increase in monthly users when the worldwide AdWords campaign was implemented.
Citizenship and residency specialists Latitude tasked us with launching their startup venture across the globe.
Latitude sells freedom. The freedom to travel. The freedom to invest. The freedom to live the life you want to live. They are experts at helping ultra high-net-worth (UHNW) individuals from all over the world gain residency and citizenship. When we met them their mission was clear, but their identity was not.
Here’s how we launched a startup into a highly competitive market and made an immediate impact.
- Research & workshops
- Brand Creation
- Art Direction
- Website Design & Build
- Digital Marketing
- Content Production
Launch with confidence
The team at Latitude are highly experienced and well respected amongst their peers. But with a brand new business to launch, they needed to make a big impression to compete with established industry stalwarts. The branding needed to ooze confidence, command respect, and capture the imagination of a new generation of tech-savvy, UHNW individuals. And it needed to work worldwide.
Collaboration and balance
A brand is more than a logo: it’s an expression of a business's culture. For a startup, that has to come from the people that live and breathe it every day. We held workshops with the founding partners, taking them on a journey of discovery to nail a brand & identity that they were proud of. Working together, we found the perfect expression of their business objectives, both inspiring and reassuring, dynamic and corporate.
Laying the foundations
Working collaboratively with key stakeholders, we researched global markets, visual cultures and customer motivations. Our in-depth analysis formed the building blocks of the new brand and became a vital reference source for the digital marketing strategy. More about that later...
Strong coffee & passionate debates
Settling on a name for a new business is always difficult, but we think it’s really important that the process is enjoyable. We invited Latitude’s Directors on a journey of discovery to develop their brand positioning and find that all important name. Workshops were held. Strong coffee was consumed. Passionate debates raged. And then we all fell in love with ‘Latitude’.
Confident & dynamic
Latitude’s new visual identity is simple and restrained, yet stylish and confident. The brand icon is recognisable, dynamic and versatile. Clean fonts and the conservative use of colour provide a powerful, corporate feel, whilst retaining a modern edge that appeals to a younger, more emotionally driven audience. The arrow icon is flexible and recognisable, utilised across a variety of marketing applications to enhance brand recognition.
Demystifying a daunting decision
Applying for residency or citizenship can be daunting, but Latitude demystifies the application process, providing a reassuring level of transparency. We avoid getting tied up in red tape, focusing on customer benefits to build a powerful and compelling case for a range of investment migration solutions. By combining emotive imagery, dynamic animations and clearly categorised information, we make complex processes easily digestible.
Digital Marketing Strategy
Closing the loop
UHNW individuals are hard to reach. They’re protective of their privacy, travel extensively, and are targeted by luxury brands with big budgets. Targeting this audience with digital marketing was challenging and expensive, so we had to be inventive. A meticulously researched global AdWords campaign was implemented, ensuring potential clients searching for citizenship and residency services encountered Latitude. To close the loop, an international remarketing campaign across display and social media used compelling creative to ensure all qualified leads stayed engaged with the brand.
Testing and Learning
Once we launched the website and marketing campaigns, our work had only just begun. We embarked on an intensive six month process of testing and optimisation. As the data began to roll in, we analysed search terms, click rates and page popularity to refine our marketing and web content. The global nature of Latitude’s business means different marketing messages resonate better in different markets. With our finger constantly on the pulse, we’re already discovering what works best and generating leads.
What we achieved
Latitude launched into a market dominated by established players, but immediately caused a stir. The brand has garnered industry admiration and respect, and captured the imagination of a new generation of UHNW individuals.
increase in solution enquiries in the first month of digital marketing.
increase in 'Solutions' page views when the worldwide AdWords campaign was implemented.