This document provides an overview of a buyer persona named "Graphically-Inadequate Greg". Greg is a 25-30 year old male small business owner who started a professional organizing service after a career in athletics. Though his services are good, his company lacks a clear brand and visual identity. The document outlines Greg's goals of finding new customers and gaining recognition, as well as the challenges his company faces. It proposes helping Greg by rebranding and designing marketing materials to establish a distinct narrative and position his company for awards.

1. Josh Ferrari Creative
Buyer Persona Overview
October 2015

2. Graphically-Inadequate Greg
BACKGROUND:
• New small business owner
• Professional organizing service
• Star athlete turned clean freak
DEMOGRAPHICS:
• Skews Male
• Age 25-30
• HH Income $60,000
• City slicker
IDENTIFIERS:
• Go-getter
• Works hard, charismatic
personality
• Doesn’t “get” design

3. GOALS:
• Find new customers
• Win recognition for services
CHALLENGES:
• Company has no clear voice or
direction
• Stretched too thin doing the
day-to-day
HOW WE HELP:
• Rebrand the company to offer a
distinct and persuasive narrative
• Design compelling award
applications and business
portfolios
Graphically-Inadequate Greg

4. REAL QUOTES:
• “I made a logo on Paint. Some
clients have complained”
• “I know my services are great –
My clients say so all the time. I
just don’t know how to get the
recognition I deserve as a small
company”
• “The visuals scare me. I’d rather
live in a world without them”
COMMON OBJECTIONS:
• It’s a lot of money and there’s
no guarantee that it will bring in
new business
• What if I don’t like the design
after a few months?
Graphically-Inadequate Greg

5. MARKETING MESSAGING:
• Simplified custom design
for the everyday business
owner
ELEVATOR PITCH:
• Design that makes you go,
“My company is here to
stay.” A full-service design
studio geared toward the
everyday business owner,
revitalizing your logo,
webpage and social media
to fit your customer’s
desires.
Graphically-Inadequate Greg

6. TWITTER
• “This post is pretty boring without visuals, am I right? Your
company needs them, too. Let me help.”
FACEBOOK:
• “Yikes. Tough break for these people. Visuals are everything to a
business. Are you making a similar mistake? Let’s talk about how
we can prevent it over coffee – from one business owner to
another. [Insert link to:
http://www.businessinsider.com/the-15-worst-corporate-logo-
fails-2014-1]
INSTAGRAM
• Hello new business owners. This custom design
catch your eye? This was only for fun. Let me
show you what I can really do for your company.
Social media messaging