Client: Guild Row
Go-to-Market Strategy and Brand Building
18 Coffees developed the voice, visual identity, and go-to-market strategy for Guild Row, a Chicago-based social club for the artistically curious that offers experiences for makers from artisan-led classes to hands-on community crafts.
Our work included: Brand Development, Go-to-Market Strategy, Content Strategy, Digital Marketing Strategy
“The versatility of the 18 Coffees model has been ideal for us. We have a core team with a lot of creative strength in many areas, and complete blind spots in others. Having 18 Coffees nimbly resource and quarterback us through various stages of our launch plan is something I really don't think would have been feasible for a less constellating partner.”
— Michael Healy, CEO of Guild Row
Our work
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18 Coffees developed the voice and visual identity for Guild Row, including a comprehensive brand style guide spanning brand values, visual guidelines, and more.
The Guild Row logo and brand identity reflected the fun personality of the brand—including the tilted nature of the physical building.
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18 Coffees created a tiered launch plan for creating advocacy in the run-up to Guild Row opening its doors, which included key moments surrounding offsite events.
Launch parties where new potential members could sign up ahead of opening were a key part of building membership momentum.
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18 Coffees provided Guild Row with a clear membership growth strategy to support and scale the brand’s launch using digital and earned media channels.
Email, social, and on-app engagement was a key part of the team development, and 18 Coffees recommended freelance talent who could help scale the membership base long after the end of the engagement.