Workroom
What is the value of a powerful, purposeful brand?
Occasionally in our roles as PR experts, we come across people who question the value of brand-building, or even of a brand itself, believing that the product or service in question will ‘speak for itself’ and gain long-term users or advocates without any brand consideration. Yet, even with the best product in the world, they’d be making a mistake. As history tells us, a powerful brand is able to denote the all important ‘T’ factor. Trust. Yet, even when looked at purely from a profit perspective, brands that invest in their brand strategy can expect to earn 10% more revenue, according to Harvard Business Review.
If YOU are in any question about the power of ‘brand’, take a look at case studies by The Workroom - the London-based strategic and creative branding consultancy we support. With almost 30 years in business, Workroom was founded by the award-winning brand consultant and strategic creativity director, Brigid McCullen, who has over 40 years’ experience under her belt, and is known for her straight talking, honest, loyal approach to working in this fast-moving field.
Brigid founded Workroom with the belief that purposeful, powerful brands are a force of good, and her team of ‘truth-seekers’ design and develop brands to help overcome challenges, carefully guiding clients to be ‘meaningful and memorable’, whilst adding ‘clarity, clout and competitive edge’ along the way.
Curious PR glimpses The Workroom in action with client, Humanist Ceremonies.
Sticky label or Sweet Success? Tate & Lyle's rebrand
If you’re a BBC Radio London fan, you may have heard Brigid discuss the decision by Golden Syrup maker, Tate & Lyle, to rebrand its logo after no fewer than 150 years! Speaking live to DJ Shay Kaur Grewal, she succinctly told listeners how established brands such as Tate & Lyle can evolve their branding successfully. She also unpicked the role of nostalgia in what consumers buy. In her view, it was unusual that Tate & Lyle did not evolve sooner, as so many heritage brands have.
Workroom’s clients come from many sectors. Examples from healthcare include Synergy Health, Penlon and QUANTA Dialysis Technologies, and in consumer goods, they include Reckitt Benckiser and Kao. Within beauty, we’ve been promoting the agency’s work for global giant, COTY (owner of Rimmel London and Marc Jacobs Fragrance, among others), including its cohesive and impactful brand transformation around the globe. The impressive project took place after COTY merged with Procter & Gamble in 2016. A celebration of diversity in its many guises, the rebrand was successfully rolled out in 130+ countries, in multiple languages, in just 9 months - on budget and on time. Read here how Workroom’s senior project manager, Zoe, used her meticulous planning skills and passion for innovation to drive the project, despite complex challenges.
How Do You ‘Brand’ Birth, Love and Legacy?
Workroom’s recent rebrand for Humanist Ceremonies showcases its ability to transform a brand whereby a profound emotional connection with the target audience is achieved. The Workroom was approached to re-establish Humanist Ceremonies as THE quality organisation and leading provider of non-religious ceremonies for life’s momentous moments - weddings, funerals, and naming services. The project was to take place amid growing competition in the marketplace, and Workroom’s team set out by developing numerous factors that would engage the community. For instance, by creating a compelling brand promise and strapline, namely, "Your story is our story” to capture the organisation’s commitment to honouring each person’s unique life journey. This was encapsulated by creating a distinct brand asset: a ‘DNA Signature Strip’ - a multi-coloured pixel code artfully portraying the celebration of humans as unique individuals.
The rebrand not only distinguished Humanist Ceremonies from other celebrant organisations, it has distilled all that was important to the organisation. Watch via LinkedIn or Instagram its director of ceremonies explain how one of its board members was moved to tears when the new brand purpose was unveiled. As reactions go, it doesn’t get more human!
Social Media Savviness
Curious PR is proud to be securing media opportunities for this passionate agency, and helping to manage its Instagram and LinkedIn accounts to ensure consistent, engaging content reflects The Workroom’s world-class talent and enviable achievements within a highly competitive sector of the creative industries.