Phase 01
Strategic Foundation and Discovery
UX Copywriting & Content Strategy: To establish a solid foundation for Kitt &
Lou, to sell it as a premium experiential travel brand with the aim of making travel trips and Concierge service
easy.
Brand Definition and Philosophy
◊
Mission: To help travelers experience the world, different cultures, and
taste through another lens.
◊
Vision: To become the most trusted concierge for those who love adventures
and exploration withoug ditching comfort.
Luxury
Comfort
Culture
Taste
1.2 Audience and Persona Development
This is the first step in the brands growth process where we identify and group our audience based on persona.
→
Age Bracket: 28 - 45 Years
→
Profile: Professionals,
Creatives, Consultants.
→ Painpoints: Time
constraints, Over tourism, Overzealousness.
→ Motivation: Meaningful
experiences, Cultural depth.
→ Content: Long-form
guides, Editorial storytelling.
→
Age Bracket:45 - 65 Years
→ Profile: High income
earners with limited time.
→ Painpoints: Lack of
trust in digital travel content.
→ Motivation: Exclusivity
and Comfort.
→ Content: Clear
itineraries and concierge style contents.
1.3 Market Observation
→ Regular travel services provide surface level travel inspiration, comfort and adventure.
→ There's demand for experience led travel alongside cultural
respect.
→ Potential customers are willing to pay for convenience and curation.