Category: Website Design

We don’t know of many U.S. advertising and creative agencies that have Highlight Reels. In the U.K. they call them “Showreels”, but I don’t think that’s a familiar term on this side of the pond. Production and post production companies have been using highlight reels for as long as I can remember, but ad agencies seem to go the traditional route with Case Study videos. Sure those work. A case study video gives a potential client all the facts, figures, insights and behind the scenes thinking that factored into the end product. But who wants traditional? Who wants a PBS documentary when they can get an MTV music video!? Well, not Seed Factory. That’s why we just finished a highlight reel that’s a pretty fun watch. No, it doesn’t let you understand our big ideas, strategy and planning capabilities in-depth, but it gives you a feel for what we can produce for you. Maybe we need to start cranking out some traditional case study videos next, but until then let’s go with the rock n’ roll.

Seed Factory Highlight Reel 2017

It might be a total rebrand or it might be considered more of a brand update or refresh. Either way, it’s probably one of the most significant marketing challenges the company will face in a given year and it’s important to get it right. Here are a few tips from our experiences.

  1. Get decision makers involved early and often. This might be the most obvious one, but it’s the most crucial. For example, if we talk with a potential client and a C-level executive isn’t a part of the process in some form–from giving us time for discovery interviews to signing off on direction and potential positioning statements, we’ll pass on the assignment. This isn’t a process a company’s communications group should undertake in isolation.
  2. Define and understand all your potential audiences. What do they like about the current state of the brand? What do they dislike? If it was their brand what would they do differently? What’s sacred cow that the brand shouldn’t touch without audiences taking their loyalty elsewhere? (New Coke anyone? O.com instead of Overstock.com…)
  3. Test multiple directions with your audiences. Internally, you may have drank some of the kool-aide, and the agency may have blinders on from being the “makers” and knowing what the message or creative is supposed to communicate. Most importantly, you need to know if the world is going to see or interpret something completely unexpected, which may not be the intended message at all. Consumer’s can see things a brand and agency may miss. Some audiences may even see something bad, funny or negative in a brand refresh (Airbnb logo anyone?)
  4. Rebranding isn’t just a new logo and tagline, it’s defining your authentic tone and voice. It’s finding a positioning that will resonate with your current audiences and allow for future growth.
  5. A brand is a living entity, therefore it needs updating and adjusting as sentiments and styles change. Going through a brand update and exercise is good to do at least once a decade, even if the adjustments end up seeming minor to you and your external audiences barely notice. The process will at least give you peace of mind that your brand currency is relevant and will (hopefully) continue to be, all other factors aside.
  6. If you partner with multiple agencies, be open to sharing the process with all of them. Not that you need feedback from other agencies, but everyone will need to work with the update and it’s important that they feel it has the legs to work how they need it to.

 

At Seed Factory, we consider ourselves an advertising and PR agency that often starts the process with a branding exercise. We understand brand positioning and real-world applications of branding across advertising, PR, social, digital and of course, design. Let us have a holistic conversation about your brand’s needs even if it’s a small project. Sometimes the “refresh” comes from a website update to keep it current with the ever-changing digital landscape. Take a look at the largest two rebrands we have done: CDC Foundation and Navicent Health

Rebranding, or Brand Refresh, Here Are Some Tips to Consider

After nine months of planning, 900 names, 30+ logos and taglines, more than 20 teaser ads and over 300 press event participants, our team was thrilled to officially launch Navicent Health.

The healthcare system, formerly known as Central Georgia Health System, has the second largest hospital in the state of Georgia (second to Emory), but was a virtually unknown entity outside outside of its core counties. Made up of more than 6,000 employees and 30+ facilities and service lines, we had the opportunity to rebrand the entire healthcare system. A new name, logo, tagline, brand standards, website, a brand essence video, press event and other content items are just many of the ways we’ve partnered with Navicent Health to unveil their new brand and mission. For more information, see our case study.

 

Healthcare Brand Launch

We don’t promote ourselves as SEO specialists, but we do have an idea or two about how to get companies to page one of Google search. It takes some time, effort and a small investment, but if your company isn’t on page one for a few key search terms that are relevant to your business, you’re pretty much invisible.

Seed Factory is on page one of Google search for the key word combo “Atlanta PR Agency”. We are also on the bottom of page one for “Atlanta Ad Agencies”, but it has been tougher and it fluctuates between the bottom of page one and top of page two. Whatever the case, we always think it’s nice for clients to know that we practice what we preach and we have results to show for it.

Good SEO is Key

As animal advocates, the partners at Seed Factory, a PR and advertising firm, are passionate about working with companies who have a strong mission for what they do on a daily basis. When Atlanta Humane Society needed an Atlanta agency to develop a robust and easy-to-update website, we were honored to be selected as their agency partner to design, develop and launch it. From the initial site map to design, photography and development, we enjoyed every step along the way.

The intuitive and easy to navigate website now has a strong call to action that encourages adoptions, donations and volunteering. The website also includes compelling new photography of the wonderful dogs and cats available for adoption and showcases a fresh, modern design for the Atlanta non-profit. AHS dogs and cats, featured prominently on the site, are the only animals used in the photography. We had an incredible time capturing the personality with each animal’s photo. We believe the website highlights the amazing work Atlanta Humane Society does on a daily basis to service the community.

The Atlanta Humane Society website is built on a secure and customizable platform that is easily maintained by AHS staff. The new website features captivating imagery of the dogs, cats, puppies and kittens available for adoption as well as the dedicated employees and volunteers that care for these loving animals. Performance measurements are in place and we are excited to see the results that match or exceed expectations for ROI.  Take a look and let us know what you think of the new site, www.atlantahumane.org.

Atlanta Agency, Seed Factory, Launches New Client Site