In uncertain times, one of the most common questions is “when will things go back to normal?” After many hurricane seasons in South Florida, we’ve gotten used to temporary interruptions in the way life and business works. This time around is different. We have power and air conditioning [thank heavens], but it’s the whole entire country that’s “hunkering.” The one certainty is that this crisis won’t last forever. What’s interesting is how things may look on the other side. As creatives, we’re hardwired to think about what’s possible more than simply what’s normal. And while these times have been [and continue to be] challenging, there are a lot of positive outcomes that could be possible on the horizon.
One of the most exciting is that businesses and brands may use this time off to reinvent themselves or refocus their marketing efforts in a new direction. It’s a really great moment to be working on a new website, for instance, as internal collaborators can access everything they need to remotely. And, because it’s a digital format, there are no delays associated with printing, delivery, mailing, or storage. When restrictions begin lifting, the curtain rises on a whole new online presence for your brand. It feels like a fresh start for everyone – and can be ideal for launching new products or services, or simply changing the attitude and stature of your brand.
Another view of the future may see a giant leap forward in digital engagement. Likes and follows may not matter as much as digital attendance for an online event. Along those lines, event marketing may take a dramatic shift to incorporate remote interactions into the overall experience. Overnight, we might see everyone become a bit more of an influencer because the lines between online and IRL will blur, or in some cases, completely vanish.
Despite the drawbacks and challenges right now, many people are taking time to reconnect with the positive aspects of life – being with family, spending time outdoors, cooking, being creative, meditating, reading. It may just be that the next version of normal involves a priority shift for many people, which means brands will need to shift too. The cache of name-brand recognition may be based less on price and more on authenticity, safety, or relatability. People will be looking for new ways to travel in which space isn’t a luxury, it’s a necessity. What used to be extra conveniences like curbside pick up and delivery won’t simply vanish as restrictions lift; they will likely become substantial portions of businesses consumers expect across all retail industries.
Simply going “back to the way things were” is just one
possibility. What if we could “go forward to something better?”
When helium approaches a branding project we think about every aspect of the brand from identity to language to website design to marketing collateral + digital marketing. An all encompassing plan creating a cohesive image and consistent message, resulting in an impactful brand experience.
Every so often, when we meet a client for a discovery session we already have initial designs completed to show our perspective of the brand. What we think would best represent the client and resonate with their audience.
Each project is different, a blank canvas from which we create a tailored brand + beautiful marketing collateral.
In the super competitive South Florida luxury real estate market it’s essential to create an immersive experience so people can distinguish one project from the next and visualize themselves living in your property and not the one next door or in the next city. After the brand identity + positioning is solidified, we recommend creating a cohesive digital + print marketing campaign. Launching a teaser campaign with a print brochure, print ads, website, and depending on the industry, billboards, introduces the brand to the marketplace. The full marketing campaign tells the complete lifestyle story, from the property and its amenities to location details so people can easily imagine their future home. A digital marketing campaign with email marketing, banner ads, SEO, PPC [pay per click] ads and retargeting ads [you know, the creepy online ads that know what shoes you were just checking out] supports the brand messaging in the online space.
For luxury real estate, a multi-sensory sales center experience with renderings, a scale model, signage, interior design and possibly the aroma of freshly baked cookies, brings the brand experience to life. We love curating every detail in the design process, it’s like making dreams a reality.
For The Ocean Resort Residences | Conrad Fort Lauderdale Beach we created a robust website with an interactive floorplan section, supporting landing pages, advertising campaigns with print + digital ads, email marketing, a 40-page sales brochure, promotional material, and exterior and interior signage.
We also worked with The Ocean sales team to launch a targeted marketing campaign for buyers on the west coast of Florida that included 2 rounds of direct mail pieces, email marketing, and an online landing page, myweekendresidence.com. Consistency across all platforms was the key to the campaign’s success.
Now we know you may be overwhelmed, but relax, like we said, every project is different and in line with our client’s goals and budget. We’re here to help! Tell us your story and we’ll bring it to life.
For more brand development, design + inspiration follow @heliumcreative on Instagram.
One of the key components to a successful brand development project is a company’s website. It represents the brand in the digital space and these days it seems like people spend more time online than in the real world. A website is often the first impression you make with a potential client. And as we all know, you need to make a great first impression. One that makes an impact, accurately reflecting your brand and compelling the visitor to investigate more or even better, make contact.
When clients come to us for brand development we often recommend they invest in a teaser website. A site representative of their new brand direction, one that communicates an accurate brand story + begins to create the overall brand experience we’re working towards.
After deciding on a brand direction, a teaser website can be developed rather quickly, while a full website usually takes months. It can be as simple as sending us a phrase or your mission to get the ball rolling and we’ll create the remainder of the story. With minimal collateral a company can begin communicating their brand story/message online. An outdated website representing a business will result in mixed messages in the initial re-branding phase. Or if they’re new to the marketplace, they may have no online presence at all. That’s like not existing in today’s world and may end up costing the company clients.
A business wanting to target a new audience can start speaking to their desired market with an on-brand teaser website. An off-brand site will continue to attract the clientele they are trying to avoid and possibly repel those they wish to communicate with. Communicating the wrong message online is like wearing jeans to a job interview. We all know that person is not getting the job, even in oh-so-casual Florida. The right image is vital to getting off on the right foot. Only then can you walk together towards building a relationship and creating that one-of-a-kind experience.
The teaser site sets the tone of the brand + drives the design for the full website. Imagery + copy will be repurposed to maintain consistent messaging. Investing in a teaser website is like putting a deposit and getting actual product instead of having to wait for the fully finished product. A client also has a visual representation of what their brand looks + sounds like. Learning to speak their new brand language and selecting imagery for content marketing + social media is a vital component in a successful brand/product launch.
Business relationships are like dating, and we all know that a bit of intrigue keeps your potential romantic partner interested. You notice they’re checking out your Facebook page, sending a random text here and there, wondering when you’re seeing each other again. The teaser site is that little bit of mystery that will eventually reveal the whole enchilada. In the interim people will check back every so often to see if more content has been added; if the full site, the full story is available. And that’s when you know they’re hooked. 😉
The teaser site gives us time to gather + create the assets for the full website while maintaining a consistent brand image. Once we have the assets, we develop the sitemap, wireframe, home page, inner page, and finally the complete website, which then goes to programming and internal testing. When the site passes our QC, we send the client a test link for final approval. The client visits the site, checking all the links and animations. Once they approve the site, it goes live, smoothly transitioning from teaser site to full website. And most importantly, maintains a consistent + impactful brand experience.
For more design, brand development + inspiration follow @heliumcreative on Instagram.