STiiTCH conducted last October 12, 2019 an outreach activity in Daanbantayan, Cebu to help a women’s group in its product branding. The women all came from Daanbantayan and before the outreach didn’t have any name for their organization, nor for their product. They had an association which aimed to provide livelihood to the victims of Typhoon Yolanda by teaching them how to make and sell powdered detergent. The product was said to make a great impression on customers because of its quality, however, before the outreach, it lacked a name.
STiiTCH’s team came in to help the women and the association find the right branding for the group and for their product. During the outreach, the team conducted a workshop and encouraged the women to visualize their product and think about how the product reflects on them. The women were taught that their brand ought to reflect the group’s values and principles, noting that honesty helped gain customers trust and in turn loyalty. Taking note of the women’s response, the team gathered information relevant to the branding process.
Once the data was acquired, STiiTCh announced a “branding contest” for UP Students where they come up with a name, logo, and slogan for the product of these women. There were seven participating teams in the contest and they were briefed about the data that was gathered from the outreach workshop. The participants then used that data to conceptualize the branding for the women’s organization and for its product.
On Nov. 16, 2019, the STiiTCH team returned to Daanbantayan to let the women choose from the contest entries and decide which they would use for the product’s branding. Each of the contest’s participating teams were required to feature a video presentation of the brand that they created to show the Yolanda-affected women, who also served as judges for the competition. At the end of the event, the group decided to have “Bulahan” as the name of their group, which translated to English means “blessed”. They also received proper branding for their product.
On December 9, 2019, STiiTCH invited all participants for the awarding and announcement of winners. First prize went to “Capstain”, second prize to “Sandaya”, and third prize, to “Zing”. Other group participants were given consolation prizes for joining also the competition. The groups were composed of students from different programs, ranging from Management, to Psychology to Computer Science and Product Design. It was interdisciplinary as far as the teams’ compositions were concerned. All submitted logos and names will be registered for copyright by STiiTCH for the women’s association’s benefit. The association will be able to use all the submitted logos for future use.
