The Client
Since its launch in 2019, mental health and wellbeing platform Healingclouds has been on a mission to break down the barriers people face when seeking help.
The global service offers a range of therapies from approved and accredited practitioners through B2C channels, as well as working in partnership with big-name employers to support their teams.
Healingclouds’ ethos is offering affordable therapy, making it accessible to everyone who wants it, and encouraging people to take care of their mental health in a preventative way.
Healingclouds enlisted Quick Brown Fox PR to launch its service in 2019, and after deciding it was time to rebrand, sought the team’s expertise once again.
Looking to ‘blossom’ with a larger focus on B2B and new name ‘Plumm Health’, Team Plumm approached us to help develop an entire rebrand strategy and implementation.
Branding is key to building lasting relationships with customers, partners, and service users, as well as to delivering a successful communications strategy, so we were very excited to get stuck in!
The Strategy
With a total rebrand and full content creation project on our hands, we embarked on the task of devising Plumm’s brand and content guidelines, as well as a completely new tone of voice across B2C and B2B. Working closely with the Plumm team, we worked to get under the skin of the company and understand how best to tell its story.
Branding
We began devising an entire brand book from scratch, creating an impactful mission statement, nailing down the company vision and fleshing out Plumm’s brand pillars and values.
We understand there is so much more to branding than logo placement rules and pantone colour guidelines (although these are still hugely important!)
Brand building is essential to acquiring new customers and letting them know what to expect. It sets the company apart from the competition, it tells people the who and why behind the name, and it provides motivation and direction for the team.
With a carefully considered brand identity that had to fall in line with Plumm’s value of “inclusivity”, an accessible typeface and fluid colour palette was implemented across the website and all marketing collateral.
CEO Profiling
Drawing on our experience of thought leadership, we know the importance of ensuring a brand’s leaders are consistently profiled in all the right places. We are experts in building a brand’s influence and credibility. Digging into our garden of expertise, we liaised closely with Plumm CEO Asim Amin to create the perfect founder’s post for his LinkedIn page, which was shared with his extensive network.
Content
Content is key. At Quick Brown Fox PR, we pride ourselves on crafting outstanding editorial and captivating copy designed to speak directly to the target demographic. We took our skills and applied them to Plumm’s website, reworking the tone of voice and message in synergy with the newly created brand guidelines.
We made sure every single word conveyed what Plumm stands for, across both the B2C and B2B sites. From the home pages, to ‘about us’, to back-of-house sign-up landing pages for therapists, our content wizards conjured up compelling SEO-friendly web copy that packed a Plumm punch.
Not limited to just the website, and even under an extremely tight deadline, #TeamFox also pulled out our magic writing wands and devised a bank of content to be used for relaunch announcement emails.
Adapting the tone of voice in line with the audience – but ensuring that it was always clearly Plumm talking – we compiled a stack of emails for therapists, investors, clients, partner businesses, HR managers, and Plumm employees, arming the brand with both teaser and ‘on-the-day’ content ready to be sent out with the click of a button.
Social Media
Online platforms like Twitter, Facebook, and Instagram are essential for any business. From securing new leads to communicating directly with customers, social media is an ever-growing and ever-changing space with never-ending potential. Plumm assigned us the exciting task of a social media launch announcement campaign. Our in-house social media ninjas got stuck in and the result was a powerful grid announcement of Plumm’s rebirth.
The RESULT
Despite being enlisted with only a couple of weeks to launch date, Team Fox delivered an exceptional rebrand for a client with such an important powerful message and offering.
Our team created a brand book bursting with purpose, a website packed with meaningful on-brand messaging, sizzling social media posts, engaging emails and thought leadership content – all of which cemented the next step of Plumm’s journey. Project Plumm was a huge success.
We are excited for Plumm’s bright future and the positive impact the service will have on thousands of users across the globe. Team Fox is delighted to have been a part of the growth process and is proud to have helped build such a fantastic brand.
Looking for help with your company’s rebrand? Give Team Fox a call on 01797 360 513 or email us at hello@quickbrownfoxpr.com
