Category design
Define the categoryyou plan to lead.
Category design is the work of defining, naming and leading a market category, rather than competing inside someone else’s. It turns an abstract offer into something concrete that customers, peers and investors can name.
Questions.
- What is category design, in plain terms?
- Instead of claiming to be the best in an existing market, you describe a new problem and a new kind of solution, give it a name, and become the company people associate with it.
- Is category design only for startups?
- No. It suits any business whose offer doesn’t fit the current labels: deep tech, infrastructure, new models in fintech or climate. Established companies use it to reframe a mature market.
- How does it relate to brand positioning?
- Positioning chooses your place within a market. Category design draws the market itself. When the existing map doesn’t have room for you, we start with the map.
- What will we have at the end?
- A category point of view, a name and definition, the narrative that explains it, and the words to use on your site, in your product and in the room.
Talk to usabout it.
Do you have a challenge with your brand you just can’t figure out?
hello@studiojunction.ioAlso: Brand positioning · Brand strategy · Content design and UX writing · Voice and tone · Brand story · Verbal identity