Cherry

Untitled from Sarah Harding on Vimeo.

We have a strong late entry for the “Where Will You Hang Yours” bauble challenge. Tim has come up trumps with his long distance entry from San Francisco.

Reeeespect!

A while back we were approached and asked if we would donate a prize to the Tesco Magazine’s ‘Mum of the Year’ award. We looked into the award  – every year Tesco looks out for women who’ve shown incredible bravery and dedication or who have campaigned tirelessly to help others or inspired others beyond belief – and decided we wanted to be involved.

The winner, Iris Billing, is a phenomenal woman. She founded the charity Tanya’s Courage in memory of her daughter, who very sadly passed away in 2005.

Fiona Philips, Iris Billing and Nell McAndrew at the awards ceremony

Tesco’s knew that Iris really wanted a new brand and website for the charity, which is where we got involved – providing both, free of charge, for the worthy winner. The new site has just gone live, it’s well worth a look. Keep up the great work Iris and team!

The new Tanya's Courage website homepage

Cherry have been asked to work on the branding and website for Ecofin Research Foundation.

Following our sucessful work for Catalyst Project and European Climate Foundation, we are very proud to add another excellent ecological client to our roster.

Look out for the new launch in early June.

Now in its fourth year, the Tesco Mum of the Year Awards honours extraordinary women with some truly incredible stories to tell.

This year’s overall winner was Iris Billing from St Austell, Cornwell. After losing her 16-year-old daughter Tanya to a rare form of leukaemia in 2005, Iris was so inspired by Tanya’s bravery throughout her gruelling treatment that she founded Tanya’s Courage, a charity offering financial support to young adult cancer patients throughout Cornwall. Many of these young patients would lose everything they have without Iris’s help, so she really is making an incredible difference.

After hearing Iris’s story, Cherry wanted to donate a prize to the Tesco Mum of the Year Awards. So, we’re currently redesigning the visual identity for Tanya’s Courage, and will soon be launching with a new content-managed website and blog. All should make life much easier for Iris – and hopefully help raise lots more money for such a great cause.

Unfortunately, we weren’t able to make it along to the awards to see Iris collect her prize, but we have it on good authority that the host – none other the great Jimmy Osmond – gave Cherry a big-up of cosmic proportions.

Well done Iris. And nice one Jimmy!

After 30 successful months of being able to say ‘we work in a brewery’, we recently loaded the wheelbarrow and moved the cherry tree around the corner to Commercial Street.

So what’s the point of that? Firstly, our beautiful new space in historic Spitalfields has everything our old studio didn’t. Superb meeting space, great light and more room to let creativity run riot.

Secondly, we are sharing the space with media agency The Specialist Works, who we have partnered with on various DM, insert and digital projects over the past 12 months. This offers The Specialist Works a strong in-house creative presence, and gives Cherry the backing of a successful media agency with access to unprecedented print buying power and B2C expertise.

Here’s to the future. Onward and upwards.

Here at Cherry we’re entering 2009 with a cautious optimism. Like all businesses we’re hoping for another successful year, but there’s no doubting things are going to be tough for many. However, whenever there are losers there will be winners too. So make sure you’re one of them.

Things don’t simply grind to a halt in a downturn. People still need products and services – they just need a little more persuading to part with their money. A strong and strategic creative and marketing plan will help ensure you’re well placed to be a winner in your sector during the coming year. So, to help you on your way, here are a few simple nuggets of advice you’d do well to follow.

SEIZE THIS AS AN OPPORTUNITY TO INNOVATE

During a downturn, if history is anything to go by, most marketing managers will want to pull their horns in, rein in their creative and play conservative hands. Marketing becomes ‘safer’, less edgy.

There’s a natural knee-jerk to water things down for fear of, well, being fearless. Which presents your business with the perfect opportunity to stand out from the crowd, gain market share, and remind your customers that you’re not a blander version of your former self, downturn or no downturn.

Strong businesses don’t lose sight of their core values during a downturn. They build on them. So get your messaging right over the next six months – keeping an unwavering eye on your customers’ needs as well as your voice and values – and the rest should follow. Seize this as an opportunity to innovate and you’ll come out the other side ahead of where you began, and ahead of your competitors.

STRENGTHEN YOUR BRAND

When was the last time you took a step back and looked at the bigger picture? A quick self-audit, or brand sense check?

Are your competitors telling a better story, or coming across with a more likeable personality? Is your tone of voice still as believable, persuasive and lovable as it’s always been? Or has your brand integrity, clarity and consistency been slipping recently?

Now is the time to take stock and quickly put things right. Customers are going to have little time for businesses that don’t have the ability to provide them with the experience they’re looking for.

If you need an objective opinion, Cherry can help with a quick creative/ brand healthcheck. Just give us a shout.

NAIL YOUR MARKETING MESSAGING… AND MAKE IT INTEGRATED!

With Forrester analysts predicting that B2B marketing budgets will take a typical hit of between 15% and 25% in early 2009, agencies are going to be working for every penny of marketing spend this year.

But it will be those companies that continue to invest in advertising and marketing that are far better placed for profitable growth post-recession. It needn’t damage your profitability in the immediate term, either. Just make sure your messaging is nailed down, integrated and sharp.

A well-tailored integrated strategy is way more effective than the sum of its parts. Focus your efforts on ways to connect your message through every consumer touchpoint and you’ll extend your ability to compete, win business, and win the hearts and minds of customers. It’s all about finding the right combination for you – and with digital more affordable and measurable than ever, you can experiment until you get it right without splashing too much cash.

YOUR WEBSITE IS YOUR SHOP WINDOW. SO MAKE IT THE BEST ON THE BLOCK

Your website is the first port of call for new business enquiries, and a source of reference for existing customers. But is it really doing you justice? Is it clear and easy to use? Is it engaging your audience? Is it immediately obvious what you do, the services you provide and how to get in touch?

Whether it’s introducing rich media to your site, improving SEO or sharpening up the look and feel, small differences can make huge improvements to your site’s usability, web traffic and conversion rates. Remember, if the online experience isn’t as good as it could be, customers will go somewhere else.

DEVELOP YOUR ONLINE CONTENT STRATEGY

This downturn will see more money channeled into digital as marketers take advantage of its cost-effectiveness and measurability. But many businesses still regard online content as the poor cousin of static/ offline print… and overlook an online content strategy entirely.

Online content’s transitory nature, coupled with its indexibility by search engines, means it should be both embraced and treated with caution. Sure, it’s very quick and easy to update. But once you’ve written or posted something to a site, it’s there to be found – and saved – by users around the globe. It could still be hanging around on the web years later.

With this in mind, a clear copy and content strategy is essential if you want to keep your brand message clear and consistent when building or updating your digital projects. Do you need a full online copywriting service, email newsletter strategy or blog to engage your audience? Or could you perhaps get your audience to provide the content for you?

And remember, if words fail you, it’s never been easier to add multimedia to your site. Free services such as Vimeo allow you to embed high quality video on your website without the stress or cost of hosting.

SHARE YOUR KNOWLEDGE

It’s one thing YOU knowing the business inside out. But what about that new freelancer, graduate or intern trying incredibly hard to please, but lacking the in-house experience?

People are usually unaware of the power of the knowledge they hold, and how useful it could be to others working alongside them. Make tacit knowledge explicit and you’ll find it easier to pull together as one, especially important during tough times.

Don’t rely on one person to hold the keys to everything. A free, hosted Wiki (such as PBWiki or Wikia) will allow you to unlock people’s brains and share things around.

TAKE SOME EXPERT ADVICE

OK, we’ve spoken about a few things you can do to help ride out the tough times. But how do you go about implementing them?

Firstly, why not have an informal chat with Cherry? It costs nothing to find out how we can help. At the moment we’re also offering a free Creative Healthcheck for businesses looking for insight into their creative strategy and marketing effectiveness. This carries no obligation whatsoever, and will help give you a new perspective on your business.

We’ve been doing this for years for many successful companies of all shapes and sizes. They’re well placed to be winners this year… so why not join them?

Cherry is proud to announce the official launch of the new ArtLab brand identity and website today.

Halfway between an online gallery and a contemporary art library, ArtLab gives customers the flexibility to buy or borrow works for their home or workplace.

We think it’s a brilliant way of acquiring art, allowing clients the opportunity to grow their collections and their knowledge of contemporary art without spending a fortune – or having to commit to purchases. Want to experiment a little? This is the place for you.

There’s a well-chosen mix of artists and styles featured, including paintings from our current favourite, Tessa MacGregor, and some arresting melancholic photography from Gesche Wuerfel.

It’s an inspiring place to spend some time, so take a look here and start brightening up your walls.

Cherry has been appointed to work firstly on the brand development, then the ongoing digital and marketing for new start-up, Digital Training Company.

DTC will soon be bringing digital alive for delegates of all experience levels through a unique programme of inspiring courses, workshops, seminars, events and experiences. With training from leading industry figures and an experiential, hands-on approach to learning, they promise to make understanding this rapidly evolving medium easier than ever before. (Okay, where do we sign up?)

The new branding and website will be going live in December 08, so watch this space.

Our client 360 Training is, quite rightly, pushing business agility as the way to for organisations to survive (and thrive) during the current economic downturn. Supporting this timely message, Cherry has just published a targeted magazine, You+360 Insight Special, full of tips, practical advice and ground-breaking courses, to be mailed out to their subscribers.

This has all been backed by an HTML email campaign and new website content, helping ensure 360’s intelligent messaging makes the biggest impact possible.

Cherry is pleased to announce we’ll be working on the brand identity and website for Studio DAR architects. Studio DAR is a firm of talented architects and designers, whose body of work extends mainly across high-end private residential projects.

They’ve enjoyed many incredible assignments, and the Studio DAR portfolio is a real visual treat. We’ll be looking to bring that alive across the branding and website soon, so check back for the results.