The LookUP List: Community Building

How to build or harness communities

Oct 12, 2023

Community building is a topic that is close to our hearts. We perpetually work on projects where community is at the heart of it, we are part of numerous communities personally (sea swimming, skateboarding, surfing and more) and we love seeing brands harness community in the right way. Here’s a list to point you in the right direction:

1. Read this: https://cointelegraph.com/magazine/singer-verites-web3-music-nfts-community/

NFT’s first iteration as a series of collectibles may have been a flash in the pan, but their alignment with building communities and enhancing brand loyalty could be much longer-lasting. This is a great account of a fan centred approach to building community using this approach.

2. See this: https://artreview.com/turner-prize-2023-review-coming-out-the-other-end/

This year’s Turner Prize entrants explore how community has the power to bind and divide:

“Whether joyful or unpleasant, there is solace in knowing that we are not alone. Perhaps this is the essence of our current normal. Regardless who wins, for better or worse, we’re in this together.”

The exhibition is hosted by Towner Eastbourne, we’ll definitely be checking it out.

3. Explore this: https://www.charlesvogl.com/books

We had the pleasure of interviewing Charles Vogl for a recent project. He is a true genius in the space of Community building, and each of his works is worth checking out. His latest, ‘The Art of Community’ has 7 basic principles to adopt, that feel obvious at times (which can be when you’ve struck gold), but are so often missed.

4. Engage with this: https://couriermedia.com/article/skate-brands-business/?utm_source=Courier+Media&utm_campaign=3e0083213e-EMAIL_CAMPAIGN_2023_10_02_03_04&utm_medium=email&utm_term=0_-3e0083213e-%5BLIST_EMAIL_ID%5D&mc_cid=3e0083213e&mc_eid=67774628e7

In a week where Samsung has launched its latest skateboarding focused brand content, this is a brilliant piece that explores how luxury brands have been co-opting this cultural community. Engaging with entrenched communities like this can be difficult and brands should tread carefully - many get it wrong. See brands like Habito for the work they did with skating to see it done well, and with respect.

(5) Get in touch about this: https://www.wearelookup.com/products - Our latest ChangeMaker product launch

Authentic community building can be tough, and difficult to sustain. We believe there is another way, and we’d love to help you and your teams to get there. Get in touch to find out more caroline@wearelookup.com and matthew@wearelookup.com

Thankyou, as ever, for reading! See you in a couple of weeks for our next LookUP List,

The LookUP team