Silver Cross
Taking the Silver Cross brand in a bold new direction.
Client
Silver Cross
Industry
Retail & Lifestyle
Services
Brand Strategy
Social Media Strategy
Silver Cross has been creating magical memories for families for more than 140 years, and in that time, it’s grown to become a super brand known the world over. But they came to us with a challenge. How could they reposition the brand to move it away from feelings of exclusivity and heritage and make it more accessible for today’s customers without losing the focus on quality?
After digesting the brief and having some initial conversations with the client, it was clear that the Silver Cross brand needed to evolve in order to take it in a bold new direction. Its reputation as the pram-maker of choice for generations was unquestioned, the focus now needed to be on making Silver Cross central to the family experience and tapping into the emotions of parenthood and childhood to reflect the realities of modern life.
We identified the core pillars that define what Silver Cross stands for today and worked our magic to turn it into an all-encompassing brand strategy.
Through a series of brand workshops with key stakeholders, we identified the core pillars that define what Silver Cross stands for today and worked our magic to turn it into an all-encompassing brand strategy and DNA that unified their mission, vision and values, as well as crafting a new proposition, strapline and a fresh new take on the brand’s outward facing image, personality and voice.
Having gotten to the heart of Silver Cross with a new brand strategy, we then began to explore how we could effectively communicate it to customers. A brand strategy exists on paper, but to visually communicate Silver Cross’ new brand direction in the wider world, it was crucial the photography and video they used conveyed all the right messages too.
We completely overhauled the photography and video visual styling to resonate with the audience on an emotional level.
Before working with us, the brand’s photography and video styling were overly staged and stuffy and didn’t reflect the real-life moments that were central to the brand’s new proposition. We completely overhauled the photography and video visual styling to resonate with the audience on an emotional level, to inject a feeling of modern ‘Britishness’ that means something to today’s customers and to sell a lifestyle, not just a product.
In order to help Silver Cross resonate with customers as a brand that really believes in embracing life’s adventures, we also developed a targeted social media strategy that focused on shifting the brand towards thinking about itself more as a publisher, content creator and experience provider – always putting the audience first and making them feel something.
We were able to demonstrate how Silver Cross could start to be seen as a brand that stands for something more.
We developed a targeted social media strategy that focused on shifting the brand towards thinking about itself more as a publisher, content creator and experience provider
By comprehensively auditing the brand’s current social media activity and outlining a strategy for doing things differently, we were able to demonstrate how Silver Cross could start to be seen as a brand that stands for something more, aligning itself with the audience’s core motivations and engaging with them on a much deeper, emotional level. All with the aim of generating valuable brand awareness and equity based on much more than products and price.
With a new unifying brand strategy, a bold visual look and feel and a social media strategy designed to help it really connect, Silver Cross was now well-positioned to revolutionise the way it communicates with customers by putting emotions and feelings at the heart of every single brand interaction.