Established in 2017, The West Midlands Growth Company is an economic development and marketing agency, who’s core goals are to encourage tourism, attract regional investment, create new jobs, and expand businesses.
Concept Development
Digital marketing strategy and design
Organic and paid for social media activity
Research and strategy
Social media marketing
Animation
Website visuals
Copywriting
The Challenge
To conceptualise and create the visual identity, marketing strategy and digital campaign for a Business and Tourism programme campaign around a major sporting event - to achieve the goal of promoting the region to key international audiences within specific locations.
Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.
The Solution
After researching further into the demographic and users, we explored several different concepts which incorporated the West Midlands map graphic as an element placeholder. The campaign was split into 4 different phases, each with adapted concepts and designs to continue keeping the campaign looking fresh and following the trends from the analytics we were seeing throughout the campaign.
Working collaboratively, we established an image strategy focused on:
- Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
- Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
- System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.
The Result
An engaging social media campaign spread across different phases which targets the demographics in their various countries and showcases the West Midlands and the specific places in which they may be interested in.
The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.
