RedEnvelope Case Study

Re-Launching a Business With a New Brand Identity

The Challenge

After early success of meeting the needs of last-minute gift givers, 911Gifts saw an opportunity to broaden its market and become the premier gift-giving service. The company's leadership knew this would require more than adding new products to the mix — it would require a strategic assessment of the business and brand.

Our Solution

Prophet worked with 911Gifts to develop a rich profile of its target customers, better understand motivations for gift purchases, dissect the competitive landscape, and identify best practices that would define and differentiate the company. Through this process, unmet customer needs were identified and a new brand identity was developed. The company was relaunched as RedEnvelope, and the new brand was brought to life through recommendations for improving key customer touchpoints, including merchandising, the online shopping experience, and packaging, as well as guidelines for executing a focused advertising, marketing, and PR campaign.

Results

This re-branding effort has helped shift the mindset of the entire organization, enabling the company to reach a broader market, resulting in a 700% growth rate from 1999 to 2000 and contributing to a successful IPO in 2003.