AtMine was just a seed of a brilliant business idea when the founders, two ex-management consultants, approached Somewhat. They wanted to create a unique social destination where interiors junkies could share photo tours of their homes with like minded souls. There wasn't a platform that was specialist enough to cater to this community, Pinterest, Facebook and Instagram are too generic and not consistent in terms of content creation.
PEOPLE CENTRIC STRATEGY
Somewhat shaped the brand and product strategy based on our experience in retail and social communities. We developed the insight that gave the site a disruptive commercial opportunity: that the power of peer to peer advocacy could be translated into online sales, allowing top brands to connect and interact with the community in a dynamic way. We would create a niche social platform for a specialist interest community that want to share and advocate products in an environment with a high degree of relevancy and respect.
This target audience is very design sensitive so we needed to create an environment where it is a given that the level of content shared should be consistently good. In order to influence this we created a brand identity that was very neutral, sophisticated and minimal to guide the community on the type of content they were expected to post. For the launch we posted curated UGC which was another powerful indication of content expectations. This was enough to guide this aspirational community, who know what looks good, to self manage what they posted.
We worked on all aspects of the brand from product and business strategy, brand identity, UX & UI design to responsive web design and development.
Associate Editor at WGSN
AtMine's unique proposition created a successful launch which has seen them attain 100,000+ active registered users. The concept and implementation led to significant acclaim and coverage in the press.