Civilised Separations visual brand identity & website refresh leads to 300% increase in web traffic
The Brief
Like many small business owners, Civilised Separations knew they needed to ‘do marketing’, but weren’t exactly sure how.
They had a clear vision of where they wanted their business to go and what change they want to effect within their industry but needed guidance on how to get there.
Our role was to build a simple and clear marketing roadmap, working at a pace they felt comfortable with, to modernise their business and help them achieve their goals of increasing brand awareness.
Audience ID
We identified that Civilised Separations had two distinct target audiences: high net worth couples and lawyers/mediators.
Competitor Review
By reviewing the market we were able to identify and refine Civilised Separations USP and relate it back to the target audiences.
Visual Identity
Using the target audience to guide the direction for the brand look and feel, we created a clean, minimal and calm visual brand identity for Civilised Separations.
The house and olive branch represent the way that Civilised Separations help families reshape themselves after separation, indicating hope and a chance for positive change.
Website Refresh
Next we mapped out a new and improved website, identifying key areas that would speak directly to the target audience.
For example, the Civilised Separations family mediation process is unique but was not described on the old website.
Our Approach
We conducted a brand audit to identify key areas of focus and created a long term holistic brand strategy to help them achieve their business goals.
Two targeting strategies
We saw that Civilised Separations needed a two pronged strategy to reach both B2C and B2B audiences.
More effective messaging
This informed the copy used across the website and in social media content, ensuring that all comms spoke directly to the target audiences problems or desires, showcasing how Civilised Separations could help them.
Increased trust and respect
The use of a visual brand identity helped Civilised Separations to elevate their comms.
When working with lawyers and HNW individuals, trust is key. It sounds simple, but the use of consistent imagery across the website and client-facing interactions such as emails and invoices elevated the brand.
Improved lead quality and increased web traffic
By answering potential client questions before they needed to contact Civilised Separations has led to improved lead quality and higher conversion rates from enquiry to booking.
Monthly website visitors have also increased by 300%.
Website Refresh
Next we mapped out a new and improved website, identifying key areas that would speak directly to the target audience.
For example, the Civilised Separations family mediation process is unique but was not described on the old website.
Competitor Review
By reviewing the market we were able to identify and refine Civilised Separations USP and relate it back to the target audiences.
Visual Identity
Using the target audience to guide the direction for the brand look and feel, we created a clean, minimal and calm visual brand identity for Civilised Separations.
The house and olive branch represent the way that Civilised Separations help families reshape themselves after separation, indicating hope and a chance for positive change.
Improved lead quality
By answering potential client questions before they needed to contact Civilised Separations has led to improved lead quality and higher conversion rates from enquiry to booking.
More effective messaging
This informed the copy used across the website and in social media content, ensuring that all comms spoke directly to the target audiences problems or desires, showcasing how Civilised Separations could help them.
Increased trust and respect
The use of a visual brand identity helped Civilised Separations to elevate their comms.
When working with lawyers and HNW individuals, trust is key. It sounds simple, but the use of consistent imagery across the website and client-facing interactions such as emails and invoices elevated the brand.
