Repositioning Creativ Company for scalable growth
Creativ Company is a leading European supplier of arts and crafts materials, operating across B2C, B2B, and B2G segments with more than 14,000 products and a presence in over 46 markets.
Challenge
Creativ Company had reached a point where growth complexity was outpacing clarity. Across segments, the company lacked a unified understanding of customer needs, behaviors, and purchase drivers. At the same time, a fragmented brand and product structure, driven by acquisitions, sub-brands, and multiple naming logics, made it difficult to present a clear and differentiated position in the market.
The ambition was clear: move from product-led supplier to a coherent, customer-driven brand capable of scaling across markets.
Solution
We led a full transformation across customer insights, strategy and activation.
We started by establishing a insight foundation, combining qualitative and quantitative research across B2C, B2B, and B2G. This resulted in clear personas, decision journeys, and a deep understanding of the drivers and barriers shaping demand. Building on this, we redefined the strategic direction of the business. At the intersection of company strengths, customer needs, and competitive dynamics, we positioned Creativ Company as “The Enabler”: a brand that makes creativity accessible, intuitive, and inspiring for everyone.
We then translated this into a unified brand and commercial platform:
- A simplified and scalable brand and product architecture
- A clear strategic foundation
- A communication platform including tone of voice, messaging, and visual identity
At the core of this platform, we developed the overarching concept
“Create What Matters”: a unifying idea that connects brand, product, and communication across all segments and touchpoints. Our invitation into something much bigger: Everyone is welcome. Young or old, skilled or all thumbs, alone or together. To create what matters to you.
From strategy, we moved directly into activation. We activated their hero products, the DIY kits, designed to make starting creative projects quick
and easy. For the launch, we developed a creative concept that gave the category its name: “Creativity in a Box”. This was supported by the communication concept “Created by You”. A celebration of customer creativity, brought to life across channels.
Our role did not end with strategy delivery. We ran a co-creation process with the Creativ Company team: workshops designed to build ownership, align functions, and equip the organization to carry the platform forward.
Result
Creativ Company now operates with a unified, insight-driven platform that aligns customer understanding, brand strategy, and commercial execution.
The organization has gained:
- A clear and differentiated market position
- A simplified and scalable brand structure
- Stronger alignment across functions and markets
- A consistent and activating communication platform
The new brand platform, “Create What Matters,” provides a unifying direction for all communication, while enabling relevance across all audiences.
At the same time, the transformation has delivered measurable commercial impact. Strategic initiatives such as “Creativity in a Box” now account for 20% of total sales, demonstrating how a tightly integrated approach, from insight to activation, can directly drive growth.
