How Compound Studio Builds Successful Brands From Scratch

Shane Vitaly Foran

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Updated: May 8th, 2023

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Shane Vitaly is the founder and CEO of Compound Studio a Toronto-based accessory design studio.

How Shane Vitaly started and grew his business:

Shane started his entrepreneurial journey selling rings on a backpacking trip in Bali.
At Compound Studio, he has conceptualized and launched two other jewelry brands: Clocks and Colours and Etah Love.
He launched another brand, Every Heart, in August 2022.
Vitaly believes that each sequential brand launch has been better than the previous one due to applying lessons learned.
The brand-building formula is constantly evolving and improving.
Vitaly discusses the pillars of the brand building he has used to bring Vitaly, Clocks and Colours, Etah Love, and Every Heart to life.
For him, building a distinct brand identity is essential. he also believes that seeking inspiration from unlikely places can be helpful in brand building.
Vitaly’s advice is valuable for entrepreneurs looking to build standout brands.

Compound Studio Marketing Strategy

Before 2016, Vitaly invested heavily in influencer marketing on Instagram. The campaign involved signed contracts with popular and brand-aligned influencers and bloggers.
These paid influencer marketing campaigns contributed to his business success.
unfortunately, the ROI from Instagram influencer campaigns dropped in 2016 as big money and established brands flooded the app, prompting him to focus on alternative marketing.
Later on, Vitaly realized SMS marketing is an untapped frontier for many businesses.
In 2020, Vitaly started using SMS marketing for their business.
The revenue from SMS marketing reached 80% of the revenue from email marketing within 6-8 months.
The SMS subscriber list was one-quarter the size of the email list.