Odin Events are event entertainment specialists, with a large directory of products, props and live entertainment for hire. When we started working with them, the event industry had been through a tough couple of years due to the pandemic and competition was higher than ever. The brand identity and website weren't a true reflection of the business or its offering, so all aspects of our creative team were needed!
Our immersive Pillars Branding Workshop provided the perfect opportunity to get everyone together. Previously, Odin Events offered a wide range of services and products for hire, but where the industry had changed, they wanted to refine, yet improve their offering. So we first focused on what this would look like and the audience that needed to be targeted, which then shaped discussions around how Odin wanted to be perceived. The outcome of this work then formed the strategy and guidelines for all aspects of the brand; from website design to ongoing SEO and social media.
It also played a huge part in the structure of the new website and how we directed different users to different products. Different audiences use the directory in different ways, with some returning users often seeking specific directory items, so it was important that we also included a good search area. As well as exploring the directory, users could also add products to a "Quote list". It works similar to a basket on an e-commerce website, where items are collated; then the user can fill out their details and send this all to Odin. Quite often, users were enquiring about more than one thing at a time, so this functionality really sped things up - for the Odin admin team too!
Visually, we wanted to create something that was fun and confident, and as different as possible to any of the competition. Our graphic design team spent a lot of time exploring the idea of unique shapes and bright colours and the outcome is an eye-catching brand that utilises sweeping curves and a vibrant gradient. This vibrant style was then used across the new website and a range of marketing materials, including a new brochure design, stationery, social media graphics and vehicle graphics - to name a few!
Due to the high competition in the events industry, several companies resort to unethical black hat tactics, to boost their website's search engine ranking. Clearly, this is never a tactic we would recommend so we began by conducting a thorough keyword research task to determine the most frequently searched terms for each of their products. We then ensured that those terms were used in the most effective places within the copywriting to maximise their effectiveness. In a broader sense, Odin Events then asked for our help to write the content for their new website. They provided us with the essential information, facts, and figures, and we expanded the content and input it into the website. We'll also be running regular SEO site audits to ensure that the site remains as optimised as possible, create more case studies and regularly publish blogs to build their keyword authority.
We also provided our photography service for the new website. Back in the summer, the marketing team were lucky enough to be invited to the Glastonbury Festival which was a great opportunity for us to capture videos and lifestyle images of their products being used which have then been used in various places across the website. You can read more about our time at Glastonbury Festival here. Once we had the images, we undertook an extensive image optimisation task making sure that they don't slow down the website's speed, and have alt tags and a descriptive file naming structure.
We managed their Facebook and Instagram social media channels and built out a content calendar of posts that tapped into awareness days and trends to show off the diverse range of products and services that they offer. We also support them with their Advertising at certain times of the year when there needs to be a push on certain products.