Sum+Things
Indulging the experience through Photography
Challenge
Sum+Things brings together a concept store offering home accessories, a chocolate boutique, a restaurant, a lounge, and a library. Together, they inspire visitors with an array of timeless items curated from across the globe that can be passed down from generation to generation.
Sum+Things came to Blue Hat wanting to rethink its communication strategy to reflect its new concept experience while still adhering to the brand guidelines. It wanted to showcase all the unique corners equally by capitalizing on each one’s unique selling points, thus helping to boost (overall) sales.
Our aim was to promote Sum+Things as a leading luxury concept store in Riyadh that incorporates carefully selected home accessories, succulent culinary experiences, an eclectic library, and an events space.
Intervention
Blue Hat developed a design-led strategy to help connect with Sum+Things’ target audience and meet the following objectives:
Establishing the brand as a landmark for inspiration that can’t be found anywhere else
Establishing a niche community on Instagram through appealing visuals and engaging content
Promoting everything Sum+Things has to offer equally
Identifying the correct target audience and analyzing how to engage with them on different touch-points
Identifying and harnessing social media and store concept trends
Creating unique online content and designing animations
Building online customer service and active community management
Promoting an e-reservation platform
Results
Blue Hat developed an emotional customer journey whereby the customer interacts with different touch-points of the brand.
Blue Hat built a strong Instagram presence for Sum+Things by:
Branding: we designed a brand essence including the brand’s purpose, values, uniqueness, in addition to a brand character
Created a brand identity that presents Sum+Things as unique, curated, luxurious and approachable
Incorporated professional photography and high-quality images
Ensured Instagram stories and posts had a human touch
Collaborated with influencers to trigger footfall at the store
As a result of Blue Hat’s work, Instagram followers, engagement and brand awareness increased; online followers turned into customers and Sum+Things turned into a creative destination in Riyadh.
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