Brand building. How Tulchan framed the conversation for its programme of informative networking events.
Tulchan was a privately owned, medium sized strategic financial and corporate advisory firm with offices in London and Singapore (in January 2023 it was purchased by CVC Group and merged with it’s US PR firm Teneo. It’s was one of the top advisory firms in the country with a portfolio of FTSE 100, FTSE 250 and privately owned companies and trade bodies.
My client
Background
As mentioned in this case study: Managing the delivery of all brand assets for Tulchan Communications when a new company strategy meant a new brand identity, there was a lot of change happening. Part of that change was a new programme of informative networking events, for which a sub-brand was devised, ingeniously called Frameworks (well we all thought it genius as it played on both Andrew Grants love for artworks that he had hanging around the office, (picture frames) and the framing of a conversation (the purpose of PR - perhaps!).
My role
As with the main Tulchan brand, the top level creation and design was created by Jon, and Steve and Tom at S-T Design. I implemented this new sub brand across a range of items, including invitations (print and digital), posters, promotional material such as leather notebooks and pens to event slides.
The solutions
The invitations
Every invitation had its own look and feel, but kept the same graphic framework. Design was limited slightly by what Click Dimensions (the Marketing Automation Software) was capable of.
I got quite heavily involved in the research and procurement of the Marketing Automation Software, driven by the need to design and send invitations within a secure (firewalls!) environment, the want to use something a bit like MailChimp (but not Mailchimp!) and that I understood you could integrate a MAS with the CRM to give powerful data insights.
The event
Well, we only did one, and then there was Covid… and all events became virtual. This in some ways made my life easier as I only had the digital assets to worry about.
It was a flurry of activity before the first event, producing the following: Leather bound notebooks and branded pens; posters; A6 booklets providing additional facts and insights on the chosen topic (from Tortoise Media); Event slides
After the event
A write up was composed which I then popped on the website and formatted an email so people could send it to their personal contacts using Outlook.
