We were approached by Totally Tipi to find a strategy and creative identity that would redefine the company within the competitive wedding and events industry. Our answer was simple – to identify a unique positioning that would stand the brand apart from any of its competitors by understanding and delivering against the needs of its audience.
We proposed a three-tiered approach in order to articulate our thinking. Firstly, a full market overview and review of their competitive set was conducted. This consisted of every tipi hire business within a 100-mile radius of their base, to understand the current market from a consumer perspective and identify the context in which they traded in.
This gave us the knowledge to identify and segment their customer base and key target audiences. We identified Totally Tipi’s customer base into three key search categories; Wedding, Party and Event. It was from this we were able to create three customer profiles to represent each of these search categories, step into their mind-set and then establish the key thing that each customer profile looks for in the perfect event space.Establishing these categories was essential, enabling us to arrive at a single proposition that states a motivating point of difference which stood Totally Tipi apart from each of their competitors. The proposition line we arrived at was created from using a perfect balance of both emotive and functional language – Where Happy Happens. This cumulated both business and Totally Tipi’s passion, attention to detail and ambition to create that feeling with every single event.The final stage of our proposed three-tier strategy process was a full campaign execution both bringing to life the proposition line and defining a tone of voice that would echo what makes Totally Tipi unique. Illustrations which were hand drawn, using scandinavian influences that heroed the heritage of the of the teepees themselves. Having story tale-themed characters that were drawn by hand brought through the Totally Tipi charm and personality, giving their brand a recognisable face.Our role continued by executing everything from a new identity, all branded collateral (such as t-shirts, quote sheets, paper), social media assets, a new website to full set of brand guidelines.