Live Client Project
Cronies
Online stores are faceless. At Cronies, customers know they’re buying good stuff from good people.
For customers, Cronies isn’t just a store—it’s a staple. It's a modern mom-and-pop shop where the owners see you as more than just a sale.
Cronies both contrasts and completes the other shops at 5807. It’s a sporting playground with an outdoorsy feel that speaks to our target audience.
Richmond is a town of local-first buyers who need a one-stop shop for menswear. They’re already customers. Let’s make them Cronies.
insight/strategy
Men choose Cronies for quality. Women choose Cronies for convenience.
What do you get the man who asks for nothing? Something new. A new spice-rub for his 12-hour brisket, new matching koozies for his rambo-themed fishing trip. A new tie his daughter won’t call ugly. More than anything, he needs to be pointed in a new direction.
Let Cronies inspire your next weekend getaway. Whether that's a hike, a camping trip, a backyard kickback, or a beach trip, let Cronies be your compass.
social media
Our first ask from Cronies was ways to better market their products and attract more people to their social media.
We came up with a textured background to showcase products and break up the somewhat hectic nature of their current feed.
We also recommended that they start a recurring series on social media called Mondays with Mike. Every Monday, one of the owners, Mike, will shine the spotlight on one of his favorite items currently available at Cronies.
social media
Cronies relies on the community as much as the community relies on them.
We thought a great way to thank the community was to give them a shout out on social media, highlighting their community involvement and accomplishments, making them not only a Cronies customer, but a Cronies Hero with the
Meet your Crony series.
community presence
Beyond their digital presence, their behavior in the store and in the community will establish Cronies as an RVA mainstay.
Partnering with local restaurants and bars, and sponsoring youth sports events is a great way to expand brand awareness without making a big investment into OOH.
In-store experience
Cronies is buried in the back corner of The Shops at 5807, which features primarily feminine products, making it difficult for their target audience to find Cronies.
Implementing a floor decal wayfinder would make it easier for shoppers to navigate the complicated layout of the store and direct them straight to Cronies.
We made flexible designs featuring products, to be used as Instagram stories or as flyers in local restaurants, bars, and coffee shops.
Holiday Campaign
12 days of cronies
To kick off the Cronies is your Compass campaign, we wanted to open with a holiday campaign.
Their current audience is not their target audience. Women are coming into the store to buy gifts for the man in their lives.
With this knowledge, we provided a 12 Days of Cronies Instagram series to act as a shopping guide for women.
dadvent calendar
Additionally, we wanted to implement a Dadvent calendar, which would bring brand awareness to men.
The goal is that the men would try the sample products and would come back again and again to repurchase the full-size products.