As a recently privatised department of Salford City Council, Aspire were facing the challenges that arise when a brand new company lacks any brand identity. They also needed an entirely new website that would detail the extensive services that they offer. Our main objectives were to:
- Create a strong, inspirational brand identity
- Position Aspire as a leading support services provider
- Raise the profile of Aspire, both in Salford and the surrounding areas
- Increase search rankings and SE reach for keywords relating to support services
- Build an easy-to-use, accessible and functional website
- Provide an enjoyable user experience throughout that website
+ The Challenge
Some clients come to us relatively well-established. Aspire was different, as a newly-privatised team they had had no previous marketing, so were really starting from the very beginning. They needed an agency that would understand the specific requirements of their sector; an agency that would help them develop a standing as a leading care provider, with a focus on their unique, person-centred approach.
+ Our Strategy
After winning a competitive three-way pitch for the project, we set to designing Aspire a suite of branding collateral, as well as a completely new web design project that encompassed everything that this pioneering adult support initiative stands for.
We responded to their brief by creating branding that included a colour palette and typeface to reflect the initiative’s principles of optimism, enthusiasm, trust and compassion. Both of these have been rolled out on collateral such as letter-headed paper, business cards, ID cards and other stationery, and also applied throughout their newly designed and launched website. The branding itself speaks volumes about the Aspire mission; with black lettering but for the coloured ‘i’, the aesthetic conveys Aspire’s aspirations to helping in improving people’s lives.
Building Aspire's standing as an industry leader.
We used our experience in web design to create a functional site that met each of Aspire’s needs; displaying the appropriate information, images, the locations of Aspire’s various centres, and details of their many services. All features of the website have been carefully considered to fit the services that Aspire offer – always using considerate language that channels the positive ethos and values of the brand.
All website copy was also written with Search Engine Optimisation in mind, to assist Aspire with their ability to rank high for their recommended industry and service-relevant keywords. It was by carrying out extensive SEO research that we could establish these keywords, and begin to build Aspire’s standing as an industry-leading authority in social care.
Aspire’s new website supports and beautifully displays the strong, inspirational brand identity that we had previously created. This is helping Aspire to differentiate themselves from their competitors, raising their profile and already start to build a great relationship with their target audience.
The many functions of the site now make it easy for users to find relevant information, get in touch with the group and locate the various centres where Aspire carry out their brilliant work. The entire user experience of the new Aspire website is intuitive, useful and enjoyable.