Infrastructure and
Transport Consultancy
Strategic Content
Production

Challenge

See Change International Consulting is a UK-based global infrastructure and transport consultancy. They are a small business but the projects they are involved in are major. As well as services, they also provide training at the highest level for significant infrastructure projects and their stakeholders. The challenge with time and internal resources meant the client required that all assets be scoped, planned, and delivered following a two-hour consultation to produce content assets that reinforce trust and quality in the client’s own services and engage the client’s audience. Content assets are the face of the client when the client is not there so it is important that standards are met.

Solution

The decision was made to bring the client’s website to life with new content and create a bank of “evergreen” content that will remain relevant for the next 2-3 years. This will also save the client significant time and budget over the next 2-3 years.

Our solution was to start with audio branding and deep dive into the process and practices of the client’s business. We identified many key elements and also how the client wants to be perceived and the emotional response they would like from their audience as it engages with the client’s content.

As part of the full solution, the client had an existing information video asset that was used to explain what they do in a nutshell and we identified this asset is often shared internally with their clients to inform key people of the benefits of the client’s services.

We set to work on identifying sounds that reflect and project the client’s activities and services. We created a bank of sound the client can now draw from for live events, information and explainer videos, training material, and also for all content marketing in general including a bank of “evergreen content” for ongoing marketing activities and their website. This is a major time saver for the client and also it means all sound is relevant and congruent to the activities the client and their audience undertakes and there is also a streamlined branded feel to everything that requires sound in the client’s internal and external communications.

We then addressed the information video. There was nothing wrong with the script. The script itself contained the required information so we worked with the script. We used music beds (soundtrack that sits under the voiceover) taken from the client’s new audio-branded theme. We then re-recorded the script with a new professional voiceover from our trained voiceover artist. We put the music beds and voiceover together in our audio studio and then went on to develop a new visual story that better reflects the client’s operations, and the people and stakeholders involved in these activities. We used original filmed footage and stock video and images. We then combined the new, audio and video together and presented it to the client. The client once again was delighted and described this new content asset as “marvelous!”.

Inspiration

For the audio theme, we drew inspiration from the energy of the projects the client is involved in and the enormity of the outcomes. We used the metaphor of the “swan on the water” image the client and the people they train must project to all stakeholders, contractors, and staff in order to lead these projects with confidence. We also worked with themes of water. We played on the idea of the conductor and the orchestra, and the frenetic dance of the people involved in bringing together projects that must be delivered at a high standard.

For the video, we invested time in understanding the prospects, clients, stakeholders, contractors, and associates that will watch this information video in order that they will see themselves, and the work they do, and so that the sound and visuals will resonate at a deep level and the content will reinforce trust and be an asset that inspires them, the audience, to take action with the client and so make an impact for our client’s business.

Outcome

Video, voiceover, and music -1-minute 54-second video where you can see and hear this in action and compare the old video, voiceover, and music with the new video, voiceover, and music beds. PLEASE NOTE: fresh new content starts at 22 seconds. 0-22 seconds is old content we replace from 22 seconds. You can compare.

Video Comparison and audio branding case study

Audio branding – this is the theme music and all future sound for content assets and events will be drawn from this theme. The theme is around 2 minutes and 40 seconds in length. 

Audio branding theme case study audio

Voiceover and music – a 1-minute piece of audio that compares the old music and old voiceover with the new voiceover and new music drawn from the theme.

Voiceover and audio branded soundtrack comparison case study