheat from chaff it was clear to us that the market is ripe and ready for disruption as long as we can demonstrate “Trust” and “Efficiency”. We will not get into our competitive innovative advantage now so bear with me for the next 2 minutes and assume that we can make it work.
Now, because “efficiency” is an outcome and not a value – specifically if you take a customer perspective - we decided to replace “efficiency” with “accessibility “. In our view, if efforts are focused on making everything easier, it will become more accessible. High efficiency reduces barriers of entry and enables more customers to order and use custom market research. In our industry we estimate it in around X20 more business than the existing market.
The task, therefore, for the creative team, was to come up with a creative concept that says both “Trust” and “Accessibility”.
Looks easy, right? think about it a little and you will come to the realization that combining “trust” and “accessibility” is a challenging task since these two concepts contradict one another. Consider the graphic elements for example. “Trust” is typically associated with conservative colors and a lot of text, like you see in banks and insurance companies. It is mostly archaic, sometimes “heavy” and hardly ever inspiring. “Accessibility”, on the other hand is about taking the consumer’s view, making the world lighter and simpler, almost gaming-like.
Fortunately, we were privileged to work with top level professionals, genius level guys (at least by the results). As soon as we saw it in Kamil’s presentation (the art director) it was clear to us that this was it.
Kamil’s holistic design concept included 4 elements:
The first and in our view also the leading element was the use of the “One Line Art” technique.
The most important role of the One Line Art is to express our “disruptive” attitude toward this industry. Our mission is to turn the existing, complex and painful (as per customer’s testimonial) off-line process to virtually guided, automated, online and simple process that takes the customer, hand in hand, from beginning to end. Our vision for a flowless experience, for both businesses (customers) and analysts (suppliers), is exactly what the One Line Art is reflecting, an elegant way to say “accessibility”, so we believe.
The One Line Art, on the one hand, offers an opportunity to express ideas and messages in an innovative, light, playful and pleasant manner. On the other hand, the One Line Art is a real ART form, with clear qualities and respectable status. One the most famous examples dates back 100 years ago are the One Line Art drawings made by Pablo Picasso, so we think we are on solid ground in terms of standards.
The second element was the selection of fonts that express stability, solidity, “seriousness” to complement the illustration and provide a feeling of “Trust”.
The third was a logo that was designed using a combination of these fonts and an element of an archery target made of circles and a red dot in its center. It is the focus, the exact clear purpose, that is so necessary in market research. As WeKnow’s slogan refines it in a gently way “Know before you go”.
The last is the reddish-black color palette of minimalism, that provides a look and feel of a very solid packaging, no nonsense.
How well it all works together? have a look at our home page for example. The red dot of the logo has a message of “focus”. The limited text is quick to call for action while the same red dot is also the starting point for the illustration of the lighthouse, made of One Line Art, that communicates the “trust” values with grace. That tells about the whole story.
We invite you review our website and to explore our automatic proposal generator at
www.weknow.network
and share with us your thoughts and feedback.
