Hyphen

Hyphen was hired by marketing agency Salts Huby to assist with a market entry analysis for an American outdoor company looking to expand into the UK. Hyphen carried out market research to identify the UK equivalent demographics of the outdoor company's average US customer. They then designed and manufactured a pop-up module, shaped like an L-shaped log cabin, to promote the brand at six different events in various geographical regions. This included music and art festivals, consumer shows, and locations ranging from national forests to urban areas. Despite a reduced budget in the second year, Hyphen managed to re-envision the pop-up as an old-school boot room, turning around the brief in just two weeks. Over the course of the project, Hyphen also negotiated discounted rates with event organizers and vendors, handled logistics, and ensured brand alignment and goal fulfillment at each location. Their engagement with Salts Huby ran from June 2018 until September 2019, investing around $150,000–$200,000. The partnership ended due to budget cuts resulting from the COVID-19 pandemic, and not due to any fault of Hyphen's.