CASE STUDY: BedandBreakfast Brand Refresh
BedandBreakfast Brand Refresh
roles: art direction, graphic design
software/tools: Illustrator, Photoshop
The Problem
B&B.com's advertising creative focused on images of B&B's and bedrooms. It was sterile and unexciting. The Marketing manager wanted something different: a complete refresh or reboot of their marketing creative.
The Solution
Together, we decided to move away from images of the inns themselves (exteriors and bedroom interiors) and focus more on the people who would stay at a B&B and the fun activities they would share. We limited the inn pictures to landing pages for individual inns and in site-wide and affiliate advertising, and tried to focus on faces and people.
Instead of images of inns of differing quality and resolution, I found high-quality stock images - bright and vibrant images; of people just having fun and enjoying activities typical of the B&B experience - private breakfast on a patio, stroll on the beach, cycling through the country.
The Result
The fresh design increased interest in the brand, and people really responded to it. We started getting jumps in conversions and page views. The marketing manager was so thrilled at the increase in sales that he showed me the metrics and thanked me.
