Helping a digital marketing agency reach their desired audience

The Client: Arise

Website: Arise

Details: Launched 2019

  • Brand Discovery
  • Market Focus
  • User Research
  • Competitor Benchmarking
  • Brand Strategy
  • Brand assets
  • Visual Identity

The Challenge

Arise are a successful digital agency based in the UK who deliver social media and communications management to luxury hotel and hospitality brands developing their online profiles.

Ben Walker, the owner and director of arise approached me as they were looking to refresh their brand and bring it more inline with their target market. Their previous brand was in Ben’s words “a bit Lidl”. The colours were bright yellow and blue and had a budget brand feel to them.

The new brand needed to reflect the amazing level of customer service Ben and the team offer and to bring them more in line with their target market. The brand needed to become more high end and aspirational. This needed to flow through into all touchpoints –  photography, brand communication, and digital design.

The Solution

We started off with an indepth brand discovery phase. Ben and I worked closely to conduct market research and understand Arise’s target audience better. This focused on gaining a greater understanding of what Arise’s clients wanted to experience when working with them, and the outcomes they desired for the hotel or organisation they worked for. We looked at where Arise wanted to be positioned within the market, and how Ben wanted their clients to feel after working with them.

We conducted competitor benchmarking both geographically and within the sector. We created customer archetypes based on current clients and dream, future clients and the challenges that they may come to Arise for help with.

We identified the Arise brand values and what made them unique. These included:

  • Authenticity
  • Expertise
  • Creativity
  • Quality
  • Respect
  • Aspirational

Creating the Brand Assets

This findings of the discovery stage then came together to create a clear for Arise to follow so they could move forward confidently into their next phase of growth.

This involved creating a brand system including visual identity, colour palette, brand typography, tone of voice, and digital design recommendations.

Arise has expertise, quality, and authenticity at the centre of their business, they are problem solvers for their clients and help them grow and reach new business heights. These were the main ideas when creating their visual identity.  

The logo symbol is made up of the A from Arise and stylised to represent a large mountain with a smaller mountain in front. This gives the logo dual meaning. In the first instance it represents Arise elevating their clients above the competition and in the second that Arise will look after and nurture their clients – protecting them like the big mountain protects the smaller mountain.

This logomark is for digital use particularly on smaller screen sizes and social media, and as an image overlay.

To support such a simple logomark I used a strong sans serif capitalised typeface that sits naturally and comfortably below the logomark creating a new brandmark. 

When sat above the logotype the symbol has a third meaning representing a stylised arrow pointing upwards to represent success. The logotype together with the logo symbol can be used on a desktop site, stationery and events banners.

The logomark and wordmark are designed for digital use first and foremost. They lose none of their impact when viewed on smaller screen sizes. The logomark is distinctive and recognisable so is perfect for use on social media.

At times the wordmark will need to include the Agora strapline. I wanted this to feel designed and cohesive as opposed to an afterthought. Used in lower case it sits neatly beneath the wordmark and does not detract from the impact of the wordmark itself but rather emphasises it. Its clear and legible even at small sizes so works really well when used digitally

The triangles used within the paper plane logo mark are identical obtuse scalene triangles. This shape used together with right angle and acute triangles can create great patterns to add interest to both digital and print designs.

The colour scheme is clean, bright and welcoming. With main colours of blue/black and white with accents of yellow for warmth and turquoise for space and lightness. This also gives the potential for further accent colours to be added to the palette in the future.

The imagery for Threefold is candid, natural imagery showing Threefold as a fun, inspiring organisation to work with and for and uses a good mixture of group shots and individuals. The imagery also shows process and problem solving in a positive and interesting way showcasing their skills and knowledge and encourages clients to bring Threefold in at the planning stage of a project.

The Threefold tone of voice is

  • Confident and fun but not arrogant.
  • Professional yet simple and clear – no overly elaborate terminology.
  • Innovative but not pretentious.
  • Empathetic and honest – acknowledging client’s challenges and frustrations.
  • Committed to solving the clients needs.

The copy style is positive, simple, and conversational and reflects the warmth, integrity and vast experience that a client can expect when working with Threefold.

So that the brand guidelines could be accessible to the entire company and also could be easily updated I designed digital brand guidelines that could be accessed online with downloadable assets so that employees would always have access to the most recent version of the files.

Let’s work together