Stranger Fiction co.
Over the past few decades, the publishing industry has undergone a massive shift. Publishing houses, once the gatekeepers, are now asking the same questions as aspiring authors: What does self-publishing mean for me, and for the future of literature?
Power to the paper
This brand was... complex. For one thing, Ryan was the co-founder. That meant the typical constraints that come with working for a client were eliminated, but everything, everything had to come from him and his partner. Not just mission, vision, brand guidelines, and the like, but even which products they intended to offer—and why.
After drafting the necessary positioning documents, they began where most modern branding begins: with data. Once they'd gathered the psychographics of their intended audiences, they spent a month in competitive analysis, fully wrapping their heads around what would organically speak to traditional, independent, and hybrid authors.
Form and functionality
Based on their understanding of the pain points their various demographics encounter, they created an intuitive site architecture. Some pages and products that at first made sense got cut in later rounds. As they pinpointed their minimum viable product (MVP,) the functionality gradually came together, backlit by a vibrant visual style and playful language.
On that note, due to the editorial nature of the website, they chose—perhaps fittingly—to rely heavily on messaging. Even without the Articles that would flesh out the brand, the core copy deck read like a novella at just under 10k words.
early marketing efforts
In mid-July of 2017, Ryan and his partner began development on the "phase one" site. They also put together an announcement video to start building an email list and gather momentum on Facebook.
With the site up and jogging, Ryan continues to draft new Articles on a biweekly basis. More author Resources and a "phase two" site, coming soon.
Co-founder, Writer, Strategist