Case Study 04 /
Uncommon Goods
Breathing new life into one of the internet’s first online marketplaces
My role: Leading strategy from winning pitch to stakeholder interview research & creative briefing.
The Brief
Online gift shopping had changed in the 20 years since Uncommon Goods was founded and they were falling behind the times. With “direct to consumer” no longer the exception but the rule, what once made them uncommon was getting lost.
The Uncommon Goods brand & identity need new life to succeed for the next twenty years & beyond.
Hidden humanity
A series of in-depth interviews revealed how much Uncommon Goods puts their employees & creativity first.
But a dated, undifferentiated presentation was holding them back. Their passion & humanity wasn’t translating to their brand experience.
Charting a path less uncommon
If the category was overly data-obsessed, a new brand needed to deliver on a more personal promise: Uncommon Goods helps you discover that unexpected, just-the-right thing.
The Insight:
Eclectic is subjective but the desire for “unique” is universal.
Inspiring “ah-ha!” moments
A new look & tone set the bar at surprise, delight, & thoughtful intent.
This renewed, heartfelt boldness would be carried throughout—from choosing the most creative products to touting their “Force for Good” business philosophy.
Handpicked & beyond ordinary
If the rest of the internet is an algorithm-powered warehouse, Uncommon Goods is an internet shopper's personal bazaar.
Updated messaging highlights the unique thrill of discovery that you just can’t get from typing options into a “Search” bar alone.
The future is Uncommon.
When speaking to CEO Dave Bolotsky, the company’s earnest, heartfelt ethos rang true:
“I don’t care about money, being a good human being is most important to me”
It was critical that to capture this same spirit of optimism & humanity in the new brand.
At a time when the online shopping experience is more critical than ever, Uncommon Goods is today better poised to meet the tastes & needs of a modern, culturally savvy customer.
