The Challenge

Digital exclusion is exacerbated by poverty and other socio-economic, educational, racial, linguistic, and gender inequalities. Teesside is among many UK regions that are digitally deprived and according to Furbd – a charity who provide digital connectivity for people living without access to broadband or a device. The charity refurbishes donated second-hand tech for re-sell to plug digital exclusion.

Research

In addition to intelligence provided by the client we undertook our own research curious to know more about the refurb revolution, an increasingly global phenomenon. We reviewed global brand Back Market’s disrupting business model which gives access to buy high-quality electronics and strengthens the circular economy. The IT industry is one of the biggest contributors of e-waste and landfill around the world. Next Gen are the biggest consumers of tech with sustainability an increasing driving factor for purchase decisions. We identified the renewed e-commerce marketspace is dominated by major global brands with considerable investment to boost sales in comparison to a small charity.

Design Thinking

The premise of this project was a rebrand of the existing charity brand to an entirely different proposition that had to drive clicks to a new e-commerce platform where the public could either buy or donate second hand tech. To frame a concept for our brand redevelopment we reviewed existing brands that operate on an-ecommerce platform, sell second hand goods, and have a sustainable mission attached to their purpose. Vinted stood out as a great example. We redefined Furbd proposition as ‘First Choice for Second Hand Tech’ Thrive on the Revive.

Brand Essence

Purchase with Purpose is an internal three-word brand essence we created for the charity. It shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers about what the charity stands for. In a world driven by technology, the potential to uplift communities through digital has never been greater. Purchase with Purpose cuts across age and gender, individuals, and organisations to connect a Furbd purchase to their purpose and help a person be digitally included.

Brand Positioning

We loved the notion when you revive second-hand tech and give it new life another person can thrive. We created Thrive on the Revive, First Choice for Second Hand Tech – our rationale for this was based on the charity’s intention to tackle digital inclusion and raise funds via donations of unwanted tech, to refurbish and resell as a more cost-effective and more sustainable choice versus buying new.

Brand Messaging

Communicating brand engagement through lived experience is a way to gain awareness for charities. Digital exclusion is a new 21st challenge, if you’ve always had access to broadband and a device, it’s hard to comprehend not having it. Furbd have a profound ethical desire to change people’s lives when they become digitally included. This was backed up back clever messaging aimed at giving second-hand tech a new life and helping others. Don’t Throw it? Revive it! Don’t deprive unwanted tech from a new home, avoid the bin or worse landfill promoting sustainable IT solutions for companies and individual’s all for a good cause.

Audience Targeting – Creating Customer Personas

We created four persona profile types for Furbd to target their sales and marketing. The charity pound is being challenged by the ethical pound, with social investment and ethical consumerism, the ethical pound is getting stronger and stronger. We profiled the purchase motivation behind the customer personas to enable Furbd to better target their sales and marketing to large corporations who can fund cabling, if they are not able to supply tech. Start-up micro businesses looking to buy low-cost good quality tech spec and conscience consumers seeking sustainable purchases to make a difference in the world.

Brand & Design Disrupt the Sameness

Our aim with the brand was to disrupt the sameness to ensure the new Furbd brand identity was distinctive and confident to earn a spot in the minds and memories of potential customers and donors. We combined brand archetyping and the power 5 Cs of personal branding to create the look, feel, personality and tone of voice.

Sales Strategy

To help the sales be more sustainable we shifted the focus of the message using the power of three Buy, Donate, and Subscribe. Streamlining the ways consumers and donors can support. Through our research we found tech donations often came to Furbd without cables to plug in the devices resulting in the charity having to fund these. To overcome the cost to the charity we devised a monthly subscription model that could overtime net a steady and sustainable income.