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Building Easy Tiger Goods' marketing strategy from the ground up with Jeff Venida
There is a common understanding in the advertising industry that in order to successfully sell a product, a brand must first sell a compelling idea.

Now more than ever, successful creative branding has much more to do with selling an experience than it does with shifting goods from a store shelf into the homes of consumers. It is highly competitive and incredibly complex, but with the right combination of hard work and expertise, advertising is a field within which a creative mind can thrive. This is why, for talented artist, Jeff Venida, being a creative director is the most rewarding job in the world. Knowing that his branding strategies stand apart from those of his competitors fulfills him in an indescribable way and despite his successes, he is constantly striving to grow, to improve, and to show the world that honest advertising not only exists but serves a strong purpose in society.

When it comes to selling an experience, Venida knows better than most about how to tap into the consumer conscious and develop an overall aesthetic and feel that leaves individuals feeling a sense of fulfillment from the content or marketing space that they've consumed. For this reason, when the founder of Easy Tiger Goods, Zai Rajkotwala, approached Venida about helping design her store's branding and setup, he eagerly accepted. Easy Tiger Goods is a lifestyle concept store specializing in carefully designed and well-made products including home deĢcor items, paper goods, leather goods, unisex accessories, jewelry and gifts. It has since gone on to become a retail institution in Toronto, Ontario and has been featured in some of the most popular Canadian and international publications like MonocolePorter MagazinesBlogTO,The Toronto Guardian, and several others. It is no coincidence, then, that Venida collaborated on the project.

Venida was first brought on board in 2013 when Rajkotwala was launching Easy Tiger Goods. From the get-go, he solidified just how invaluable his expertise can be when building a brand from the ground up. Rajkotwala was blown away by how quickly Venida adapted into the role of creative director on the project and how adept his understanding of her vision was. He wasted no time in determining how best to brand the company, but also how to do so in such a way that would resonate with the community and generate a retail experience unlike anything they had ever known in the past.

"Jeff understood the goal of wanting Easy Tiger Goods to be a hub showcasing Toronto's design culture and a welcoming space for artists. He has experience with local artists and the creative landscape in general, so it was a natural fit for him to work with us. He led each project as creative director and oversaw all brand development projects throughout the first two years of Easy Tiger Goods. This is the most imperative time to get things right and ultimately, our growth from nothing more than an idea to our current leading spot in the industry is thanks to him. He is responsible for giving my store a voice and having that voice reach thousands of people. I could not have done it without him," said Rajkotwala.

Throughout his two years working with Rajkotwala and the rest of the team at Easy Tiger Goods, Venida successfully established a brand tone and aesthetic that put Easy Tiger Goods on the map in such a design-conscious, competitive retail market. He developed all early press communications, consulted on graphic design and interior decor decisions, wrote brand guidelines, and planned community outreach events. Not only that, but he did so in such a way that marketed Easy Tiger Goods in a fresh light amidst the fierce competition around them. He took great pleasure in collaborating with artists, photographers, stylists, and writers alike to create a brand the community would want to be a part of.

"I created a highly curated retail experience revolving around a concept of well-made, well-packaged, and well-designed goods with a welcoming environment that incorporated an in-house coffee bar and community space. I also led the design of their online retail presence, where I made branded online content and established a social media presence that resulted in a following of over 17,000 users and counting. There were so many moving pieces that I felt really challenged to stay focused and organized. When yourgoal is to create a unique retail experience, you have to be very clear about the direction from the inception because there are so many ways to become distracted," shared Venida.

Fortunately, Venida managed to keep himself grounded and zeroed in on nourishing the ideas that would lead him to achieve his end goal in the best possible way. He is energized by the idea that his work continues to impact and influence the design community in Toronto. It led him to realize just what he is capable of when he really sets his mind to it. The entire experience cemented the fact that his visions and his work ethic are set to bring great changes to the consumer market in Canada and beyond.

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