POSTED IN book September 14, 2011
Rosewood required re-positioning. They provide a truly quality service that wasn’t being represented through their existing material.
Through a lot of research and discussion we decided on an image heavy ‘we’re not going to tell you, see for yourself approach’. It was decided this was most apt in order to really stand out in a traditionally competitive market where there is a lot of distrust. It’s easier said than done but by actively avoiding persuasive copy we aimed to stick to the ethos that Rosewood provide as much or as little impartial information as required to enable the client to make informed decisions which Rosewood could then execute perfectly.
The only problem with this approach is that we didn’t have the image stock readily available in order to re-position in the intended way. For this reason we implemented a 3 stage strategy. First we would simply get a holding page up while aggregating any existing material and planning the specific projects that we would focus on in order to provide a detailed insight into the rosewood way.
Once we’d decided on a tone we put up an intermediary site that fit with the ethos and tone while not being as dependent on specific imagery as the final proposition required.
Over a period of a few months we then followed the company in great detail documenting through copy, drawings and photographs any major developments.