Nettie is a pickleball paddle and set company, that exists to spark play in everyone. My task was to discover the aspirational audience and design target for Nettie to focus the brand and gain a cult following. After researching the background of pickleball and of Nettie, I came to understand the aspirational audience was Millennial woman looking to try new things, but not wanting to do it alone. This led to the discovery and synthesis of "The Connected Sharer" Nettie's design target, the millennial woman who naturally draws people in and invites others to join in her joy.
Deliverables
Design Target
Brand Positioning
Brand Guidelines
Copywriting
I identified a micro influencer that captured this essence, and was able to interview her. She said "I love to explore new products, places, & things. THEN sharing! I thrive in bringing my friends together & sharing something I love with them.” Using insights from interviews and the brand research, I then positioned Nettie as the sporting goods brand that sparks play in everyone, with the core belief that Play is important. Not just for our physical wellbeing, but our mental and emotional wellbeing too. We want to see Nettie at recess, in the rec center, at the park, and in the neighborhood.
To see the entire strategic playbook for Nettie, click here.
