Justine Stanley

Imtech (now Dalkia) needed a brand refresh to align the company with its parent company, EDF Energy, and to position it as a mid-market technical services leader. The existing site was cumbersome, outdated, and suffering from a high bounce rate. Its mission was unclear, and no value proposition existed. As a group of companies, there was little group cohesion which was apparent online and within the company culture.

Working with the CEO and SLT, I developed a clear positioning, value proposition, and brand key messaging. This informed a verbal and visual onsite brand refresh together with documented brand guidelines. We achieved buy-in to the new brand across the group, which also presented a united front to the customer. The website was easier to navigate, and the customer was able to enjoy a consistent brand experience across all touch points. NPS score grew by two points within three months, and the bounce rate decreased by 18%.

Healthy Pleasure Group is a female-founded health startup. It needed to realign its brand strategy to capture a new B2B customer segment and confirm its position as the first mover in the sexual health and technology industry, a sub-sector of healthtech.

This required a complete brand repositioning, brand design refresh, and the development of brand key messaging and brand guidelines, including a tone of voice guide. Within four months, the client win rate is 100%.

As part of this extensive project, I worked with the directors and founders to carve out an independent brand and business entity for their innovation lab, pivoting the GTM strategy to develop new lines of revenue and investment for the lab. This brand is due to be launched in late 2023.

Truro & Penwith College is a higher education establishment and part of Dartmoor University. It is the 4th highest-ranking higher education group in the UK. As the college group had evolved significantly and was achieving increasing notoriety, it needed to refresh its brand to reflect its changing status and to continue to grow its customer base to an even wider audience, including businesses and adult education.

There was a need to reposition the brand and ensure that the verbal and visual tone aligned with five differing demographics. In supporting this, the college group needed a cohesive tone of voice and brand guidelines. As such, brand guidelines and tone of voice guides were also set up to align all stakeholders.

Traffic to the website increased by 30%, time on the page increased by 15%, and the bounce rate decreased by 12%.

Company directors felt that the brand no longer represented their position in the market.

I led brand discovery sessions with the directors to define brand position and strategy, followed by developing brand identity, tone of voice guide, key messaging, narrative, and documented brand guidelines. I worked with a designer to provide strategic oversight on brand colors, typography, the logo, and visual guidelines.

Vantage is a European-based tech and software consulting startup. The CEO needed brand fundamentals to set the brand identity, confirm market positioning, audit and develop the tone of voice, and create the content for the website that would also be adapted to other marketing channels.

The client is a luxury artisan caviar company that ships globally and was struggling to grow on Instagram with the little online brand and content strategy present. The brand’s pillars and content pillars were created to align with key messaging, providing a consistent verbal brand presence.