Lemon & Lime Staging Group
We were asked to support the launch of Lemon and Lime Staging Group – an overarching brand that uses its highly sought-after experience, infrastructure and sector connections to help other ambitious stagers develop their capabilities.
Our role was to look at the positioning and key messages and to develop a top-line launch strategy and visual identity. We kicked off the process with a brand workshop with the Lemon and Lime team to fully define the value proposition, profile the two different customer types and establish the USPs versus its competitors.
We considered the ideal way to position the marketing messages to ensure a licence uptake by its target markets, addressing the pains and pinch points of each demographic. We then discussed the importance of tone of voice in reflecting the company’s personality and the people behind it.
With the visual identity brief, it was important to maintain the citrus fruits association and to modernise and represent the team’s character and that of the clientele.
We looked at several concepts utilising the logo and word marques and initials. We developed a range of colour palettes with a softened, muted feel to reflect the classic countryside properties the company stages – and the team’s welcoming nature.
Lemon and Lime opted for a simple logo that played on the two Ls in its name and that signified the sense of space and place that is central to the firm’s service offering.