ICA
Our friends at Graphical House were appointed by Ica, the Glasgow-based architecture and interior design studio. We were invited to create the brand’s value proposition.
Ingenuity, profitably applied
Our first job was to understand Ica’s offer and market.
Co-hosted with Graphical House, we ran a half-day value proposition workshop. The team at Ica offered an incredible amount of detail – they’ve supported Virgin Hotels to build in a UNESCO World Heritage Site, and helped Hilton build a hotel that needed the approval world-leading design experts.
In around two weeks, we’d gone from Post-it® notes to sifted themes – and then to the finished value proposition. The lead line: welcome change. The supporting pillars? The team at Ica creates businesses (not just hotels), they help clients through the stress of development, and they love hospitality.
Like every value proposition we’ve ever written, it was designed to sit squarely in front of prospective customers.
Lockdown. Then breakthrough.
The project paused for almost nine months when the UK went into COVID lockdown in early 2020. When it was time to restart, we took time to make sure the brand promise still held up – it did. We also took the opportunity to understand how the market had shifted, building Ica’s language to fit.
Writing the website
We booked sessions with project leads from across the entire Ica team, creating detailed website content on the services they provide, as well as kickstarting the case study area of the website with four anchor pages. This helped the team at Ica to see the messaging and tone of voice in action, something we further bolstered with a five-part writing course, as well as private sessions for some of the team.
Ask us to build your messaging and value proposition, create your tone of voice or help with your digital copywriting.
