Welcome to The Big Squeeze🍊
🍹 Frsssh off the press
Looks like we’re doing this — I’m starting a newsletter!
Well, well, well, look who's here! You've stumbled upon The Big Squeeze — a newsletter by Studio SuperFrsssh, where we talk about all things brands, ecommerce, design, and customer experience.
I won't pretend to be the world's greatest writer, but I've decided to give this newsletter thing a shot because, let's be real, who doesn't want to hear more from me? 💁🏻♀️
With some nudges from friends, (thanks, Fernando!) I'm excited to share my insights, experiences and occasional hot takes with you, while keeping things light and entertaining.
No spam, only pulp.
Here’s what to expect from this little newsletter of mine:
Expect some cheeky takes on the latest trends and hot topics in the world of brands, ecommerce, design, and customer experience (and maybe even some bad puns — sorry, not sorry).
I'll be sharing my own tales of triumphs and customer service fails, along with my unique perspective on building more authentic and engaging brands.
My goal is to make you think differently about your brand and business, and maybe even inspire you to take some bold (and juicy) action.
Lots of sass.
And if all else fails, at least you'll have a little something to read during your next bathroom break (hey, we've all been there too).
The secret sauce behind Studio SuperFrsssh (It’s not Sriracha.)
I know, I know — it's all well and good to talk about building human-centered brands, but you're probably wondering who the heck is running this thing? Well, here goes:
I’m Addie and I’m the brains, brawn, beauty and sass behind Studio SuperFrsssh.
I’m a bit of an oddball in the glitzy world of branding agencies, e-commerce and all that because I didn’t start out studying marketing or business. In fact, I used to work as an architect.
Yes, you read that right. I used to design buildings. Tall ones, made out of concrete and glass where actual humans live. Nothing more human-centered than the craft I used to practice.
As an architect, I used to go on and on about creating that “poetic spatial narrative” and the “experiential journey”. It was all about transforming spaces into “places” where people feel like they belong.
I also said things like “God is in the details” and made sure that even the bolts in the handrail matched the curtains. I'll follow a concept to the ends of the earth (or at least the end of the project), leaving no stone unturned and no detail overlooked.
But after several years in the architecture field, I began to feel a pull towards a different direction.
I realized that what I truly loved about designing buildings was the process of creating an experience for people — how they move through a space, how they feel when they enter a room, how their senses are stimulated by the environment.
Mostly I itched to build retail spaces for sleek brands like Aesop.
I used to dropship...💀
I then met a boy.
He was a very special boy.
Clever thing he was, he could even code in his sleep. He made websites for a design agency that was always on the bleeding edge of technology, which I secretly thought was just an excuse to buy the latest gadgets.
Nonetheless, I was smitten. Both with him and his ability to make pixel magic. I was in awe of his skills and knew right then and there that I had to learn how to do that too.
And like the Millennial cliche, he asked me if I wanted to set up a dropshipping lifestyle brand with him on our 3rd date. I said yes because, let's be honest, there's nothing more romantic than building a business together.
It's like the modern-day equivalent of building a log cabin with your bare hands, except with way more spreadsheets.
As we built our new brand from scratch, I was all over the most exciting bits of a new biz — I designed our brand identity, did all our marketing material, created flashy animations for our Instagram and made snarky little product descriptions to give it all a bit of a bite.
I even went full MacGyver and created my own makeshift product photography studio using cardboard boxes and duct tape.
With a janky lightbox balanced on my knee and an iPhone 11 in hand, I contorted myself into the most awkward angles to get the perfect piccie.
And look at the fake ice cream I made for these drool-worthy product shots. 👇
My love for detail was so intense that I even found myself getting lost in the minutiae of product packaging and shipping logistics. I began daydreaming about how happy people would be opening up their packages and being pleasantly surprised at the hand-written note of thanks that I’ve made them.
As you can see, there were signs of my budding obsession involvement in customer experience but I clearly forgot one little thing.
The customers.
Sorry to break it to you, but cute wrapping and Instagram filters aren't enough to make your business a hit. Trust me, I learned this the hard way. No matter how pretty your packaging looks, customers won't stick around if you don't deliver the goods.
Literally.
For a good while, our stuff was stuck on a ship that beached itself on the shores of the Suez Canal. It was a great lesson in customer service though.
Take it from me: start with the stuff that really matters BEFORE you get to the fun part.
I blew thousands in ad money because I didn’t know what I was doing.
I didn’t even know who we were talking to.
Week after week, I burnt thousands of dollars on ads targeting people who couldn't care less about our products. My marketing strategy was about as effective as yelling into the void. Turns out, people don't wake up in the morning thinking, "I really need some terrazzo bamboo plates from China today."
Who knew?
I eventually realized that the key to a successful business is knowing your audience and building a brand that resonates with them.
Top tip: Leave your ego out the door.
How chasing love led me to a career in branding customer experience.
In a world that was flipped on its head by the pandemic, I was faced with a difficult decision - to stay or to go.
And by go, I mean chase after said boy who lived halfway across the world.
A girl still needs to eat, so I was determined to find a new career that would allow me to work from anywhere in the world. It was during my search for a location-independent job that I stumbled upon the exciting world of UX and UI design.
It was like a match made in heaven, and I knew I had found my calling. I decided to take the plunge and quit my stable job to pursue my newfound passion. After all, love isn't the only thing worth chasing.
Ngl, it wasn't easy leaving behind the security of a steady paycheck, but I knew deep down that I was onto something special. I even flew to Japan to be with my special someone, confident that my newfound skills would pave the way to a bright and fulfilling future.
It was not long before I landed a mushroom-loving client. We teamed up to give their brand a fresh new look. Little did we know, we were about to embark on a wild ride with their supply chain. But instead of crying over spilled mushrooms, we put our heads together and came up with a fungi-tastic idea.
We wanted to give our customers a true farm-to-table experience, so we set up a series of emails that gave them a sneak peek into the growth of their mushies. Although we didn't have a fancy "shroom cam," our whimsical illustrations of the mushrooms growing were just as entertaining.
Their customers became so invested in their mushroom journey that some of them even started to form an unexpected emotional bond with their soon-to-be meal. Maybe they didn't go as far as to give them names, but we wouldn't be surprised if a few of them did!
I learned that a brand's voice can truly be a valuable asset in times of uncertainty or difficulty. By remaining consistent and true to its values, a brand can act accordingly to maintain the trust and loyalty of its customers, even in challenging circumstances.
The sheer impact a brand’s voice can have in addressing customer-facing woes across a business left me in awe.
It's a lesson that I continue to carry with me today that brands aren’t just static, visual elements. Activated through customer experience strategies, they can become powerful tools to help smooth things over.
I also got picked up by various other brands who were absolute delights to work with.
For a while things were looking good and I was getting into flow with my life. I never expected to have rug pulled from beneath my feet.
First, we hit a major bump and the boy and I went our separate ways.
Then, my grandma passed away.
A few months later, I lost my best fur pal of 20 years to cancer.
2022 became a brutal roller coaster ride of emotions for me and I barely made it through.
Nonetheless, I gritted my teeth and with staunch determination to not let life get me down, I knew I could make it on my own - and that's exactly what I did.
Thus, Studio SuperFrsssh was born.
When life gives you heartbreak and a f*ck ton of lemons, start a design studio:
Meet Studio SuperFrsssh
Studio SuperFrsssh is my proverbial lemonade stand.
It is made from a perfect blend of love, passion, and boundless creativity. As a one-person powerhouse, I am on a mission to elevate brands that share a common desire to make bold moves and create a positive impact on the world.
From crafting captivating brand identities to designing immersive websites and creating engaging content, I bring a fresh and innovative approach to every project. With Studio SuperFrsssh, you get the undivided attention and expertise of yours truly, a dedicated creative partner who is committed to helping you turn your customers into long-time fans. 🤩
Hey, thanks for being here. Now, in the next episode…
Alright, that was my not-so-quick rundown of how I got here and before I bore anyone else - let’s get to the good bits:
Next week we're taking a wild ride through the whimsical world of Wes Anderson, the magical kingdom of Disney, and the... wait for it... the maze-like aisles of IKEA!
We’ll talk about how building a universe for your brand is one of the easiest ways of creating immersive customer experiences.
And I promise we won't get lost in the living and dining section... at least not for too long!