THE CHALLENGE

In 2013, a pair of former Apple engineers created Curbside — a comprehensive eCommerce SaaS platform that delivers seamless shopping experiences, connecting brick & mortar stores to mobile-first consumers. Acquired by Rakuten, they needed a rebrand that would make waves, but still hold true to their mission.

With any acquisition, there’s a clear challenge of how close or far to deviate from the parent brand with messaging and visuals. We worked with key stakeholders and Rakuten Corporate to navigate these issues, rebrand Curbside, build a website, and launch marketing materials for their sales team in a matter of mere months. With a crunched timeline, we worked to find creative ways to build launch assets while maintaining the integrity of the brand our team developed.

THE SOLUTION

As their brand partner, we holistically rebranded the company, completely rethinking what is Rakuten Ready and how they sound, look, and feel to their market. We kicked things off with deep brand workshops that included executive and client interviews, and intense customer journey mapping exercises, diving deep into the research and insights that drive this economic change. In our research, we found that 86% of consumers are willing to pay more for a great customer experience and 82% of millennials specifically wanted an online experience with the option to still visit a brick and mortar location. Using this data we built out a website, narrative films, and a slew of launch assets focused on hard facts for their B2B sales team to use upon the public launch of the brand.