Flow Group
Creating a Unified Brand to Power Growth for Flow Group
Flow Group, a multi-million-pound print marketing and fulfilment company, partnered with Fantastic Media to reposition the business and unify its expanding brand portfolio.
Following recent acquisitions, Flow needed a fresh marketing strategy, a clearer brand structure, and a new visual identity to reflect its evolution and future ambitions.
The Brief.
Flow Group approached Fantastic Media to help strengthen its market position and drive customer engagement. Initially focused on tactical marketing support, the scope quickly evolved as it became clear that the brand architecture and identity no longer reflected the scale or direction of the business.
The Research.
With the client fully bought in to our recommendations on why and how we should adapt this project we set about undertaking Phase One of the company and brand audit. This involved looking closely at the organisations overall structure and various service offerings. This revealed fragmentation across its multiple brands and an opportunity to simplify its internal structure which in turn would benefit external communications and overall market presence.
Moving into Phase Two of the project we undertook further diagnosis and market research, then turning to look at market segmentation and who we should (and should not) be targeting.
Subsequently, through looking at the Company, Customers and Competitors we were able to develop a solid understanding of how we wanted to position ourselves in the eyes of existing and prospective customers.
The Big Idea.
Armed with the findings of our Diagnosis and Strategy, it was time for the team at Fantastic to turn this in to messaging that really hit the mark. The resulting approach was a suite of messaging and communications that played on the organisation’s people, expertise and technology and how all of these things help businesses of all sizes drive efficiency, reduce costs and increase engagement with their own customers. In short, the Flow Group was all about “Delivering Better”. This short, punchy phrase carries a number of nuanced meanings and was a way to capture the overall ethos of the business without being too specific to a product or service. This phrase was then supported with a selection of messages that used the word “Flow” in a variety of scenarios and allowed us to create a suite of playful and memorable promotional pieces.
The Activity.
With the new positioning and messaging in place we set about creating and executing and integrated plan which covered the roll out of the new visual identity across all physical and online real estate. As well as this we activated our recommendations on re-aligning the Flow Group’s various websites as well as designing a completely new hero website for the Group.
Alongside this was promotional plan that included advertising, direct marketing, e-mail marketing, content creation, social media activity, PR, design and overall strategic marketing support.
“The rebrand has been a long time in the making, but we have enjoyed working with Fantastic, who have offered insight and perspective, translating our brand structure into exactly what we need. We’re excited to go forward with a more cohesive brand identity, and our strategy reflects this. Our customers will benefit from Flow’s new look and simplified structure whilst maintaining the same drive for sustainability and strategic solutions that maximise their print marketing and fulfilment campaigns.”
Richard Standing, Managing Director, Flow Group
“When Flow Group approached us to help with their marketing, we quickly realised that we needed to take a step back and look at how the organisation’s brands were structured and how they should be positioned in the market. The team at Flow completely embraced this approach and it’s further proof that this working methodology works far better than fixating too quickly on activation without solid foundations.”
Gary Pattison, Director of Strategy & Insight, Fantastic Media
