Look Good. Feel Good. Be Good.

How we turned a startup concept into a national brand and conference in under two years.

A client entered our agency in 2014 with two things: a great idea and a poorly drawn logo. We created a solid, memorable brand for them, designed and developed a custom website, and marketed for them.

In this case study, you’ll learn how creating a strong brand can launch a company with a modest budget from zero to profit.

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Gentleman’s Box is a monthly subscription service for men.

Every month, subscribers receive a custom box with a new pair of socks, a tie, a gadget, grooming or hygiene samples, a copy of GQ, and tips on being a true gentleman. Their target audience is ultimately 18–34 year-old males, but research showed that many of the subscribers were women purchasing for men.

Social media would be the most effective channel for reaching the primary and secondary audiences.

Startups like Gentleman’s Box generally have small budgets to work with. Because of this, national advertising was out of the question. We focused our efforts on making the brand visually appealing, keeping a consistent tone and voice, and targeting our marketing efforts exclusively on social media.

Social media has a lower cost of entry

We kept the tone and voice helpful—one gentleman’s advice to another

We worked with popular brand influencers on Instagram to get awareness and spark interest in the brand

The Results

Three years later, they are a national known brand (international if you count Canada) with thousands of subscribers and 60,000 followers on Instagram alone.

They became so popular they even started the world’s first conference for their industry.