Creating An Outdoor-Inspired Community, Inside At A Tap
Wayfinder Co-Op was launching a taproom inside their space to add value to the members and welcome the surrounding community. With a challenging timeline and small team to execute, the leadership knew they were task managing rather than strategically steering for growth.
Company brand build was invested in with a particular focus as to how the Otero brand fit underneath the Wayfinder Co-Op brand. Considerable time was spent to create a mission, vision, and values, then choosing an archetype.
With a defined target market, when competitors were laid next to Otero, it held its own as a distinct and competitive brand. In its infancy, Otero welcomes the neighborhood, and the Sante Fe Arts District stoFirst Friday strollers. They are an established venue for events and film screenings. The leadership shared with Callosum that they reference the brand documents regularly to remind themselves of which path to take when making critical decisions.