Paperclip
Refreshing existing branding is often all that’s needed in order to revitalise and reposition and established and respected business.
Quite often, a business does not need a re-brand; instead, the brand needs a refresh. Over the last 20 years, we’ve refreshed many brands but there are some that stand out more than others and the refresh we did for Paperclip is one of them.
Paperclip was founded over eleven years ago by Anne Batty as a telephone answering service, and in 2017, Anne approached us looking for a new website. From an initial conversation, the request swiftly grew into a brand re-fresh and re-positioning. There are many telephone answering services, but what sets Paperclip apart is its passion for excellence and the desire to deliver the best customer service. Furthermore, Paperclip had diversified and now offered far more than just telephone answering. It now included appointments, bookings & reservations, order fulfilment and client care to their growing list of services. Before we even started to consider designing a website or drafting a new logo, we took a few steps back before we made a bold step forward.
“The attention to detail that est. went to was unbelievable and their tenacity to ensure they completely understood what we were about and the message we were trying to portray was key to the project's success.”
Anne Batty
Managing Director, Paperclip
We started by performing a brand strategy workshop with Anne and her team that helped us to ascertain Paperclip’s value proposition. With such a broad service offering, the heart of the business was still focused on telephone answering, but with much more emphasis on customer care and their ability to go the ‘extra mile’ we derived a simple tagline that said it all, ‘Paperclip is the right answer.’ Their strengths of customer care, conversation and customer knowledge inspired a change to their identity. We evolved the existing logo icon, duplicating it into two interlocking icons that illustrated the relationship between Paperclip and their customers, hiding a ‘P’ with the conversation where the two ‘speech bubbles’ intertwine. We kept the strong brand equity of colour and typography and introduced a visual brand language that was curved, warm and conversational, combined with a hand-written typeface to highlight personality and approachability we were ready to build Paperclip’s new website.
By the time we were ready to build the Paperclip website, Anne and her team had a firm idea on the content and this helped us to map out the website’s architecture. With help from Gary Knowles at Snowelk Productions, we worked with the Paperclip team to record videos of customer testimonials to further reinforce the strong relationships the business has with its customers.
Our repositioning and refreshing of the Paperclip brand set a foundation that has supported the business through successful growth. Five years on and the Paperclip brand and website have evolved. The brand language is consistent and successfully applied to all promotional materials, continuing to grow with the business, a testament to the well-crafted design and construction of our brands and our websites.
If you’re seeking an established telephone answering service that puts its customers first you can contact Anne Batty via email or call her on: 01246 418181
And if your business has grown beyond its brand and requires a refresh then…
