story
The challenge here was to reimagine the brand identity of Secret Compass – a provider of extreme adventure trips and co-founded by TV adventurer Levison Wood.
The SC business had evolved over time and now primarily supplies risk management services to the film & TV industry. It has delivered world famous programming like Skyscraper Live with Alex Honnold for Netflix, Pole to Pole with Will Smith and Limitless with Chris Hemsworth for Disney among many others.
Some elastic thinking was required to find a positioning equally rich and relevant to both business aspects – and which stayed true to the well established spirit of the brand.
Essentially they are the TV industry’s secret weapon.
Without them so many headline shows and talent would not have made it. Their genius lies in their ability to find a way to achieve the project, regardless of the genuine mortal threat or terrifying conditions faced. Also, they’re literally always away (producing). So that worked nicely.
elements connected
- I interviewed clients past and present, in-house and freelance staff and conducted a positioning analysis of the competitive set.
- With the business founder, we worked to get to the essence of the brand and articulate it in a customer-facing and team-motivating way.
- With a brand designer, we refreshed the brand identity and its expressions in the new context.
- I wrote a new set of tone-of-voice guidelines and a social media playbook for the internal teams and collaborating freelancers.
Outcomes
- Supported and galvanised by the new brand strategy, the business has been able to complete its transformation and is now famous among the A-List and the TV industry cognoscenti as the number one brand in its market. The newly effective content marketing and social strategy continues to deliver new and returning customers from streamers, networks and social platforms as well as brands themselves.
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