In Your Element Re-brand and Online Marketing
Boots n Paddles, Treezone and Canoe Hire Scotland were the brand names of three separate outdoor activity providers, run by the same company, operating throughout Scotland at various different locations. The company came to us for a branding workshop as they were unsure whether the current brands that they currently had fitted with their growing portfolio of activities and services.
Dynam ran the branding workshop, which lead to a collective decision that the brand no longer fitted with what the company’s current offer. Through a range of activities, we identified who their customers are, their competitors, the brand personality and the services on offer.
With the company’s large potential customer base found throughout Scotland and beyond, it was important that the new brand drew together the three discrete operations and reflected what they did; it also had to appeal to the key target markets by attracting families, stag and hen dos, corporate events, fundraisers and school groups.
Dynam was asked to come up with some name recommendations, and developed a name supported by a strong, motivational strapline:
Name: In Your Element
Strapline: Amazing Outdoor Experiences
Dynam was asked to develop the brand in time for the launch of their new site on Loch Lomond. It needed to reflect the company offering and the spectacular natural locations where the activities take place.
The new brand had to convey its offer of group friendly activities – not extreme sports – in spectacular natural surroundings. Dynam developed a simple outline to show a line of hills that became a fir tree on one side and a water line on the other, and a loose typeface suggesting movement and freedom for the brand name In Your Element, and its strapline, Amazing outdoor experiences.
The previous colour palette was changed from blues and greens to a vibrant orange to suggest energy.
The newly-christened In Your Element (IYE) then went on to work with its own web builder to develop a website. Dynam worked alongside them to provide SEO and online marketing.
Search Engine Optimisation
In the run-up to the launch of the new site, Dynam worked on the search engine performance of the existing sites for Boots N Paddles, TreeZone and Canoe Hire Scotland, to achieve an efficient switch-over to the In Your Element website. Following the launch, Google was notified of the changes so that website traffic could be successfully redirected.
Google Analytics currently shows that iye.scot is receiving three times the amount of traffic Boots N Paddles received prior to the launch. the previous month.
Pre- and post-launch, Dynam ran strong social media campaigns to ensure awareness of the name change throughout the existing customer base. In the first week after changing the Boots N Paddles Facebook page name to In Your Element, less than 1% of people unfollowed the page, with more than double the number clicking to follow it. Over the 30 days of the campaign, IYE picked up 122 new followers. As indicated by and based on Facebook feed comments, the launch of the new brand was a great success.