In 2008, Phases Design Studio co-sponsored a branding contest – Making the Brand – with CreativeXchange Marketing and The Write Stuff (Travitt is now the content and branding guru for Phases Design), to award a single small business in the Denver Metro area a full branding package, from name, logo and tagline, to website, print collateral, marketing strategy, and SEO. Renaissance Adventure Guides (RAG) was our inaugural Grand Prize Winner.
RAG received a full brand package including a basic marketing plan, logo and tagline, brochure, stationery, billboards, and website (with Content Management System).
The project turned out to be a huge success – 65% increase in sales! – due to the outstanding team work of everyone involved. The root of all this success is our branding process.
We launch every project with an intensive discovery process and follow that up with solid market and competitor research. In this case, the discovery and research revealed that a large segment of RAG’s target market were women in their late 20s through their 40s who were travelling in part for self-discovery and rebirth (“to find themselves…” as the new tagline puts it). Their brand on the other hand (except for the name), was pretty much geared toward teenaged boys. Our demographic research enabled us to instantly and significantly improve RAG’s bottom line.