Applied Brand Strategy for Maina Town

Main Town started as an initiative to inform their local community about current developments in culture, education and business. With a background in design and arts they used comics as their primary means of communication. Their magazines and comic books tell stories to share anecdotes, insights into local culture and peculiarities. The success of their publications transformed Maina Town into a viable and diverse business. Their product portfolio expanded from print to online, it includes hosting festivals and events as well as brand collaborations. Their scope of work transitioned from a regional focus to a global service offering.

It is difficult to describe the offering of many products and services to the multitude of distinct target audiences from diverse backgrounds, all with different expectations. This gave the team an increasingly hard time to explain who they are and what problem they are solving.

Dinghy was hired to design a workshop and roadmap format so that the team could follow-up on their different business branches and identify common themes. This would allow them to align on a compelling story to later inform an update of their brand identity.