Case Study

Tracks and Layers

01

The Client

A motion design, visual effects and colour grading organisation challenging conventions to create moving images that make you stand out, Tracks and Layers is a client we’re proud to work with.

Their client work ranges from with broadcasters, to creative agencies, to brands, filmmakers and educators, with cutting edge tech leading to the creative and ingenious moving images they produce. Not only this, but the expertise of their team when mixed with their dedication to delivering unique and edgy projects makes them truly unforgettable.

With a deep-rooted desire to be an inclusive community of talented and diverse creatives, the Tracks and Layers’ immediate and wider team boasts work from an impressive catalogue of clients. The BBC, EA Sports, ITV and Channel 4, to name a few.

Their eclectic team benefit from the sense of purpose that is at the heart of all that they do. Their values are what drive them to be the best that they can be. Not only are they committed to looking after one another, but they do so in such a way that nourishes learning and development through open collaboration, whilst creating a safe space for creatively challenging conventions.

02

The Team

Team

  • Mike Pye – Managing Director
  • Sarah Wilde – Brand Strategist
  • AJ Handley-Rowe – Digital Marketing Specialist
  • Vanessa De Rudder – Account Manager
  • Sean Booth – Creative Director

We talk about

  • Competitor Analysis
  • Stakeholder Interviews
  • Brand Persona workshop
  • Strategy Development
  • Brand Enhancement
  • Asset creation
  • Campaigns
  • Training & Mentoring
03

The Brief

When we met with Mike/Michael Pettyt back in 2021, he shared with us his desire for support on building a strategy. He wanted a clear roadmap for marketing to be in line with their business growth ambitions in a bid to improve their position in a crowded industry.

04

The Challenge

To accelerate growth in a continued organic way, we were faced with strategy and marketing skills gaps, with the following needs being discovered:

  • Increase inbound leads from clients who don’t know of Tracks and Layers
  • Communicate their value and how they are different
  • Define a clear personality and tone of voice
  • Build a seamless customer onboarding strategy
  • Attract clients with similar ethics

Once we had established what challenges we may have faced along the way, we could focus our attention on how to provide a solution.

05

The Solution

We wanted to truly understand their purpose, not just what they do, but how they do it, and why they do it.

We began by taking the time to understand the personalities, needs and challenges of the team. We conducted interviews to allow us to get the vision of each team member, and drilled down into how they like to work, who they are, and who they want to be.

This then gave us a deep understanding into who Tracks and Layers are, and an excellent starting point from which to propel our strategy plan.

06

The Approach

What followed was the creation of a full strategy document which detailed an 8 week launch campaign for the brand refresh of Tracks and Layers.

This included a X month marketing plan, involving:

  • Refreshing brand positioning
  • Conducting deep audience research
  • Defining their values
  • Refining tone of voice
  • A website update
  • Creating a content calendar

We showed Tracks and Layers the ways in which to communicate their values in a humble way, whilst reaching audiences through ways other than simply word of mouth. We also created a variety of client personas to develop a deeper insight into what these potential clients may look like, what their needs are, and what challenges they may be facing.

 

07

Brand Refresh

Since they were aiming to reach more clients who share their ethics, we took the time to understand the motivational factors of the team. Off the back of this time, we developed the following values:

  • Challenging conventions
  • Healthy team
  • Removing friction
  • Open to collaboration
  • Always learning

 

We also identified gaps in Tracks and Layers’ website, including how to improve SEO and user experience, creating new wireframes and writing new copy for each page, utilising the refreshed tone of voice.

All of the above when mixed with a detailed content calendar and social media campaigns, made for a really exciting project.

8

The Outcome

  • What has resulted is not only a wonderful relationship with a team of talented and lovely people, but a brand transformation to be proud of.

For the clients of Tracks and Layers we have enabled:

  • Better customer experiences
  • A new, user friendly website
  • Valuable content
  • Deeper insight into their brand
  • Overall added value in terms of communicating our promise to improving creativity and offering greater personalisation

 

And their team can benefit from:

  • A healthy, happy and inclusive workplace
  • Learning opportunities
  • Improved processes
  • Valuable content
  • Marketing advice and support