IMDOINGIT
[ Project Year: 2020 - Present ]
In 2019, IMDOINGIT set out to revolutionize the lifestyle sector. With a dream to create a lifestyle brand, they had the passion but lacked the conviction to bring the brand to life. Without a strong enough foundation, the brand dissolved before it had a chance to launch. Yet, from these initial setbacks, a more profound and impactful idea began to take shape and in January 2020, we launched IMDOINGIT.
Emerging from the shadows of its former self, the brand redefined its mission and purpose. They introduced an innovative program called mentorMatch, aimed at pairing experienced professionals from established organizations like Google and Publicis Groupe with young and ambitious Black youth. Initially, the program launched with a minimum viable product (MVP) to test the market through a manual matching process, and with time the concept proved viable, and the program gained momentum.
The Brand’s Growing Success
With growing success, the brand developed a custom application, transforming mentorMatch into an intuitive platform reminiscent of a dating app, wherein we led the design and development of the product. Now, mentees can browse through profiles, find mentors with the skills they desire, and request a match, making the process seamless and engaging.
As the brand continued to evolve, we recognized the need to support its community of young, talented individuals on a higher level. This led to the introduction of additional programs, each designed to address specific needs and foster growth — all of which we designed and maintain. Details on these programs can be found on the IMDOINGIT website.
A Brand New Thing! has been there every step of the way, managing IMDOINGIT from its early days when we implemented the tagline, "Coloring the Future" to its current positioning as an early Black talent management partner with the tagline, "Bias Out, Talent In, Every Time."
From Idea Enhancement and Research & Development to Brand Development, Marketing & Advertising, and Program Management, we've been integral to the brand's journey. We've witnessed its transformation and are proud to say, we're just getting started. The future is bright, and together, we're committed to driving change, fostering talent, and creating a more inclusive and empowered community for IMDOINGIT.
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