Sixth Story came upon the opportunity to work with a traditional British manufacturing company to give their brand a refresh. The brief was to take aluminium tube producer Spartal’s logo and give it a more professional and modern look. One of the key elements was to reflect the heritage of their company located in the Cotswolds. We were also asked by the client to make use of the AL in Spartal as it represents Aluminium in the periodic table of elements.
We decided on a rounded typeface with a slight vintage feel to it and highlighted the AL using circles (a tube looked at from the front) using greys to represent metal and green to give a feel of the Cotswolds.
The new logo gives the company a friendly, approachable look that visually represents the industry and location they work in without being too literal.
Sixth Story were thrilled to be selected as the agency to create and develop a brand and website to take this national brand forward. Gold Equals Cash have 14 high-street stores nation wide and it was time to give the stores an updated and consistent look.
From the branding and collateral, we then wanted to give them an online presence that created a friendly and approachable experience that backed up the great service you can expect from any one of their stores.
The new website features a calculator for visitors to get a quote for their unwanted previous metals, a real feat of coding! The prices are updated daily by the client ensuring they stay ahead of the curb and ahead of the competition! If you don’t fancy putting your valuables in the post, you can use the website’s store finder to locate your nearest high-street store.
The new brand is being rolled out over the next few months across the country, in the mean time you can check out the new site at www.goldequalscash.co.uk
In September this year we were delighted to be chosen to rebrand the St Barnabas Church Centre in Erdington. Five years on from the fire which destroyed the Church, the new lease of life from its refurbishment is glorious and we’ve been lucky enough to see the before, during and after.
“Out of these ashes, beauty will rise.” – Psalm 147=3
The Church presents itself as a community space and really focuses on Christianity in a contemporary way, a stunning stain glass window has been created by artist Pippa Blackall as well as beautiful sculptures by Peter Eugene Ball. After a huge fundraising effort with more than £5million spent on restoring it, the 18th Century church reopened its doors last Sunday for a special rededication service from the Bishop of Birmingham. Over 400 people attended and the church stands to become a focal point for the Erdington community from 2013 onwards.
Before (glamorous hard hats)
The branding process was unusual one for team Sixth Story, rarely do we get to work on community orientated briefs. We went through several design rounds, presenting sketches and concepts to Vicar Freda Evans and Business Manager Paul Hanna. We explored themes that took inspiration from the Church’s story as well as the architectural structures.
The chosen identity:
Inspired by the story of St Barnabas and his travels, the logo uses the boat like shapes that are also echoed in the architectural features of the church. Bright colours capture the lively and diverse nature of the space, with the central cross still keeping close relevance to Christianity.
We will keep you updated in the New Year on how we roll out the brand across the St Barnabas branded materials and marketing.
None of us are perfect and especially being a business owner there are lots of things on a daily basis vying for your attention. Regardless, there are some common marketing mistakes to be aware of – do any of these sound familiar?
If you sell more to each client, you’ll increase your turnover. This is often overlooked but it really is that simple. Ensure that you have the right presentation of the complimentary products / services ready to go. If you don’t’ then you can always consider a strategic partnership.
Have you ever been to Pizza Express for a meal? Have you ever noticed what happens when you order? You’re always asked if you’d like a side salad or garlic bread. This is a tad sales focused so if you want to increase the life-time value of your clients then think of ways to up-service! (I recently purchased a house and our friendly, professional conveyancers sent us a little pressie for our new home. Isn’t that simple (and inexpensive) but effective?)
There are some industries more guilty of this than others but doesn’t it drive you up the walls when you make an enquiry and no-one gets back to you. Taking this point a little further, a follow up isn’t one phone call or one email, you have to be persistent. (It might take between 5 to 8 times for your potential customer to touch your brand before they buy, can you build that into your customer journey?)
Making an impression
The right impression. Lots of businesses fall into the trap of making the first sale too difficult. You have to be able to incentivise first-time customers through pricing strategies or discount structures. (Remember, the lifetime value of the customer maybe worth the smaller margin up front).
No clear USP
We’ve all heard this one before, old isn’t it? Maybe but brands don’t always make it clear why customers should buy from you. Humanise your brand, communicate your values and make the “what’s in it for me” very clear!
You could try a guarantee – they’re very effective. Do you remember Pizza Hut’s “30 minutes or free” promise?
Think like your customers, be your customers and put them first. This has a multitude of meanings it’s important for you to figure out what this means specifically to you. We talk about creating a buying persona ~ if you understand who you are talking to, you can talk to them more effectively.