Preparing a legendary brand for purposeful growth.
First, capture and clarify the undefined, soulful creative vibe of a worldwide coffee icon. Next, transform that into a sustainable platform for ambitious, intentional growth — and keep the unique company spirit intact. That was the challenge Stumptown’s new CEO brought to GB.
Our answer began with in-depth interviews of company stakeholders and staff. Working together, we developed and delivered a set of Mission, Vision, Values, and Brand Ethos that articulated (and inspired) the clear, companywide passion felt throughout the entire organization.
The way to get this right is to harness the wisdom of the entire organization. So we met in person with more than a quarter of Stumptown’s staff, and gathered brand perspectives from nearly every employee. Through surveys, we heard from 700+ customers and prospects, and learned about their perceptions of Stumptown and the artisanal coffee category.
With all the insights this brought, we sat down with Stumptown stakeholders—HR, Operations, Product, Brand Retail, and the CEO—to facilitate a series of collaborative creative development sessions. The result was a clear set of brand definitions, and a unified path for continued, authentic growth. And the Stumptown team was left with a clear vision that they could take real ownership of, because they’d helped define it.