Hyperlocal Events Listing App
PROJECT: Re-name a hyperlocal event listings mobile app to create an evocative brand that will become synonymous with finding great things to do near you, wherever you live or plan to visit.
GRAVY: Gravy is the good stuff, the “secret sauce,” a source for discovering all the juicy things going on around you. Like the gravy you eat, the event listings in the Gravy app flow smoothly to your mobile device, and the feeds are customizable in a variety of ways.
BRAND POSITION: C’mon admit it, you want another scoop of Gravy. The brand positioning for this app, which we helped our client develop, began with “Get Engaged” – have an active lifestyle, be out and about, take part in life by discovering great events and experiences right in your own backyard. It is all about serendipitous discovery, finding your fun, getting the scoop with “insider information” about cool happenings near you. Think of it as your very own hipster tipster!
Finding and having fun, memorable experiences shouldn’t be hard, shouldn’t be a time-consuming chore, shouldn’t be work; it should be natural and easy. Like Gravy. The brand embodies — and the new name demonstrates — a rich and flavorful experience; it brings out the best and makes everything taste better. Gravy shows you the way, but doesn’t get in the way.
Have you ever kicked yourself for missing an event near you that you would have attended if only you had known about it in advance? Do you ever suffer from FOMO — Fear Of Missing Out? Then get Gravy, and you’ll always be in the know.
More Gravy please.
“In terms of market impact, [the new name] changed everything for our company. It’s the most tangible aspect of our brand, we’ve trademarked it, and it has become everything that we represent to the marketplace. Among other things, people ask us all the time what the name means, so it gets the response we want, which is, increased engagement with our customers.”
—Founder of Gravy
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