CONTENT & COPYWRITING
COLLATERAL & CAMPAIGN
UX / UI
BRAND SYSTEM DESIGN
GUIDANCE & SUPPORT COLLATERAL
SERVICE COMMUNICATION & TOV
UX & JOURNEY IMPROVEMENT
BRAND COMMUNICATION DEVELOPMENT
CS-1: NobiliaUK
STAKEHOLEDER MANAGEMENT | BRAND DEVELOPMENT
UX/UI DESIGN | SERVICE OPTIMISATION | LEAD-GEN
Case Studies
As part of a collection of UK-based, mid-premium German kitchen brands - owned by nobilia, Europe’s largest kitchen manufacturer.
Through optimisations of their brand, communications, and digital channels, the business achieved significant growth in enquiries, conversions, revenue, and retail showrooms (including international).
OVERVIEW
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
CHALLENGE vs. SOLUTION
HANDS-ON WORK
126%
YoY increase in all-source digital enquiries
£95k
P.A. generated project investment
342%
Increase in website dwell time
1420%
ROAS for local paid search and paid media
SUCCESS
STRATEGIC, OPERATIONAL & CREATIVE WORKS
CS-2: Walker Sime
MULTIDISCIPLIARY MANAGEMENT | BRAND GUARDIANSHIP
POLICY DESIGN | PROCESS OPTIMISATION | BID WRITING
OVERVIEW
As lead of a multidisciplinary marketing and ops function for the fastest-growing PM, QS, BoQ construction consultancy in the North West - later acquired by Hanmi Global, the largest construction management company in South Korea.
Through an extensive rebrand and complete optimisation of processes, policies, and procedures. the business saw successful growth withing both the public and private construction sectors.
CHALLENGE vs. SOLUTION
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
SUCCESS
62%
Bid success rate,
up from 44%
Top 10
Search ranking for PM and QS in the North West
2x
Finalist for the Insider North West Property Awards
#1
North West’s fastest-growing construction consultancy
HANDS-ON WORK
curtis@alsoknownasiffy.com
CONTENT & COPYWRITING
COLLATERAL & CAMPAIGN
UX / UI
BRAND SYSTEM DESIGN
GUIDANCE & SUPPORT COLLATERAL
SERVICE COMMUNICATION & TOV
UX & JOURNEY IMPROVEMENT
BRAND COMMUNICATION DEVELOPMENT
STAKEHOLEDER MANAGEMENT | BRAND DEVELOPMENT
UX/UI DESIGN | SERVICE OPTIMISATION | LEAD-GEN
CS-1: NobiliaUK
Case Studies
As part of a collection of UK-based, mid-premium German kitchen brands - owned by nobilia, Europe’s largest kitchen manufacturer.
Through optimisations of their brand, communications, and digital channels, the business achieved significant growth in enquiries, conversions, revenue, and retail showrooms (including international).
OVERVIEW
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
CHALLENGE vs. SOLUTION
HANDS-ON WORK
126%
YoY increase in all-source digital enquiries
£95k
P.A. generated project investment
342%
Increase in website dwell time
1420%
ROAS for local paid search and paid media
SUCCESS
STRATEGIC, OPERATIONAL & CREATIVE WORKS
CS-2: Walker Sime
MULTIDISCIPLIARY MANAGEMENT | BRAND GUARDIANSHIP | POLICY DESIGN | PROCESS OPTIMISATION | BID WRITING
OVERVIEW
As lead of a multidisciplinary marketing and ops function for the fastest-growing PM, QS, BoQ construction consultancy in the North West - later acquired by Hanmi Global, the largest construction management company in South Korea. Through an extensive rebrand and complete optimisation of processes, policies, and procedures. the business saw successful growth withing both the public and private construction sectors.
CHALLENGE vs. SOLUTION
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
SUCCESS
62%
Bid success rate,
up from 44%
Top 10
Search ranking for PM and QS in the North West
2x
Finalist for the Insider North West Property Awards
#1
Fastest-growing construction cosultancy
HANDS-ON WORK
curtis@alsoknownasiffy.com
CONTENT & COPYWRITING
COLLATERAL & CAMPAIGN
UX / UI
BRAND SYSTEM DESIGN
GUIDANCE & SUPPORT COLLATERAL
SERVICE COMMUNICATION & TOV
UX & JOURNEY IMPROVEMENT
BRAND COMMUNICATION DEVELOPMENT
Case Studies
As part of a collection of UK-based, mid-premium German kitchen brands - owned by nobilia, Europe’s largest kitchen manufacturer.
Through optimisations of their brand, communications, and digital channels, the business achieved significant growth in enquiries, conversions, revenue, and retail showrooms (including international).
OVERVIEW
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
CHALLENGE vs. SOLUTION
HANDS-ON WORK
126%
YoY increase in all-source digital enquiries
P.A. generated project investment
£95k
342%
Increase in website dwell time
SUCCESS
1420%
ROAS for local paid search and paid media
CS-1: NobiliaUK
STAKEHOLDER MANAGEMENT | BRAND DEVELOPMENT
UX/UI DESIGN | SERVICE OPTIMISATION | LEAD-GEN
STRATEGIC, OPERATIONAL & CREATIVE WORKS
CS-2: Walker Sime
MULTIDISCIPLIARY MANAGEMENT | BRAND GUARDIANSHIP
POLICY DESIGN | PROCESS OPTIMISATION | BID WRITING
OVERVIEW
As lead of a multidisciplinary marketing and ops function for the fastest-growing PM, QS, BoQ construction consultancy in the North West - later acquired by Hanmi Global, the largest construction management company in South Korea. Through an extensive rebrand and complete optimisation of processes, policies, and procedures. the business saw successful growth withing both the public and private construction sectors.
CHALLENGE vs. SOLUTION
Pack Recognition
Headed a rebrand that allowed the business to stand out from a competitive pool on all client-facing touchpoints. The work on the employer brand, coupled with extensive social campaigns, helped boost recruitment for some major projects.
No Marketing Function
Established and managed an end-to-end marketing framework that included website, social media, campaign works, SEO, printed collateral, and digital comms.
Poor Service Framework
Designed and implemented an onboarding process, complete with service frameworks and improvements to simplify internal workflow and identify capability gaps.
‘Messy’ Policies
Given the complexities involved, policies were often verbose, complicated, and confusing. I redesigned internal policy ‘hub’ that branched-off from a central document and operate across two layers. An overarching set which allowed for plain English in a branded ToV, underlined by the legalese.
Templating
Introduced templates to improve consistency of the brand and maintain a standard of quality in deliverables - and a central library of assets. This led to a reduction of risk in infringements and a significantly improved success rate in bid submissions.
Bid Writing
Established an internal and centrally-controlled benchmarking and assessment process for bid writing, which raised the bar for public sector accreditation requirements and compliance with evaluation metrics.
SUCCESS
62%
Bid success rate,
up from 44%
Search ranking for PM and QS in the North West
Top 10
2x
Finalist for the Insider North West Property Awards
#1
North West’s fastest-growing construction consultancy
HANDS-ON WORK
curtis@alsoknownasiffy.com
CONTENT & COPYWRITING
COLLATERAL & CAMPAIGN
UX / UI
BRAND SYSTEM DESIGN
GUIDANCE & SUPPORT COLLATERAL
SERVICE COMMUNICATION & TOV
UX & JOURNEY IMPROVEMENT
BRAND COMMUNICATION DEVELOPMENT
Case Studies
As part of a collection of UK-based, mid-premium German kitchen brands - owned by nobilia, Europe’s largest kitchen manufacturer. Through optimisations of their brand, communications, and digital channels, the business achieved significant growth in enquiries, conversions, revenue, and retail showrooms (including international).
OVERVIEW
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
CHALLENGE vs. SOLUTION
HANDS-ON WORK
126%
YoY increase in all-source digital enquiries
£95k
P.A. generated project investment
342%
Increase in website dwell time
SUCCESS
1420%
ROAS for local paid search and paid media
STAKEHOLDER MANAGEMENT | BRAND DEVELOPMENT | UX/UI DESIGN | SERVICE OPTIMISATION | LEAD-GEN
CS-1: NobiliaUK
STRATEGIC, OPERATIONAL & CREATIVE WORKS
CS-2: Walker Sime
MULTIDISCIPLIARY MANAGEMENT | BRAND GUARDIANSHIP | POLICY DESIGN | PROCESS OPTIMISATION | BID WRITING
OVERVIEW
As lead of a multidisciplinary marketing and ops function for the fastest-growing PM, QS, BoQ construction consultancy in the North West - later acquired by Hanmi Global, the largest construction management company in South Korea. Through an extensive rebrand and complete optimisation of processes, policies, and procedures. the business saw successful growth withing both the public and private construction sectors.
CHALLENGE vs. SOLUTION
Pack Recognition
Headed a rebrand that allowed the business to stand out from a competitive pool on all client-facing touchpoints. The work on the employer brand, coupled with extensive social campaigns, helped boost recruitment for some major projects.
No Marketing Function
Established and managed an end-to-end marketing framework that included website, social media, campaign works, SEO, printed collateral, and digital comms.
Poor Service Framework
Designed and implemented an onboarding process, complete with service frameworks and improvements to simplify internal workflow and identify capability gaps.
‘Messy’ Policies
Given the complexities involved, policies were often verbose, complicated, and confusing. I redesigned internal policy ‘hub’ that branched-off from a central document and operate across two layers. An overarching set which allowed for plain English in a branded ToV, underlined by the legalese.
Templating
Introduced templates to improve consistency of the brand and maintain a standard of quality in deliverables - and a central library of assets. This led to a reduction of risk in infringements and a significantly improved success rate in bid submissions.
Bid Writing
Established an internal and centrally-controlled benchmarking and assessment process for bid writing, which raised the bar for public sector accreditation requirements and compliance with evaluation metrics.
SUCCESS
62%
Bid success rate,
up from 44%
Top 10
Search ranking for PM and QS in the North West
2x
Finalist for the Insider North West Property Awards
#1
North West’s fastest-growing construction consultancy
HANDS-ON WORK
curtis@alsoknownasiffy.com
CONTENT & COPYWRITING
COLLATERAL & CAMPAIGN
UX / UI
BRAND SYSTEM DESIGN
GUIDANCE & SUPPORT COLLATERAL
SERVICE COMMUNICATION & TOV
UX & JOURNEY IMPROVEMENT
BRAND COMMUNICATION DEVELOPMENT
Case Studies
STAKEHOLDER MANAGEMENT | BRAND DEVELOPMENT | UX/UI DESIGN | SERVICE OPTIMISATION | LEAD-GEN
CS-1: NobiliaUK
As part of a collection of UK-based, mid-premium German kitchen brands - owned by nobilia, Europe’s largest kitchen manufacturer. Through optimisations of their brand, communications, and digital channels, the business achieved significant growth in enquiries, conversions, revenue, and retail showrooms (including international).
OVERVIEW
Fragmented Franchise Marketing
Aligned showrooms to onboard with a single preferred partner which allowed for central visibility and stronger local campaign performance. 81 of the 100 showroom estate were successfully brought under central visibility.
Low Brochure Conversion
Created an alternative to the detail-heavy product brochure with an inspirational, story-led seasonal ‘lookbook’ - increasing online brochure conversions by 183%. Additionally, curated and sold 3rd party marketing packages to fund custom CGI development.
Cold/Dated Branding
Headed-up brand evolution with a warm and fresh artistic approach, new colour palette, custom CGI, and a clear tone of voice - supported by ‘real customer kitchen’-led content approach to align consumers better with product, styles, and services.
High Abandonment Rate
Redesigned the website and simplified the customer journey with clearer calls to action, and greater accessibility to relevant content. This also included custom copywriting and SEO relevant for each showroom and their respective local areas.
Poor Data Visibility
Aligned agencies and stakeholders, strategised end-to-end attribution, and consolidated data sources and inlet channels for cleaner and more accurate reporting across website, SEO, social media, IT, and the CRM platform.
Poor Campaign Performance
Profiled and structured focused purposes and personas for each digital channel, splitting awareness/conversion campaigns, and radius/postcode targeting into separate and deliberate national and local activities.
CHALLENGE vs. SOLUTION
HANDS-ON WORK
126%
YoY increase in all-source digital enquiries
£95k
P.A. generated project investment
342%
Increase in website dwell time
1420%
ROAS for local paid search and paid media
SUCCESS
STRATEGIC, OPERATIONAL & CREATIVE WORKS
CS-2: Walker Sime
MULTIDISCIPLIARY MANAGEMENT | BRAND GUARDIANSHIP | POLICY DESIGN | PROCESS OPTIMISATION | BID WRITING
OVERVIEW
As lead of a multidisciplinary marketing and ops function for the fastest-growing PM, QS, BoQ construction consultancy in the North West - later acquired by Hanmi Global, the largest construction management company in South Korea. Through an extensive rebrand and complete optimisation of processes, policies, and procedures. the business saw successful growth withing both the public and private construction sectors.
CHALLENGE vs. SOLUTION
Pack Recognition
Headed a rebrand that allowed the business to stand out from a competitive pool on all client-facing touchpoints. The work on the employer brand, coupled with extensive social campaigns, helped boost recruitment for some major projects.
No Marketing Function
Established and managed an end-to-end marketing framework that included website, social media, campaign works, SEO, printed collateral, and digital comms.
Poor Service Framework
Designed and implemented an onboarding process, complete with service frameworks and improvements to simplify internal workflow and identify capability gaps.
‘Messy’ Policies
Given the complexities involved, policies were often verbose, complicated, and confusing. I redesigned internal policy ‘hub’ that branched-off from a central document and operate across two layers. An overarching set which allowed for plain English in a branded ToV, underlined by the legalese.
Templating
Introduced templates to improve consistency of the brand and maintain a standard of quality in deliverables - and a central library of assets. This led to a reduction of risk in infringements and a significantly improved success rate in bid submissions.
Bid Writing
Established an internal and centrally-controlled benchmarking and assessment process for bid writing, which raised the bar for public sector accreditation requirements and compliance with evaluation metrics.
SUCCESS
62%
Bid success rate,
up from 44%
Top 10
Search ranking for PM and QS in the North West
2x
Finalist for the Insider North West Property Awards
#1
North West’s fastest-growing construction consultancy
HANDS-ON WORK
curtis@alsoknownasiffy.com