Developing the Unyoked story
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We started by getting to know the founders, understanding their vision for the brand beyond the cabins. We spent time auditing the brand as it currently stood. We spent time thinking about changing attitudes towards time, free time, work, flexible working, mental health, physical health, digital nature, rain sounds, fires on TV, forest bathing, freedom, identity, performative identity, and the nature of us, as individuals. And what we discovered was that Unyoked was special, not because it provided great accommodation, but because it had created the conditions for us to spend time in nature, undistracted. What we discovered was that Unyoked wasn’t a cabin company. At all.It was a company that exists to connect human nature with the nature it needs.Because we all need nature. It's in our nature to need nature. And with this positioning, we were able to create social adverts, and build brand collateral around this proposition. We were able to give definition to the name ‘Unyoked’, and give the word greater agency. By being a nature company that existed to connect human nature with the nature it needs, we were able to encourage people to Be Unyoked. It was no longer a brand name, but a concept they would champion at every turn.
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