Background:

Think Upcycle is a company with a concentration on the circular economy that is developing a line of pre-owned furniture. The marketing team had many responsibilities for the launch, including the creation of an intriguing flyer for their collection service to be distributed in Khaleej Time (UAE’s most widely circulated newspaper). The marketing director requested that I describe the company’s vision for reducing waste, the difficulties consumers face when disposing of furniture, the methods this new startup employs to address these problems, and their unique selling proposition. Both English and Arabic versions are required.

Research:

Research focused on:
1. Understanding the UAE’s furniture waste and the main factors influencing the choice of my centre piece in my flyer.
2. Interviewing the startup’s founder, logistics, and sales head in order to understand the steps and the unique selling proposition.
3. Arabic version right-to-left language placement and designs differences.

Solution & development:

Sofas are the primary source of furniture waste, according to research, and can be converted with the company’s services, such as upholstery, before being resold, not only reducing waste but also giving it a second life. The straightforward design of the flyer emphasises the customer’s issue with discarding furniture and the three-step value proposition of the new company.

TAkeaway:

Working with a startup team was fast-paced, but interviewing different business teams enabled me to comprehend the company and simplify their value proposition. A version in Arabic was similarly challenging, but I learned how to create right-to-left graphics while taking into account the Arabic audience and how they will perceive the content. The launch distributed 40,000 flyers and in two years, this company became the largest marketplace in UAE for pre-owned, repaired furnishings.