Xcreative spaces
The project
Sweet Auburn Works is a non profit organiztion that works towards preserving, revitalizing and promoting the commercial and cultural legacy of the Sweet Auburn Historic District in Atlanta, GA. Sweet Auburn is home to businesses, residents, and institutions, including the National Park Service, Georgia State University, and a number of churches. Sweet Auburn Works is working with SCAD to create a Retail Innovation lab that will help young entrepreneurs and new businesses to establish themselves and also would help in rebuiling the Sweet Auburn historic district.
The brand
Xcreative is a Co-work and creative space. It is a place for Entrepreneurs, Remote workers, Non-profit leaders, and Artists. It is a space where creatives can hang out for a day, or make it home for their business. Its like going in a Starbuck and grinding but in an intentional and creative environment around other innovators and thought leaders.
The Xcreative Team
DENARD ASH
Trainer | Coach | Project Leader
CJ
Manager of Co-working Space | Community Outreach
DE’ANDRE ASH
Peacemaker | Clergyman | Entrepreneur | Missional Artist
Brand Diagnostic Workshop
Our team collaborated with the Xcreative spaces team for this project, beginning with a brand diagnostic workshop designed to gain a comprehensive understanding of the brand and identify growth opportunities.
The workshop comprised several activities that facilitated the collection of data essential for diagnosing the brand's current state and future potential. These activities included:
Warm-up: How to make coffee
Dreams and nightmares
Brand DNA: Examining gains, pains, questions, and ideas
2x2 Map: Analyzing time vs. impact and the competitive landscape
Competitor Analysis: Utilizing the Blue Ocean Strategy Canvas
Competitor Analysis: Applying the As-Is/To-Be framework, ERIC Model, and developing a Strategic Action Plan
Synthesis, analysis, and determining next steps
The data generated during the workshop was thoroughly analyzed, enabling the creation of opportunity statements. Based on the brand's priorities, a single opportunity statement was selected for further development.
Cocreation Workshop
DESIGNING THE WORKSHOP
Following the synthesis and analysis of the brand diagnostic workshop, the team identified opportunities and proceeded to design a co-creation workshop.
The co-creation workshop serves as a powerful tool to engage clients and end-users, empowering participants to openly share their perspectives and needs. By employing these methods, teams can facilitate rapid ideation and foster collaborative conversations, ultimately creating a shared understanding between the designers and their target audience.
TESTING THE COCREATION WORKSHOP
To validate the design and evaluate the outcomes, the Co-Creative Workshop was tested with Ian Carlo Vicente, a SCAD student and founder of the newly established clothing brand 'Manglar'. As Ian had previously participated in the Brand Diagnostic Workshop, he was an ideal candidate for this test run.
Cocreative workshop with Xcreative Spaces
The co-creative workshop designed for Xcreative comprised nine activities:
Warm-up: 10 circles
Video to set the thinking
Start, stop & continue
Lotus Blossom
What if?
Impact vs. Effort
Gap fill exercise
User Scenario
SWOT analysis
These activities were strategically chosen to encourage the Xcreative team to communicate effectively and brainstorm ideas for brand growth. The workshop provided a platform for the team to discuss and identify actionable steps they can take collectively to drive the brand forward.
Through the various exercises, the team gained a profound understanding of the brand's current position and the necessary changes required for improvement. The workshop facilitated open dialogue among team members, allowing them to share their unique perspectives and collaborate on solutions.
As strategists, we collaborated with the Xcreative team to develop a comprehensive list of recommendations for the brand's growth and community engagement. Our suggestions include:
Organizing more community activities and workshops to strengthen ties with the local community and expand Xcreative's influence.
Investing in short videos and leveraging social media platforms like Facebook, Instagram, and Google's SEO Toolkit for cost-effective brand promotion.
Optimizing the mailing list and customer management system to facilitate customer engagement, promote brand activities, and gather feedback.
Producing short videos and articles about brand stories and activities on popular social media platforms to increase brand awareness.
Providing low-cost, branded souvenirs to event attendees to increase brand visibility.
Inviting influencers and individuals with smaller social media followings to participate in Xcreative's activities and promote the brand on their platforms.
Communicating important information, latest news, and event details through engaging video content on social media.
Prioritizing tasks based on their impact and effort, ensuring a balanced mix of high-impact and low-effort activities while not neglecting other initiatives.
Establishing a clear and consistent brand vision across all efforts to create a stronger brand identity.
Addressing parking issues by sending creative video invites to event attendees and exploring additional business opportunities like valet parking.
Focusing on specific target audiences to maximize the value of marketing efforts.
Paying attention to small details, such as proper signage and evacuation plans, to demonstrate professionalism and enhance the customer experience.
By implementing these recommendations, Xcreative can foster stronger community relationships, increase brand awareness, and attract a wider range of clients from the Atlanta area and beyond.