How to design a strategy for a lifestyle brand in a highly functional market?

Windchallenge, the global expert in wind energy, has developed a unique storm-proof but small wind turbine called The Windleaf. Windchallenge will storm the Nordic countries in the upcoming years to spread their magic patented wind turbines as a lifestyle statement.

B2B and consumer research

The Young’s researched the two-fold target market approach of Windchallenge. One aimed at companies who will outfit their company premises with Windleafs and or surrounding area. The other focus is on consumers to place Windleaf(s) at their private premise. The Young found the benefits for the latter group are mostly concerning autonomous energy supply and an immersive design in the landscape. The first one focuses more on a sustainable and cool image next to providing sustainable energy.

Brand positioning

The Young worked with the Windchallenge team to acquire a unique position in these markets by branding their company and product as a lifestyle and design statement. By claiming ‘energize your independence’ and ‘best product’ innovation, Windchallenge combines an emotional as well as the functional basis for their strategy compared to competitors that showcase a pure price fighting functional product. In additional work sessions with the Windchallenge team, The Young filtered thoughts and insights into a clear and carefully built-up storytelling hierarchy to support this positioning.

Visual design

The Young has translated the strategy into a marketing plan to select the marketing & communication materials aimed at claiming the Windchallenge philosophy and expertise across B2B and B2C markets. One of the touchpoints we developed is a beautiful website with online tools for spreading the word in the Nordic countries. An image that lives up to the brilliance of the Windchallenge innovation The Windleaf.

“Working together with the Young is truly an empowering experience.”

Eline & Sander Mertens
(Founders & Directors Windchallenge)