Recently, we launched a website for a client. We wanted to take a moment to celebrate it, as all of us had put our hearts and souls into it. While raising a glass, one of the CEOs gave a short speech and mentioned why he considered HLO special: “You're not a dime-a-dozen agency. And your international mindset has inspired me to think beyond borders, too.”
That's a huge compliment, if you ask us! And he hit the nail on the head, as this is the foundation for our creative concept. We are a bit different from others. We often sink our teeth into complex issues that require thinking power — or, as we like to call it, ‘creative smartness.’ This means figurative and literal borders are irrelevant to us (among other things). We have an international team and communicate in English.
Of course, it's great to hear that we inspire our clients to take their own businesses to the next level. And that demonstrates what you can achieve if you consistently translate your strategy into a creative concept. If you dare to be different, you'll stand out, and people will become fans of your brand.
Practical example: from ‘veggie doctor’ to daily vitamin boost
When Dr. Veggie knocked on our door, we quickly noticed two things: great brand, fantastic product. But those things weren't properly conveyed. Sure, veggie juices are nice. But since they crowd digital and virtual shelves, they won't make you stand out.
Together, we discussed what it is that makes this brand unique. We came up with the following: you should consume your daily dose of basic vegetables, preferably in the most natural way. This brand is here for you. It provides you with your daily vitamin boost whenever you need it.
Based on the new strategy, we decided that ‘Dr.Veggie’ no longer sufficed. We had to find a brand name that would fit the strategy: boosting people's health in a natural way every day. Prior to organizing a name workshop, we always come up with different name concepts, which we review and discuss in detail during the workshop. That's how we came up with ‘Daylr.’ The word ‘day’ refers to your daily health boost. By adding ‘lr,’ you create the feeling that there's more. Daylr ensures you can get more out of yourself every day. ‘There's something good in every Daylr’ is a one-liner that aligns with the proposition and strategy. Of course, you want to elaborate this idea. How do you always find something good in your day? As a company, you can use this as a foundation in your communications. If you do that very consistently, you'll create a unique brand experience. Your customers will know they can rely on you, and they'll become FANS.