How We Strategised & Created LINK BNK’s Launch Plan & Brand Identity
What defines a brand? Is it the logo? The product or service? Or providing a unique customer experience? Actually, a brand is all the attributes mentioned, and beyond.
While one may have many ideas for their brand, they may not have the requisite experience to understand what works in the market. It’s best to trust a team of professionals and let them take the lead when it comes to launching and branding a new product or service.
In this blog, we’re sharing how we successfully designed and executed the launch and branding plans for a luxury interior design firm. Read on to know more.
About LINK BNK
Brand guidelines simply document the rules and standards that define how your brand should represent itself across all communication. This helps businesses, designers, writers and everyone else involved in creating marketing materials using brand elements. Brand guidelines can be presented in a book, PDF, or PPT format, and includes your brand’s personality, the look and feel, etc. Basically, it’s a rulebook on how brand elements must be used, their significance, and how each aspect comes together to create the brand identityLINK BNK stands for Luxury Interiors by Neelam Kothari Soni in collaboration with The BNK Group, an interior design firm in Mumbai focusing on luxury projects. It’s the brainchild of the dynamic duo, Neelam Kothari Soni and Behzad Kharas who heads The BNK Group.
Successfully donning multiple hats of jewellery designing and acting, Neelam Kothari Soni is extending her creativity and designing flair by foraying into the world of interior design. With the support of her renowned architect friend Behzad Kharas and his team bringing in 15+ years of experience in luxury designing, LINK BNK has already marked its name in the luxury interior space.
What did they need?
Based on our work for The BNK Group, LINK BNK gave us the mandate to create its logo, plan its launch campaign on social media, and design and develop its website, among others. The brand required a comprehensive strategy to feature the collaboration of two design powerhouses across channels.
Why did LINK BNK choose us?
As we had demonstrated our capabilities of transforming The BNK Group’s social media presence to achieve great digital growth in just 6 months, the Managing Director Mr. Behzad Kharas trusted us again with his new business collaboration. The goal for our team was to translate the vision and style of both into the new firm’s branding strategy. LINK BNK required a team with branding expertise that could chronicle its digital journey and further elevate its brand name.
How did we help LINK BNK?
- Logo Design
A logo design creates the first impression of a brand in a customer's mind. It is more likely to be the first thing they would have an interaction with, so a brand logo must be enticing enough to attract and engage them. Essentially, a brand’s logo should represent its values and must have a simple, memorable, and timeless design. While creating the foundation of a brand’s identity, a logo is probably the first thing that brand focuses on before commencing its journey in the market.
While designing the logo of LINK BNK, our aim was to integrate the essence of both brands; Neelam’s elegance and exquisiteness and the established simple design style of The BNK Group. The LINK BNK logo incorporated the linear design inspired by a part of The BNK Group logo unit, creating a symbol of an ‘N’ denoting Neelam Kothari Soni. We used the same blue logo shade as The BNK Group to create a design connection and prominence between the two brands. Our team focused on creating a minimalistic design that exudes elegance and luxury as per the client’s brief. In addition, using a cursive font as an extension of the logo unit gave more style and a personal touch to it. - Marketing collateral
A business uses marketing collateral to represent its brand and promote its products and services. It is central to a business's content marketing efforts and helps forge connections with new and existing customers. With marketing collateral, a business’s value proposition is communicated effectively and supports the sales team during pitches.
The marketing collateral for LINK BNK included designing the letterhead, business card, and brochure to extend its brand communication. The brochure showcased the brand's luxury projects with high-quality images and ensured the overall design had a simple and elegant look and feel. On the other hand, the letterhead and visiting cards were designed with a minimalistic approach. LINK BNK believes that less is more and the idea is well reflected in its work as well as in the communication. - Website + On-Page SEO
Working with a brand that possesses distinguished design and creativity knowledge makes the creative process more fun and challenging at the same time. Unlike most cases, LINK BNK had clarity about what they were looking for and the design approach and quality they expected.
LINK BNK and the Futuready Media teams first discussed and outlined the website design, its internal pages, and every possible detail to define the virtual face of the brand. Once the direction was set, our team developed and designed the LINK BNK website on CodeIgniter. This web framework allows developers to create a high-ranking website that provides vital business information. It supports the creation of a secured and user-friendly website with a simple configuration.
Furthermore, our team complemented its website development efforts by executing On-Page SEO activities that optimised the web pages in order to earn organic traffic and improve its ranking in the SERP (search engine results page). This included optimising each page’s HTML tag, internal links and metadata (meta title, meta description, and keyword density), and uploading high-quality and relevant content and images on the website. - Look book
The look book on the website presents itself as a guide to the interior design world for users/visitors. It’s a collection of varied interior design styles, defined by images and a brief description. We took a different route from the usual design communication: instead of just plainly showing the images of different interior designs, we showcased the designs in a mood board style with a magazine design. Certainly, the look book became one of the highlights of the website design. - Banners
Similar to The BNK Group website design, the LINK BNK website banners stretched end-to-end, covering the entire screen, and letting the banner image be in focus. When it comes to interior design and architecture firms, it's all about visuals. From enticing a viewer or a prospective customer to showcasing the projects, high-quality images play a crucial part in defining a brand’s strengths.
Before working on the final banners, our team researched top interior designers and firms that are synonymous with luxury and style. LINK BNK’s banner images feature Neelam Kothari Soni as the face of the brand and highlight the interior design projects done by the team. The banner images use motion to attract a user's attention and engage with the website. - Launch Plan
Launching a new firm is an exciting as well as a daunting task. It’s a great responsibility on an agency’s shoulders to introduce a company to the world and help it distinguish itself in the business.
For LINK BNK’s launch plan, we began by focusing on Neelam’s creative journey on Instagram: from her successful stint in Bollywood to becoming a fine jewellery designer to now foraying into the interior design space. In order to create curiosity among the audience, we uploaded a teaser image on Instagram and focused on Neelam’s journey, and how she decided to venture into the realm of interior design. This helped us to carve the journey of the brand and to make the audience feel connected to the brand. - Social Media
Our primary focus was Instagram and YouTube for launching and promoting LINK BNK. As Instagram is a visual-focused platform, it was a natural choice to use the channel and YouTube for promoting video content.
Being the face of the brand, Neelam Kothari was the central idea of our social media plan. Her elegance, talent, and magical presence on the screen helped the brand garner buzz and curiosity.
Additionally, to break from the monotonous and boring Instagram grid style of 1 and 3 tiles, we planned the grid with a mix of 3, 4, 6 & 9 tiles highlighting the brand’s projects, its different features, and promotions with the help of design.
Conclusion
Although LINK BNK is a different organisation from The BNK Group, it maintains a similar design language, and creating subtle visual connections between the two interior design firms was a part of the client's brief.
LINK BNK was not only launched successfully but also created a buzz and garnered recognition from the country’s top interior design magazines, with continuous growth of its social media community.
Want to launch your brand with a bang?Connect with us now!