Archstyl Architects / Architecture & design studio

Repositioning the brand and increasing its reach

Visual identity • Website • Photography • Lead generation • Social

Marketing challenge

Archstyl Architects needed to make a change in their brand positioning and manifest themselves as a successful architecture and design studio. In its early days, the company focused predominantly on designing bathrooms and kitchens, but now it wanted to expand into interior design and architecture. In order to be able to get lucrative accounts, they needed to redefine their outward-facing presentation and behaviour from the ground up.

Our approach

We opted for a simple but effective strategy. First, we focused on improving the company’s presentation so that it can position itself as a player in the premium segment. Once a desirable identity has been constructed, our attention shifted to attracting and approaching relevant audience via advertising campaigns on Facebook, Google and YouTube.

Corporate identity

Logo, colour scheme and marketing materials in modern design that is visually appealing and represents the company’s values.

Modern website

A website that creates credibility with customers. Thanks to SEO optimisation and carefully selected keywords, it also attracts new visitors who are actively searching for the respective services.

Professional photographs

Professional photographs of interiors and architecture used to enhance the company’s positioning in the desired market segment.

Portfolio & blog

Quality blog content with abundance of useful information for customers, generating the majority of website traffic.

Social media marketing

Carefully targeted social media campaigns focused on driving traffic to the website.

AdWords PPC campaigns

Utilising Google AdWords and Display Network campaigns to secure the highest ranking in the search results of potential customers who are actively searching for services of an architect or an interior designer.

Part I: Presentation

Corporate identity

Minimalist design

Previous corporate identity was based on a combination of red, white and black colours and basic typography. We discovered that the colour scheme wasn't very flexible and it was difficult to combine it with other elements when used on promotional materials. We simplified it through using a monochromatic logo and display font. By doing this, we put the spotlight on content and let Archstyl’s logo gently blend into the background.

Modern website

Experience is everything

At first, the new website’s goal was to improve portfolio and service presentation and outshine competitors. Often times, potential customers base their decisions solely on the Internet research. Archstyl Architects didn’t want to leave anything to chance and they decided to invest into modern design, SEO and quality presentation and content. The well-designed website containing relevant content later paved the way for success of lead generation campaigns via Facebook and Google Adwords.
+338%
Traffic increase
-44%
Bounce rate decrease
+278%
Time browsing

Presentation & photographs

Professional inside out

Integral part of the whole presentation were professional photographs. The company laid big emphasis on quality, and it wanted make sure this was clear from its presentation at the very first glance. Interestingly, the high standard of our photos stirred notable interest among national magazines, the editors of which were falling over themselves for the right to publish them in their next issue.
230
Photographs
12
Blog articles
60+
Content pages

Part II: Lead generation

Facebook marketing

Creating community

Out of all social media channels, Facebook proved to be the most effective for the purposes of this project. We set up a company profile and started working on creating a strong community of people who share a common interest in interior design and architecture. We provided them with quality content, blog articles full of useful information, video and beautiful photographs that attracted a lot of attention. After a while, people started to regularly seek out this platform for initiating contact with the company and showing their interest in its services.
14k+
Community members
88
Posts
75
Advertising campaigns

Funnel-based campaigns

Not everyone visiting the website is at the same stage of the decision-making process. While someone might be just searching for inspiration, others already have their dream home in their mind and are ready to take action. We took this fact into consideration when creating campaigns. Through traffic tracking and monitoring, we segmented the audience into several distinct groups and served them different ads based on their stage in the sales funnel.

Google AdWords & Display Network

A refreshing take on ads

Besides traditional ads appearing on the search result page on Google, we also saw potential in banner ads appearing all around the web. Thanks to the visual nature of architecture industry, nicely designed banner ads were able to attract a lot of attention in people who have previously visited the Archstyl’s website and thus help keep the brand on top of their minds.

Outcome

Archstyl successfully managed to enter the premium market segment where more affluent customers could appreciate and afford their services. Since the beginning of the project in 2015, Archstyl experienced a quadruple growth in revenue and demand for their services outnumbered supply. As a result, the company created more jobs and has strong foundations for future expansion and growth.

Is your current presentation holding you back?

We can help you improve your visual identity and attract desired audience.
BOLD Digital Co., Ltd.
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