The Brief
Cremorne Digital Hub (CDH) is an exciting new proposition that will see Cremorne become a globally recognised centre of collaboration for stakeholders within the digital economy. It will aid in the facilitation of education, research, talent upskilling and sourcing and technical support - resulting in the development and commercialisation of world-leading digital ideas and solutions.
However, as a new business to market Cremorne Digital Hub were struggling to articulate its proposition in a way that was succinct and captivating for the market. With a number of key target audiences, we needed to develop clearly defined CVPs and an overarching umbrella proposition that would draw in attention and investment from across the globe.
The Approach
Before crafting the overarching umbrella proposition, key audience CVP's and their key messages, I first had to understand where CDH sat within the market landscape, who were their competitors and what we could learn from their positioning.
From there, I was able to identify where the gap and opportunity for CDH was in order to craft their own umbrella positioning.
The next step was to tackle the CVPs across the key audiences, stepping out their pains, needs and ultimately the brand solutions that would help to solve them.
The Outcome
The audience CVPs were delivered during my time at Bastion, and the initial reception was extremely positive. Following stakeholder feedback, they became the foundation for the next phase: the creative positioning and brand toolkit.