This might seem like an obvious question until you dive deeper. For one thing, the primary user of your product or service isn’t always the person doing the research on the purchase. You might be selling engine components to a car manufacturer and assume you’re trying to reach design engineers, for instance, but that might not be the case. The design engineer will certainly set the specifications, but he or she might then look to a purchasing manager to research products that fit that criteria.
A design engineer may not care about cost or delivery, while a purchasing manager is primarily concerned with finding the best value and ensuring stability in the supply chain. That purchasing manager is also likely to be influenced by other decision-makers.
Taking the time to research your buyer personas’ by interviewing current customers, ideal prospects and even a few prospects who didn’t buy can help you to clarify who is most often visiting your website and what they need.
How we built a clear brand proposition for a highly expert pensions consultancy
Isinglass are a small team of leading professionals in their field who provide consultancy services to companies large and small about all aspects of their pension programmes. Needless to say, they have decades of combined experience and knowledge.
So when they recently approached us to create a new look and feel for their brand that would position them as, ‘a clearer corporate pensions consultancy’, we instinctively knew the right route would be more creative than is typical in their industry.
Most importantly, it would have to simultaneously reflect their expertise while making them come across as very approachable. This is a particularly tricky task given that emphasising one can detract from the other or, worse still, we could end up with something that does neither job effectively.
After much thought, we settled on the campaign route of, ‘Bringing The Outside In’. This acknowledges that while being based outside of the City they offer a depth and breadth of expertise that is truly exceptional.
The client liked it and we set about creating a raft of new materials including a website, original photography based on the concept and templates for proposal documents and emailers.
The result is a fresh, modern take on branding in an industry that is often associated with staid images.
(BUT IT CERTAINLY HELPS)
We’ll be honest. Here at One Hat Design we’ve been around a bit.
We were working in design and branding when digital referred to watches and Apple to a fruit. Over the decades we’ve transitioned from being an agency that worked mainly in print to successfully embracing new media, illustrated by the fact that most of our work now is online. Naturally, we’ve learnt a lot along the way.
Moreover, we’ve worked for a very wide variety of clients (see below). Large corporates, local businesses, business to business companies, consumer brands and public sector bodies have all picked our brains over the years.
The one constant throughout though has been the approach we take to the work. Regardless of whether we’re working on a website, an app, an advertising campaign, print collateral or an exhibition, we always set out to create work that’s outstanding in both senses. Never losing sight of the business objectives that underpin it.
All of which means you can always trust us to bring not only great experience but also great enthusiasm to your work.
ADAS, ABM, Advance Housing, Bartington Instruments, Bass Brewers, Blackwell’s, British Motor Heritage, Bruce Hardwood Floors, Business Link, Ernest Young, Guideposts Trust, Heinemann, Kyocera, Love Pork, Lynx Group, Meat Matters, Nielsen, NSF Agriculture, NFU, Office World, London/Oxford Airport, Oxfordshire County Council, OUP, Peter Jones, Quality English, Sandvik Hard Materials, Scholastics to WODC
A new exhibition is set to launch in Hull, which will see one of the most mundane, unexpected, day-to-day objects turned into art – the urinal.
Bathroom manufacturer Ideal Standard has worked with various designers, artists, poets and writers, alongside the Hull School of Art and Design, to turn the humble urinal into 45 unique installations.
The Fountain17 project has been inspired by late artist Marcel Duchamp’s 1917 coveted masterpiece, which was simply a porcelain urinal signed “R. Mutt”. Interpretations in the exhibition use mediums such as sculpture, painting, performance and film.
Contributing artists include Assemble, poet Lemn Sissay, and designer Ben Kelly. Read more at Design Week http://ow.ly/vQnd30avVaB
Consultancy Design Army has redesigned paper brand Neenah’s Classic range, alongside art directing a brand campaign.
Design Army redesigned the colours and textures of the paper, initially working with physical paints to invent a new palette for the brand.
It also art-directed models in surrealist settings to create an interesting set of photographs and graphics, to be used across an advertising campaign for the new range.
The campaign and range launches this week. Read more on Design Week http://ow.ly/ANB230avSa7
Writing a creative or digital brief can be particularly hard. So where to begin? A good brief is one that inspires, is clear, sticks to one goal, has supportive constraints and inspires others to take on the project. Here are our top tips that any one ought never to exclude from a brief.
- The Business Case: This part of the brief will encourage you to precisely outline what the problem is that you are addressing with a new campaign or project. Make sure you have a clear objective, avoiding jargon and any internal lingo. Write with your agency in mind; give an obvious and detailed description, so they can fully understand all of the factors they need to consider to achieve your goal.
- Measurement: What impact do you want to make with the project? Include facts, figures and success indicators.
- Competition: Investigate what your competition are doing and describe how they are achieving results.
- Target Audience: Take your audience into consideration – is the project you’re commissioning targeted and tailored towards your target market? This is particularly important when making big decisions like whether building your website to work on mobiles/tablets is just the latest fad, or something you really need to consider.
- Budget: Supplying a budget guide is always tricky, especially if you’re not sure how much it is likely to cost. With that being said, giving your agency an idea of a budget will mean they can better tailor their recommendations to your expectations. If you don’t have a fixed budget, then a price bracket such as ‘between £2,000 to £4,000’ will be the best solution.
- Ultimately, a creative brief should inform your agency as best as you can, so you can work together towards a shared goal: growing your brand and business.