Webreality Webreality is a team of 19 digital specialists: business strategists, designers, copywriters, information architects, usability consultants, software engineers and online marketing experts.
LATITUDE

Helping Latitude deliver the world

Citizenship and residency specialists Latitude tasked us with launching their startup venture across the globe.

Summary

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.

Services
  • Research & workshops
  • Brand Creation
  • Art Direction
  • Copywriting
  • Website Design & Build
  • Digital Marketing
  • Content Production
Research

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...

Workshops

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’.

Visual Identity

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.

Content

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.

Reporting

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.

RESULTS

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.

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increase in monthly users when the worldwide AdWords campaign was implemented.

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increase in solution enquiries in the first month of digital marketing.

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increase in 'Solutions' page views when the worldwide AdWords campaign was implemented.