Bringing the experience to life –
Water Street Coffee is an expert at creating a cozy, I-don’t-want-to-leave café experience. They are coffee experts, foodies, and creatives. Our goal was to create a digital experience that gives you the same feels as their physical café locations and increase online sales, through an updated marketing website, fresh photography, and a social media strategy.
It’s all about the customers –
We started by identifying the personas that frequent all five Water Street Coffee café locations and explored the patterns, tensions, and motivations behind their purchases. This discovery informed how we approach each customer type from a digital perspective, answering questions like, “Are they more likely to follow us on social or open up an email?” Armed with that information, we could then map the content to the platform, leading us to find what would yield the best engagement.
Photography that tells a story –
Our shot list wasn’t limited to the cafés. Yes, we knew that because Water Street created a memorable experience, the photography had to be full of the same (caffeine-boosted) energy. But we also knew that telling the story of their handmade, locally sourced food and intentionally chosen, expertly roasted coffee would only deepen their customers’ appreciation for the brand and products. So we also spent time photographing Water Street’s kitchen, their seasonal food, their roasting process, and the people behind it all. These photos better communicated Water Street Coffee’s brand on their website, social media, and marketing campaigns.