Positioning your agency

Apr 2020

Jonathan Kirk will be running a Design Skillnet webinar session for Irish agencies on 30th April. Are you ready to hit the ground running as the new reality emerges? Whether you need to refine your positioning or do a complete pivot, this webinar will address the key considerations.

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‘We love an audience’

Mar 2016

Concise help organisations to connect and interact with their stakeholders by harnessing mobile technologies. The company enhances live events via their award winning event app that helps manage the audience experience in real time. With offices in London, New York, San Francisco, Hong Kong, Singapore and Johannesburg, Concise is at the cutting edge of new developments in this field and their client list is an extraordinary collection of the world's leading companies.

Up to the Light developed a new brand positioning and strapline that better reflects the company’s real business and added value to its clients. The new website was designed by Thomas Matthews design consultancy.

'Our new positioning and strapline, created by Up to the Light, is perfect for Concise. The service we provide involves significant technical expertise. However, the end result dramatically enhances audience engagement. We wanted to focus more on this benefit to our clients and 'We love an audience' beautifully crystallises our approach in a very memorable way. Up to the Light really nailed it.'

Phil O'Brien, Founder, Concise Group

Are you planning an agency video?

Sep 2015

There has been a boom in design consultancy videos, both on websites and in pitches. This article in Design Week by Jonathan Kirk looks at some of the best agency videos around, plus examining the different approaches adopted and what makes videos effective for clients.

1st Central Insurance - Simply Driven

Sep 2015

1st Central has sold nearly 2 million car insurance policies since launch in 2008. This success is largely due to a commercially astute approach to building business via cost comparison sites. However, the brand's profile was relatively low and the company's next stages of development required a stronger corporate brand and increased awareness. Up to the Light was asked to develop a corporate brand positioning that could form the platform for internal and external behaviour and communications.

We developed 4 brand pillars that underpin everything the company does across all communications, platforms and technologies. This then led to our 'Simply Driven' positioning which acknowledges the reality of buying car insurance. It is something of a 'grudge purchase' - often confusing and just something that has to be done. Above all, customers want the experience to be straightforward, clearly understandable and hassle free. 'Simply Driven' reflects the fact that 1st Central is committed to making the insurance buying and managing process as simple as possible. We also developed 'Communications Criteria' that act as a guide for agencies and copywriters across every creative discipline to ensure that all brand communications accurately reflect 1st Central's personality and values.

The positioning statement, 'Simply Driven', now doubles as an external facing strapline and has become a unifying rallying call for how 1st Central organises its business, trains its staff, engages with customers and communicates more broadly.

See the brand positioning communicated in TV advertising.

Cliveden House and Chewton Glen Hotels

May 2015

In branding terms luxury hotels exist in a world of superlatives. Sumptuous adjectives, flowery descriptions and elegant photography are the order of the day. Of course, most of this is accepted and necessary communication but capturing the particular appeal of one hotel versus another can be more challenging.

Chewton Glen has consistently set the bar for other luxury hotels to follow. Set in 130 acres on the edge of the New Forest, Chewton Glen is listed as one of ‘The World’s Best Hotels’ by Conde Nast Traveller and is a member of Relaix & Chateau. The recent addition of their superb treehouses has been a remarkably innovative step and has stimulated a growth in family visits, helping to encourage a more varied guest profile than many other luxury hotels that tend to be dominated by romantic breaks and corporate events.

Up to the Light worked with the team at Chewton Glen Hotel to develop their existing brand positioning. Importantly, we looked at areas such as service style, ambience, and heritage – the essential spirit of the place, not just the obvious offer. The result is a brand positioning that can drive communications and ensure that the ‘brand’ is consistently placed at the centre of the business.

We then addressed the brand positioning for Chewton Glen’s sister hotel, Cliveden House in Berkshire. We developed a positioning that acknowledged its unique history, superb setting and near London location, but also the special atmosphere of a house and former home to the Astor family. Forget the predictable conformity of luxury hotel branding. This is a place rich with delightful eccentricity, unexpected but magical personal touches and a history that is both famous and infamous. The new brand positioning will be seen first in a soon to be launched new website.

For both Chewton Glen and Cliveden House we developed Communications Criteria. These formed a vital bridge between our written strategic work and the creative manifestation and effectively answered the question, ‘If this is our brand positioning, what are the implications for creative communications?’ It acts as a steer for all creative work.

‘Up to the Light has an ability to ask the right questions, listen effectively and then beautifully crystallise brand difference. The speed and quality of their understanding was remarkable and we’re delighted with the result.’

Leigh Jenkins, Sales & Marketing Director