We’ve had the joy of working with Robert Frith for several years now, supporting their marketing across their practices in the South West (and their Twickenham location too). This project focused on their Poundbury practice in Dorchester, and started with something simple: their window graphics had faded over time in the sun and needed updating.
Poundbury is a brilliant place to have a practice with its unique blend of residential and commercial spaces, but as locals will know, there are limitations on how you can advertise due to the Community Code. The practice itself is light, spacious and welcoming, so rather than simply replacing what was there before, we used the opportunity to be bolder, brighter and resonate with audiences (in a less traditional way), designing window graphics full of personality. This is a style woven through the group’s marketing comms. For us all, this was about stopping people in their tracks, sparking recognition, and reminding Dorchester-locals of who they are.
To coincide with the launch of the windows, we extended the campaign visuals into printed postcards, distributed to local businesses in the town. The artwork purposely matched the windows which was key to the campaign. When people saw the same visuals across different touchpoints, our aim was to naturally build brand recognition, without needing to shout too loudly.
For those in the surrounding towns and villages, we brought the same campaign look and feel into a targeted social media advertising campaign. Using the same bold visuals, we helped the practice reach the right audiences reminding those nearby that expert eye care, a fabulous range of products and trusted service were right on their doorstep.
So, what did we love most about this project? The graphics of course are great fun! But most of all it was how joined up everything became; a simple refresh turned into a full community campaign.