Get a behind-the-scenes at Branding a Fashion Tech Startup: how we crafted the brand strategy, identity, and website for sourcing marketplace Pivot.
Pivot is an innovative B2B sourcing marketplace that connects independent brands with stores, enabling them to sell products without the need to purchase inventory. By providing a platform for brands to establish a physical presence in stores, Pivot revolutionizes the retail landscape and empowers both brands and retailers to thrive in a mutually beneficial ecosystem.
Our challenge was to successfully launch Pivot and appeal to retailers with an innovative concept by positioning the brand as the future of smart retail for stores & brands. The brand needs to focus on its value proposition & highlighting key benefits of its differentiating offer that creates a win-win scenario for stores & brands, enabling them to maximize their revenue thanks to a data-based approach that is almost risk-free for both parties.
After conducting a market landscape analysis, the team decided our primary targets are Independent retailers: Boutiques with less than 5 storefronts and between 200K to 1.5M in sales a year, selling clothing, footwear, beauty, accessories, and jewelry. Our secondary targets are brands, press and influencers, future brand evangelists, and internal partners.
We want to position Pivot Market as the future of physical retail. It offers most of the features that new wholesale platforms for e-commerce do: pay-as-you-sell, transparency & data insights, to physical retailers. The store’s value proposition is to discover & sell new products, risk-free + optimize your revenue with data insights from Pivot Market. We are offering a positioning that is very attractive, basically a no-brainer: Pivot Market is simply the most flexible & risk-free solution currently on the market.
The positioning map below shows how we position Pivot compared to its competitors.
Following our brand personality framework, we established Pivot’s brand personality based on the market landscape, ideal customer and brand values. The brand personality for Pivot is centered around The Creator archetype, which represents 70% of the personality, while the secondary archetype is The Sage, balancing out the creative personality traits with more knowledgeable traits, representative of Pivot’s mission to bring data-driven insights in the very creative field that is fashion. The Creator is inspirational, creative and daring. The Sage is knowledgable, guiding, and reassuring. By embodying these brand personality traits, Pivot can position itself as a trusted and innovative partner in the B2B sourcing marketplace, attracting brands and stores looking for a dynamic and empowering platform to connect and thrive.
Final Moodboard for the selected creative direction
We worked on several creative directions that would fit the brand strategy and iterated on one based on the client’s feedback. The previous creative directions we worked on and proposed are shown before. After receiving feedback, we were able to create the perfect direction for Pivot.
Previously proposed creative directions are shown below.
To bring the new Pivot brand identity to life, we designed a landing page. The landing page needs to clearly convey the benefits of Pivot and is targeted specifically at retailers. AHBC Group worked on the page’s structure, copy, and design with the specific goal in mind to convert retailers into Pivot users with the call to action to schedule a call with the Pivot team, while conveying the new brand personality.
At AHBC Group, we are passionate about helping entrepreneurs launch and grow a brand that is authentic to them, their purpose, and their audience. We enjoy working with entrepreneurs who have a strong purpose, a clear vision and who are animated by ethical, eco-conscious, and inclusive values, who like to challenge the status quo, and are not afraid to build a truly unique brand. If that sounds like you and you would like to discuss your project with us, apply here!