STRAWBEES

The new brand needed to galvanise their ambitions to change the education world from the inside out, and engage and inspire global audiences ranging from educators, resellers and parents to students and partner organisations. Through a series of workshops held at their Gothenburg HQ, we uncovered a treasure trove of unarticulated brand truths, deep pivotal beliefs, fascinating philosophies and anecdotes. All of which helped feed and shape the new positioning. One really interesting brand opportunity lay in the word ‘fail’. Failure is an essential component of success, yet everyone – especially kids – are afraid of it. So we reclaimed it and turned it into a positive (which teachers loved!). By examining the brand from multiple perspectives, playing devil’s advocate with marketplace norms and sharpening up new ideas, we created an exciting new brand positioning, a reinvigorated belief system, and an expressive tone of voice. The results have won praise from competitors, educators, parents and students all over the world. Viviane Jaeger Sjögren, Strawbees Chief Marketing Officer, said, ‘If you’re looking for someone to give your brand legs across all areas of your business, choose Natalie! She flew in from the UK and ran the most excellent eye-opening branding workshops with key decision-makers (lots of us), and aligned us all. Our brand did a 180º from mixed messages to a clear vision and united tone of voice, and has since led everything we’ve produced – our new website, catalogues and all new products and projects, including our School of Ridiculous Inventions. As well as strengthening our voice, Natalie even increased our team’s motivation. You can’t build a house if the foundations aren’t in place, and thanks to Natalie, our brand is now thriving within edtech and has won us three awards! We intend to keep Natalie close as our brand guardian! I highly recommend her talents.’