Their work is - for better or worse - often for huge clients and they explained how they go about humanising and making these corporations relevant / relatable.
Much of their presentation focused on time frames, both long and extremely short. As such, the brief they gave us was to be completed within the hour. I teamed up with Elliot and we had to pick a piece of paper out of a hat. Ours said Hedgehog Sanctuary. We were then to fully realise a brand!
We began by looking into the history and cultural significance of the hedgehog. Turns out not many people care about the hedgehog! From here we developed our brand story, positioning our sanctuary as something at the top end of the market, making up for the lack of love the hedgehog receives.
'The Retreat' came from the injured or scared hedgehog's natural reaction - to retreat into its' spikes. We also used the connotations of Retreat as a luxury spa type place in which the Hedgehogs could take some time out to recover from injury or illness.
Let Your Spikes Down came from a simple pun with immediate connotations with relaxation.
Our brand story extended into cute activities for the Hedgehogs to partake in, aromatherapy, yoga, synchronized swimming etc.
Really fun afternoon and great to meet someone who was in our shoes a few years ago and is now working high up within Elmwood. Interestingly she'd interned at LOVE, as I am doing and loved it!
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