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. Brigid is known for her straight talking, honest, loyal approach to working in this fast-moving field, as depicted by media coverage we've secured in Design Week, Creative Bloom and BBC Radio London.
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 its director of ceremonies explain, via Instagram or LinkedIn 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!
...Or One of London's Oldest Markets?
For the first time in its 375 year history, one of the world's most famous markets - Petticoat Lane Market (est. 1650) - has been given a formal brand identity. The Workroom was commissioned by City of London Corporation and the London Borough Of Tower Hamlets to create an identity that celebrates the market's rich history. What the team achieved was to bring a vibrant, authentic new identity which deliberately avoids notes of gentrification. At the heart of this impressive brand creation is a bespoke typeface, ‘Petticoat Sans’, inspired by fabric patterns of local stalls to reinforce the market’s fashion heritage. Complimenting this is the new tagline, ‘Your Proper East End Market’, which draws on East London vernacular to capture an enduring community spirt, creating an instant familiarity to the new brand. This exciting news was featured by an important media title with great online presence, namely, Creative Boom, helping bringing well-deserved recognition to both Petticoat Lane Market and The Workroom.
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.