THE CHALLENGE

A leading software brand wanted to evolve beyond its role as a functional tool and establish itself as an essential partner for creative professionals. This involved understanding the drivers and aspirations fueling creatives.

THE APPROACH

We engaged professionals, hobbyists and students in the study to understand the brand’s core segments and gain dynamic insights on the nature of creativity. In our two-part approach, we explored their creative motivations and processes in digital tasks and dove deep into the perceptions of the brand and its products in group discussions.  

THE OUTCOME

The study illuminated critical insights about what creativity means to different segments, guiding the brand’s positioning and communication strategy. Our findings informed the brand’s manifesto, underscoring the importance of subtle nuances in tonality. This enabled the brand to create meaningful and culturally aligned messaging to position it as a true ally in creative journeys.

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