AV Chicago Branding & Marketing Partnership

AV Chicago
  • Branding & Collateral
  • Web Design
  • Copy & Messaging
  • SEO & PPC Management

A local leader in audio visual event production services, AV Chicago needed a strategic partner to help them rally their team around a crystallized identity and differentiate themselves as the clear frontrunner in a crowded field.

Plugged in and show ready

Any company can rent you audio visual equipment, but it’s AV Chicago’s mission to be your full-service event production solution. With a track record spanning more than 30 years, it’s the “whatever it takes” attitude exhibited by their entire crew and an unwavering dedication to service that keeps their clients coming back. This is what it means to be show ready.

Amplifying their voice

In their decades of experience, the AV Chicago team had already done quite a bit to establish their brand voice and personality. Ask any one of their customers and they’ll tell you there’s a certain character to the service they provide. A level of dedication to service, accessibility, and honest communication. Problem was, this brand vision wasn’t documented anywhere or communicated effectively throughout their organization.

Our first task with AV Chicago was to distill their magic into a cohesive brand and messaging deck that would act as a guiding light for everything they do as an organization. To accomplish this, we conducted a series of branding and messaging exercises, including:

  • Google Brand Sprint
  • Employee & Customer Interviews
  • Competitor Analysis
  • Brand Voice & Tone Discovery

Lighting up their visual identity

Edge Showtek, their large-scale production unit, had been operating as a separate business entity but using the same internal resources. After a bit of discovery and collaboration, we set on a path to consolidate these two brands into one, enhancing the AV Chicago brand logo and supporting visuals along the way. This proved delicate work as we needed to land on something that brought new energy yet maintained visual continuity with the old logo.

With a new visual identity established, our team set off on equipping our clients with a full suite of brand collateral, even going so far as busting out our tool belts and assisting with office decor planning.

Website refresh

In addition to creating a full brand style guide and messaging framework, we also worked in concert with the AV Chicago team to give their existing WordPress website a refresh to reflect the updated brand messaging and visual identity. Using their existing website framework and visual page builder, we were able to create a totally custom look and feel without dedicating an expanded budget to a full redesign. This allowed us to roll out the updated website alongside the brand rollout in AV Chicago’s offices.

Digital marketing and social strategy

In addition to the brand refresh, AV Chicago relies on Solid Digital for a full suite of ongoing digital marketing services, including social media management, search engine optimization, and PPC management. These digital strategies have been hand-crafted to service their goals of shifting customer perception in an evolution from “audio visual equipment renter” to “full-service production partner.”

Additionally, in the context of the visual refresh, we worked closely with the AV Chicago team to create and document a brand rollout strategy, collect engaging imagery, and craft visually stunning content for distribution across several social channels.

“In my past experience working with other digital agencies, I always felt they were more concerned with selling their idea, then understanding who we are and what we wanted. The Solid Digital team puts way more effort into listening and crafting their ideas to deliver the outcome we want. They actually listen, pay attention, and want to understand our business as best they can.”

Justin Frick, President/Owner, AV Chicago

Results

Through close collaboration, honest guidance, and some high-voltage creativity, we’ve already been able to move the needle for AV Chicago and look forward to continuing our winning partnership well into the future.

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Organic Conversions
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Reduction in PPC Costs
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Social Website Traffic