Ingrid Flute’s Yorkshire Holiday Cottages is one of a small group of locally focused brands owned by The Original Cottage Company Ltd.
Acting as holiday experts and helping customers find the perfect cottage in the most suitable location is only one side of their business. Providing the best service for the holiday home owners and growing their portfolio is another equally vital side to their business.
It soon became clear that we were working with people with an in-depth knowledge and personal memories of each part of Yorkshire which they were enthusiastic about sharing - and it was exactly that message we were there to help them get across in their branding and customer/owner journey.
Our brief was to help them communicate the Ingrid
Flute difference more effectively across their entire marketing mix.
Working closely with their team during 6 workshops, brand values and key markets were identified. The idea was to remain true to their roots but to enthuse that with a more engaging tone of voice, introduce more lifestyle imagery and communicate the fantastic personality of the brand we felt from day one working with them.
The logo and strapline was refreshed and the concept of ‘Collections’ was created to help simplify the offer and give them a vehicle to drive focus on certain areas of their offer.
By using stories and memories of the staff and including testimonials in their promotional literature, the brand personality is now shining through consistently across all channels.
From assisting in running a series of workshops with the team initially, to coming up with the new concept and visual identity, the following was produced:
New logo design including collection logos
Direct Mail Leaflet
Advert to feature in a magazine
DE templates and campaigns
Suggestions as to how to apply the new identity across
This work was created during my time working at Biskit Ltd.
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