Extending the colour palette, typefaces, graphics or photography is the most common way – creating a primary and secondary brand platform. Be sure that you don’t re-invent the wheel for every campaign though as you may well weaken your brand. It is better to strategically create the assets in advance so that you can carry on brand building every time.
Seasonal themes work well for premium consumer brands, using external sources such as collaborating with a visual artist or using new illustrative or photographic sources provide exciting opportunities to impress your audience. For professional B2Bs, interesting (and on-brand) infographics and stylish imagery will reduce the time it takes to connect with your brand which is key in a busy corporate environment.
We reviewed the brand platform for Orchid to create a set of tools that would work across all collateral, whether in-store or online. The colour palette was extended from black and gold to include a set of neutrals and brights, working in harmony with their photography. The artists that hand-decorate their furniture were commissioned to create a set of illustrations, based on the furniture designs. These form the basis of all communications and are added seasonally, such as for Chinese New Year.
We created a skyline illustration for the Swedish Chamber of Commerce, initially for their website, combining iconic UK and Swedish buildings. A unique and versatile tool (the skyline adapts depending where it is used), it now runs throughout their marketing. Alongside this, we created infographics and event icons, giving them a clear and easily recognisable look, aided by a strong colour palette. Since the launch of the site, they have seen a significant growth in traffic, from mobile in particular (194% increase in mobile traffic), and increased engagement from within the membership.
A fully loaded brand platform provides exciting opportunities to impress your audience and show them why you, and nothing else, will do!