Lang Communications - Marketing collateral

Marketing collateral

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Sankara Nairobi
  • Client: Sankara Nairobi
  • Project: Sankara Nairobi
  • Services: Copywriting, Editorial strategy

Sankara Hotels & Resorts creates and manages contemporary luxury hotels. Each is defined by its location. For its very first, Sankara Nairobi, Lang was approached by design agency Glazer Consulting – with whom we have worked for many years – to create a brand and write marketing collateral. 

A team of Lang writers worked on a brand voice and positioning for the $30 million, 156-room hotel, which would set the standard for future hotels in the group. Our brief was to combine an African flavour with messaging that would appeal to business as well as leisure clients. Focusing on a range of stakeholders, from investors and potential employees to prospective guests, we produced a pre-launch website, advertising copy, advertorials, signage and brand guidelines, all to tight deadlines.

Our work won a finalist award in the Branding and Visual Identity category at the World Luxury Awards in Monte Carlo in 2011.

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Britvic
  • Client: Britvic
  • Project: Soft Drinks Report
  • Services: Copywriting

Britvic is one of the top two branded soft drinks companies and is also recognised as the voice of the industry. It’s pulled off this rather clever trick by becoming the authoritative source of market insight and data, published in print and online each year in the Soft Drinks Report.

Researched by Neilsen and CGA, this is information you can’t get anywhere else – so it’s sought by trade customers, media and other key audiences. Over the last few years, we’ve worked closely with Britvic, Neilsen and CGA to write these reports - contributing analysis and commentary on the figures, and essays on trends in consumer behaviour.

Tell these stories well, and they’re actually pretty interesting to a general audience. View the 2011 report, designed by SG Design.

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Ocean Independence
  • Client: Ocean Independence
  • Project: Annual portfolio
  • Services: Copywriting, Editorial strategy

Ocean Independence is a leading international yacht brokerage company with specialists based all over the world. Each year they put together a portfolio of yachts available to charter, but had decided the book needed an injection of originality to help them stand out from competitors.

Identity Design, whom Ocean was consulting on design, asked us to work with them on a strategy to communicate the company’s unique selling points in a memorable way. Following in-depth interviews with key people, we wrote an additional series of spreads that focused on Ocean’s heritage, honest and straightforward style, attention to detail, and in-depth knowledge of yacht performance, charter laws, chartering regions and specific destinations. In short, everything that makes them genuinely different. The result is a luxurious coffee table book that not only lists an impressive collection of yachts but also tells an interesting story. 

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Galliford Try
  • Client: Galliford Try
  • Project: Affordable Housing & Regeneration brochure
  • Services: Copywriting, project management

Galliford Try’s award-winning Affordable Housing & Regeneration division needed a powerful marketing tool to explain its multi-faceted offering clearly to target audiences.

Unlike other leading UK construction groups, it can genuinely claim to have in-house expertise in every aspect of affordable housing provision: from community consultation, design and housebuilding right through to neighbourhood management. It is this uniqueness that we set out to highlight in a publication that presents each area of expertise clearly in an imaginative spread, endorsed by illustrative projects and enthusiastic stakeholder endorsements. The client had just one word for the brochure: “brilliant”.

Lang worked with design agency Langsford Corporate Design on this project.

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Graduate recruitment campaign
  • Client: Watson, Farley & Williams
  • Title: Graduate recruitment campaign
  • Services: Copywriting, Editing

For law firms, one of the greatest challenges is differentiating themselves from their competitors – not only for clients but also when attracting graduate applicants. Leading international practice Watson, Farley & Williams asked us to play a pivotal role in its graduate campaign by first identifying five key words to establish its brand originality, and then going on to apply these in the text for all its marketing collateral – as branding for the campaign.

We wrote a pocket-sized booklet – ideal for law fairs – as one piece of communication. It refreshingly explores what makes the firm different through candid first-person profiles by existing trainees. It also clearly guides the students through the application process.

We also wrote a more detailed, dedicated website for the same market.

Lang worked with design agency Philosophy on this campaign.

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Diageo/35 Communications
  • Client: Diageo/35 Communications
  • Project: Brand book
  • Services: Copywriting

Approaching its 10th anniversary, Diageo commissioned a book which would celebrate the company and its global brands - including Guinness, Smirnoff, Johnnie Walker, Baileys and J&B.

The book, a glossy 56-page coffee table showpiece, had to be informative but also entice and engage the reader. Given that many of the brands are long-established favourites worldwide, our challenge was to celebrate them in a refreshing way while reinforcing brand values carefully crafted by the marketers.

35 Communications developed concepts and designed the book.

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More about our marketing collateral expertise>>