Brand integrity is essential for the success of any product or business. We take a look at the strategy and process required to ensure your video project aligns with the brand.
Having a clear, consistent message across all of your brand and advertising material is vital to ensure your target audience fully understands your brand. Some multimedia projects often lack continuity with the core brand message, so here we discuss the importance of early collaboration between the production and brand teams.
Fade In Production worked closely with Lloyd Grey to translate our ideas for the brand expression into a language suitable for video. Lloyd Grey are experts in brand strategy, creation and development and have over 20 years experience building brand value for clients across a range of industries.
Moreton Bay College (MBC), one of Brisbane’s most successful girls’ schools, has an enviable reputation for both academic and extra-curricular achievement. In 2011, Lloyd Grey Design helped to rebrand the college and created a compelling prospectus that illustrated the new tagline – ‘Breadth of Mind. Depth of Heart.’
In 2012, as an extension of this work, MBC wanted to translate their prospectus through video to give prospective parents an evocative glimpse of college life and drive enrolments.
A sustainable enrolment cycle is something all schools work diligently to maintain, and parents face significant pressure when selecting the most appropriate school for their children.
A school is so much more than the subjects on offer, impressive facilities and successful graduations. The essence of a school is on the faces of its pupils, in a helping hand or a momentary triumph in mastering a new skill. It is demonstrated in what real parents say about their child’s experience and by what motivates the teachers.
To successfully capture the essence of Moreton Bay College on film, Lloyd Grey Design needed to identify all those heartfelt moments that give a genuine insight into what the school feels like.
We also wanted to capture spontaneity and emotion without looking staged and scripted. In two short films – one a 3-minute short and the other a 13-minute documentary, we needed to say it all and leave a lasting impression.
During the original branding and prospectus work, Lloyd Grey Design had already developed a huge respect for the college’s approach and a deep knowledge of what makes it so special. To translate this into film, we needed to explore the relationships, routines and challenges that are part of school life and define the moments that make positive, enduring memories.
The short film was conceived to generate understanding and emotive connections without words, while the longer film builds on the first film footage plus unscripted interviews to capture real words from real people and touch the hearts of other parents concerned about giving their daughter the best education and experience that she will cherish her entire life.
A perfectionist eye went into each stage of producing the videos – from developing the ‘story’ to casting real students in scenes, from defining cinematic style to choosing music – and always waiting for the priceless moments when smiling faces say it all.
The two videos give a genuine glimpse of what it feels like to be a student at Moreton Bay College and showcase the facilities girls enjoy there. The approach captures the essence of the school with its focus on expressing both ‘breadth of mind and depth of heart’. From a moment of pride when a young girl pins a badge on her uniform to the warmth of the Principal as she talks about the school, parents can share a multi-dimensional experience.
SignManager specialises in streamlined sign management including planning, managing and implementing projects on any scale, from a single site to a nationwide network. SignManager’s lifecycle-approach to signs delivers a significant advantage for clients, at every stage from corporate branding to maintenance.
After successfully rebranding SignManager and re-establishing their position as market leaders,
Lloyd Grey was engaged to create a results-oriented brand video showcasing the SignManager ‘advantage’.
The SignManager brand video not only needed to showcase the new brand but also had to tell a concise but compelling story in a format suitable for use in a variety of settings including online, at conferences and during sales meetings. For many potential clients, this video might be the first impression of SignManager so it was essential it quickly demanded attention, created a very positive impression and related to the audience’s needs and concerns.
To develop the script and approach for the video, Lloyd Grey Design needed to build SignManager’s brand story to the next level of detail. We facilitated lively and focused brainstorming sessions to coax out the important facts and key advantage messages so we could create a cohesive and convincing presentation to SignManager’s potential clients.
Building on the fresh and simple graphic illustrations created for the website and corporate profile, we then developed a storyboard and script to tell the SignManager brand story. Once the script was approved, Lloyd Grey Design brought the project to life, creating animation, music and voice-over in collaboration with Klyp (formally QMG), our production partner.
This versatile sales tool communicates SignManager’s brand story, value proposition, and unique personality in less than two minutes. Distinctive brand animation engages and sustains the viewer’s attention, creating an instantly effective way to convey the essence of SignManager’s brand values and advantages. With sales successes already achieved as a result of the video, we have been asked to recreate it with an American accent for the US market.
"TIM GREY AND HIS TEAM OF SPECIALIST STAFF SHOWED INCREDIBLE INSIGHT IN UNDERSTANDING OUR BUSINESS AND PROGRESSIVELY DEVELOPED A CLEAR AND DISTINCTIVE WAY TO COMMUNICATE OUR STORY TO OUR TARGET CUSTOMERS. THE MOST RECENT EXTENSION WAS THE COMPLETION OF A 2-MINUTE ANIMATED VIDEO. THIS ENABLES OUR PROSPECTIVE CUSTOMERS TO GAIN AN IMMEDIATE INTRODUCTION TO OUR BUSINESS IN A WAY THAT’S FAR EASIER TO CONSUME THAN TRADITIONAL TEXT-HEAVY MATERIAL. WHILST WE HAVE ONLY JUST ROLLED OUT OUR NEW IMAGE, THE RESULTS ARE IMMEDIATELY NOTICEABLE WITH A MEASURABLE UPTAKE IN RESPONSES TO NEW CUSTOMER PRESENTATIONS". SignManager