Thread Wallets

Elastic Wallet Company

Project Scope

Thread Wallets weaves functionality and expression together to create the perfect extension of who their target market is all about. Their wallets carry identity, unrelinquished passion for progress, reason for being, and individuality amongst uniformity.

Thread Wallets challenged us to change the way that people see their wallets and expand their brand without sacrificing audiences. They wanted a go-to market strategy for new customers.

Findings

‘Thread Heads’ are united not by their hobbies or interests, but by their innate creativity that cannot be contained. Thread Heads live on the edge, recklessly, and with purpose. They live a lifestyle of self expression and embrace the spirit of individuality.

Results

To meet the objectives Thread Wallets had tasked us with, we created the campaign, ‘Meet the Thread Heads’. We redefined their target market and gave them a name, ‘Thread Heads’. Our primary message was to show how Thread Wallets express and enhance ‘Thread Heads’ unique lifestyle.

Other suggestions: collaborators, brand ambassadors, blog posts, giveaways, Instagram stories, and showcasing personalities.

Our Goal

To diversify the types of people using Thread Wallets (specifically expand brand awareness to males ages 16-25) by restructuring Thread Wallet's already existing “lifestyle” to one that resonates with a broader audience and represents expression and embraces the spirit of individuality.

My Role

I worked with my team to redefine the desired target market and create an integrated marketing campaign for the UT based company. I conducted secondary and primary research, interviewed the founder of Thread Wallets for his personal insights and goals, wrote a blogpost defining the target market and our “big idea”, compiled the brand’s S.W.O.T. to conceptualize the brand, and helped create the final presentation deck.