We began working with Cape UK / IVE after a competitive tender in 2016. A rebrand was in order, to fully reflect the organisation’s services and offer, and to effectively reach its wide range of target audiences.
Our Creative team worked with the in-house team in a series of workshops, surveys and focus groups, as well as external audiences to define the organisation’s direction but also the perception of the organisation with its key markets.
It was obvious that the organisation was very visibly an arts and culture authority, however, it became clear that it was also essential to capture the ‘journey’ its students undertook when working with them, and the importance of ‘making an impression’, whether individuality or as a business/organisation.
The new brand name, IVE, reflected the way the organisation, and its teams, works: innovative, creative, supportive, collaborative, adaptive, imaginative. It also provided the opportunity to showcase what the students/partner organisations achieved with Cape UK and its teams through the use of ‘I’ve’.
The new identity was created in partnership with the internal teams, ensuring that the whole organisation had buy-in for the new brand and felt empowered to become brand ambassadors. Three sub-brands were developed to reflect the three arms of the business and the three separate target audiences; schools, businesses and young people.
The client wanted to make a splash in these three target markets and so we were commissioned to develop a launch plan encompassing advertising, PR and email marketing. The final plan focused on content which could explain the new proposition and its new direction in an article or comment piece, whilst also being supported with display and social media advertising to get the new brand in front of the niche target audiences.
Feedback has been overwhelmingly positive from the new target markets, the internal teams and current contacts/clients working with IVE. Within the first few weeks of the launch campaign, the new brand had reached over a quarter of a million people in the target markets and boosted website traffic by over 25%. Leads have been generated from the advertorials from new markets and organisations, and over 100 leads have been recorded on the website in the first month – an increase of over 800% from the previous website.
“For IVE (formerly CapeUK) there was no competition when appointing Narrative Communications as our re-brand agency. They went beyond the call of duty from day one (actually before day one!) making sure we were able to cover every angle. As a charitable organisation there were a lot of sensitivities involved in re-branding and it was vital that we took our trustees and existing stakeholders with us on this exciting journey, whilst at the same time ensuring we engaged with new markets, Narrative made sure that happened. They are a great team and can highly recommend them.” –
To find out more about our work of if we can help you with your next creative project, please call us on 0191 543 6550 or email email@example.com