Story
Our Media’s senior leadership team struggled to find a cohesive way to express their proposition being both a B2B (with a creative agency function) and a B2C business simultaneously.
Internally the instinct was to load more support toward the larger side of the business which is a consumer publishing one. But those audiences were only interested in the individual consumer brands built around specialist interests, not the hero Our Media brand.
As a result the proposition and messaging needed to better reflect the brand and agency clients who would actually use this site as a key reference.
Delicate acts of diplomacy were required to align the senior leadership team and the various departments (both B2B and B2C) within the wider business, especially after an extended period of turbulence for all concerned.
Elements connected
Working across the senior leadership team and the key representatives of each consumer brand, I ran a series of workshops to develop and co-create the evolved brand proposition.
I directed the development and design team to create a new digital brand language, new user journeys and a site structure to reflect them.
This also involved a fresh articulation of the core competencies of the business, the services offered and the specialist sectors operated within.
We then also created a new editorial and design approach to case study content to make them clearer, more compelling and richer.
I also creatively directed all of the supporting assets including the central reel which encapsulates the breadth and depth of the company’s work.
Outcomes
- Aside from a relaunched website and a newly evolved proposition, this work served as a catalyst for wider structural reorganisation and accelerated the development of new products and services.
- It also catalysed the integration of different creative departments within the business, bringing new collaborations and cultural shifts.
- The perception of the business is now shifting among target clients and agency partners, making it more relevant to the contemporary market and driving new lead acquisition.
- Internal surveys also reveal a decidedly improved perception of the core brand and a growing sense of co-ownership toward its future.
GET IN TOUCH:
matthewjpink@gmail.com
