Rail Online came to us with a big, bold ambition; to take on Trainline and become the go-to booking destination for rail travellers in the UK.
Combining primary research, secondary research and a workshop with the Rail Online team, we developed a three-pronged strategy that:
A1 were looking to launch their new Mixer product into the highly competitive UK drinks market.
Having already launched A1 Fruit Water in South Africa and with aspirations to launch A1 Juice products into other markets, it was clear a job needed to be done to create one, unified, distinctive A1 brand.
We started by developing a brand positioning that was rooted in the single most unique thing about A1; the fact it uses 100% African fruit. This simple and compelling truth was important because firstly it made their drinks taste amazing and secondly it meant that every drink sold directly benefitted the local African economies where the fruit was sourced. “Think African | Drink African” was the perfect positioning to start telling this story to drinkers everywhere.
With the positioning in place, we set about creating a district and ownable brand world for A1.
Once again, this was borne out of their use of African fruit; using a simple, elegant watercolour treatment to show-off the fruit and the vibrancy of the flavour combinations. This gave us a world that could live effortlessly across Mixers, Fruit Water and Juices, for everything from owned channels, paid media, on-trade and off-trade touchpoints:
We developed a full brand guideline for use by the global A1 team and agency partners in other markets; including everything from logo, colourways and typography through to photography, tone of voice, campaign creation, social media and motion graphics.
The A1 Mixer brand is now live in the UK on Amazon.
Fry-IT, one of the world’s leading e-assessment and lifelong learning businesses, had grown hugely during the pandemic. While the business was performing strongly, the board felt that the brand was failing to keep pace and not truly reflecting the quality of the products, services and people it was supposed to represent.
Good Eggs begun with a full immersion into the brand, its audiences and the category – understanding the strategic foundations on which the brand needed to be built. This led to the development of a new brand name and brand positioning that were rooted in the single most important role the business plays for educators – as enablers.
We also reworked their brand architecture so that both strategically and visually they are always building equity into risr/ as the masterbrand, while still having three distinct product offerings.
Drawing from the world of technology, and specifically coding, we began creating a brand that brought the name and proposition to life. Everything from the choice of fonts, the ‘/‘ in the brand name, the use of a UX-style colour palette, it all spoke to a brand enabled through technology.
We developed a full brand guideline for use by the global risr/ team; including everything from logo, colourways and typography through to photography, iconography, tone of voice, campaign creation, social media and motion graphics.
The first and most important application of the brand was to revamp their website, which was swiftly followed by reimagining their event presence and sales collateral.
The brand is now live across six international markets and was launched at the recent Association for Learning Technology annual conference.
We’re thrilled to now be a business member of 1% for the planet®. It’s fundamentally very simple: moving forward, 1% of our sales revenue will go directly towards supporting initiatives fighting climate change.
It’s not revelatory to say that climate change is something that needs a collective response and a global response – and that no one person or group of people can crack it alone. 1% for the planet® is a great example of how if everyone committed and pushed in the same direction in a manageable way, then we could drive change that’d be both exhilarating and generationally defining.
Of course, there are practically limitless things that can be done, and everyone has to do what feels right for them. That said, we couldn’t recommend 1% for the planet® enough; the projects you support are vetted and brilliant (so you know your money’s working really hard), the company you keep brand-wise is phenomenal, and the process of joining is simple and easy.
The brief:
GB Liners is a fourth generation family business, providing removal, storage and logistics services across the UK and Europe. The business had grown significantly in recent years but there was a strong feeling the brand had failed to keep pace. Worse still, the brand was actually betraying the quality of the product, people and service offering that was second to none.
The solution:
We created a new proposition for GB Liners based on the simple truth that what people care about most when moving home of office is that someone will take as much care with their belongings as they would their own:
This gave rise to beautiful, simple and differentiated look and feel that came to life across every aspect of the business.
We created a miniaturised brand world for GB Liners to bring to life the care and attention they pay to every move,
home or business, big or small
We reskinned their website to ensure their ‘shop window’ properly reflected the strength and quality of the brand
The result:
GB Liners’ business growth (across all service-lines) has been exponential:
Action Net Zero, a CIC, came to us looking to launch their brand aimed at helping consumers and businesses better contribute to a net zero future by 2030. Faced with a lots of different barriers to action (perceived complexity, cost, doubts over the ability to one person or business to make a difference), we needed to develop a simple, compelling and intuitive brand.
We started with a clear and compelling brand proposition that went on to inform every aspect of the brand from core identity, look and feel, tone of voice and brand guidelines:
We created an intuitive and responsive website, ensuring the navigation was clear based on audience (consumer or business) and category (food, waste, energy, transport, nature):
We developed easy-to-use guides, tools, tutorials and company finders to help people make well informed and easy decisions to act. We also created a suite of comms material across social media, partner media, ATL advertising (OOH and radio) and eDMs to drive people online.
Over 6m target consumers reached in first year
Over 100k website engagements
Over 5k unique actions taken
Spring – and more specifically, landscaping season – represents Bradfords’ most important commercial moment of the calendar year.
As a business trusted by trades since 1770, and in a COVID world where, more than ever, customers expected to be rewarded for their loyalty, Bradfords’ rewards scheme was falling short. Although the commercial potential was massive, many of our hugely important and engaged base of loyal members were either not seeing enough of a benefit from their loyalty, confused by the scheme mechanics, interacting with the scheme once a year (at best), or frankly starting to see better elsewhere.
We needed to act quickly and decisively to address a fundamental shift in how we wanted our loyal customers to think.
38% increase in new scheme members (vs a target of 20%)
54% uplift in sales from scheme members (vs a target of 30%)
15% uplift in average spend per member (vs a target of 10%)
‘Bradvantage’ was awarded Best use of Advertising, Best Distributor Marketing Campaign, and Best Mid-Range Budget Campaign at the 2022 Construction Marketing Awards.
In a fast-growing and fiercely competitive veg box category, Riverford faced a challenge;
Despite being the true pioneers of the organic veg movement in the UK, they were being caught up and imitated – thanks in no small part to the pandemic which had turbo-charged both demand and competition.
Riverford came to us wanting a big idea; something that would give their comms a centre of gravity and drive both relevance and distinction among food, health and ethically minded consumers.
We quickly realised that the answer lay in holding up a mirror to what they’ve been doing for decades:
This idea perfectly captured Riverford’s point of difference as a company who believe in the power of veg as a vehicle for real change. We developed lead campaign messages, based on consumer insight, that brought the Veg Revolution to life:
Armed with these lead messages we set about bringing them to life across multiple touchpoints:
We developed a hard-working, through-the-line campaign built to deliver new customer acquisition:
In tandem to this, we leveraged Riverford’s owned touchpoints to engage loyal customers:
The campaign is currently live and we’re tracking a variety of different metrics to gauge success:
Getting a profitable bum on an aircraft seat isn’t easy (even when your destination is Australia); competition is fierce and people’s motivations to buy and fly are different.
The Qantas marketing calendar is packed and varied, with campaigns targeting everything from once in a lifetime holidays and family reunions to business trips and tourist board collaborations.
One thing unites all of this activity and sets our work with Qantas apart from the competition; insight. We know our travellers, we speak to their motivations and we bring to life a flawless customer experience from rainy take off to sunny landing.
Visting friends and relatives is one of Qantas’ biggest through-the-line campaigns each year.
We developed a new approach in 2018; tapping into people’s emotional reasons to fly and seamlessly pairing these with ‘Why fly Qantas’ proof points.
Qantas have a lot to offer business travellers but not always more to spend vs competitors like British Airways. In addition to this, people tend to choose airlines based on a number of different factors.
We needed to find a single minded way to talk about all the reasons someone should fly Qantas; while keeping the focus on what people ultimately want from any business trip… to nail their meeting.
We turned ‘Blue Monday’ into ‘Roo Monday’ for Qantas by leveraging a simple and compelling insight; it’s January, it’s cold here in the UK, and you’d far rather be warm down under!
Roo Monday was a fully integrated, one day campaign, activated across ATL, BTL, paid and owned channels.
Ethical Banking; a term that meant a lot to pioneers of sustainable living but was either confusing or meant little to a more mainstream audience.
Our job was to help people understand and seek out a better way to bank; one that’s good for you and the world around you. So we created a simple, direct and hard working creative expression of Triodos’ global proposition ‘Follow your heart, use your head’, that playfully but powerfully inverts language and imagery from the world of financial services.
Fast forward 2 years and there isn’t an audience, product or channel that the idea hasn’t effectively delivered against…
We created a simple and bold look and feel for this new expression of their global proposition, including a bespoke typeface, updated secondary colour palette and an evolved brand tone of voice.
Words commonly used in the world of banking were given new meaning, paired with striking imagery that resonated with ethical audiences and stood out in the world of banking.
Over the last 18 months we have effectively delivered across every product within Triodos’ portfolio, engaged multiple audiences and pulled this through more channels than we can list.
Not only have we successfully delivered hard working product campaigns but the Triodos brand overall has grown in awareness and engagement since we started working with the team.
Brand awareness has doubled in just 18 months and all key brand health metrics (Consideration, associations, NPS and loyalty) are up year on year.
