HOW WE HAVE OUTGROWN OUR OLD COAT

There’s a good chance you already knew us, but you may have started to see us differently in recent weeks. We feel better than ever, and we radiate that. We have a completely new wardrobe in the form of a renewed logo, a sleeker design, and an even better story. We no longer hide what you would previously only discover when talking to us: an expansion of our services. This transformation has been ongoing for years but has never before been reflected in our identity. We have been around since 2007. At that time, our proposition was pioneering, allowing us to move ahead for several years. But now, what we do no longer aligns with that same proposition. We have outgrown it.

Being the Example

Essentially, we have always helped clients to visualise often complex stories and propositions to create a powerful brand experience. But instead of just assisting with concept development and execution, we now also support clients on a strategic level. So, we need to provide a good example of how we apply that to our own company. This remains important, even when you achieve fantastic results for clients and often don’t get around to updating your own identity. 

Focus on the ‘Why’

Our previous positioning went beyond merely producing visual materials. We primarily helped companies develop distinctive visual concepts. It’s not about the technical and substantive details of the product or service, but about the story you create through visual storytelling. In a compelling and distinctive way, you show the target audience why the product or service offers a solution for them. The focus is mainly on answering the “what’s in it for me” question and evoking the right emotions in the viewer or user.

Visual Content Strategy

The market has changed: more and more companies are working with visual content to better position themselves, attract customers, or support them. It becomes extra important to adopt a good strategy for your visual content so that you don’t lose oversight as the amount of visual content in the company continues to increase. And to avoid getting lost in the crowd and losing your distinctive capability compared to the competition. This brings up questions like: But what happens to the visual material after it's delivered? Where will it be placed? How do you as a company ensure that you achieve as many conversions as possible from the new videos and animations you have created? When do we implement which visual resources? What budgets do we need to allocate? How do we integrate visual content strategy into our campaigns and marketing strategy? This is a matter of strategy. In other words: Visual Content Strategy.

Without Strategy, No Focus on Results

Before our new proposition was actually on paper, we were already helping clients in practice with visual content strategy. This way, we help clients see the bigger picture and deploy appropriate visual materials at the right moment to generate more conversions. We outline the customer journey, assess the information needs at each step to create a content roadmap of unique storylines and concepts. Ultimately, we then concretely determine which visual resources will be used at which touchpoints to create the appropriate image and effect. With such a clear strategy, you can better chart what it yields as a company.

Innovatively Responding to Customer Needs

Developing a roadmap is not the only way we can support clients strategically. The customer journey is not the only way we can provide strategic support. For example, we are working with the fast-growing international food delivery chain TakeAway to roll out a digital onboarding process through videos for participating restaurants in dozens of countries. For each country, the instructional videos and visual FAQs need to be adaptable and flexible. This allows them to respond well to customer needs, easing the burden on service staff. Additionally, with our newest service – the interactive Virtual Showroom – the viewer (the customer) enters a virtual world where a product or process is placed in an environment that is very familiar to their situation. It’s the perfect solution for achieving faster lead conversion when you have a large product portfolio, for products that are still in development, hard to explain, or take away. In this innovative storytelling manner, we help among others Pentair, Malvern Panalytical, and Lighthouse Instruments to make the context of their product immediately clear. Because it sparks the imagination, customers quickly understand how the product or service solves their problem and therefore convert more quickly.