Project Bink
Unfolding Purpose
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Unfolding Purpose
As a veteran and nurse, Rick Martinez is no stranger to helping others. But after his life-changing “BINK” moment, he saw a whole new way to inspire people: by helping them find their life’s purpose. Beginning with just Rick’s idea, we conducted in-depth market research and built out a comprehensive strategy for BINK to capture market share.
Using key insights on the target market’s demographics and sensibilities, we created BINK’s brand assets with the audience in mind. The bright color scheme and funky geometric design reflect the positive, fun attitude our audience wanted to see.
Marketing and Sales initiatives included a mass awareness campaign in which the new BINK brand gained 11 strategic partners. We also aided with product development for each of BINK’s core offerings, including keynotes and workshops.
Our team combed through online research, took trips to the bookstore, and attended events like Tony Robbins and Landmark Forum, all to gather and analyze relevant data.
The result: our Competitive Market Analysis.
The CMA gave Rick a clear picture of his competition, while providing us with an idea of how to position the new BINK brand in the self-improvement space.
Market Size
Female Market
Median Age
BINK had passed the viability test, found its optimal positioning, and developed Unique Value Propositions. We then worked with Rick to develop and refine a robust Business Plan, which detailed the brand’s corporate structure, budgets, products and services architecture, and year-one goals.
A Go-To-Market Strategy built on the findings of the CMA, with ready-to-implement Awareness and Marketing strategies for BINK’s core products and services—Book Launch, Workshops, Keynotes, Merchandise, and more.
BINK’s brand videos feature a series of interviews with amazingly inspiring people. A dozen interviewees came together to share their insights on “life’s purpose” — how important it is, and how you can find yours. The videos serve as an introduction to the BINK brand and online community, where users share their own stories as part of their own path to purpose.
Swipe the names below left and right to browse videos.
The new brand identity shows off BINK’s positive, fun, and creative attitude. From the colorful logo to the inspiring manifesto, we wanted the identity to reflect the brand’s passion for helping people find happiness. Everyone who interacted the brand would see themselves as part of something bigger, feel more connected to each other, and get a whole lot happier — like the people holding up BINK’s logo, for example!
Finding purpose is a big promise, and the BINK brand had to deliver on every front, including with its brand collateral. The collateral suite we created included B2B informational packets, personal stationery, a book cover design, merchandise design, workshop and keynote packets, and more. When creating connections with people is part of your brand’s mission, you need to make every interaction count — even if it’s “just” a nice letter.
With BINK’s emphasis on sharing stories, we wanted to build a website where people truly could share with each other. The online environment needed to be inviting, fun, and highly interactive.
The BINK website has a lot to offer. Users can sign up for BINK Boost newsletters to receive daily words of wisdom from history’s most purposeful people. In the BINK Shop, you can book Rick for an inspiring keynote or workshop.
And then there’s the first-of-its-kind interactive Online Community, the first of its kind in the self-improvement space. Using an innovative, video based contest platform, people can share their life-changing moments with a passionate and supportive group. And thanks to brilliant responsive design, they can do it on any device.
BINK’s marketing strategy depended on growing the online community and securing keynote-speaking engagements for Rick. But because the brand was still in startup mode, we needed to get creative with our approach. Strategic alliances provided an ideal way for BINK to reach a larger market for its community, and to build a business network for Rick’s keynotes — both at a relatively low cost to BINK.
We designed mutually beneficial programs: partners could use BINK’s inspirational message as their own marketing tool, while BINK would be introduced to an all-new market. To convince alliances to sign on, we created seven custom PDFs — one for each of BINK’s target industry verticals — which highlighted the specific benefits of partnership with BINK.
As an inspirational speaker, Rick Martinez holds keynotes and workshops to help people decipher their life-changing “BINK” moments. It’s a crucial part of the brand’s promise to help you find your life’s purpose.
The keynote presentations, including slide deck design, were created and fine-tuned together with Rick so that each audience member would have a truly transformational experience. Between our creative work and Rick’s natural talent, you’re sure to get inspired.
Our first campaign succeeded in securing eleven partner organizations, dozens of videos, and hundreds of likes and views for the new BINK brand. We sent out custom co-branded newsletters to each partner’s mailing list, helping them re-engage their own followers while channeling traffic to the BINK site. Custom co-branded ads ran on our community page and the homepage of each partner’s website, driving further traffic to the site. With a host of new and engaged users, Project BINK was off to an excellent start.
"The Knightsbridge crew has proven to be a fantastic asset, not only to our brand, but to our team! I searched for and interviewed several branding firms prior to launch and Knightsbridge, by far, was the most thorough, easiest to understand and honestly cared about the long term impact our business was wanting to make."
