It is understandable that tobacco companies and weapons manufacturers are legally forbidden from advertising their products and services, but when you hear that architectural practices are given the same publicity inhibitions, it is inexplicable to a creative.
The Yin Media CEO had gone to the DVD store to update his collection. While walking through the aisles at the video store he bumped into Architect Segun Olurunfemi; a principal partner at a first generation Architectural firm in Nigeria and a longtime friend of his. Their conversation quickly went to business and this was when he shared the predicament his sector and company in particular was facing.
The inability of a brand to promote its image, self-imposed or otherwise, will inevitably reduce its relevance and eventually lead to an absolute elimination of its demand in today’s culture of almost everything being ubiquitous. Being a staunch pro-advertising advocate, the thought of any organization being legally barred from advertising had a disorienting effect on the CEO. Architect Segun went on to explain that his firm needed some form of exposure with its publics, and by the end of the conversation ‘STEVEBEN AND ASSOCIATES’ was a new YIN MEDIA client and the CEO was personally anxious to begin executing ideas that had already started to flow. What could help this company expose its core to its target audience while sidestepping the outrageous legal impositions? Solution oriented thinking was automatic.
Adopting the popular saying; “if there’s no door then use a window and if there’s no window then make one” they devised a plan. If the client could not advertise, at the very least they could represent. ’ Radio, TV advertising, YouTube, Facebook etc. are the usual suspects called upon when an individual or organization needs to scream. Since the client could not legally advertise in Nigeria they could establish a corporate identity platform and digital brand image that would constantly speak for the company, without the need to actually shout. What they needed the image of this company to do is simply walk in with its briefcase and immaculate suit, sit down, cross its legs and say ‘I’m here, and I’m able’. After evaluating the current corporate identity, YIN MEDIA’S CEO realized that what the client needed was a complete rebranding.
STEVEBEN &ASSOCIATES possesses a regal heritage of great architects, a company more than 30 years old which has managed to evolve as the market and technology did the same. The first advice they were able to give the company is to let this rebranding coincide with a reinvestment in technology. From their cranes down to their laptops and their logo, the rebirth of the company should not only be seen by their publics, it should also be felt within their human resources. A project execution structure was drawn up to guide the team. The work to be done would require meticulous data sifting, subject and case study research, material resource gathering, creation of vector and 3D models of corporate insignia and finally a watertight branding strategy.
At a progress briefing the YIN MEDIA content developer explained to the client that they had commenced building a corporate identity platform that will include; a new unique brand logo, corporate website, corporate brochure, branded office tools and communication materials. The website and corporate brochure would display the firm’s weighty portfolio, since these would not count as overt advertising.
The Yin media graphic designer presented various art options to be used for the brochure and website. He suggested to unanimous agreement that one general background image will be used to ensure theme consistency in both the brochure and website, as well as engendering the brand colors and logo. After hours of going over potential graphics they finally decided to use a background image inspired by majestic and historic architectural endeavors. This would allude to power and timelessness. The brand log- a crest-like framework that looked like the wrought iron gates to a grand estate. The branded office communication tools would indirectly market the firm by ensuring that their logo is spread through as wide a demographic as possible and all materials to be used were handpicked by a team of Yin Media personnel before being commissioned for print. After a full multimedia presentation of the website it was launched to the web and the printers had ensured that the brochures and all branded materials were delivered in satisfactory condition.
Back to his work station, mulling over possible marketing stratagem for Yin media’s next client, the CEO was mildly surprised when his phone began to ring and it was Architect Segun calling. Architect Segun was impressed by the innovative and “legal” publicity solutions that had been created for their company. Architect Segun remarked that even though none of what had been created amounts to pure advertising, they were convinced that it would have a similar effect.
“Yin Media has a remarkable sense for modern design techniques and the results speak for themselves. The company works punctually, diligently and with great attention to detail. Our company is over 25 years old and Yin Media is the right choice to enhance our Brand for the future.” -Architect Segun Olorunfemi, Managing Partner, STEVEBEN & ASSOCIATES Architects.