Town and Country Marketing Design and Strategy
PROJECT BRIEF:
Town and Country is a boutique bank catering to affluent customers in a growing Kansas City suburb. Frustrated with prior design work by advertising agencies, they apporached me with a need to improve their marketing efforts. My roles included:
- conducting research
- determining collateral strategy
- project managment and team building
- determine product and brnading strategy
- service design
- information architecture (print and web)
- visual and interaction design and produce print and online marketing
- frontend development (PHP, CSS, HTML)
SOLUTION:
The project began with ethnographic research based on their unique positioning. The bank wanted to express its persona externally in the powerfull way its structure, attitiude, and physical space has been carefully crafted. The bank is focused on the individual and has an architectural theme based on the Arts and Crafts movement. Walking into the bank, you find an art gallery of local artists and Stickley type furniture, not banners announcing the latest rates. They are positioned as the polar opposite of a big box bank.
I analysed focus groups, quantitative data, and the current marketing collateral. I then developed a solution that reflected themes of family, warmth, and integrity using earth tones, perosnalized writing (with copywriter Amy Southerland), and images of handcrafted items. I also used themes found in american quilt making, a pastime employees and customers both engage in.
The main focus was the design of personal packages leveraging interaction design theory in a service situation. By using quality materials, repositioning products into a more coherent system, and removing marketing speak T&C showed it was the antithesis of mass produced web printed marketing brochures used by big boxes.
It was designed to fit into the word-of-mouth customer aquisition that has been extremely successful for them. Also shifted focus towards the community involmvent and events the company is involved in. The print piece is a foldout that is overstitched with a sewing machine which attaches a business card.
This project will be live shortly.
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