Moving from B2B to B2C, being underserviced by PR agencies and the desire to create a unique voice for the brand resulted in DITA shifting budgets from traditional PR to social content.
Historically PR hits acted like heroin for the brand. Momentarily satsifying, addictive but ultimately eating the brand from the inside out. In order to build and reinforce the brand’s new positioning as ‘A Category of One’ DITAworld was established as a social and editorial platform to bring DITA’s three brand pillars to life through interviews, visual stories and film.
Designed to align with individuals who are all ‘A Category of One’ in their own right the stories were chosen and organzied according to DITA’s 3 Brand Pillars:
1) Design that Finds Beauty in Purpose 2) Craft that Celebrates the Unseen 3) Culture that Transcends Convention
DITAworld projects then allowed further product based collaborations with individuals at the vanguard of design, craft and culture. Spread that content via syndication, leverage the collaborators social channels and expand our own network while creating content that aligns our own ethos.