The British Independent Retailers Association (bira) are experts in all things retail, from fashion to agriculture and are uniquely positioned to connect and support independent businesses.
In a fast changing retail climate, our brief was to ensure the bira brand and member experience didn’t get left behind.
Based on insights from member businesses, we reimagined the bira member journey in 4 simple stages: articulating how attitudes evolved at each stage in the journey and then developed into key principles and messaging for each stage.
We refreshed the bira identity, overhauling the look and feel in line with the new member approach. A countrywide photo shoot and video interviews with members grounded the brand identity in authentic experience.
We undertook a full communications audit: information was moved on to the new website, and previous print pieces were consolidated. An optimised list of print was agreed and a full suite of advertising and literature was developed.
Site design and build
The overhaul of their digital landscape brought a large amount of complex information together, giving members a consolidated and up to date view of their accounts and information.
Email campaign strategy
An email contact strategy was put in place to support the new site launch, and help move away from costly and outdated printed letters.