- Content development
- Industry/Category Analysis
- Trend, Capabilities, Competitive Analysis
- Brand Story and Architecture Development
- Database Driven – Multiple Domain
- Architecture Development
- SEO Programs
PHOTOGRAPHY
- Pre-Production
- Production
- Post-Production
Baldwin Richardson had popular consumer brands, an ingredients business, and foodservice capabilities, but their brand voice had become diluted. They spoke to all three markets through a single website, thus failing to clearly address each segment’s needs. We developed a strategy to reposition and, thus, focus the company’s communication.
BR’s website was one of the most visible representations of this poor positioning, so we started there. We helped them segment their website into four distinct domains that speak specifically to the appropriate audience (corporate, ingredients, brands, and foodservice). This repositioning provided clarity for existing customers and helped increase search engine traffic.
Alongside the repositioning, we updated BR’s visual presence. Having little to work from, we generated a new aesthetic through a sophisticated design and a significant photo shoot, whereby we comprehensively updated their imagery to include application, lifestyle, ingredient and packaging shots, illustrations, and infographics. All told, we gave BR a clear voice, a focused position, and a new look.
