Case Study: Inclusify

Introduction

Inclusify was created to normalize the hiring of blind or visually impaired people in Malaysia. By creating a platform for both the blind or visually impaired people on one side, and companies on the other side, Inclusify is solving the high unemployment rate among blind/visually impaired people in Malaysia.

This platform was realized by a group of MBA students who also happen to be enthusiastic about problem-solving. The students won the Microsoft Hackathon competition with their idea to make the process of applying for jobs easier. That, however, wasn’t their only goal – they also wanted to provide equal job opportunities for everyone using Microsoft’s cognitive services and machine learning algorithms. Because they were new on the market, they needed a comprehensive brand strategy and digital marketing solutions to build brand awareness and establish the right digital presence.

Project Scope

When Inclusify first approached us, their main concern was the name: BlindIn. Even though there is no trademark on that name, and it is easy to pronounce and remember, their concern was about how the audience would perceive it – whether it would deliver the image they wanted, and whether or not it would resonate correctly with the audience. Making sure it doesn’t sound ambiguous and that it has the desired recognition within the industry, we at Apher did a few brainstorming sessions with the team and agreed on a new name: Inclusify. One of the key factors we used in this brainstorming process is the image the name conveys to the audience. (Let us know how you like it in the comments on our IG post).

Once we decided and agreed on the name, we moved on to create a complete brand strategy – from brand purpose, brand positioning, carefully defined brand personality, all the way to tone of voice. 

Project Progress

Our specialty is helping new brands enter the market with a clearly defined vision and brand positioning, which combined with digital marketing solutions will help new brands set foot in today's digital space.

Therefore, following our constructive process, we are now working on the brand identity elements (logo, color palette, typography, etc.) which Inclusify will use for its website design and social media presence.

Here is a quick overview of what we did in only a few weeks:

·       Defined and agreed on a business mission, vision, and value proposition

·       Defined brand positioning

·       Chose a new business name

·       Solidified the brand personality, tone of voice, and key brand messages

·       Did secondary research about competitors

·       Proposed partnership initiatives as part of the marketing strategy

This is only the first part of the Brand Strategy, so stay tuned for an update on the brand identity elements and viral campaigns as part of their digital marketing strategy.

We are very excited that we got this opportunity to work with creative geniuses who are enthusiastic about solving social & economic issues!