BRANDING / INTEGRATED MARKETING
Law Firm Brand Strategy, Creative Strategy & Digital Marketing
— Gilton Valeo —
A fresh brand strategy combined with creative development and graphic design that would be rolled out via a powerful digital marketing program for a dynamic Sydney-based specialist immigration law firm.
Situation:
Lead by their charismatic principal, Troy Andres, Gilton Valeo have evolved into a unique and successful mid-tier immigration law firm who boast a highly talented team and an outstanding, collegiate company culture.
Having grown as a business in so many ways, Gilton Valeo felt that it was an opportune time to consolidate their brand strategy and communicate their brand values to their clients and the market.
They approached and selected Mind Methods Agency to help them define their brand and communicate this effectively through an ongoing online marketing communications program.
Strategy:
Knowing the passion that runs through this business, from the owner to every other member of the team, it was clear that a Brand Strategy project would be the first step. This involved a thorough Brand Planning exercise, suited to the needs of a mature small business that was looking to consolidate upon a solid foundation.
Once the brand strategy was set, the next phase would involve rolling out the brand through all business and marketing collateral. This would also involve setting up a range of branded marketing communications tools, from website and blog, to email, social media and integrated campaigns.
Solution:
Mind Methods Agency ran a formal brand planning process through interviews and workshops, bedding down Gilton Valeo’s brand positioning and differentiation and developing a foundation for the brand ‘essence’ through visual cues.
This exercise resulted in a clearly documented brand report, forming the platform upon which a refreshed brand identity was built and that will now influence how all future creative is approached (including photography, social media, website, video, advertising etc).
‘A desk with a view’: This concept represents being in Sydney, making the sea change. In this example the window view can be one from GV headquarters!
Once the brand project was completed, we began the brand roll-out through a range of business and marketing collateral and some of these are listed below.
Brand Collateral Roll-out:
Business Cards
With Compliments Slip
Letterhead
Email Signatures
Presentation Template
Topline Brochure
‘Wish you were here’: Gold Foil Postcard as With Comps Slip.
‘First Class’: Postcard Back design.
‘Your window into new worlds’: Gate-fold Brochure for Gilton Valeo.
‘Boarding Pass’: Business Cards for Gilton Valeo, with allocated seating for each staff member.
Seating Legend for GV staff to choose the preferred seat for their card.
Letterhead Template design, following on with the airline theme.
Powerpoint Template design.
The primary focus of the online marketing program is on Business to Business (B2B) Marketing, but will also involve an element of Business to Consumer (B2C) Marketing. A summary of our focus areas for the program is provided below.
Marketing Systems & Communications:
- Creative Strategy
- Graphic Design
- Email Marketing
- Email Marketing Reporting
- Social Media Scheduling
- Social Media Reporting & Insights
- Content Marketing
- Blog Content Calendar
- Blog Content Updates
- Content Research & Development
- Search Engine Optimisation (SEO)
- SEO Competitor Research
- SEO Keyword Research & Tracking
- SEO Onsite Meta Optimisation
- Marketing Research & Analysis
Results:
The results of the brand project were genuinely satisfying, as the whole team at Gilton Valeo felt strongly that the outcomes truly reflected their brand values and positioning.
The great attitude of the entire team at Gilton Valeo has shone through every aspect of the program so far and we are looking forward to the continued partnership as their outsourced marketing agency, as we stick to the process of making marketing a key priority in the business going forward.
So far, the response and feedback to the brand and initial collateral has been very positive from clients, contacts and the market.
We’re all excited about what is to come, so watch this space as Gilton Valeo keep growing from strength to strength and further supporting their strong existing client base.