Jigsaw puzzles have long had “fuddy-duddy” connotations. Major Studio partnered with Piecework to build a new brand — from conception to go-to-market strategy to creative touchpoints — that has made puzzles a part of the cultural conversation once more. After identifying a positioning and brand strategy to set the business apart, we developed a digital marketing strategy — and the appropriate creative assets — to engage and connect online. Piecework found immediate success upon launch, receiving press mentions from notable publications like Bon Appétit and New York Magazine. With Major’s support, the brand has seen incredible organic growth of its online community and is currently expanding its product line.