Generator was established in 1991 as a music industry development agency, supporting upcoming artists on the business side of the industry such commercialising IP and how digital technologies could disrupt and revolutionise the industry.
By mid-2017, the growth of Generator had established a range of services and programmes, however by promoting these programmes separately, this had resulted in a confusing outward-facing message to industry. An intensive review of their marketing activity was carried out alongside Horizonworks, highlighting the need to consolidate several web offerings into one central website, promoting the strongly interlinked brand family and product lines, including the three core offerings:
- Generator – overall agency and core brand promoting our unique business growth services
- Tipping Point – music development brand
- Digital Union – membership organisation that is building, leading and representing the North East Digital Cluster
We were really pleased to win the Generator web project, after the team had met with a number of other agencies.
Once we had gathered insights and data, this was collated and analysed. The first task was to work on the structure and navigation of the site, ensuring that a user can easily access and consume content across everything, but also understand that there is an easy route back to the core Generator site.
From an aesthetic perspective, again, each of the individual services posesses a unique look and feel, but clearly sits within the Generator stable. We specifically wanted the core Generator site to hold a more corporate approach to the rest - as the audience is far different. Within here we look to speak to LEPs and funding bodies for example. Services were given the ability to be branded accordingly - however, in the past these have been given free reign to do what they want. Moving forward, we have provided a structure as to how each is promoted, and will look to police this.
This has been a brilliant project to work on. The Generator team are forward thinking, driven and want to clearly implement a culture shift within the organisation.
"Cargo Creative stood out from day one. Their honest, down to earth manner coupled with their creativity and ability to understand our needs put them miles ahead of other agencies we spoke to. The project wasn’t an easy one, we had three very distinctive sites that had to be merged into one under our new parent brand but still have stand out services and sub brands, however, the team handled it exceptionally and we are all thrilled with the results. Professional, reliable, cost-effective, talented. All around top people!"