Creative Strategy.
Merging emotion and logic is the solid foundation of any creative strategy
“That’s the foundation of creative strategy: A partnership between dreaming and doing, theory and reality, in order to harness results within that grey area between the underlying business strategy and creative concept.”
— Campaign
WITHOUT SPACE + LIGHT
Royal Institute of British Architects, 2013
Project Type: Co-Created Integrated Communications Campaign
Campaign Concept, Strategy & Project Management: Charlotte Broadribb
Co-Created with RIBA Client: Anthony Noun & Team
Art Direction & Graphic Design: Andy Ellis
Film: Yohan Forbes
Channels: PR, Twitter, Architecture.com, YouTube, Facebook, Thunderclap
We devised the WITHOUT SPACE + LIGHT communications campaign strategy with the Client and the COLAB London team consisting of some highly creative people including Art Direction from Andy Ellis and a team of graphic designers, web developers and BFI Award-Winning film maker, Yohan Forbes.
At the time, Stephen Fry had the biggest Twitter following in the world. We asked him to Tweet about it - and he did! Kevin McCloud of Grand Designs fame starred in our film.
Together we mobilised people and got them behind the issue with this powerful yet simple marketing & communications campaign.
MPs discussed the issue in the Houses of Parliament and building regulations were changed to include minimum space and light standards in new build homes.
The campaign achieved coverage in The Independent, The FT, The Telegraph and The Guardian and the usually hard-to-reach media for RIBA including The Metro, The Evening Standard, The Mirror, The Sun and The Daily Mail and the BBC as well as the architecture and design press: Dezeen, Arch Daily, Design Hunter, Architectural Digest + many others.
Within a matter of weeks, tens of thousands of people watched the video, Tweeted and wrote to their MPs applying that much needed pressure via the campaign website – the platform we built to motivate people to engage with their MPs. It was also nominated for a CIPR Award.
Ergonomic Sculpture Park
London Design Biennale, Expert Pick, 2021
Project Type: Open Call Entry, Design Thinking
Concept & Strategy: Charlotte Broadribb
Prototype Design: Charlotte Broadribb
Design Thinking Workshops: Charlotte Broadribb, Elizabeth Bachrad, Anna Freedman
Consulting Art Direction: Ilaria Martello
Landscape Architect Consultant: Nina Kolbeck
Retouching: Jo Dix
In 2020, we entered the open call for radical design thinking ‘Design in an Age of Crisis’, an initiative that’s part of the London Design Biennale 2021 programme.
Our collaborative entry ‘Ergonomic Sculpture Parks + Remote Working Pods’ received one of 3 expert co-chair picks in the Work category and one of 12 overall, from over 500 entries.
View our entry here.
Read about the open call here.
House of Grey
Circular Salutogenic Design, 2020-2022
Project Type: Co-Created Brand Strategy & Brand Positioning
Concept & Strategy: Charlotte Broadribb
Words & Copy: Charlotte Broadribb
Co-Created with Client: Louisa Grey
Channels: Press Releases, Instagram posts, Website content and product launch campaigns with partners
We work collaboratively with House of Grey’s Founder Louisa Grey, arguably one of Europe’s most influential interior designers and stylists today.
We began working with House of Grey in spring 2018 to develop the written expression of the brand. As an interior design studio, its content was high quality and highly visual, however it lacked a tone of voice and words.
Our initial work included devising 7 Design Principles for the brand, creating the brand Tone of Voice, writing a Creative Strategy & Master Copy that could be used to create pieces of content across multiple channels and platforms.
In 2020, we evolved and refreshed the brand narrative to encapsulate the evolution of the design approach of the studio – wellbeing design, using ethical, sustainable materials. We then coined the term: ‘Circular Salutogenic Design’ for the brand.
Recently we’ve been working closely with Louisa Grey on launching House of Grey’s Circular Salutogenic Design product range. So far in 2021, the brand has launched its product collaborations with Olfactory Aoiro and Rug Makers, Armadillo.
Check out the House of Grey’s interior design work (& our words) here.
Join House of Grey’s growing number of followers on Instagram here.
Read article here.
“Charlotte is an innovator and visionary thinker. She has been pivotal in understanding and translating my personal vision for House of Grey. We have worked together since 2018 on various elements of the strategy, content and any new aspects of the business. She has a wonderful energy and the studio work with her as a matter of importance for our sense of evolution and innovation.”
- Louisa Grey, Founder of House of Grey
Kinsugi Thinking Project
Reimagining the New Future, Spring 2020
Project Type: Co-Created Design Thinking Initiative + Virtual Workshops
Concept: Charlotte Broadribb
Co-Created with: Elizabeth Bachrad, Anna Freedman
Design Thinking Workshops: Charlotte Broadribb, Elizabeth Bachrad, Anna Freedman
In 2020 we formed a collaboration called: Kinsugi Thinking Project. The initiative gathered three cohorts of people of all ages and backgrounds together from across the globe to share their hopes, dreams, biggest fears and ideas for the New Future in a two-part workshop series:
‘Part 1: Reimagining the World Post Crisis’ and ‘Part 2: Preparing for the New Dawn.’
Grounded in co-creation, design thinking, wellbeing & coaching, the workshop series encouraged people to open their minds and their imaginations to believe that anything is possible. The workshops provided a safe and creative space to vision, shape and plan for the New Future and to connect with others over the world.
March-April 2020 was a unique moment in time for everyone. Life was a contradiction: full of restrictions and endless possibilities. Humanity was having a crisis and it either brought out the best or worst in people. Humanity took a collective pause and allowed itself to imagine what life would be like ‘on the other side’. Nobody knew how long lockdown would go on for, or when schools would reopen.
Find out more here.
Superyacht Lifecycle
Brookes Bell, 2018
Project Type: Brand Development, Integrated Marketing Communications Campaign
Campaign Concept, Strategy & Copy Editing: Charlotte Broadribb
Digital Marketing, Project Management & Copywriting: Linda Jenkins
Art Direction & Graphic Design: Charlotte Broadribb & Jo Dix
Channels: Microsite, PR, eNewsletters, Twitter, Event Sponsorship, online advertising, media partnership
Brookes Bell is a leading multi-disciplinary technical and scientific consultancy serving the marine and energy sectors with offices in the UK, Singapore, Shanghai and Hong Kong.
Brookes Bell wasn’t widely known in the superyacht industry, but wanted to quickly gain an audience and generate awareness within the sector, to launch its new superyacht division and set of services aimed at superyachts.
We devised the concept of the Superyacht Lifecycle and created the Superyacht Lifecycle campaign around it, to successfully launch the new superyacht division and its services for superyachts, to the industry – focusing on the B2B market and trade press.
The integrated digital campaign consisted engaging thought leadership pieces, press, features & articles, eNewsletters, Tweets and website copy. We designed, wireframed and built the dedicated ‘Superyacht Lifecycle’ microsite.
We provided the in-house team with live Tweets & marketing materials to launch the new superyacht services brand at live events in 2018 and 2019 at Monaco Yacht Show and the and Superyacht Forum.
Find out more about the Superyacht Lifecycle on the microsite.
Beyond Luxury
Camper & Nicholsons, 2014
Project Type: Brand Campaign
Campaign Concept & Strategy: Charlotte Broadribb
Art Direction & Graphic Design: Andy Ellis
Channels: Press Advertising, Twitter, Written Features and Web Content.
Beyond Luxury was all about a state of mind: endless enjoyment, ultimate relaxation. It was about experiences outside the realms of ordinary ‘luxury’, not being bound by the rules of luxury travel. Beyond Luxury wasn’t about gold taps and marble floors, it is about unique adventures, discoveries, optimum customer service and perfect landscapes.
At the time Camper & Nicholsons Marinas was a network of 12 marinas each with their own objectives, so we needed to consider the brand as a whole, and as the sum of its parts.
Creating an over-arching multi-audience (consumer, B2B, trade) brand campaign for Camper & Nicholsons Marinas enabled the organisation’s communications to have single-minded focus, whilst simultaneously providing endless opportunities to produce new content.
A long-term campaign strategy meant C&NM could deliver content via multiple channels by communicating multiple brand messages with one consistent narrative.
The campaign was innovative in the industry at the time and so popular, Camper & Nicholsons International subsequently adopted the campaign.
Press ads featured the Beyond Luxury hashtag in the headline and were printed in publications such as Boat International, the Superyacht Group Annual Report and SEA&I Magazine.
The campaign featured the following luxury marinas:
Limassol Marina, Cyprus; Grand Harbour Marina, Malta; Palmarina, Bodrum; Port Louis Marina, Grenada, Caribbean.
