Brand Strategy
V&A Waterfront
‘Our Worlds Together’ Campaign
The V&A Waterfront in Cape Town, required a positive brand response strategy to the Covid pandemic, encouraging visitors to revisit after lengthy lockdowns. Deliverables included a creative brand platform, a messaging matrix and a communication campaign.
We developed a marketing message under which all the various retail advertising were housed, both as a response to the Covid pandemic, and as a means of showcasing the newly developed brand purpose.
The communication matrix was based on the organisation’s purpose, values and vision; and the golden thread of connection helped establish a unique voice and consistent message.
Developed artwork to showcase the concept of ‘connection’ using iconic V&A floor patterns and semi-circles that represent the different ‘worlds’ that were being brought together at the destination
Campaign Strategy
Vodacom RED
Product Launch
As Consultant to a niche segment within the Vodacom marketing team, our deliverable on RED was to solidify and give voice to a high-value-customer segmentation strategy, direct the creative, and prepare materials for the internal teams to take the brand to market.
The outcome was to retain, acquire or migrate customers onto the higher-value RED plans. After evaluating and assessing all iterations of the work done by other parties, and adding a strategic layer, the outcome was a re-focussed brand strategy, with creative tools developed to take the brand to market.
The second phase entailed building a communication strategy and messaging framework, and writing all copy for the various outputs, platforms and channels.
The body of work began with a critical assessment and a sifting of all creative done up to that point, tightening and repurposing to sell the concept at Exco level, and then springboarding from this to create a tailored identity for the brand’s high-end audience.
Creative Strategy
Warwick WInes
Creative Platform
The work with this brand covered three key areas: Devising the brand’s creative strategy, establishing a cohesive narrative and forging a creative identity to set it apart in the marketplace.
Working with brand archetypes, we assigned personality traits to each varietal, combining these with tasting notes and added visual icons to knit them together. Deliverables included shooting a signature image library, designing an identity to set it apart from competitors, and creating a brand narrative to establish tone-of-voice.
The work was promoted on social media, the website, and via the highly successful Wine Club Direct Mailers. Supported by a vigorous digital strategy from Superseed Studios, the subscription-base and sales value grew exponentially in less than 6 months.
Initial artwork developed showcased the new brand platform, and was devised to lead the digital studio in their online outputs. The outputs included design work, promotional materials, art direction and copywriting.