Brand creation services for Discover South Kesteven

Making a Brand in just over a week

Orchard House were approached by South Kesteven Council to consult on a brand creation project with an urgent deadline. The council were about to launch a multi-channel, visitor economy campaign called ‘Discover South Kesteven’. The campaign was far reaching, with aims to raise awareness for this part of the UK and enhance the visitor economy. The marketing was to be planned on a national scale and even reach into Europe.

brand creation

The need:

A promotional video was in post-production, and a new website was nearing completion. However there was one major problem, the existing agency originally tasked with creating the brand had failed to connect with the project. South Kesteven needed help and they needed it fast, in fact….they needed it within 10 days.

 

Yes you read that right, an overarching brand identity within ten days to include key brand messages, a logo and wordmark and examples of the brand rolled out on local and national campaigns.

 

Any branding agency worth their salt would tell you this is a nigh-impossible task in that timeframe. Luckily we had a couple of things going for us. Firstly, the council had already carried out comprehensive research on target market demographics and the key strengths of the area. These two pieces of research are absolutely key to starting any branding project. Know who you are trying to reach and know what you are trying to sell, otherwise you might as well sneeze on a sheet of paper and call that your brand.

 

Secondly, being based on southern edge of South Kesteven we already had some personal insights into what we love about the area and what some of it’s attractions would be to others. Finally, we knew we had a rock-solid brand creation process, and this would be a great opportunity to stress-test it.

 

So with a few deep breaths we accepted the challenge and dived in.

brand-creation-tshirt-front
brand-creation-tshirt-front

The need:

A promotional video was in post-production, and a new website was nearing completion. However there was one major problem, the existing agency originally tasked with creating the brand had failed to connect with the project. South Kesteven needed help and they needed it fast, in fact….they needed it within 10 days.

 

Yes you read that right, an overarching brand identity within ten days to include key brand messages, a logo and wordmark and examples of the brand rolled out on local and national campaigns.

 

Any branding agency worth their salt would tell you this is a nigh-impossible task in that timeframe. Luckily we had a couple of things going for us. Firstly, the council had already carried out comprehensive research on target market demographics and the key strengths of the area. These two pieces of research are absolutely key to starting any branding project. Know who you are trying to reach and know what you are trying to sell, otherwise you might as well sneeze on a sheet of paper and call that your brand.

 

Secondly, being based on southern edge of South Kesteven we already had some personal insights into what we love about the area and what some of it’s attractions would be to others. Finally, we knew we had a rock-solid brand creation process, and this would be a great opportunity to stress-test it.

 

So with a few deep breaths we accepted the challenge and dived in.

brand-creation-design-idea

Research the Market

The most important stage. Without the foundation of  market research your brand has no focus. This is also one of the most neglected aspects of a brand creation service, mainly because it takes time, effort and money. Luckily the council had conducted field and survey research and had discovered the target demographic were active empty-nesters aged 40-60. The key attractions to the area were identified as:

 

  1. Heritage - Several manor houses and gardens were situated in the area
  2. Picturesque Market Towns with independent shops and restaurants
  3. Natural beauty of the Lincolshire fens and woodland
  4. Birthplace of Sir Isaac Newton

 

We took this information and carried out research and data finding on trends for this age group and how other tourism campaign were attracting this audience. At the same time we started to breakdown the key attractions into emotive ‘needs’ which the target market can connect to.  Finding the emotional drive of your potential customer and connecting to those emotions is the most powerful way to influence customer choice.

 

The final part of the research phase was to gather mood-boards of imagery from the area, towns, buildings, attractions to start to build a library of visual information to distill into brand design assets.

brand-creation-research
DSK-bill-board-mockup
brand-creation
brand creation

The Result

After the completion of our entire brand process, condensed into ten days, we provided Discover South Kesteven with a logo and a brand manual outlining tone of voice, colour use, fonts, associated imagery and examples of how to use the brand across several media types and channels.

brand-creation
brand creation

The Result

After the completion of our entire brand process, condensed into ten days, we provided Discover South Kesteven with a logo and a brand manual outlining tone of voice, colour use, fonts, associated imagery and examples of how to use the Brand across several media types and channels.

test us out!

Call us for a free discovery consultation. We will look at your business and suggest some approaches on how we could work together to gain you market share.

homefind-block-logo

"Couldn't recommend Dan & Joe at Orchard House Media enough! We as a company wouldn't be where we are today if it wasn't for the advice, guidance & time that they have spent creating our website and boosting our business through various online marketing platforms. Cannot thank you two enough for what you have done for Homefind Solutions!"

Homefind Solutions

Will-and-probate-logo-500px

"We have worked with Daniel Speed and his team for over three years. He has overseen a complete re-brand of Will and Probate Services, from web through all of our printed materials. His work is always excellent, he is not afraid to challenge preconceptions and established practice. He also is strong enough to rein in my wilder ideas. A Highly Recommended creative team."

Will and Probate Services

facial-palsy-logo

"We worked with Orchard House Media on an animation to raise awareness of a heath condition. We've had 30,000 views on Facebook in 6 days and over 900 views on YouTube so far. We were guided by Orchard House Media about what would work best. We didn't always agree with them but we went with their advice. They asked us to trust them as experts in design. It was the right decision for us as we have had 100% positive feedback."

Facial Palsy UK

test us out!

Call us for a free discovery consultation.
We will look at your business and suggest some approaches on how we could work together to gain you market share.

homefind-block-logo

"Couldn't recommend Dan & Joe at Orchard House Media enough! We as a company wouldn't be where we are today if it wasn't for the advice, guidance & time that they have spent creating our website and boosting our business through various online marketing platforms. Cannot thank you two enough for what you have done for Homefind Solutions!"

Homefind Solutions

Will-and-probate-logo-500px

"We have worked with Daniel Speed and his team for over three years. He has overseen a complete re-brand of Will and Probate Services, from web through all of our printed materials. His work is always excellent, he is not afraid to challenge preconceptions and established practice. He also is strong enough to rein in my wilder ideas. A Highly Recommended creative team."

Will and Probate Services

facial-palsy-logo

"We worked with Orchard House Media on an animation to raise awareness of a heath condition. We've had 30,000 views on Facebook in 6 days and over 900 views on YouTube so far. We were guided by Orchard House Media about what would work best. We didn't always agree with them but we went with their advice. They asked us to trust them as experts in design. It was the right decision for us as we have had 100% positive feedback."

Facial Palsy UK