Y E L P
In the face of increasing competition, Yelp can reposition themselves as the best place to connect people to small, local businesses nearby.
Yelp's reputation has suffered in the past 5 years, from South Park parodies to lawsuits and an anti-Yelp documentary. They're also facing increasing competition from other review services such as TripAdvisor and Google Local Guides.
Yelp needs a strong positive brand identity and mission more than ever. The thing is, it's been hiding in plain sight all along: standing for local, small business.
Though Yelp has been accused of hurting small business in the past, a Harvard Business School study actually found that as Yelp enters a new market, chain restaurants decline in market share and independent restaurants are positively affected.
We want to get Yelp back to their roots and re-center them around what they've always done best: connecting people to the small businesses around them.
The first step: removing all chain restaurants from Yelp. These places are usually the least-reviewed on the site anyway, because people generally know what they're going to get when they walk into an Olive Garden.
The next step: giving the brand a slight visual refresh. The new logo resembles a dropped pin, symbolizing a newly-discovered business on a map.
Small businesses have a big impact on communities, and Yelp helps you discover the ones near you. To show that, we featured real Yelp reviews in print.
TAGLINE: Discover Next Door
We can also use social to highlight notable or emerging small businesses in local communities. In this case, Richmond, Virginia's own Stoplight Gelato.
OUT OF HOME
Yelp would host bi-annual Venture Festivals, where emerging businesses can introduce their companies and get in-person, real-time reviews on their products.
Yelp already has an awesome AR tool within its mobile app called Monocle. It was actually launched in 2009 — long before Pokémon Go. However, it’s buried within the app and not actively publicized by Yelp. We want to highlight it on the website and app homepage, and publicize it further through two different out of home stunts.
Art Director: Jake Broglio
Copywriter: Jessica New