Brand & Go-to-Market

Kudose was founded by a couple looking to unite communities around turning every-day-ordinary into once-in-a-lifetime-extraordinary. Confident that adventure can be found in one’s very own living room, they sought to develop a lifestyle brand providing an outlet for collective wisdom in areas of health, fitness, finances, and the like.

“Kudose is a two-way street where the giving and receiving of insight collide.” -Kudose homepage

The Kudose team approached Little Taller seeking a renewed foundation for their brand that was attractive to their target audience and competitive amidst an over-saturated market. Our ears perked at the mission of Kudose, as it fell in line with the culture we’ve adopted internally — “if you ain’t schemin’ you ain’t dreamin’.” Life’s “side projects” allow for sprinkles of adventure among the seemingly ordinary, and we looked forward to connecting more individuals with that same lifestyle.

The Challenge & Objective
Today’s digital marketing is highly populated with similar “adventure brands.” Kudose’s main differentiating factor was found in their mobile application itself. The Kudose app invited users to not only adopt a certain lifestyle, but contribute to it. Sharing tips, tricks, discoveries, ideas, and applauding one another along the way made way for a brand unlike any other. It offered a unique, built-out solution.

Along with a competitive market, there stood the challenge of refreshing a pre-existing brand, maintaining the company’s founding principles while updating to remain relevant in the industry’s conversations. Though the brand held a strong starting-point, there was a need to refine the communication style to appeal toward a specified and targeted audience of readers.

Our Solution
‍In order to best highlight the value of communal content contribution, we focused on implementing brand personality that displayed utility, expertise, and creativity. Kudose was crafted as a brand that “goes with the flow” and finds joy in the learning experience of adventure. With a calming color palette, modernized design flow, and overall streamlined user experience, the community could find a place where their unique thoughts were welcomed — and even celebrated!

CONTENT
‍The brand’s voice needed to present a knowledgeable, amiable, and curious personality. Speaking on behalf of the community rather than the founders alone, it required a universal and relatable air.

Included content would also display a need and want for further contribution. If the brand presented itself as an expert, there would be no need for community participants to share their own experience, especially if this fostered a fear of inadequacy. But, rather, the promotional materials would display a safe environment where experts and novices alike would be empowered and celebrated. The invitation would be from a friend, not a brand.

DESIGN + DEVELOPMENT
The Kudose original website was built solely with desktop users in mind. But, when considering the fact that our leading call-to-action was a mobile application download, the site required a mobile-focused design. The thought process of a potential customer was also mapped out within the website’s user-flow, addressing questions of how the application works and benefits of joining the community.

“The team never tried to change our brand, but rather, brought new life to it.” -Ross Van Dyke, Co-Founder

We kept their foundational branded standards such as the tagline, color scheme, and overarching mission but ensured it was communicated through relevant methodology. In line with industry standards, the design, content, and marketing was built within a framework prepared for long-term initiatives.

Overall, the brand was refreshed in a manner that allowed for continual growth. Given the updated tools to best display their passions, the Kudose team walked away from the project satisfied with a new trajectory to run with.