Goal
Dreamer, maker, idealist, and entrepreneur…the visionary force and face behind TBD envisioned a need for a “made better maker space” in the Capital Region, found conceptual inspiration in successful co-work and critical idea incubation environments around the globe, and sought a creative team who could help him build some truly extraordinary experiences.
Situational Analysis
Research and viability studies confirmed an opportunity and demand for a “made better maker space” in Edmonton that disrupts traditional practice and expectations with a holistic economic, educational, and cultural approach to meet the needs and demands of inventors, designers, and builders representing the multitude of industries and sectors to be found within the greater Edmonton area.
Unfussy Recommendations
A deep plunge into research for audience understanding and business viability uncovered the realization that brand development should consider the following items:
- There is currently no maker space in the Edmonton area that offers access to standard and advanced tools and equipment, plus independent and co-work space, plus idea incubation (micro and macro scale), plus education, plus cross-discipline collaboration and networking, plus business development and entrepreneurial training.
- There is currently no organization that caters to the creative class situated between amateurs and hobbyists and advanced researchers. There is opportunity and demand to cater to pre-educated emerging entrepreneurs seeking rapid creation and production, and small business seeking expansion assistance.
The audience segment most in need of—and a natural fit for—these services are Millennials seeking ways to make a difference. They want to fight for causes of social justice and global change. They want space and affordability (because they have neither). They want their egos to be stroked and their minds and imaginations stoked. They want the freedom and choice to work independently or to collaborate. To learn or to teach. To be challenged by the notion of “destroy to create” as they re-engineer outdated systems and structures, and look for new, better solutions to existing or emerging problems.
As a redefinition and remodelling of the maker space, TBD is not an art house, nor a large scale parts and objects manufacturer or assembly line, but a “cause foundry”… A resource-full and environmentally conscious incubator in support of deep convictions, social justice, and custom solutions-building from conception through to completion. And, as an envisioned epicentre for the greater Edmonton creator economy, TBD will serve to invigorate design and manufacturing diversity across multiple sectors to accelerate the growth and development of local innovation — helping to transform radical ideas into cutting-edge maker-founded businesses and new cottage industries.
Output
- Feasibility Study and Business Plan development
- Strategic Direction and Corporate Brand development
- Internal and external communications strategies
- Messaging Platform development
- Name generation and Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Social Media and PR content creation
- Signage design and production
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, SWOT, and discovery sessions, and significant community engagement in the form of online surveys and PR / social media engagement.
Outcomes
The TBD brand was designed to help assemble, encourage, and ignite the best, brightest, and most nimble and dexterous minds to think, work, re-imagine, and re-create an as-yet-to-be-determined future for the City of Edmonton, the province of Alberta, and all points beyond.
Testimonial
“They are extremely down-to-earth, honest, and approachable. They truly see our business as a reflection of them and took this challenge to heart. They were okay to let us know if there was something we were wanting to do that wasn’t in the best interest of the company or brand, and presented us with reasons why and other options. We loved that there was room for cheeky and cleverness in everything they did. They weren’t just a “yes” company. They care.”
Joel Provencal
Entrepreneur, TBD Inc.
