The first part of the process was working with Bristow Holland to really understand their business and clients. We achieved this by hosting a number of meetings, which involved the Bristow Holland directors as well as StrategiQ’s directors, designers, content writers and client services manager. Our content writers also interviewed some of their clients and candidates to really establish what makes them different.
The output of the meetings was a clear vision, brand and business goal that drove our creative and technical brief and ensured everyone was clear of the goals that underpinned our integrated marketing strategy post-launch.
We developed three logo concepts – each with its own rationale – and there was a clear winner, resulting in a simple sign-off process. Our design team then set about producing the new brand guidelines and website concepts. We wanted to create a bespoke design that was different to the standard recruitment websites we examined during our competitor analysis and which appealed to IT companies and candidates.
As this was more than a brochure website, we involved our marketing team, lead by our technical SEO, to ensure the new website performed well in Google search when launched. It was critical that the design and development team considered these standards in order to avoid more work and additional costs post-launch.
Finally, it was important to include video on the website and in future marketing. Our content team worked closely with our video team to storyboard, script and produce a ‘Why Use Bristow Holland’ corporate video. We decided to use a real client to tell the story and incorporate some of the directors at key points, both at the client’s location and Bristow Holland’s own office, to add authenticity and credibility to the video.