Sipside – Saudi Arabia
The Brief.
Base Creative is an agency which wanted to switch its focus entirely to digital marketing and showcase themselves as a more prestigious organisation. To enter this new chapter and realise their updated ambitions, they needed a clear game plan. After an extensive cooperative effort involving several rounds of feedback, we devised the perfect brand strategy. Then we upgraded the brand with a more impactful, dynamic identity as well as a solid tone of voice strategy to ensure consistency as the business grows.
The Process
Strategy.
Identity.
Copywriting.
Strategy.
The discovery meetings led to a thorough strategy exercise which evolved into a comprehensive brand strategy document. We gathered Base Creative’s desires, combined with the data which we drew from research and then added our own expertise and direction.
We created new statements for their mission, vision, brand positioning and more. This document essentially provides the game plan for the brand’s foreseeable future – it was beautifully presented and consisted of helpful diagrams as well as written guidance on a variety of topics. As well as being helpful from a creative perspective, the brand strategy document provides a good manual for new starters at the business.
Identity.
We created an icon which drew inspiration from the data-driven element of the brand and the three service offerings. The result was three geometric shapes which individually represent the different services and come together to be an emblem for the entire company.
Secondly, we introduced a new colour scheme with Oxford Blue, Gold and Turquoise as the key players in the palette. This helped to transform the brand’s look and feel from stale and corporate to rich, innovative and energetic.
We designed a bespoke typographic logo and a font which felt friendly, professional and engaging. Base Creative is all about examining the finer details so we decided to tweak the ‘b’ and ‘t’ in the logo and add a gold accent to make it truly unique.
Overall, the new identity is vibrant and showcases the heart of Base Creative in interesting and inimitable ways. The brand is now ready to spearhead the business towards its new goals.
Copywriting.
From our discovery meetings and in-depth brand strategy exercise, we concluded that we wanted the new Base Creative to come across in a more confident way while retaining its adaptable, smart and relatable profile.
“>We also wanted to create a more sophisticated connection with the audience so that they viewed Base Creative as a source of inspiration and education, as well as a service provider.
We delivered a full tone of voice strategy which included: Tone Profile, Characteristics, Dos and Don’ts, Word Choices, Grammar Rules and Messaging Examples. In addition, we worked closely with Base Creative to create new copy for their website, ensuring it was all aligned with the new tone of voice and brand strategy.