Eric Brooker
Broad Scope: Rebrand, Visual Identities (podcast and personal), Web Development, Creative Direction, Apparel & Merch design
Years: 2022 – Present
Solution / Tools: Brand & Asset Libraries, Squarespace template development, Printful eCommerce integration
Key Takeaways: Immediate revenue generation through his online store – more than $1500 in the first 30 days post-launch // More than 300% increase in page-view and a 20%+ reduction in bounce rate
Repositioning to define purpose with your audience(s) more clearly
Eric Brooker did what many people did during COVID: he started a hobby. And, thanks in part to his impressive social following, that hobby quickly turned into a top business and culture podcast called Counsel Culture. As the podcast has grown, Eric has leveraged the success to create new opportunities as a consultant, speaker, and soon author. Early this year, he will launch his first book: You Are Enough.
Rapid growth as an entrepreneur often looks like making quick decisions and pivoting later. Eric’s early and fast success meant developing a brand experience centered on the podcast itself, leaving little room for him to identify as an author or speaker with books or talks focusing on subjects outside the workplace. We worked together to differentiate his purposes and realign his audiences strategically.
Anchoring divergent identities with strategic choices
One of the easiest decisions we made with Eric was to separate the podcast identity from his personal one. Though the content often overlaps, we felt it was important that the podcast stand-alone to provide him space to grow as an influencer in new spaces.
We felt it was important to honor the areas where Eric’s message does overlap. So, though the identities are quite different, we anchored both through the color palettes: the bright blue first as an accent for his new identity and then as a complimentary color for the podcast’s new look.
Choosing solutions based on the client’s needs and wants
Eric is active on social media and enjoys creating content to connect with his followers, so when he requested we develop a website easy enough for him to maintain, we looked for a platform that was intuitive, but still flexible enough for his needs.
Squarespace allows for fluid design in a very structured way, and its built-in integrations are a home run when looking to quickly stand up something like an eCommerce section on their website. It also allows us contributors to make future changes as needed. Major win.
We’re excited to see Eric’s trajectory this year and honored he asked us to be a part of his career pivot. It shouldn’t be long before we see his name attached to a TedTalk (right, Eric?).
Concept & Creative Direction
Brand [Strategy & Design]
Visual & Digital Design
Customer / User Experience [CX/UX]