In April of 2022, the design-forward home scenting company, vitruvi, made a bold move that shocked their followers; they archived their entire Instagram feed, leaving up only a 3-grid with the phrase, “change is in the air.” Their followers guessed new packaging or the introduction of a brand color, but vitruvi took it a few steps further with an entire rebrand, launched in one day. The rebrand was impossible to ignore on social media, with posts from their 250+ affiliates sporting their new signature “Homebody” sweatshirt going live on the feed. A move that had been two years in the making, vitruvi saw a 50% increase in social media engagement following the launch. For episode 53, we’re sitting down with vitruvi’s Senior Brand Marketing Manager, Scout Shmygol, to dive deeper into the rebrand. Scout takes us through the process from inspiration to design and launch. We talk about vitruvi’s goals with sonic marketing, disruption in the air care space and future-proofing their business. She also lets us in on the major change they made the week of the relaunch. This episode is a perfect case study on the level of thought and care that goes into a successful ecommerce rebrand.

Shop Waves Social merch: https://www.wavessocialpodcast.com/merch 

Show Notes:

1. How vitruvi went from a Tumblr blog to a Forbes featured business.
2. What was the inspiration behind vitruvi’s major rebrand?
3. How vitruvi leaned into what wasn’t working to future-proof their branding.
4. Where did the art direction for the rebrand come from?
5. Playing on all the senses for a holistic online brand experience.
6. What is sonic branding?
7. Why did vitruvi archive their Instagram feed before the relaunch?
8. How did vitruvi time their UGC content with their relaunch?
9. How Scout works to avoid blinders as a marketer. 
10. What is Natural Habitat and how did vitruvi get Shay Mitchell on the cover?
11. What would they do differently if they could do it all again?
12. Translating a very polished brand to TikTok. 
13. The best piece of advice Scout’s been given. 
14. Who is making waves for Scout and why?

Discussed in this episode:

1. vitruvi: https://vitruvi.ca/ 
2. vitruvi on IG and TikTok: @vitruvi 
3. Scout on IG and TikTok: @scoutshmygol
4. Aruliden: https://aruliden.com/ 
5. The Defining Decade: https://megjay.com/the-defining-decade/ 
6. Fable: https://fablehome.co/ 
7. Parade: https://yourparade.com/ 

Waves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). 

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

S6 - present Production by Morgan Berna, editing by Harrison Neef.