Brand Development | Art Direction | Copywriting | Design | Campaigns
CloudCall was transformed from a stale, inconsistent Frankenstein of a B2B brand to a standout challenger brand with personality.
Tone of Voice
I was invited to help enhance the creative campaign work for CloudCall to help them stand out in a busy industry. My first task was to establish our own personality and TOV which was developed through a series of workshops and research that I led. From here I designed and laid down the artwork (InDesign) for an internal document to help new starters and existing staff develop a consistent way of talking about CloudCall.
Campaigns
The brief to me, as a consultant, was not to rock the boat too much. Keep the existing brand, use the new TOV, and create interesting campaigns.
Draw Backs
- The platform didn't have stunning UI visuals to tell their story
- The brand aesthetic felt tired and old, plus it didn't lend itself to more playful executions that were required to really stand out.
The Result
Initial social media campaign development was somewhat handcuffed - so it had to be pushed to it's absolute limit, resulting in the #ItJustClicks campaign
ReBrand
It was clear that the new TOV and campaign efforts couldn't do all the heavy lifting. The brand simply couldn't reflect the personality of CloudCall and their ambitions of being an innovator in the sector - and jolly nice chaps to do business with. It was time for a rebrand.
At this point, I was appointed full-time Brand Director. Working closely with the CMO and the wider SLT I conducted interviews and workshops to capture the desired essence of the brand. Then, when the results were in, we spent the next 3 months developing the aesthetic and designing our new shop window - our website. I achieved this through Adobe XD liaising daily with the outsourced development team.
Launch Collateral
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170-page brand bible written and designed by me, laid out in InDesign. Content co-created with Nicole Dopson and Matt Gayleard.
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100-page website designed by me, laying out flats in Adobe XD, supported by Nicole Dopson
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Launch video written and art directed by me, edited and created using external agency.
Brand Foundations
Of course with every brand, it should never rest on its laurels. As CloudCall began to roll out a more advanced platform, CloudCall o1, it allowed us to showcase its beautiful UI that followed modern design principles. At last - the product marketing could come alive.
The brand moved further away from the 3D renders as we replaced the obvious gaps with product imagery.
Collateral
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Brand-led product marketing film written and art directed my me, creation of film by the amazing K-OS Visuals (https://k-osvisuals.com/)
