We created a set of five new logos and colour palettes - all paired with a collection of hand-drawn illustrations that were tailored to each vertical. This formed a core brand framework that could be rolled out as new businesses were acquired.


A look and feel to future-proof the brand

We developed five separate sites, each one of which functioned independently. Dealing with the different sub-business sites meant working with various integrations such as referral links and discount codes, but the result was a set of websites designed to drive conversions in the same way. 

Five fully-aligned websites

With all the new product sites hosted on separate domains, adding new businesses to the portfolio was easy. But it wasn’t just the DaySmart business that was rapidly changing. As the products themselves evolved, the in-house teams could update any content on features and functionality through the WordPress CMS.

A simple, super-scalable solution

DaySmart

Carv’s in-app Ski:IQ™ leaderboard was key to spreading brand awareness within the ski community. But Carv also wanted to create an online hub for skiers, whether they be app users or not. We created a ‘What’s new’ page for the site that would sit in the top navigation and offer updates from the team. Plus, we developed an engaging, interactive blog that could be regularly updated with winter sports content going forward.

Creating a sense of community

Since we’d developed Carv’s previous site, we took a deep dive into the analytics to discover how to get even better results. We took inspiration from market leaders, refined the colour palette, and went even bolder with typography to elevate the brand whilst ensuring the look and feel remained consistent across existing channels - including the app.

Taking the brand to new heights

Carv

Engo armed us with a logo - and we brought a whole lot of ideas. To showcase a premium brand, we needed a bank of assets. We carried out art direction for photography and video content, crafted bespoke iconography, and created a high-impact design and colour palette that aligned with Engo’s already live mobile app.

A shared vision from the start

The user journey on each page was focused on the ‘why’: introducing features, benefits, and testimonials from happy customers. As well as including detailed 3D renders, we used point-of-view photography to showcase the Engo eyewear experience. Plus, our looping videos illustrated not only how the real-time data is presented on the lenses, but how they adapt to changing light. 


Taking show and tell to a new level

The user journey on each page was focused on the ‘why’: introducing features, benefits, and testimonials from happy customers. As well as including detailed 3D renders, we used point-of-view photography to showcase the Engo eyewear experience. Plus, our looping videos illustrated not only how the real-time data is presented on the lenses, but how they adapt to changing light. 

It was important that users really engaged with the site, so we built an interactive tool that allowed them to select frame colours and lens types to gain a better understanding of the product in action. Clicking on aspects of the product would trigger specific animations, while a banner of how-to videos highlighted specific functionality and acted as a bank of resources for those that had already purchased.

An interactive experience for activewear

Engo

It was important that the design had a calming influence on the user. We ensured the content delivery was steady and flowing, the design was light and well-spaced, and the animations were as natural as possible. We also incorporated elemental aspects such as earthy tones, moving seascapes, and patterns and photography inspired by the golden hour. 

Creating a truly therapeutic user journey

The Waves media player resembled a spinning record, and we further customised the UI by enabling three different options: music only, voice only, and music and voiceover. We applied logic so that the tracks in the Lab playlists would only play in sequential order. And, because all progress was saved in the user’s account, they could pause content, go away, and log back in at any time to pick up where they left off. Users also had the ability to “favourite” content, and could automatically add LiveLabs to their Google, Outlook, or Apple calendar.

Tailoring the digital experience to the individual

As Alkeme’s collection of content grew, so did its subscribers. Before go-live, we built a subscription process that linked with Stripe’s API to ensure that users would only be able to access content depending on their user status: anonymous, registered, or premium. With Alkeme launching a brand new app - where all content would now be hosted (and only available to those with a premium subscription) - we adapted the site to ensure it was optimised to drive conversions, yet still retained the essence of Alkeme’s key goal to transform mental health and wellness in the Black community. 

Taking the Alkeme experience one step further

Alkeme

Mixing up work and play, every day 

People creating websites, developing brands and building eCommerce stores for people.

We know the internet and people in equal measure

Take it from our people people

Whether or not you have a wealth of data at your fingertips, there are always ways you can incorporate more personalisation into your marketing.


Here are four ways that you can easily personalise your content to drive conversions and increase customer loyalty.

If you’re a hotel resort in the Maldives, your target audience may include different demographics, for example, families, friends, and couples. Or, if you’re a clothing brand, your products could fall into categories including dresses for wedding guests, summer dresses, or dresses for parties. Creating dedicated landing pages around these specific search queries is a great way to display relevant content to specific audiences, and can also help drive organic traffic to your site.

When it comes to landing pages, you could even go one step further and utilise dynamic content based on your users’ search behaviour. If you know someone has visited your site before, why not display messaging such as ‘Welcome back’? Or, if geolocation data tells you a user is based in a country that you’ve recently started shipping to, then be sure to highlight this in your messaging. It’s little details like this that grab attention and drive conversions.


To get the best out of personalisation, it needs to feel personal. It’s important that your content is tailored to suit your customer, yet doesn’t overstep the line and feel creepy. Let’s say that someone provided you with their name when they signed up to emails. As well as including their name in email copy and subject lines, you can use this data to address them personally when they land on your site.


Or, why not use the fact that they signed up to your database a year ago as an excuse to send them an offer? Something along the lines of ‘We’ve been friends for a year - here’s a gift from us’ is a great example of how you can reward loyal customers and re-engage those that may not have shopped with you in a while. Subtlety is key, and often the smaller, more personal touches are the most powerful.

An obvious way to personalise your content is by including recommended offers and products. This could be something as simple as listing related blog posts or articles, or ensuring the userflow continuously directs your visitors to other important areas of your website. On the other hand, you could make the most of browsing data to showcase similar products and services.

Whether you upsell or cross-sell on your product pages, or wait until the customer reaches the checkout, your recommendations have to be relevant. If they’re not, you’ll just frustrate users and could risk losing them entirely. If they are relevant, then you’ll increase basket value and maximise conversions.


Although you can capture insights about your audience through their location and browsing behaviour, an easy way to avoid second-guessing and ensure you’re targeting the right people with the right content is to simply ask what they want to hear about. This is simple enough when it comes to email marketing, as you can ask them to tailor their preferences as soon as they sign up. But what about your website content?

, product page guru, Rishi Rawat ran an experiment with a client that was selling air purifiers. Instead of choosing between summarising the key information on the page or going into all the details about what the product is and how it works, he simply asked the audience ‘how much time do you have today?’ Those that chose ‘I have time’ were presented with the super-detailed version, while those that selected ‘I have two minutes’ saw a much more concise overview. The result? Conversions soared by 30%.

Just goes to show - you don’t ask, you don’t get!


4 Ways to Up Your Personalisation Game

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You’ve finally reached the end of your rebrand project, which probably means you’ve nailed your brand guidelines, refreshed all your assets, and launched a shiny new website to match. But the hard work isn’t over yet.

Your new look (i.e. anything involving your new logo, font and colour palette) is handled by your design team. But how you sound concerns everyone from your customer service team and social media managers to the staff in your stores.

So how can you ensure your newly developed brand voice becomes embedded in your company culture and is used consistently across the business?

One of the best ways to create buy-in from your colleagues is to involve them in the creative process. It really pays to have different perspectives in the branding process - especially when it comes to painting an accurate picture of who you are as a brand and where you want to be. Plus, not only will they better understand why the change was necessary, but they’ll also feel valued and take ownership of this new brand voice.

A lot of us prefer learning by doing. So why not get hands-on and run brand voice workshops with individual teams? The interactive nature of a workshop means that the information is less likely to go in one ear and out the other. And by putting things into practice, you can run through real-life examples relating to specific teams and job roles, give constructive feedback if you need to, and ensure everyone feels confident using the new brand voice.

Make brand voice a prominent part of the workplace

Your brand voice guidelines shouldn’t be a list of dos and don’ts that’s hidden away in a branding folder - they should be easily accessible to everyone in the business. All your internal comms should already be written in your brand voice, but creating simple assets such as posters, branded slide docs, and even Slackbots notifications are an easy way to give your team everyday hints and reminders. 

 is a shining example of how to communicate brand voice - you can even read their tone of guidelines for yourself on their website.

Include training as part of the induction process

Formally factoring brand voice training into staff inductions is a great way to emphasise its importance in the business - particularly if the new employee is going to be customer-facing. However, this doesn’t mean making things too stiff or corporate. Simply make sure all your onboarding assets are written in your brand voice and run interactive sessions in the same way that you’d highlight any other important aspects of company culture.

Top tips for rolling out a new brand voice across your business

For many businesses, a blog is often an afterthought - especially if resources are stretched, you don’t have a copywriter, or simply lack confidence when it comes to creating content on behalf of your brand.

In an age of podcasting, video marketing, and apps such as Clubhouse, you may even be asking yourself ‘how relevant is blogging in 2022’? The answer is: very. Here’s why.

You don’t need big budgets for blogging. All you need are a handful of big ideas and somewhere you can talk about them. And because all you’re really paying for is a team member’s time, a blog can be a great way to easily add value to your marketing strategy.

But it’s not just your business you could be adding value to. If a prospect is sizing you up against a competitor, then using your blog to add value to your own products and services is a great way to stand out. Think about it: your customers don’t only just get your product; they gain access to a whole host of free content that will help them get the best out of what you’re selling. And at a time when everyone wants more for less, it’s things like this that can help you get ahead.

You can create a stronger brand image (and increase your credibility)

Our social feeds are now peppered with sponsored ads. Even when we don’t see that #ad hashtag in the corner of an Instagram Story, at a time when influencer marketing is everywhere, sometimes we can’t help thinking we’re being sold to. Your blog is a place where you can really showcase your personality and build an authentic brand story.

Unlike social posts (which can vanish from feeds after 24 hours) your blog is a library of content that stays live for as long as you want it to. And it's somewhere you can add posts that will gradually build your credibility and position your business as an industry leader. Yes you can add CTAs and use your blog to help drive sales and enquiries, but treat it more as a tool for starting conversations, creating communities, and showcasing your genuine self. Because when it comes down to it, there’s no better place to do that than your most valuable asset: your website.

You can incorporate more keywords into your site (and, in turn, improve SEO)

Blogs have historically been used to aid SEO. And although most businesses rely heavily on paid ads for driving traffic to their site, SEO isn’t dead. In fact, if a monthly blog post featuring all those great industry-focused keywords that Google wants to hear helps you climb the SERP, then as far as we’re concerned, developing a basic blog strategy is a quick win.

Plus, it’s important to remember that while paid ads appear at the top of the page, they aren’t always what users want to click on. Sure, Google has switched up its UI so that paid ads don’t stick out like a sore thumb as much as they used to, but it’s still clear which businesses have paid their way to the top. A lot of people will still navigate straight past them and start browsing through the organic results instead.

You can give yourself (and others) something to talk about

Having a bank of content to post about on social media is something any business dreams about - especially if you’re thin on the ground or simply don’t have the time or budget to invest in a dedicated social media department. A blog stocked full of great content is essential for any brand looking to incorporate more content marketing into its digital strategy.

However, evergreen blogs aren’t just great for filling up social calendars. They can feature in marketing emails and newsletters, be included in internal conversations with clients and prospects, and can even be repurposed into articles for industry publications. And every link you include to a blog post is another opportunity to drive traffic back to your site.

You can connect with other communities (not just customers)

It’s true that your blog can help new customers land on your site and encourage them to convert. But that isn’t (and shouldn't) be your primary goal. Your blog is a great place to link to other sites, build communities with similar businesses, and simply build brand awareness in your industry.

Word of mouth is a wonderful thing. And so if people have heard of you, connected with you, or been following you for a while, you’ll be high on their list of recommendations when the time comes.

We know the internet and people in equal measure

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4 Ways to Up Your Personalisation Game

Top tips for rolling out a new brand voice across your business

Why having a blog on your website is more important than ever

Let us take you further than you’ve ever been

We know the internet and people in equal measure

Mixing up work and play, every day View Work

Take it from our people people

4 Ways to Up Your Personalisation Game

Top tips for rolling out a new brand voice across your business

Why having a blog on your website is more important than ever

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