The Client’s Challenge
Beyond Repair Entertainment (BRE) is a boutique entertainment agency that creates spectacular, bespoke performances using hand selected artists for a wide range of private and commercial clients. Originally a contemporary dance company, BRE wanted to professionalise their brand image and capitalise on their exposure after a semi-final appearance on a TV talent show in 2012.
Following Beyond Repair’s success on Sky’s Got To Dance, Jérrard Wayne were engaged to create a more impactful visual identity and marketing strategy. The project began with the design of a dynamic logomark, custom typemark and font for the company, with distinct angular features to echo movement. The sharp edges of the logomark gave reference to the futuristic, post-apocalyptic aesthetic that BRE had helped popularise and reflected their commitment to pushing audiences into the unfamiliar.
We supplemented the new logo with website copy and a thorough SEO strategy to help BRE increase visibility and attract new clients. To communicate their imaginative outlook, Jérrard Wayne created a unique photorealistic artwork of Beyond Repair’s performers in a post-apocalyptic scene. This imagery was used to welcome visitors to the website. The intricate artwork was created in two colourways and programmed into the website to change at particular points in the day to reflect the daylight/night time. The website helped BRE secure lucrative corporate clients who gave them repeat business as they looked for standout entertainment for staff and clients.
We also created beautiful event branding for BRE’s immersive promotional event, A Night Of Reverie. Our designers bought BRE’s concept to life, with stunning backdrops, digital and print invites and a selection of promotional materials for guests to take away that enhanced the experiential nature of the walkabout event.
The Process of Change
Since Jérrard Wayne’s first brand collaboration with BRE, the company had expanded to incorporate entertainment beyond dance – adding unusual and interesting artists to their extensive repertoire. In early 2020, as the pandemic bought the entertainment industry to a halt – Beyond Repairs’ company director, Jane Coulston decided to take the opportunity to refresh and refocus their brand and highlight their growth.
During the initial period of Lockdown in 2020, we began the project by taking the BRE team through a virtual version of our Immersion process. This workshop was used to shape their brand identity and eke out the quirks and characteristics that shaped their approach to entertainment. From there, we built a detailed tone of voice document to help them communicate their original style and brand personality across every touchpoint. The guidelines helped them talk confidently about why they were different to other agencies/entertainers and celebrate their uniqueness. This workshop was used to shape their brand identity and eke out the quirks and characteristics that shaped their approach to entertainment. From there, we built a detailed tone of voice document to help them communicate their original style and brand personality across every touchpoint. The guidelines helped them talk confidently about why they were different to other agencies/entertainers and celebrate their uniqueness.
Having learned more about how the company had grown since we originally developed their brand eight years earlier, we wanted the same personality and value they provide in person to be evident in their brand and marketing. This would encourage potential clients to cut out faceless event agencies favouring a fun, creative and approachable boutique entertainment company.
We followed up with a detailed content marketing strategy focused on promoting their increased selection of curated entertainment services. The plan included a social media marketing and content strategy, blogs and web copy that showcased their playful style, and an updated SEO plan to attract private and corporate clients looking for one-of-a-kind entertainment.
Creating a range of user personas enabled us to understand the differing needs of Beyond Repair's audience and restructured their existing website to improve their user journey. Before embarking on the UI/UX process, we redefined the extended visual identity to communicate the company's creativity and personality through a suite of brand assets. We defined a highly visual website with the new brand identity central to its aesthetic, making the most of BRE's striking performance images and videos.
Each headline banner image included custom design to add energy and intrigue. Brushstroke details were incorporated into the brand language and used as visual indicators across the website, social content and promotional materials.
Each group of stakeholders scored the concepts, and a visual identity style was selected as a design direction based on those scores.
Our work with the BRE team helped them align and relaunch their brand ahead of live events being allowed as Covid restrictions eased. They were also able to utilise their website to attract qualified leads, build their authority as a market leader for specialist performances and highlight the extension of their repertoire and the value of working directly with entertainers who take creativity and performance to the next level.