Fresh off the bus: Cultivations

Creating the essence, identity and web presence for an ambitious e-commerce startup

Cultivations’ mission is to create a vibrant and diverse community of exceptional American artisans—and to build a platform to help that community connect with an audience that truly appreciates what they do. Each of the makers selected by Cultivations is carefully chosen for their commitment to using traditional, time-honored techniques to create handmade goods that enrich the lives of others.

Building a brand from the ground up is an enormous creative undertaking, so Cultivations partnered with Bailey Brand Consulting to help bring their vision to life. Bailey worked closely with the founders to establish an authentic brand essence and identity reinforced by a new company logo and tagline. Our team then helped develop the tone and voice of the brand across all imagery and written content, and conducted a comprehensive evaluation of potential e-commerce platforms. Bailey then built and launched the site, performing extensive pre- and post-launch UX testing to iterate and improve upon the design.

Powered by WordPress, cultivations.com is an attractive, intuitive and engaging online experience that efficiently conveys the brand story—however, the website was only the first step towards realizing the full potential of the brand. To drive awareness and growth, Bailey developed a foundational digital marketing strategy anchored by a fully integrated social media and email marketing campaign.

The results exceeded all expectations. Subscribers to the Cultivations newsletter increased by 280%, and traffic to the site grew by 740% over a single month. On social media, Facebook reach increased to nearly a quarter of a million Americans while the number of engaged Pinterest users increased over 1,000x. Bailey provided Cultivations with immediate access to these and other website analytics, the learnings from which will help inform future campaigns in 2018 and beyond as the community continues to grow.

Users can now explore Cultivations’ vibrant and diverse community of artisans and shop the complete collection of one-of-a-kind handmade goods at cultivations.com.