Initial research into MOO as a company and further analysis of the brief, trying to identify what it was they were wanting. I also Identified competitors to MOO, looking at what they might be up against and what they might be doing that MOO weren't.
I think the key to this problem is that their brand feels a bit too 'special' - too trendy and artsy to attract in a wider audience the likes of Vistaprint have. They probably aren't trying to appeal to that customer? but I think marketing their bespoke service to a wide range of folk would bring in more custom - and also fit with the friendly, playful and reliable ethos they're trying to instil in their brand.
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