How I used Design Strategy to Rebrand McCall’s to Mc Made, achieving 40% increased Brand Recognition and 35% improved User Engagement.
Project Overview:
McCall’s, a leading communication services provider, faced declining brand recognition and user engagement, ultimately going defunct in 2019.
To address this, I led a comprehensive rebranding initiative in 2023 to modernize the brand image, improve the user experience across digital platforms, and attract new customers while retaining existing ones. The project involved developing a fresh, cohesive visual identity and a user-friendly interface for both the website and the physical touchpoints, ensuring a seamless transition for existing users.
Key Task:
Designing a new brand strategy to transition McCall’s to Mc Made, ensuring a modernized brand identity and improved user experience.
Year 2023
Duration 6 weeks
Role UX/UI Designer, Market Researcher, Brand Identity Developer
Team Individual Project
Mentor Nathan Shedroff
Design Tooklit:
Photoshop | Figma | Sketch | Qualtrics XM
What is the problem here?
The problem was declining brand recognition and user engagement, with brand analytics showing a 25% decrease in customer retention and a 30% drop in website traffic over the penultimate two years.
(MC Calls Internal Brand Analytics Report, 2021)Why Rebranding McCall’s is a Good Idea?
90% of consumers
are willing to pay a premium for products from brands they trust, and around 64% of customers believe they can establish a strong, trusting relationship with brands that share their values.
(MarketSplash)
$4.9 trillion by 2027
is the projected reach of the global e-commerce , up from $3.18 trillion in 2023 and $2.8 trillion in 2022, indicating robust growth and opportunities for new and revitalized brands.
(GlobeNewswire)
4 industry leaders told me
The market for handmade and craft products is also on the rise. Etsy, a leading platform for handmade goods, continues to see growth and high engagement, with significant revenues driven by unique, handcrafted items.
Sustainability is becoming increasingly important, with 82% of consumers preferring to buy from brands that align with their values, including sustainability.
E-commerce is expected to reach $728.28 billion in the U.S. by 2025, accounting for 44.2% of total retail e-commerce, highlighting the importance of having a web-friendly platform.
People loved McCall’s for its quality and unique content, which included innovative DIY projects and crafting ideas that fostered a loyal community of enthusiasts.
Problem Statement
How might we leverage the e-commerce market's growth, the consumer shift toward handmade and sustainable products, and McCall's strong brand loyalty to successfully rebrand and reposition McCall’s?
So, I developed a new brand identity for McCall’s- Mc Made.
Mc Made Magazine
SubscriptionBox
E-Thrift Store
Community Website
1.Acronym Usage:
"Mc" reflects the legacy of McCall's.
"Made" emphasizes craftsmanship and creation.
2. Spacing Decision:
Differentiates from traditional surnames.
"Mc Made" is a unique, modern brand name.
Better Legibility
What’s in the Name?
Strategy Derivation
1.Who is Mc Made for?
2. MVV and Tone
Vision:
Empowering Artisans
Inspiring Conscious Choices
Mission:
Commitment to Sustainability
Values:
Sustainability
Inclusivity
Quality Craftsmanship
Visual Direction
Mood-board
Logo Development
Website Fonts and Colors
Magazine Fonts and Colors
Mc Made’s Website
How will launching a Website help the rebranding?
Central Hub for all Brand activities, serving as the primary digital touchpoint.
Features interactive elements such as tutorials, product showcases, and customer testimonials; providing a dynamic platform to communicate the brand's story and values effectively.
1. Website’s homepage
Highlights the journey of Mc Made's rebranding, and shares community stories about crafting and thrifting. Also shines a spotlights on sustainable causes and products reader’s can support.
2. About Mc Made:
Provides a behind-the-scenes look at the design and production processes at Mc Made, emphasizing transparency, quality, and the dedication to maintaining high standards in all products.
3. Subscription Boxes:
Introduces customizable subscription boxes and tailored workshops for individual crafting preferences, showcasing the convenience and personalization options that keep customers engaged and excited about new projects.
4. E-Thrifting:
Highlights the unique finds and sustainable benefits of the Mc Made thrift shop, encouraging customers to explore and purchase pre-loved items while promoting eco-friendly practices.
Mc Made Magazine
How will the Magazine support the Rebranding?
Tangible Connection
Visual and Editorial Consistency
Enhanced Engagement:
Mc Made E-Thrift Store
How will an E-Thrift Store support the Rebranding?
Convenient Access to Unique Finds: Easy access to a wide range of unique, thrifted items, combining the convenience of online shopping with the appeal of vintage and sustainable products.
Community Corner also showcases customer testimonials and success stories, highlighting the personal connections and positive experiences with Mc Made Thrifted items, strengthening trust and emotional ties with the audience.
Other Physical Touch-points Post Launch
Mc Made Store
How will a Merchandise Store (selling Thrifted items) support the Rebranding?
Sustainable and Unique Offerings: Aligns with modern consumer values and enhances the brand's appeal. It showcases Mc Made's commitment to eco-friendly practices and unique, high-quality products.
Brand Differentiation: By selling curated, pre-loved items, the store differentiates Mc Made from competitors, reinforcing its position as a brand that values history, craftsmanship, and environmental responsibility.
Mc Made Subscription Boxes
How will Subscription Boxes support the Rebranding?
Personalized Crafting Experience
Continuous Brand Engagement: Regular delivery of subscription boxes ensures ongoing interaction with the brand, creating a continuous cycle of engagement and reinforcing brand loyalty through curated, high-quality content and products.
Mc Made Marketing Campaign Videos for Social Media
How will Campaign videos support the Rebranding?
Showcasing Brand Values
Engaging Visual Storytelling
Enhancing Brand Recognition
Demonstrating Product Use and Benefits
What will Success look like for Mc Made?
Researching the impact of rebranding on website traffic and social media engagement statistics 2023, the following will define success for Mc Made.1.Increased Brand Recognition:
Aim for a 23% increase in revenue by maintaining consistent brand presentation across all platforms.
Achieve a 32% increase in sales through effective use of social media.
Target a 48% year-over-year increase in website traffic.
2.Customer Engagement:
Monitor subscription box renewals and track customer retention rates, aiming for 89% of consumers to purchase from brands they follow on social media.
Evaluate interaction metrics such as click-through rates (CTR) and conversion rates on social platforms, aiming for a high CTR to indicate strong engagement.
3.Sustainability Impact:
Measure the sales of thrifted items and eco-friendly products, aiming to align with the growing consumer preference for sustainable brands.
What I learned from this Project:
User-Centered Design: The importance of understanding user needs and preferences to create more engaging and relevant content.
Consistency Across Touch-points: Ensuring visual and editorial consistency across all touch-points strengthens brand identity and recognition.
Adaptability: Recognizing the need for flexibility in design and strategy helps adapt to evolving consumer trends and feedback.
Next Steps:
Expand Digital Presence: Enhancing the website and e-thrift store functionalities with advanced features like AI-driven recommendations and augmented reality try-ons.
Community Building: A stronger community through interactive online forums, virtual crafting workshops, and social media challenges.
Product Diversification: Introducing new product lines and expand the range of customizable subscription boxes to cater to a broader audience.