The objective was to formulate a strategic brand positioning for a well-known yet failed property. I aimed to create a distinctive presence in a highly competitive market.

Solution

To reinvent BlackBerry, current stakeholders must clarify its core mission and target markets to enhance brand awareness and engage customers. Understanding legacy customers and identifying unique market opportunities are essential to driving product development.

Working with the team at LOVARO, we analyzed macro trends influencing the market and micro trends pointing to future directions. With a strategic wayfinding system, BlackBerry can craft unique product experiences and communications to strengthen its market position.

Our research involved interviewing diverse content creators in major cities like New York, Milan, and Tokyo. We focused on demanding usage scenarios to gain valuable insights. We also examined consumers' preferences in suburban Milwaukee, Cape Coral, and Phoenix to create a balanced perspective.

Additionally, we linked BlackBerry to the dynamic eyewear market, exploring how innovative design practices and craftsmanship can enhance brand value. Advanced materials and finishes were rare in techs’ outset, presenting a significant opportunity to reposition BlackBerry as a purveyor of exceptional quality and lasting beauty.