What started off as a single project for international financial services company Fieldstone has evolved into a full, turnkey solution showing Flow’s capacity to deliver integrated communications services.
Flow started working with Fieldstone late last year, just as the organisation was on the cusp of diversifying with the introduction of a new entity, Fieldstone Africa. Flow’s first project was to conduct a brand workshop.
Such a workshop would usually be conducted by Flow strategist Kevin Collins for about two to three hours in a room with the participants, Flow project manager Angela Blake explained. In this case, however, because the participants were in different parts of the world, this had to be done via telecom interviews.
“We had one-on-one interviews and we also had group interviews. This was to understand how people felt about this move [Fieldstone Africa] and what direction they thought the organisation should take,” said Angela.
Kevin further explained: “The reason we did the international calls was to be fully inclusive of the entire Fieldstone management team all around the world and, especially, to gauge how they each personally described the Fieldstone brand and business.”
After the brand workshop, Flow sifted through all the information and came up with a proposal for Fieldstone in terms of the brand essence, the brand pyramid and a mood board. When the sign-off stage was reached, Fieldstone agreed to the marketing collateral, such as letterheads, PowerPoint templates and business cards.
“They agreed on a logo. We then rolled out marketing collateral,” Angela said.
“I thought at the time that, once that job was done, we were going to end there. Then we secured their website, which we’re currently working on. They have an interim placeholder website while we finalise their final Fieldstone Africa site.”
In addition to the website, Flow also does the Fieldstone newsletter, provides ad-hoc PR services and designs marketing material.
“Various elements of collateral and graphics have been developed, including a new quarterly review focusing on the practical investment rating of countries across Africa, known as the FARI [Fieldstone Africa Renewables Index], and a specific icon to celebrate Fieldstone’s 20 years of working in Africa. Most excitingly, we designed a stand at the Africa Energy Forum in London in June for the Fieldstone Africa team,” Kevin said.
Angela added: “When I received a photo [of the exhibition stand], I thought, wow: we’ve been part of what started off as one project and we’ve watched this brand evolve from the beginning until the event, and that’s pretty cool. This shows how Flow can facilitate full turnkey solutions in terms of creating and evolving a brand to rolling it out in the various mediums.”