Case Secrid

How to create international consistency in Secrid’s Brand expansion?

Secrid, a Dutch pocket-wear brand, is growing rapidly. The international demand for their smart, fashionable wallets is increasing and market expansion is daily business.

To realize worldwide inspiration and consistency for their employees, retailers, agents and consumers, Secrid needed a strong brand basis with articulated drivers to guide every effort into the right direction.

The Secrid brand connection

The Young has collaborated with her network of experts to undertake a future-focused research study. Secrid’s company perspective was paired with the external perspective of the market to find the true Secrid brand connection. Connected consumer research by use of social media and city interviews, extensive interviews with Secrid stakeholders and research of trends and competitors have provided insights for sustainable but adaptive future growth.

The workshop sessions

The Young worked with the Secrid team in active workshop sessions to share these insights and develop the brand connection together. The sessions were supported by visual thinker Jan Selen to sketch our thoughts and ideas in real-time.

The Secrid manifest

The result of this project is the Brand Manifest for a pocket-size revolution. The Brand Manifest articulates and visualizes the key drivers of Secrid in order to share the strategic direction for the pocketwear domain with employees, agents and retailers. Moreover, the Brand Manifest is the starting point for the Secrid Passport, consumer facing brand identity and HR strategy.

Global implementation

Since the development of the Brand Manifest, The Young has been proud to work in close collaboration with the Secrid team in order to take the brand to the next level. Together, we’ve created trust, inspiration and action at Secrid worldwide distributors events. Additionally, we have continued to work together on a qualitative distribution strategy to enforce the brand through retail globally.

“The Young is part of our Secrid family and we’ve embraced The Young’s support since day one. The Young offers the right process, knowledge and attitude to develop our brand together with our young team.”

– Marianne van Sasse van IJsselt & Rene van Geer (Founders and Directors Secrid)

Ongoing collaboration

The Young continues to help Secrid with creative facilitation support. This way of co-creation fits Secrid. By involving everyone, Secrid builds its way to the future. The following pictures give an impression of Secrid’s Distributor event, which took place in May 2018.


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