Sandy Point Watersports, a popular chandlery on the South Coast of the UK, hired me to refresh their brand identity, update their website and implement a full service content marketing strategy.

The content:

• One brand refresh.

• One website redesign.

• Organic socials, emails and POS collateral.

The process:

To start, I worked with the team to identify a brand aesthetic. The target market was sailors and wind-surfers of all ages—from 7 to 90—and genders. The most important aspect of the brand to was to bring the exhilarating feeling that comes with watersports to life. During the branding phase, it became apparent that the team, and their customers, were friendly, approachable and funny. Bringing in this witty nature to life would prove crucial in order to connect with prospective customers.

Before creating any content, I tackled the website first. It was clunky, out-dated and most importantly, it didn’t optimise to mobile. Was this first design perfect? No. Has it since evolved even more? Yes. Will it inevitably change again? Absolutely. :-)

The result:

• +241% increase in traffic to the site

• +223% increase in online orders

• +281% increase in social followers

A huge aspect of the success for this company was about creating talking points and social currency to build word-of-mouth amongst the sailing community. Creating tongue-in-cheek social media videos proved a great way to blend the approachability of the team with their expert knowledge.

The result? Brand loyalty.