Brand experience
American Crew
Corporate branding
Visual identity
Verbal identity
Brand strategy
Brand activation
Campaign
Communication
Digital communication
Audiovisual
Retail
AMERICAN CREW, the brand par excellence for men’s styling and grooming products, came to us about strengthening brand loyalty and improving its relationship with the customer; it wanted to create an emotional bond.
From a strategic viewpoint, Eliptic saw the potential of creating a community designed, conceived and created for its customers. The first club for professional stylists: Be Crew.
A loyalty club should build a personalised experience so that each member feels unique. Moving away from “customer/purchases/points/promotions/gifts” to a one-on-one approach, where the customer is at the heart of things, an active member. Building loyalty with advice from professionals, training, tutorials, gamified content and experiences.
We approached the project holistically, from brand positioning to naming, visual identity, brand storytelling and activation.
We created an online platform to establish closer and more direct contact with customers, to learn more about their interests and preferences, in order to personalise the proposals as much as possible.
A place to share in experiences, where you can enjoy branded content and entertainment. And a loyalty programme aimed at recognising and rewarding customers’ commitment to the brand by offering them exclusive benefits that generate immense value for their business.
We created the figure of the Master Barber, a title with its eye on the future aimed at endorsing the talent of those professionals who, with their daily work, help advance men’s styling and grooming. And of course, it was a way to thank them for their commitment to the brand.
We needed a brand ambassador with charisma, the power to influence and industry leadership. And Jordi Pérez, creative at Barberia de Gràcia in Barcelona, was a key figure in leading the first national Master Barber, making frequent appearances in the press and on social media and at brand events.