ID Concepts
Brand Strategy formation + development.
Challenge
To cement ID Concept's position as a UK leading design studio serving the hospitality sector. They had no brand voice and nothing to seperate them in amongst the sea of the competition.
Solution
We shaped the brand and communication around simplicity of messaging. The aim was to get the consumer to understand the value ID Concepts brought to market with as little processing needed as possible. We distilled the brand identity to the core offering and built the pillars of the brand around: ‘Design, Make, Build.’ To this day they are still leveraging the pillars we built over 5 years ago.
Result
ID Concepts brand awareness and engagement has risen significantly since first adopting our brand strategy. 40% of customers had commented to the owner, they found the brand through social. Our brand strategy took off and the later adopted OOH strategy across all sites added to the success. ID Concepts had successfully penetrated the market and made a name for themselves.
Digital strategy: build, develop, execute.
Challenge
To build a digital strategy to raise awareness and increase leads.
Solution
We built the digital strategy for ID Concepts with two key objectives. 1) To position ID Concepts as the leader & experts you can trust in the end-to-end design & build of the customers projects & 2) to celebrate the story of not just the ID Concepts brand – but their partners. A key focus on highlighting the before and after across projects. We stripped down and condensed the website for ease of communication and built an omni channel digital & content strategy to drive awareness and engage their target audiences.
Result
A reduction in bounce rate from 85% down to 62%. An increase in web traffic of 220% & flourishing social media channels with Instagram growth at 5x since our strategy was implemented. We built content targeting each phase of the funnel, from top end (problem awareness) down to the bottom end (details and technicalities).
Content system, curation + production.
Challenge
ID Concepts had 0 brand awareness prior to the partnership and with the majority of business generated through word-of-mouth, it was clear something needed to change. The last piece of the puzzle was to build a content engine. Now the strategy was in place we needed to build a system that ensured maximum output. We worked on all touchpoints of creative across the business, injecting personality and bringing the brand to life, allowing for a smooth an easy handover.
Solution
We put focus on social channels as a direct communication tool to address curiosities and questions our target audience had, supplemented by the work ID Concepts had built. An indirect way of nudging the audience in understanding that our partner had the solutions to their problems! Our biggest arm of the content production was documentation. Documentation of projects and (through story-telling) showing the audience the power in transformation.
Result
The content strategy worked wonders. We had an uplift in traffic across the site & engagement on the business's instagram was at an all time high. 40% of customers had commented they became aware of ID Concepts through social. 5 years on, ID Concepts have a flourishing content strategy and are positioned as one of the industry leaders in hospitality design and fit-out. Their business expanded internationally within the 2nd year of our partnership, they had been trading for 10 years before and hadn’t broken into international markets.
