Case study: LifeGate, Italy
Reshaping LifeGate’s image among digital natives: focusing on resonance.
Founded in 2000, LifeGate (LG) is the first company in Italy to enter the large retail market with an organic product. It is a Benefit Corporation, considered the reference for sustainability in Italy. LifeGate supports businesses to improve their sustainability credentials through consulting, strategic communications, environmental projects.
My team of Business Designers were briefed to propose a strategy for LifeGate to reinforce their position as the main player among Gen Z to be the hub of sustainable innovation by reinforcing their available resources.
Timeframe
4 weeks
Sector
Strategic communications, Consulting, environmental projects
Team
Challenge
Driving LifeGate’s market leadership with Gen Z to be the hub of sustainable innovation
Gen Z stands out as the foremost advocates of sustainability,
emphasizing transparency, minimal consumption, and activism for
a better world. This presents a significant opportunity for B-corps
to make a substantial impact. Yet, LG, with its 5 million-strong
community, faced a disconnect with Gen Z due to its inability to
appear relatable and accessible to them.
They sought our Business Design team to develop a strategy for
better engagement while maximizing their resources.
Strategy
Finding a sweet spot for LG’s entry and propose a Creator centric solution
We deeply engaged with Gen Z, conducting empathy interviews,
research, and social listening to understand their thoughts,
behaviors, and pain points. This immersion provided valuable
insights, trigger points, and consumer journey mapping.
We pinpointed LG’s opportunity gaps through trend and
competitor analysis, proposing multiple growth directions, which
we refined into one vision to position LG as the top choice for Gen
Z sustainability.
Outcome
Empathy-Infused strategy to reshape LG and pave a strong competitive edge
Our team explored the creator economy as LG’s ideal entry point.
We studied subscription-based platforms like LinkedIn, Dribbble,
Medium, and more, analyzing how content creators monetize
through ads, sponsorships, product placements, and digital sales.
Our proposal focused on building a creator community using
LifeGate’s digital platform. We provided a branding direction and
initial low-fidelity prototypes for the platform.
Challenge: Driving LifeGate’s market leadership with Gen Z to be the hub of sustainable innovation
How might we help LifeGate offer Gen Z an influential networking platform on sustainability with a fitting subscription model?
LifeGate, a prominent sustainability-focused organization, has been at the forefront of environmental initiatives for years. But as the competitive landscape becomes more saturated and generations evolve, LG needed to adapt to the changing landscape.
We worked together to develop a comprehensive strategy that would help LG become more relevant and accessible to the Gen Z demographic. This involved optimizing available resources to create a substantial impact within this influential generation. Our teamwork was crucial in executing this strategy effectively and efficiently.
Strategy: Empathy-Infused strategy to reshape LG and pave a competitive edge
Strategic project timeline
Through a 4-week design research process,
we engaged with potential consumers,
identifying painpoints and scoping the
projects within our team.
Company and competitor analysis
The company offered a vast range of
services. We turned our focus on mapping
their operations, parallel competitors,
strengths and weaknesses.
Gen Z’s digital behavioral patterns
Gen Z aims to integrate sustainability into
daily life. Our research explored UGC
triggers, their digital media interactions, and
response to lack of purchasing power.
Insights and uncharted territory for LG
#01
Rise in the Creator economy = Gen Z’s financial independence
Monetizing their passion and skills empowers Gen Z to supplement their income, reflecting a shift toward valuing creativity and skills over traditional financial resources, fostering economic independence.
#02
Entering the creator economy market through LifeGate Italy’s strategic communications sector
Creators entering through LifeGate can benefit from the organization’s expertise, resources and vice versa related to sustainability and environmental issues, which can enhance the quality and impact of their content.
#03
Sustainability focus
Associating with LifeGate Italy can enhance a creator’s brand image by aligning with a well-respected and established entity in the sustainability space.
Outcome: Launching a digital platform geared towards LG’s vision for a
Sustainable Digital Community “LifeGate Creators”.
Outcome: Launching a digital platform geared towards LG’s vision for a
Sustainable Digital Community “LifeGate Creators”.
What is LifeGate Creators?
The LifeGate proposal envisions a dynamic digital platform for their upcoming community, “LifeGate Creators.” Tailored to the Gen Z generation, this platform focuses on user-generated content and employment opportunities, fostering a community of creative individuals deeply committed to sustainability.
What value does it bring?
On this platform, members will find a powerful space to express and explore their sustainability ideas using diverse creative mediums. It will serve as a collaborative hub, connecting them with companies to jointly develop sustainable solutions. Additionally, it offers unique networking opportunities, enabling interactions with influential public figures and social media influencers who share a strong commitment to sustainability.
Crafted lasting, behavioral personas that will be the faces of LifeGate Creators
We equipped the LifeGate with essential insights into their new consumers by crafting behavioral personas and consumer
journeys, providing valuable resources for future endeavors.
Designing the business: how to create value and monetise LifeGate Creators?
The core of the business strategy is centered around the creator economy, primarily driven by Gen Z, and the increasing prevalence of subscription-based models on digital platforms such as LinkedIn and Benhance. These models offer exclusive access and exposure to career opportunities and networking.
Main Activities in LG creators through a quick prototype
Our team crafted a low-fidelity Figma prototype, providing LifeGate with a visual representation of the platform’s functionality. We focused on prototyping the four core activities within the platform which are:
Becoming a member of the community
Compare plans, check pricing to register and onboard as a free or premium member.
Access to LG creators community forum
Set up and manage a LG Creator’s publication. Create, edit, or delete a story.
Publish thought provoking articles and stories
Set up and manage a LG Creator’s publication. Create, edit, or delete a story.
Read articles and stories from the best writers
Read from suggested content or reading lists, comment, like and rate work.
Create the work impactful work of art
Upload/ create images and media using platform tools.
View artwork from the favourite artists
View from suggested content or saved library, comment, like and rate work.
Main Activities in LG creators through a quick prototype
Our team crafted a low-fidelity Figma prototype, providing LifeGate with a visual representation of the platform’s functionality. We focused on prototyping the four core activities within the platform which are:
Becoming a member of the community
Compare plans, check pricing to register and onboard as a free or premium member.
Access to LG creators community forum
Set up and manage a LG Creator’s publication. Create, edit, or delete a story.
Publish thought provoking articles and stories
Set up and manage a LG Creator’s publication. Create, edit, or delete a story.
Read articles and stories from the best writers
Read from suggested content or reading lists, comment, like and rate work.
Create the work impactful work of art
Upload/ create images and media using platform tools.
View artwork from the favourite artists
View from suggested content or saved library, comment, like and rate work.
Delivered a seed for branding direction
We created a comprehensive brand guideline for LifeGate Creators, featuring a distinctive logo, typography, color palette, and
illustration bank. To prevent greenwashing, we chose a trendy neon green accent, ensuring a fresh and impactful brand identity.
These guidelines will be the foundation for a holistic brand that embodies LifeGate Creators’ unique vision.
Delivered a seed for branding direction
We created a comprehensive brand guideline for LifeGate Creators, featuring a distinctive logo, typography, color palette, and illustration bank. To prevent greenwashing, we chose a trendy neon green accent, ensuring a fresh and impactful brand identity. These guidelines will be the foundation for a holistic brand that embodies LifeGate Creators’ unique vision.
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