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.
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.
To accelerate growth in a continued organic way, we were faced with strategy and marketing skills gaps, with the following needs being discovered:
Once we had established what challenges we may have faced along the way, we could focus our attention on how to provide a 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.
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:
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.
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:
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.
For the clients of Tracks and Layers we have enabled:
And their team can benefit from:
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