Quiet Confidence
A concept for giving a capable but generic-sounding firm a clear position, a recognisable voice and a campaign that says one thing well.
Campaign objective
Make the firm easy to describe in one sentence, and make that sentence the reason buyers shortlist it.
Creative direction
Restraint as the idea: short, plain-spoken headlines, generous white space and one lime accent, in a category full of stock imagery and buzzwords.
Execution overview
Positioning workshop and statement, messaging hierarchy, identity refresh, then a launch campaign across the website, search, LinkedIn and sales materials.
Challenge
The firm wins work through referrals, but its website and proposals use the same language as every competitor. New buyers struggle to see why it is different.
Approach
Interview clients and the team, define the one thing the firm does better than alternatives, and build every message and visual decision from that position.
Solution
- Positioning statement and messaging hierarchy
- Tone-of-voice guide with before-and-after examples
- Identity refresh: typography, colour and layout system
- Launch campaign for web, search and social
- Sales deck and proposal templates in the new voice
Channels & tools
- Website and landing pages
- Search campaigns
- LinkedIn campaigns
- Analytics and conversion tracking
Results
This is a demonstration project, so there are no client results to report. If delivered, success would be measured by:
- Share of new enquiries that mention the new positioning
- Branded search volume
- Proposal-to-win rate