Scout & Nimble
Solving a Brand Identity Problem for a National Interior Design Company
Even successful brands with capable marketing teams sometimes need an outside perspective.
Case in point: Scout & Nimble, a wildly popular interiors company with high-profile Instagram followers and impressive sales. From the outside, its content was beautiful and its business was booming. But behind the scenes, the team was facing some big decisions.
At the Scout & Nimble headquarters, the team was growing increasingly disjointed. The company had scaled rapidly, which led to quick changes and confusion. It was time to regroup on why they were in business, who the were serving, and where the brand was headed. The owners knew a fresh coat of paint wouldn’t solve these problems — it was time for some real change.
Conflicting Designs
When we dove into Scout & Nimble’s brand strategy, we discovered a plausible root cause to some of the brand’s pain points: trying to be everything to everyone. (A mistake we all know too well. No shade.)
When we met Scout & Nimble they were an interior design studio, an e-commerce site, and a support system for interior designers. Serving all of these markets under one brand had created convoluted messaging and slowly blurred the purpose of the company.
To bring clarity to the Scout & Nimble team, we proposed a drastic change: create a new company.
Bodine White
It took hours of conversing, and in the end we segmented Scout & Nimble’s interior design services away from its e-commerce and industry support. The reasoning? Scout & Nimble couldn’t be for both the design obsessed and the design averse. And by promoting their own work, they couldn’t fairly give other designers a platform.
With a sister brand, Scout & Nimble’s purpose became clear to explain and understand, the audience narrowed, and the future vision started to take shape.
Once Bodine White was launched, design service inquiries increased by three times and spanned nationwide.
Vision Summit
Bodine White represented more than a shift in structure — it represented a shift in Scout & Nimble’s mindset, identity, and brand culture. And to capitalize on this transition, we knew the messaging to the team would be critical for employee buy-in.
To launch the new brand with momentum, we hosted a Scout & Nimble Vision Summit for the company’s 30 employees. The branded event featured everything from its own logo to its own playlist, which set the tone for the excitement that was to come.
The vision summit wasn’t just an introduction to Bodine White — it was a deep dive into where Scout & Nimble started, where it’s going, and how everyone on the team could help it get there. And with interactive workshops and dedicated internal messaging, we gained the employee buy-in necessary to make Bodine White’s external launch a success too.
Implementation of your brand can be hard.
That's why we don't just hand over a beautiful brand to our clients and wish them good luck. To set teams up for success, we develop a framework to help everyone make strategic decisions. The content web we created for Scout & Nimble identifies common triggers that the team experiences in their work and gives everyone clear guidance on how to move forward with content execution.
““With over 55% of Americans looking to change jobs and 37% of them actually changing jobs over the last 12 months, we at Scout & Nimble felt that it was very important for our company to define its culture and make our employees part of that process.
After doing extensive research and looking at all of the various ways to plan for this, we came to one conclusion. We were not the experts on this subject. That is when we reached out to Kristen Brown and her team at Hoot Design Co.
They assisted us with clearly defining our brand and values in a way that we as owners thought to be most important for our company and helped execute it in a collaborative way that was fun, inclusive, and memorable for everyone on our team.
As a growing company, you may feel as though things are moving too fast to be able to take the time to put something like this in place. However, I can tell you firsthand that it made an immediate impact on our company and has assisted us in bringing our team closer together, and has helped keep our employee retention rate one of the highest in our area during what has been a very challenging year for so many. If you are a business owner, I highly recommend reaching out to Hoot Design Co and allowing them to help transform your company brand and culture today.””