CASE 08 / STRATEGIC POSITIONING & NARRATIVE
HOW WEMINDD BUILT NEW BLACK’S POSITIONING FROM THE INSIDE OUT.
For New Black, WeMindd developed the strategic positioning, corporate narrative, messaging architecture and visual storyline from scratch.
One coherent position for the organisation, its customers, partners and the market.
BUSINESS MODEL / CUSTOMER JOURNEY
THE CUSTOMER JOURNEY BECAME THE STARTING POINT OF THE ENTIRE SYSTEM.
POSITIONING / CATEGORY LANGUAGE
A COMPLEX TECHNOLOGY PLATFORM TURNED INTO A POSITION NEW BLACK COULD OWN.
FROM ZERO
NO EXISTING POSITIONING STORY
ONE POSITION
A SHARED STRATEGIC POINT OF VIEW
INTERNAL + EXTERNAL
ONE STORY ACROSS THE ORGANISATION
WORDS + DESIGN
NARRATIVE AND VISUAL EXPRESSION
NEW BLACK / EVA / STRATEGIC POSITIONING
THE TECHNOLOGY WAS STRONG. THE POSITION WAS NOT YET DEFINED.
New Black had developed a powerful retail technology platform and built deep knowledge through years of real-world execution. But there was no single story that explained what the company stood for, which problem it challenged and why its approach was fundamentally different.
WeMindd’s task was not to decorate existing copy. It was to uncover the strategic position inside the company and turn it into language, structure and visual communication people could consistently understand and use.
CLIENT
New Black
CHALLENGE
Define a distinctive position from scratch
WEMINDD ROLE
Strategy, positioning, writing and design
OUTPUT
One internal and external narrative system
THE STARTING POINT
MANY STRONG TRUTHS. NO SHARED STORY.
Product capabilities, architecture, customer outcomes, culture and ambition were all present. They existed as separate explanations rather than one memorable position.
Without a clear narrative hierarchy, different people naturally emphasise different features. The organisation can explain a great deal while still leaving the market uncertain about the central idea.
01
COMPLEX TECHNOLOGY
02
MULTIPLE VALID EXPLANATIONS
03
NO SHARED LANGUAGE
04
DIFFERENT AUDIENCE NEEDS
05
NO SINGULAR MARKET POSITION
THE PRINCIPLE
“POSITIONING IS NOT A SENTENCE ABOUT THE COMPANY. IT IS THE IDEA THE ORGANISATION CAN REPEATEDLY PROVE.”
The work therefore started with strategic truth, not slogans.
The narrative had to connect New Black’s origin, product logic, customer relevance, behaviour and future direction.
THE CENTRAL STRATEGIC MOVE
MAKE THE STRUCTURAL DIFFERENCE VISIBLE IN ONE IMAGE.
The storyline translated a complex architectural distinction into a visual argument: the traditional technology pyramid starts with systems and reaches the customer last. The alternative begins with the customer journey and reorganises execution around it.
That reversal became more than a diagram. It gave the organisation a recognisable way to explain the problem, the point of view and the strategic difference.
THE WORK
ONE STRATEGIC POSITION
ACROSS EVERY
INTERNAL AND
EXTERNAL STORY.
The visible output was a strategic storyline. The real value was the positioning system behind it: connecting New Black’s technology, customer relevance, culture and ambition in one coherent narrative.
01 / POSITIONING
CORPORATE POSITIONING
A distinctive strategic position developed from New Black’s technology, origins, customer relevance and ambition.
STRATEGY / DIFFERENTIATION / DIRECTION
02 / NARRATIVE
CORPORATE NARRATIVE
One structured story explaining the market tension, New Black’s point of view and the relevance of its platform.
STORY / LOGIC / MEANING
03 / MESSAGING
MESSAGE ARCHITECTURE
A hierarchy connecting the central position to supporting messages, terminology, arguments and proof.
POSITION / MESSAGES / PROOF
04 / WRITING
STRATEGIC COPYWRITING
Language created to make complex technology understandable without reducing its strategic meaning.
LANGUAGE / TERMINOLOGY / COPY
05 / VISUAL
INTERNAL & EXTERNAL LANGUAGE
One shared strategic foundation for leadership, teams, customers, partners and market communication.
ALIGNMENT / CONSISTENCY / USE
FROM TECHNOLOGY COMPLEXITY TO ONE CLEAR POSITION.
The narrative organises New Black’s architecture around one strategic reversal: stop starting with internal systems and begin with the customer journey. This made the difference easier for teams, customers and partners to understand and explain.
01
STRATEGIC TRUTH
ORIGIN, TECHNOLOGY & AMBITION
02
MARKET TENSION
SYSTEMS FIRST. CUSTOMER LAST.
03
CORE MOVE
FLIP THE PYRAMID
04
POSITION
CUSTOMER CENTRIC CONTEXTUAL COMMERCE
05
EXPRESSION
CORPORATE NARRATIVE & VISUAL STORYLINE
ONE POSITION
One shared strategic point of view
MANY CONTEXTS
Leadership, teams, customers and partners
CONTROLLED LANGUAGE
Message hierarchy, terminology and proof
CONSISTENT EXPRESSION
Words and design reinforcing the same story
WEMINDD’S ROLE
POSITIONING,
NARRATIVE AND
VISUAL STORYTELLING
AS ONE SYSTEM.
New Black shows how WeMindd turns complex technology, organisational knowledge and commercial ambition into a position people can understand, remember and use.
01
STRATEGIC RESEARCH AND SYNTHESIS
02
CORPORATE POSITIONING
03
MARKET AND CATEGORY FRAMING
04
CORE STRATEGIC NARRATIVE
05
MESSAGE ARCHITECTURE
06
TERMINOLOGY AND NAMING
07
INTERNAL STRATEGIC STORYLINE
08
EXTERNAL BRAND NARRATIVE
09
STRATEGIC COPYWRITING
10
INFORMATION HIERARCHY
11
DIAGRAM AND VISUAL CONCEPT DEVELOPMENT
12
DECK DESIGN AND CREATIVE DIRECTION