# Join The Framing Revolution Pop-up Frames are revolutionising the framing industry but were struggling to position the newness of the concept. Adaptable to many sizes, available in multipacks, and the most sustainable option in the industry, they had a great product but were struggling to get cut-through. Pop-up Frames brought me on board to redefine where they were going and how they'd get there. ## 1: Framing The Problem The framing industry had barely changed in centuries. Consumers are left with a choice between expensive bespoke framers or low-quality unsustainable options online. Enter Pop-up Frames: a sustainable frame that is adaptable to many sizes and affordable in multipacks. For consumers that understood what Pop-up Frames were for, the decision on which to buy was a no brainer! But the quality of the product wasn't in question. It was explaining the concept that the team was struggling with. With ambitions to be the global player in the industry — to achieve the heights 'Hoover' achieved but with frames — Pop-up Frames needed to find a way to communicate the value of their product and reach a mass market. ## 2: The Solution Partnering with Felix Trash, a brand strategy consultant, Pop-up Frames embarked on a journey to define and launch an impactful brand. The process involved: 1. **Clarifying the Intention:** Understanding the core vision and goals of Pop-up Frames. This involved identifying their target audience, understanding their pain points, and defining the unique solution Pop-up Frames offered. 2. **Building a Brand Foundation:** Developing a comprehensive brand strategy encompassing values, purpose, and vision. This helped articulate the brand's essence and its unique position in the market. 3. **Planning for Expansion:** Creating a go-to-market plan that included messaging, visual identity, and a strategic roadmap for launch and growth. ## 3: Going To Market Through this collaborative process, Pop-up Frames successfully launched with a clear and compelling brand identity that resonated with their target audience. Key achievements included: - **A clear and concise brand narrative:** Highlighting the ease, affordability, and sustainability of Pop-up Frames, differentiating them from traditional framing options. - **Targeted messaging:** Communicating the unique value proposition of Pop-up Frames, emphasizing their adaptability, eco-friendliness, and affordability. - **A strong visual identity:** Reflecting the brand's modern, creative, and sustainable ethos. - **A strategic go-to-market plan:** Ensuring a successful launch and providing a roadmap for future growth. ### Case Study: Pop-up Frames - Reframing Framing **Challenge:** Pop-up Frames, an innovative player in the picture framing industry, sought to disrupt a market dominated by expensive bespoke framers and unsustainable, low-quality options. They needed to clearly articulate their unique value proposition and connect with their target audience - young, urban creatives seeking an affordable and eco-conscious way to personalize their living spaces. **Solution:** **Outcome:** ## Impact: The collaboration with Felix Trash empowered Pop-up Frames to: - **Successfully launch their brand:** Entering the market with a clear identity and purpose. - **Connect with their target audience:** Resonating with young urban creatives seeking an affordable and sustainable framing solution. - **Differentiate themselves from competitors:** Establishing a unique position in the market. - **Drive sales and growth:** Achieving their business goals through a well-defined brand strategy and go-to-market plan.