brief
Lionhouse was briefed to inject a sense of poise and purpose into the V12 marketing.
An inherently ambitious business, when Lionhouse began working with V12, we identified the need for a radical overhaul of the brand. Both the presentation and communication of the company required consistency and clarity to enable the business to move forward.
outcome
Over an extremely successful six-year period we transformed V12 from a very able, highly competent business lacking consistency and self-assurance, into a cohesive, contemporary and confident brand.
A complete re-brand included a new identity that informed every element of V12’s marketing programme with a fully e-commerce enabled website at its heart. A comprehensive content creation plan supported a number of crucial product launches with packaging, print, exhibition support and a comprehensive social media programme also being delivered.
feedback
In a three year period since Lionhouse’s rebrand for us our turnover grew from £6million to £12million. Need I say more?
Managing Director
brand identity
A strong product needs a strong identity.
Their previous branding was inconsistent and confused. Therefore, our first task was to create a strong, confident new brand identity. We simplified the name to V12 footwear and created a bold symbol that could work in all scenarios, including on-product. We also helped recategorise ranges to bring clarity and aid communication.
art direction and design
Full strength footwear. Full strength branding.
After working with V12 to produce more focussed marketing strategy, we designed every touchpoint including catalogue design, the website, films, advertising and exhibition stands.
The safety footwear category is full of ‘laddish’ marketing. V12 are experts and industry leaders. We created a stronger, more professional presentation that positioned V12 away from the crowd focussing on the companies core values.
UX, design and development
An online home that works as hard as V12 customers.
As a B2B business, V12 needed to create a new responsive online home for their brand. Not only to position them as industry experts, but also to appeal to customers across multiple industries.
Lionhouse researched the opinions of industry professionals to get an insight into true customer wants and needs. With this information we designed and tested in-depth wireframes that were produced for optimum and intuitive user experience.
Visit the V12 Footwear website
Digital Marketing strategy
Targeted content connecting the right customers.
As well as representing the the entire range and introducing a new innovative filtering process, it is essential to create targeted landing pages for core V12 industry audiences.
These new landing pages were fed with bespoke, relevant content that draws audiences to the site and helps increase SEO and search rankings. Content included: client case studies, industry insights and new product launches.
Digital Marketing strategy
Innovation and new product promotion.
As a forward thinking company, V12 are always developing new products. The website design is future-proofed for new initiatives to be added quickly and easily as well as the ability to create dynamic targeted campaign landing pages and microsites.
We produced specific campaigns which included a heap of interactive, bespoke content. The main drive is always to create interest so we utilised Hubspot forms to capture data and open sales discussions with all potential customers.
social media & content
Ensuring the right customers get the right message.
When we began working with V12, as a B2B company, they had no social media presence and had low brand awareness amongst end users/wearers of the products.
We instigated a new social media drive for the company by creating and building a new Facebook audience to help raise awareness of the brand, subsequently increasing user demand, but also to act as a direct customer service tool.
We created a daily schedule of activity that included entertaining and informative content including interactive quizzes, games, facts, stats, videos, case studies. All designed to increase V12 fanbase over the first year. Within 12 months we built the fanbase from 0 to over 5,000 relevant followers.
We designed and built fully responsive email templates that were targeted at the increasing database of potential and existing customers.
product launch campaign
Where there’s muck…
As well as building the brand, Lionhouse launched many new consumer focussed products for V12.
MukGuard, is a revolutionary, reusable overshoe for tradespeople entering peoples’ homes on a daily basis. Lionhouse named V12 the innovative product, creating the logo, website and stand-alone product styling.
We then went on to create a full launch campaign which included direct mail, press advertising, social media posts, promotional films and a consumer friendly advertising based on the entertaining concept of the ‘doormat shuffle’. The advert also informed the in-store point of sale activity.
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