From Storm Creative Partnership to Storm12
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1. The need
Back then, we decided that we needed to upgrade the business to better reflect how we operate, the growth of our team, the (new) way in which we're approaching projects, and our brand, Storm Creative Partnership was not hitting the mark.
We needed to revitalise our brand - we do it for so many of our clients but we had neglected our in-house style. Our tone of voice, our growing bravery, our expanding client base meant that we had to begin the process of upgrading, reforming and adding dynamism to a brand we had held onto for eight years.
After months, and we really do mean months - we started this journey in January 2016 - Storm12 arrived in March 2017.
2. The ideas
It was a good time to be in Post-it note sales. The number of names thrown into the ring, taken out again, modified and re-thrown, taken out again. We've had members of the team staunchly defending company names that made the rest of us wonder what was in their tea. We've been round the houses, canvassed clients, asked husbands and wives, the milkman, anyone.
From a very, very long list that included some incredibly questionable combinations of British wildlife and fashion prints, Storm12 emerged as the clear favourite. Why wouldn't we change our name to echo the most powerful, the most remembered, the most talked about storms?
The exercise was invaluable. We saw sides of members of the Storm12 team we didn't know were there. Who knew that three colours - or combinations thereof - could cause passionate and at times, heated exchanges around the water cooler or that we would spend the better part of three weeks deciding the angle at which our logo should sit. Those eight degrees have given us sleepless nights and the coffee bill has gone through the roof but we hope that you'll agree with us that it was worth it.
3. The consulting
With a number of ideas for the new company name and brand on the table, we consulted with a few of our clients to gauge their opinions. After all, it was important to know whether our customers a) understood the need for the change and b) understood the change when we made it.
4. The rebrand
From the outside, it may seem that we've changed our name and our logo, built a new website and added a couple of coats of paint to the office. Whilst all that is true, the work behind the scenes has been tireless and we’re immensely proud to have got it all done whilst still delivering client projects.
5. The campaign
So with the new brand ready, the last coding being tapped into the keyboard and last designs being checked over, we were ready. We now needed to go the press, the post office and our social media sites to spread the word about Storm12 and get the new brand some fame.
Our campaign comprised a combination of emails, direct mail letter and hand delivered umbrellas - all featuring the new brand and an explanation of why and where it came from.
For online activity, it was the usual suspects - Facebook, LinkedIn and Twitter.
We wanted to do something with a bit more kick, so we started with a 5 day countdown;
13th March was the big day and we set about executing our carefully laid plan to launch the brand, engage clients and give away a bunch of goodies. Prizes every hour on Twitter and week-long prize draws on LinkedIn and Facebook helped build awareness and engagement with the new brand - after all, who wouldn’t want to win a gourmet wine tasting tour?!
6. The results
The launch resulted in more engagement than we expected, with close to 45,000 impressions across the channels including:
- 456 engagements on Twitter
- 243 likes and 290 click throughs on Linkedin
- Over 2000 impressions on Facebook in the first week
- Total of over 25,000 views over all three channels
- A growth of nearly 50% in followers
And culminating in a couple of unexpected new business enquiries, with them asking ”Can we have some of that for our rebrand?”
In the weeks following the launch we even had a couple of new contacts recognise the new Storm12 brand without even having heard of Storm Creative Partnership, now that’s a result we like!