Inconsistent Brand Identity. On facebook, Sofa Underground is listed as an NGO, community, a business, and an event venue at the same time. Furthermore, nobody used the same logo. Many people missed the events because they relied solely on facebook which as we know doesn’t post uniformly onto one’s followers feeds. Despite its amazing spirit in creating those intimate spaces for creators and art lovers alike, there was no real business model in play and little communication with the other cities.
Create a website that no matter where one is and what events they join in on, they will receive consistent branded experiences with a clear way for artists, guests and hosts to get connected.
From personal interviews with Jameson Whiskey Branding specialist Dave Lynch to sending out a survey I began by exploring what our users needs and pain points were. Where do they find out about cultural activities, what’s important to them when it comes to cultural events and what do they value as they share these experiences with others?
Overall our users we found to be cultured 25+ year olds, who are involved in the art scene whether as artists or art advocates and are looking for alternative experiences.
To further diverge our exploration of ideas around the problem, we used the Business Model/ Value Proposition Canvas by Alex Osterwalder. This activity helped us further identify specific needs of our five user types: The artist, guests, hosts, city ambassadors, and sponsors.
Content Creation & Strategy. I tend to mix moodboard creation and Information Architecture at the same time as they help inform each other. Here are four focal points that help define and give purpose to my design.
At this stage Sofa Underground has yet to be pitched to investors. Before doing so of course, we’d need to refine our designs with some usability testing among other audits. Here are some success metrics for the second phase.
AMBASSADORS: Essential for the spread of the vision and values of Sofa Underground. We’d like to see ambassadors from other cities and countries join the movement and start their own culturally expressive Sofa Undergrounds.
PARTNERS: We can’t do this alone. We’d love to create an interconnected community from entrepreneurs, artist collectives to sponsors giving their time and financial support to helping spread this vision we have for the arts.
FREEMIUM MODEL: Our Sofa events at home will always be free but why not launch a freemium model which could include things such as Sofa talks, Artists in Residencies or Sofa Tours.