Gorilla Glue- ReadySquad
Gorilla Glue wanted to take an existing community and move them to a branded platform. We identified doomsday preppers, AKA resilient citizens as an audience that would be responsive to GG’s values.
We created ReadySquad, an app based resource for citizens looking to be prepared in any tough situation. It offers education, community, events, and resources.
Onboarding
To begin the user’s journey, they’ll take a quick quiz to determine their disaster readiness level and be assigned a preparedness level and given a badge.
Celebrity Partners
Merchandise
By partnering with trusted celebrities in the prepping community for live events and prerecorded courses, ReadySquad can gain respect and notoriety.
Projects and Guides
DIY projects catalogued in the app will give members helpful tips and tricks for preparing for the worst. Each project will feature a specific Gorilla Glue product.
Survival Guides
Daily prompts testing user’s preparedness give members the opportunity to show off their skills and raise their badge level, gamifying the app.
Real Life Connections
Location based groups and in person challenges ensure the connections built on the app continue in the real world, allowing people to build a community they can trust in case of emergency.
To show off your survival skills in real life, members will receive bumper stickers telling the world to follow them when “shit hits the fan”!
Spreading the Word
To get the word out about ReadySquad, Gorilla Glue will post teasers about the app on their social medias. The celebrity partners will also share info about the app to get fans of theirs interested. Additionally, to target the prepper audience directly, banner adds on popular sites in the community, such as the Prepared, will gain attention from the right people.
Project Takeaways
This project taught me not only how to build a community within a branded app, but also how to reach a group of people I, myself, didn’t know much about! You never know who you’ll be tasked to advertise to, so it was a great challenge to pick an audience that I didn’t really relate to. Also, I learned a lot about the program Figma, which is quickly becoming one of my favorites.
Made with experience designers Krista Gutzwiller and Alicia Rydel.