## Why digital accessibility is crucial for brands and how Rhapsody can help to enhance a site’s web accessibility

**Can anyone – regardless of their age and possible disability – easily read the information or make a purchase on your company website? When you designed the site, did you think about using a readable font and colour contrast? Does the site’s design allow users to navigate it without the overall experience being impacted by their network bandwidth or a disability? If you want a wide variety of users to connect with your brand, you need to think about making your platforms accessible. In this article, we explore how to go about web accessibility and which aspects to pay particular attention to.**

In a world where information and products are just a click away, brands need to make web accessibility the norm in order to reach as many people as possible. A well-designed and attractive digital platform increases a company’s credibility, helps create brand awareness, generates more leads and increases sales. It is a must for any brand that wishes to grow.

But what does a “well-designed website” really mean? Simply put, it is a website that is user-friendly and that provides easy access to information while being adapted to the character, skills and goals of a user. This means that, when designing a site, we need to think about different kinds of internet users.

## What is web accessibility and why do leading brands care about making their websites accessible? 
Web accessibility means that people with physical or mental disabilities, limited technological capabilities or who are from different cultural backgrounds can use websites and digital tools to their full extent. In other words, anyone with access to the internet needs to be able to understand, navigate and interact with the website or application and also benefit from the information and functionalities of the platform.

Websites are the digital face of many businesses and organisations, providing essential information and useful tools for their users. It is therefore vital that brands take web accessibility into consideration so that all users may experience the full potential of a website and other digital tools.

According to the European Accessibility Act, a law which will take effect on 28 June 2025, the user’s age, physical limitations or technological knowledge cannot be factors which exclude them from using a service. From this date onwards, many companies in the EU will have to ensure that any newly marketed products and services from the list below are fully accessible.

Products
* Computers and operating systems
* Smartphones and other communication devices
* TV equipment related to digital television services
* ATMs and payment terminals (e.g. card payment machines in supermarkets)
* E-readers
* Ticketing and check-in machines
Services
* Phone services
* Banking services
* E-commerce
* Websites, mobile services, electronic tickets and all sources of information for air, bus, rail and waterborne transport services
* E-books
* Access to audio-visual media services (AVMS)
* Calls to the European emergency number 112

Millions of people around the world need full access to digital platforms
Even though accessibility has been widely discussed, many websites and e-commerce platforms are still failing to comply with accessibility standards. This can result in complaints or other negative consequences for the brand or publisher.

It’s important to bear in mind that digital exclusion does not only affect people with physical disabilities but also those with situational disabilities and socio-economic restrictions (which might impact their bandwidth and internet speed, for example). When developing websites, we need to be mindful of this fact and design digital platforms that work equally effectively for all users.

![Accessibility in Web Design_Images.png](https://rhapsody.ams3.digitaloceanspaces.com/21908210f3ba61ddd734cbd3a9af3622.png)

More and more people are using the internet in their later years and the proportion of older internet users will continue to grow as today’s users age. Giving these users the option to select larger fonts, boost the contrast or simplify navigation is crucial to ensure they enjoy the content to its fullest.

The number of people with disabilities is also expected to increase significantly in the coming decades, which will invariably result in more guidelines, regulations and enforcements relating to website accessibility. When weighing up whether to invest in web accessibility or not, it is worth considering these figures:

- 15% of the world’s population, i.e. about a billion people, have a disability certificate (source: WHO). 
- Around 87 million people in the European Union are affected by disability (source: European Commission).
- In the USA, 59.6% of the population with a disability status live in a household with internet access (source: statista.com).
- In 2016, almost 1/5 of the EU population (19,2%) was over 65 years old – and this number is still growing (source: Eurostat).

## Read about the best practices and the methods
Rhapsody is adopting to ensure digital accessibility for customers in the second part of the article. Do you need to assess the accessibility of your website or app? Contact our digital team and schedule a free accessibility audit.

![Accessibility in Web Design_ Images.png](https://rhapsody.ams3.digitaloceanspaces.com/52fc76ce0f8274e096402bd21f2b2773.png)

## Learn about the essential components of web accessibility and the most common mistakes
Ensuring that your website is fully accessible can be hugely beneficial to your brand. Benefits include the following:

- It means brands meet national, regional and international legal requirements.
- It can strengthen a brand’s image as a company that is genuinely committed to corporate social responsibility (CSR).
- It can help position a company as a pacesetter with a vast market reach.
- It allows brands to be well-prepared for success in today’s and tomorrow’s world.

## Where should you begin if you want to create digital products and platforms that are accessible to every internet user?
The Web Content Accessibility Guidelines (WCAG) are a good place to start. This act lays out a set of standards for testing accessibility and explains the main principles, which are known as POUR:
- Perceivable – the information on a webpage and the interface elements must be presented in such a way that the user can perceive them with their senses. Everything should be visible and detectable.
- Operable – interactive interface elements such as controls, buttons and other navigation components should be operable.
- Understandable – the technology and the way content is presented should be consistent with design and usage patterns.
- Robust – the site should provide a seamless experience throughout, regardless of the technology used to access it (including assistive devices).
WCAG discusses in detail the types of disabilities that web accessibility should address, including but not limited to:

- visual impairments,
- mobility difficulties,
- hearing impairments,
- photosensitive epilepsy,
- cognitive and intellectual disabilities.

## Assessing digital accessibility requires knowledge and the appropriate tools
According to the WCAG, the most common mistakes that make a site less accessible are:

- low contrast elements,
- missing alternative text,
- empty links,
- missing form labels,
- empty buttons,
- missing document language.

However, these are just some of the issues that can make a site less accessible to people with disabilities and limitations. Therefore, a thorough accessibility assessment requires knowledge, relevant digital tools and time. 

## Check out our tips for optimising the accessibility of your website
You will find detailed instructions on how to adapt websites for disabled users in the WCAG guide. Below we have listed the six elements that we think are the most important. These elements are, among others, part of Rhapsody’s Accessibility Checklist Template.

1. Colour and contrast are important for page readability
Having good contrast levels is an accessibility prerequisite: this ensures that everybody can read the content easily. The higher the contrast, the easier it is to distinguish the objects, images or text in the foreground from those in the background. The proper use of colours can also help and it is preferable to use contrasting colours that are at opposite ends of the saturation scale, e.g. black text on a white background, or yellow letters on a black background.

2. Each element on a page can have a significant impact on accessibility
To meet accessibility standards, it’s important to pay attention to nuances such as line height and letter spacing. The line height should be at least 1.5 times the font size and the letter spacing should be at least 0.12 times the font size. Avoid including text (other than a logo) in images. Check if the text is still readable when enlarged, e.g. to 200%.

3. Disability-friendly hyperlinks
Use concise, descriptive link text rather than using a URL so that users can scan the text to then quickly determine whether they want to click on the link in question. 

4. Pop-ups limit access for people with vision impairment
Popular pop-ups, such as a survey window, can disorient low-vision users. New windows distract users from what they are currently reading or doing.

5. Short and descriptive: alternative text is an essential component of an image
Remember to add alternative text (alt text) to images and aria labels to buttons, charts, hotspots, clickable navigation, graphs, illustrations and other important visual elements. Alternative text is useful to people with visual impairments: screen readers and other assistive technologies read the alt text aloud as a means to summarise the visual information seen in an image.

6. An intuitive navigation system allows users to navigate the site with efficiency
When designing navigation, consider how users interact with a site’s structure including its hierarchical menus, search fields and site maps. 

## Accessibility testing – reach customers with disabilities, starting with a free audit 
If you’re unsure whether your website is accessible to customers with different types of disabilities, we’re here to help. Take advantage of our free audit and start changing your online platform now.

Using our Accessibility Checklist Template, we will analyse your website and provide you with a report of your accessibility results. In this way, we help brands like yours identify the barriers that may be limiting their reach.

The website accessibility audit report is the first step in improving accessibility. This crucial foundation will enable you to then adapt the content and technology of your website, so that it is accessible to all users.

_Get in touch with our experts and make your brand more accessible._

A screenshot of a website with easy-to-read fonts, well-organized content, and options for adjusting text size and contrast.

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I head up Digital Operations for the Digital Team at Rhapsody

Head of Digital Operations

Kern Jones

Senior Creative and Digital Project Manager

Alejandra Romero 

Accessibility in web design

## A date that brings us closer to achieving equality in the digital world

**In today’s digital era, accessibility is more important than ever. The Internet’s web spans the entire planet and being online is not only a pleasure but also a necessity for many. The virtual world is where we shop, meet friends and family, work, learn and play. At the same time, about 1 billion people have permanent or temporary disabilities. Can they use technology in the same way as non-disabled people? The answer is: yes, if we provide for it.**

Although the right technology solutions are already available, according to the 2022 WebAIM report, almost every website has some form of accessibility problem. The report indicates that users with disabilities can expect to encounter errors with one of every 19 homepage elements they engage with. Typical accessibility issues include low-contrast text, missing alternative text for images, empty links, a lack of form input labels, empty buttons and pages not having a defined language. It’s clear that there is a gap between the website owners’ and developers’ knowledge of accessibility and the need for accessibility in a digital world.

That’s why raising awareness about accessibility is so important. In that respect, Global Accessibility Awareness Day (GAAD) is one of the most important initiatives.

## What is Global Accessibility Awareness Day (GAAD)?
Global Accessibility Awareness Day (GAAD) is an annual event aimed at raising awareness and educating the world about the importance of digital accessibility for people with disabilities and impairments. On this day, events are held in nearly 50 countries worldwide – both offline and online – organised by governmental and academic institutions, disability rights organisations, as well as software and marketing companies. There are also plenty of grassroots initiatives organised by individuals who want to help raise awareness among local communities about the barriers people with disabilities face when using apps and websites. Participants in GAAD events have the opportunity to exchange experiences on accessibility, deepen their knowledge of the subject, talk to experts and meet other people who also want to make digital resources equally accessible to everyone. This year’s Global Awareness Accessibility Day is coming soon, so now’s the time to start researching which events you might want to attend.

## When is Global Accessibility Awareness Day held?
GAAD takes place on the third Thursday of May. In 2023, the 12th edition will be held on the 18th May. If you want to participate, visit the Global Awareness Accessibility Day website to see what events will be happening in your area or online. Also, if you are organising an event, you can spread the word by listing it on the GAAD site.

## Who is GAAD for?
GAAD events are open to anyone interested in digital accessibility and the best practices in programming and design, including:

- programmers and designers of digital products;
- website owners, especially businesses;
- marketing and creative businesses;
- activists who want to create a better world where equal access to products and services is the standard;
- educators who want to raise awareness about accessibility among youth and adults;
- members of the disability community;
- members of innovation communities.

Global Accessibility Awareness Day events are an opportunity for companies to learn how making their websites or apps accessible can improve the customer experience and enhance brand image. In addition, website owners can also familiarise themselves with current legislation on digital product accessibility and the legal consequences of failing to implement it.

Meanwhile, developers and designers can learn about current accessibility standards for website and application design, as well as the latest IT solutions in this field. In addition, local GAAD events often demonstrate how people with disabilities use the web and digital products with assistive technologies: this helps developers take into account the needs of specific disabilities.

For companies in the creative industry such as Rhapsody, GAAD provides an opportunity to share their experience in developing digital products adapted for people with disabilities.

## The history of Global Accessibility Awareness Day
Global Accessibility Awareness Day began with a blog post written by web developer Joe Devon in 2011. In the post, Devon pointed out the need for more discussions on digital accessibility and the importance of raising awareness among developers and website owners. Devon’s text caught the attention of accessibility professional Jennison Asuncion and their collaboration resulted in the first Global Accessibility Awareness Day in 2012. 

Since then, the event has gained momentum from one edition to the next. The event was initially only celebrated in the United States, but it quickly gained popularity worldwide. Now, GAAD is celebrated in over 50 countries and has become one of the most important events in the digital accessibility calendar. Throughout the years, the event’s mission has remained the same: to encourage everyone to talk, think and learn about digital accessibility and inclusion.

## Examples of successful GAAD initiatives
Global Accessibility Awareness Day has inspired many successful initiatives worldwide. Here are some examples:

- The 3 GAAD Challenges event organised by ADCET in Australia encourages visitors to experience the barriers that people with movement, hearing and seeing impairments may face when using a website.
- The University of Washington organises free presentations and workshops on various accessibility topics, including training on web accessibility testing tools, writing good alt text for images and creating accessible charts and tables in Word and PDF. It also holds a half-day workshop on how to use screen readers to check website accessibility.
- Inclusive Design Challenge: Career Advancement is an initiative organised by MaRS Discovery District in Canada. The Inclusive Design Challenge seeks solutions that improve career advancement for persons with disabilities. Priority areas identified by the disability community include attitudinal bias, support networks, workplace disclosure and structure.
- The Accessible Educator Series is organised by the University of Birmingham. The event allows academic colleagues to discuss and share their approaches, difficulties and solutions for digital accessibility, and to engage with development opportunities to improve their accessible practice.
- Spotlight Accessibility is an online event encouraging participants to share accessibility features they like the most from any products, services, digital platforms (be it web or mobile) or gaming environment.
- Make your Module Accessible is organised by The Centre for Technology & Innovation in Learning at the University of Dundee. This is a series of sessions to help academic staff ensure their online content is accessible for all students when they’re creating new content for the next academic year.

## How individuals can get involved with GAAD
If you feel inspired to raise awareness about the importance of digital accessibility or you want to make the lives of people with impairments easier, here are some examples of how you can do this:

- Attend GAAD events, which are held all around the world. Taking part in the events is a great way to learn about accessibility and meet other people who care about digital inclusion. If you want to find out more, you can find additional information and resources on the GAAD website.
- Sharing information about GAAD on social media is a great way to raise awareness about digital accessibility. Use the hashtag #GAAD to share information about the event.
- Donate to the GAAD organisation to help support it in its mission to raise awareness about digital accessibility issues.
- Organise your own GAAD event. This could be a meetup or a workshop focused on digital accessibility.
- Use GAAD as an opportunity to educate yourself on digital accessibility and make your website more accessible. Many resources are available online that are centred around accessible web design, such as the Web Content Accessibility Guidelines (WCAG).
## 
The future of digital accessibility
There’s no doubt that Global Accessibility Awareness Day represents an important initiative when it comes to raising awareness among website owners, users, developers and designers about the importance of accessibility. Thanks to initiatives of this kind, changes are gradually taking place in the approach to digital product design.

With GAAD in mind, here is a summary of a few changes we can expect to see in relation to accessibility:

## We can create an inclusive digital world together
Whether you’re an individual looking to learn more about accessibility or a business looking to improve your digital presence, GAAD is an event you won’t want to miss. It is an opportunity to learn about accessibility and serves as a reminder that accessibility should be a fundamental aspect of all digital products and services. The GAAD’s impact is growing, encouraging individuals and organisations to prioritise accessibility, not just in the physical world but in digital spaces too. By acknowledging the needs of people with disabilities in the design process, we can create a more inclusive world that benefits us all. Reach out to Rhapsody for a consultation on web or app accessibility.

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Project Manager

Magdalena Miller

Global Accessibility Awareness Day 2023

## From brief to post-production and beyond

**The internet has transformed the way we absorb information, learn new things and buy products. To a large extent, it is on our screens – be it those of our smartphones or laptops – that brands are carrying out the battle to grab consumer attention every day. A professionally produced video significantly increases the chances of attracting new audiences and earning their attention. This is especially true when a brand interacts in real time with consumers, allowing them to provide input (which could potentially shape the brand identity or product going forward) and to view the content on any device. Live streaming via video allows for all of this.**

It is no coincidence that major media companies are now moving their business online. Over the last few years, **streaming video content** and using subscription models have become hugely commonplace practices. These formats – which were a technological novelty for most consumers until recently – are now indispensable to our daily lives. 

![Live Video Streaming_Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/98a277fa25d8cc64bd637a0f1ab57459.png)

The significance of live streaming has become particularly important since the start of the COVID-19 pandemic. At a time when most people were stuck at home with limited access to live events, **brands started to stream live events online** as one of the only means to interact with their audiences.

It soon became clear that the format, which has been especially popular on social media, has many positive features and that it allows brands to combine the best of features of streaming platforms and social networks. 

## What is live streaming and what type of events can you use it for?
Regardless of which market sector your brand belongs to, video content can take your marketing to a whole new level. That being said, despite being an undeniably powerful way to communicate a message, the traditional video format has its limitations. The main drawback is that it does not allow viewers to experience events in real time or to have a say in how they unfold. Live streaming overcomes these limitations and builds strong brand loyalty. As the figures show, 80% of audiences prefer watching a brand’s live-streamed video to reading a blog. When comparing pre-recorded videos with live ones, live streaming gets six times more interactions (Facebook data).

**So what is video streaming? How do we define it?**
To today’s audiences, live video streaming is what live TV broadcasting was to the older generations (for whom the small screen was the centre of home entertainment). With the development of the independent internet channels and new broadcasting possibilities in particular, live video broadcasting has become much more democratic. It is available to literally anyone equipped with a… smartphone. Whether homemade or filmed using more professional means, tutorials, cooking sessions, workouts and so on have become a type of content that we consume nearly every day…

**Video streaming** usually takes place on a dedicated brand platform or a company’s most popular social media channels. The broadcaster’s aim is to deliver the content in real time, without delays or interruptions. In the vast majority of cases, the viewer does not need to install any additional applications, programmes or codecs to view the content. The professional video team broadcasting the programme will take care of all these elements (you will find how Rhapsody can help you throughout the process later in this article). 

There are many ways of using live streams and they are really only limited by the communication strategy and the nature of the brand. Among the most popular formats, the following are particularly noteworthy.

**Webinars**
The ability to interact with an audience in real time makes it an excellent tool for a brand to share expertise, answer key consumer questions (e.g. in Q&A or AMA sessions) or present its offering. The presence of a live audience can lead to new marketing ideas and consumer insights, ones which might otherwise not have come to light.

**E-learning**
**Live broadcasting** is a great tool for sharing knowledge and learning. When combined with additional internet features – such as uploading text information, audio files and photos or drawing in real time – learning becomes interactive and activates many of the viewer’s senses. With e-learning, the viewer gains access to educational opportunities that didn’t exist a few years ago. 

**Live streaming events, conferences and concerts**
Large-scale events spanning technology, fashion or culture can also be held online. The COVID-19 pandemic proved that most types of conference or event can be hosted in this way. Of course, the experience is not 100% equivalent to that of a live event. However, thanks to modern technology, brands are able to reach audiences located anywhere in the world, while saving time and money. Plus, they can also encourage consumers to get involved in the event.

**Live shopping experiences and product tutorials**
**Video streaming** is also well suited to online shopping. During a live event, the salesperson is able to demonstrate product features that cannot be described on a website or in traditional video content. It is also possible to incorporate additional competition-related activities, limited-edition products or additional discounts that are only available during the live event. As a result, the interaction with the viewer is much greater than during a regular online shopping experience.

![Live Video Streaming_Image 00.png](https://rhapsody.ams3.digitaloceanspaces.com/7bad64230ec49272fc30eb3a660c2275.png)

## The complexity of live streaming – from a brief to post-production
When organising a **live video session**, it is important to remember that it entails more than just the technicalities of the stream. The event itself is a key stage, but not the only one. You also need to think about planning the live event beforehand and carrying out marketing activities after the event. If you work on all of these three stages, you can optimise your reach, maximise your content and ensure your next event is a success. Finding the right production partner to take care of each of these stages is going to be key for success. Rhapsody is here to help: we handle the production of **live streams** , from brief to post-production.

### Step 1: preparing for live-streamed events
Just because an event is live does not mean that the organisers do not need a schedule and a thorough plan to help them achieve their objectives. On the contrary: with **live broadcasting**, one needs to meticulously plan all the components. 

In that respect, Rhapsody’s services span everything from concept development and schedule planning to production. 

**The concept brief**
When starting to work on a live event, **it’s a good idea to prepare** a brief that will provide a comprehensive description of the concept, the intended goals and how you plan on achieving them. Having a brief will also allow you to choose the best location and select the hosts who will appear in front of the camera. At this stage, it is worth finding a professional agency that will not only help with the casting, but will also advise you on the concept and suggest the best solutions.

**The event schedule**
It is crucial to plan the running order of an event. The plan will outline the key moments, possible interactions with the audience and the voice-over scripts for the presenters (if you’re going for a more improvised style, you’ll at least have to create a list of the topics that are to be discussed). At this stage, the help of a professional copywriter or screenwriter is indispensable.

**Graphic design**
From a creative point of view, you should also bear in mind the visual elements, such as the opening slides, tables, the key visuals of the event, social media posts promoting the event or any additional animations. It is crucial that the visuals are consistent with your company’s branding if you want to capture the attention of your audience and build strong brand associations. Without the help of a professional designer, it will be difficult to promote the event in the right way. 

**Video production**
Last but not least, you’ll need to consider all the **technical and production-related aspects**, such as choosing the right streaming technology, organising the equipment, booking the location, timetabling the entire shoot and collecting viewers’ email addresses. You might even need a ticketing system if you are considering holding a hybrid event. A professional production team will take care of all these elements and make sure that your live stream is a success.

![Live Video Streaming_Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/c0d0de257ee4657c939cc9483fb8c9a6.png)

### Step 2: the live video stream
Once everything is in place, it is time to focus on the main event: filming the live footage. You’ll need a professional team specialising in video production for the best results. They will transport the equipment and sort out the appropriate sound system, lighting and make-up, and also take care of direction, additional photographic content as well as filming and broadcasting the video. 

To this end, Rhapsody works with [CS Media](https://www.csmedia.co.uk/), a professional production house that offers a full range of video services and whose portfolio includes projects carried out for some of the world’s leading brands.

**The management of a live-streamed event**
On the day of the event, not only does the work take place in front of the camera but also behind it. A team of developers watches over the quality of the transmission, a social media manager can respond to consumer queries and, in the case of a hybrid event, a professional event team will look after the audience For best results, give one single agency the task of taking care of the event from A to Z.

### Step 3: the post-production of the video
Somewhat counter-intuitively, the activities related to the live stream do not end once the broadcast is over. The content can still be of great benefit to your brand and can be used for further promotional and marketing activities. With the right approach to the post-production process, you’ll be able to create short videos, posts, infographics or animations targeted at audiences who were not able to follow the **live event**.

**As well as repurposing content**, it is also important to look at the results and the number of views, while establishing which elements worked best and which parts would need to be tweaked if you are thinking of reaching an even larger audience in the future. 

## How to organise a live video stream with success
As we have mentioned, Rhapsody and its partner **CS Media** cater for a range of **live video streaming** services. This holistic approach means that the client can focus on what they do best: telling the story of the brand and interacting with their audience. A team of experts will handle the entire creative, marketing and production aspects.

As the event we produced for Lakeland demonstrates (a well-known chain of kitchenware stores in the UK), this synergistic relationship works and delivers the best results. 

**myLakeland Live – producing a live stream with an audience retention rate of 88%**
“_Working with Rhapsody and CS Media was such a great experience we are already planning our next project! The service and professionalism from the team throughout was first class and our minds were set at ease from the start. Thanks to the quality and attention to detail during the project, our first live stream event was a complete success for both Lakeland and our myLakeland club members._”  – Fran Wilkinson – Head of Loyalty and CRM, Lakeland

- Rhapsody was involved in the production of four live streaming events for Lakeland between March and October 2022.
- Each livestream ran for one hour and had a high retention rate: 88% of viewers watched the entire event.
- The livestream received glowing post-event feedback from both Lakeland and its customers. For 31% of participants it was their first time participating in an online event and 98% said they would attend future live events.
- Customers left positive comments such as: “It was fantastic. I thought it wouldn’t teach me anything new and that it would be full of product placement but it was a sheer delight”.
- The event scored an excellent Net Promoter Score of 52.
- We helped drive brand engagement and captivated the Lakeland audience with a memorable digital experience

You can find a [detailed case study of the project](https://www.rhapsodymedia.com/our-work/lakeland) here.

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Helen Howell

Live video streaming services

## Why Authenticity Matters More Than Ever for Brands

**We've all been there - scrolling through Instagram, mindlessly swiping past one picture-perfect image after another, looking for something to capture our attention. Nothing seems to do the trick, and you are now starting to feel overwhelmed and disconnected.**

The quest for authenticity becomes even more crucial in this digital landscape. We crave a break from the polished façades and long for something real; authenticity has emerged as a powerful force that brands can no longer ignore. Platforms like TikTok or BeReal have gained popularity for their refreshing, unfiltered, and real-life content. Despite the presence of brand advertisements, users continue to share genuine experiences, captivating the attention of both consumers and brands alike.

This growing trend of authenticity has not gone unnoticed. Brands have recognised its immense potential for increasing engagement and awareness. What's even more fascinating is that this shift towards authenticity is now permeating other social media platforms like LinkedIn. Business leaders are jumping on the bandwagon, realising the value of sharing more genuine content with their audiences.

######

## Why is authenticity so crucial, especially when it comes to connecting with Gen Z?

Well, this generation has grown up amidst a sea of information overload. They've witnessed brands attempting to project perfect images, only to be exposed as disingenuous. As a result, Gen Z has become exceedingly sceptical and hungers for authenticity like never before.

For brands, this means that if they want to establish meaningful connections with Gen Z, authenticity is no longer optional—it's essential. They must be transparent about their values, practices, and products. They need to embody authenticity at their core and genuinely connect with their audience.

So, what does authenticity mean for brands? It means being transparent about your values, beliefs, and commitments. It means staying consistent in your messaging and aligning your actions with your words. It means using real people in your marketing efforts and letting them tell their own stories.

**But authenticity is not just a marketing strategy; it's a mindset.**

It's about being real and genuine in every interaction. It's about truly listening and being open to feedback. Gen Z, in particular, is not afraid to voice their opinions, and as brands, we need to be receptive. We need to engage in open conversations with our audience and genuinely consider their feedback. It's through this dialogue that we can form stronger connections and foster loyalty.

To better understand our audiences, we can turn to the insights provided by the [WGSN Consumers 2025 report](https://mlp.wgsn.com/future-consumer-2025-download-en.html?_gl=1*1lqrs31*_ga*MTI4MzAxNjkwMS4xNjg1NTI4MDM4*_ga_3N1Q1PKH1F*MTY4OTYwNjk3Mi4yNy4xLjE2ODk2MDY5ODQuNDguMC4w). It highlights four key consumer profiles to watch out for: The New Nihilists, who crave honesty, authenticity, and humour without feeling like they're being sold to. The Reductionists, seek human connections and value alignment with the brands they support. The Time Keepers, prioritise products and services that add value to their lives, saving them time and money. And finally, The Pioneers, who are drawn to innovative and disruptive brands. To connect with these different consumer profiles by 2025, brands must be ready to adapt their strategies accordingly.

But what does authenticity look like in the context of branding? Here are a few ideas:

- **Be transparent about your values.** What do you stand for? What are your beliefs? What are your commitments? Let Gen Z know what you're about, and why you care about the things you do.
- **Be consistent in your messaging.** Don't say one thing and then do another. Be clear and consistent about your values, your practices, and your products.
- **Use real people in your marketing**. Use real people in your marketing, and let them tell their own stories.
- **Be open to feedback.** Gen Z is not afraid to speak their minds. Be open to feedback, and be willing to learn from your mistakes, keep an open conversation with your audience. 

To effectively reach Gen Z, social media is where you need to be. They spend a significant amount of time online, particularly on platforms like YouTube, TikTok, and Instagram. These platforms thrive on short-form videos, making creativity and authenticity essential for brands to stand out.

Collaborating with influencers who genuinely love your brand and resonate with your target audience's lifestyle can be a powerful way to bridge the gap. But remember, authenticity should always be the foundation of these partnerships. Choose influencers who are relatable, trustworthy, and create content that feels truly authentic. It's through these collaborations that you can make a meaningful impact on your audience.

Building an authentic brand takes time and effort. It requires being transparent, consistent, and open to feedback. But the payoff is immense. Authenticity builds trust, and trust leads to loyalty. In a world where authenticity is increasingly rare, brands that are genuine will stand out from the crowd.


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Be Real, or Be Gone

## How to build priceless brand connections online
**It can be challenging to build a product communication strategy that satisfies all needs. Nevertheless, as marketers, communicators or brand managers, we need to find the sweet spot between what consumers like and want, and what brands can actually deliver – especially in the digital era.**

Product stories are one of the ways we can communicate widely on a product and grow audience awareness. Ideally, the product narrative should cover different aspects of a product, like its functionalities, maintenance and special features. In the process, we should also aim to stimulate the audience and explore different content types. A compelling story is one of the greatest communication packages for a product, especially when paired with high quality assets. If you do it well, you’ll be able to conquer the world with your brand. 

## 5 product storytelling tips to boost your narrative

We believe it’s essential to focus on the key elements of product storytelling. We have therefore formulated five tips which you can apply right away to help prioritise your tasks and reach your goals faster.

- Make people the main focus of your product stories.
- Create excellent assets for your product.
- Prepare a great website and a compelling digital experience.
- Keep your messaging fresh and engaging.
- Repurpose content you already have.

Let’s take a closer look at each of these points.

## 1. Make people the main focus of your product stories.

You are probably keen to highlight how progressive or beautiful your product is. However, you need to remember that your target audience has a completely different focus point: prospects are centred on their own interests and needs, or those of the people in their close circle. You should therefore aim to highlight how your product can make their life easier or more fun, for example. By showing this through stories, posts and blog entries, your brand may suddenly find itself in the spotlight.

**Tip number 1**: Focus on the difference your product can make in people's lives. Showing live, relatable examples of what your product does for its users will help define the context and allow you to find new communication possibilities. No matter which kind of product narrative you go for, show the real value of your product and the solutions it offers. 

## 2. Create excellent assets for your product.

Consumers today expect intuitive, attractive and useful messaging right from the start. Everything that’s shared via digital channels reaches them almost right away. That’s why it’s important to provide stunning product imagery and video across all types of digital channels be that your own website, e-commerce platforms, industry magazines and marketplaces, you name it. Show the way a skirt swings, present a dish crowned with a cloud of steam – it’s within your power to present your product in a stimulating and compelling way.

**Tip number 2**: Great product assets are priceless. They create a unique world for your brand and invite your audiences to become a part of it. You will also need these assets for PR coverage, editorials, marketing materials and external partnerships. 

![A picture with various fashion products displayed on a black background.](https://rhapsody.ams3.digitaloceanspaces.com/05275960e2dcff24a0121f7946809538.png)

[See examples of product photography](https://www.rhapsodymedia.com/our-work/divid).

## 3. Prepare a great website and a compelling digital experience.

According to [surveys](https://www.tandfonline.com/doi/abs/10.1080/01449290500330448), it takes around 0,05 seconds for a person to form an opinion about a website. This shows just how fast we are in forming a judgement that will impact our decision to engage with a brand or product… or not. Think about the following:

- It’s important for users to find relevant and useful **product information** fast. They want to be able to understand the features and advantages of the particular product at a glance. Make sure you dedicate enough space on your website to crucial product information and descriptions. Consider including digital guides, FAQs and interactive manuals for your products.

- Internet users can **compare products online** in a matter of seconds. By reading the opinions of other people and reviews, they will form an opinion of the products they have shortlisted on their shopping list. For that reason comprehensive product descriptions and impressive visual materials are key elements in the marketing game. They are also crucial to the overall product storytelling process.

**Tip number 3**: Provide a great digital experience and useful information that will support your product. Create a stunning website. Make sure you provide functional descriptions, manuals and instructional presentations, and embrace interactive features. You can even use digital experiences to increase engagement and make things easier for your audiences. All of the aforementioned – including collecting granular data – is possible with the right website.

Here you can see an example of an [interactive solution that was developed for a coffee maker manufacturer](https://www.rhapsodymedia.com/blog/delonghis-digital-guide-to-coffee-machines). Thanks to digital storytelling, clear product information, comparisons and easy-to-apply tips, your audience will feel at ease with your brand.

![A picture showing a little orange MOKE car and a smartphone next to it. On the smartphone's screen we can see a mobile version of the MOKE website.](https://rhapsody.ams3.digitaloceanspaces.com/80dc7d12578b021bb09fe4c7e771f3d0.png)

## 4. Keep your message fresh and engaging.

How can you ensure your stories feel fresh, interesting and engaging over long periods of time? Mastering the art of storytelling includes identifying the tools and methods that make this possible.

- **Inspiration** - make your communication materials inspirational. People aspire to owning certain things and wish to live a certain type of lifestyle. By showing how your product helps achieve a desired lifestyle, you can help your brand accomplish its goals. 
- **Creators** - one great solution is to team up with individuals that have already succeeded in building a unique personal brand and their own storytelling style. Creators can provide a fantastic context for your product as they integrate it into their world. Influencer marketing and product placement may be a great way of embedding your product in a fitting environment.
- **Authenticity** - go for statements that are true to your brand and deliver a genuine message. If your brand claims to be sustainable, make sure you deliver on that promise. There’s a lot of responsibility when it comes to maintaining a brand’s image and building trust among audiences. Gen Z in particular is known for its interest in issues like the environment, diversity and inclusion.

**Tip number 4**: Keep your product stories engaging, fresh and relevant. Generate content that highlights the advantages of a product and inspires your audiences. Team up with creators who can create the right kind of context for your products. Above all, stay genuine at all times.

## 5. Repurpose content you already have.

Creating product communication materials can be very expensive and time consuming. Luckily, once you have produced brand assets and other types of content, you can use them many times. Think of creative ways to reuse assets from your existing content library. Start here:
- Are there stories that are worth **retelling**? 
- Can you identify a theme that will allow audiences to explore previously used content from a **new** point of view? 
- **Nostalgia** - everyone enjoys throwbacks to a certain decade or a specific product version from time to time. Can you tap into that?
- Maybe you can creatively **re-design** past materials to formulate completely new messages that are in tune with the times? Let creativity take the lead!

**Tip number 5**:  Be creative in the use of existing content. Photos, videos, copy and many other content types can be given a second life. Or even a third. You can also rework existing and give them a completely new form.

![A couple of smartphones showing a mobile version of Burger King's website, which was created with the use of repurposed content.](https://rhapsody.ams3.digitaloceanspaces.com/3973a85de38bfa4e2d1f97e762613f34.png)

Look at [examples of brands that decided to use existing content to tell their stories again](https://www.rhapsodymedia.com/our-work/burger-king). 

## Create great product stories
To summarise, content should be attractive, qualitative and enjoyable to consume. Everything that’s connected to the product should fall within the right context and be a part of a bigger story. So, how do we put all the parts of the puzzle together? One answer is to construct and tell product stories that  are in tune with the times and satisfy the audience’s needs. Monitor content that appears online, analyse it and stay up to date with the latest trends in your industry.

**Do you want to start this kind of project? Would you like to create some start-of-the-art digital content for your product or brand? Contact the team at Rhapsody. We work on concept creation and campaigns, and we also create tailor-made websites and digital experiences for our clients. In addition, our digital team will be more than happy to organise a workshop for you: brainstorm, create new solutions for your product or brand and test them during a dedicated [Design Sprint](https://www.rhapsodymedia.com/blog/prototype-better-products-and-services-thanks-to-a-design-sprint).**

**Got questions? Please don’t hesitate to [contact us.](mailto:yeswecan@rhapsodymedia.com)**


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Dorota Berg

The art of product storytelling in a digital world

**Content marketing is one of the strongest tools in a brand’s arsenal, but how can you retain the quality and trust of print publications while creating an immersive digital experience? Read on to find out how your business can harness the power of digital magazines**

## The branded content revolution

It’s no secret that content can be a powerful marketing tool. Whether your customers can be found scrolling TikTok, watching TV ads while catching up on their favourite soap, or flicking through a magazine on the train, offering them compelling content can grab their attention, ignite their imagination, and help to reinforce their bond with your brand. 

The most effective content marketing is cross-channel, and you can connect with customers via print media, online, social media, video-on-demand, out of home, and more. No matter the format, the principles behind creating great content remain constant: it needs to be accessible, engaging, useful, and factually accurate. 

Print publications have long provided a perfect blank canvas for branded content, but as companies get to grips with an increasingly time-poor audience and understand the need to react dynamically, the restrictions that come with print publishing have led to a digital content revolution. 

Not only can going digital put your customers in control of how, where, and when they access your content, it also allows you to introduce interactive functionality, audio, and video, which can all amplify your brand. Digital publications have the power to unleash your team’s creativity – and ensure that every click is captured. 

## Creating an immersive digital experience

There’s an art to seamlessly combining the worlds of print and digital. While the formats can be complementary and, on the surface, contain the same content, simply taking a print publication and turning it into a PDF won’t help you stand out from the crowd. A truly immersive digital experience uses innovative design and interactive content to take the reader on a journey and keep them coming back for more.  

![Three smartphones displaying the LIDL digital magazine.](https://rhapsody.ams3.digitaloceanspaces.com/d9882abe84bc2e2a66920e524f145ea5.png)

Even so, you don’t need to hire a team of developers or spend hours swotting up on HTML to make the switch. Today, most tools and publishing platforms like Ceros use no-code design, which means they’re surprisingly easy-to-use, cost-effective, and adaptable. Companies who choose to invest in digital publications get the best of both worlds: the aesthetics, quality, and authority of a print magazine as well as the engagement and data that comes with digital marketing. 

## Bringing a brand’s story to life

Let’s use the Lidl GB magazine as an example. The European retail giant produces a seasonal print publication, a magazine that’s eagerly consumed by its customers, serving up inspiration, announcing new product launches, and sharing the company’s sustainability initiatives. Communicating these messages through content helps make the supermarket much more than just the most convenient or best value choice – it brings its personality to life.  

Transforming this print publication into a fully digitised experience took the art of storytelling to a whole new level. Rhapsody’s team of design superstars were able to maintain everything Lidl customers loved about the print magazine while using animation, video, and high-quality imagery to improve engagement and foster brand loyalty among a new, digital-first audience. 

## Introducing dynamic personalisation

As Ferris Bueller once said, “life moves pretty fast”, but luckily, digital magazines can more than keep up. 

Print deadlines are notoriously strict, and content needs to be locked in well in advance of publication. Last-minute changes are possible but can cause headaches for everyone involved. Switching to a digital magazine format makes those sleepless nights a thing of the past! Teams can make changes almost instantly, amending prices, introducing promotions, and adding special offers even after publication. 

![LIDL digital magazine shown on two pads.](https://rhapsody.ams3.digitaloceanspaces.com/d5b836f87c21c858bc0ea5e1250b9faf.png)

Digital magazines are also perfect for personalisation. Treating each customer as an individual, and serving them relevant content, elevates their experience, enhances trust, and generally leads to much stronger commercial results than a generic one-size-fits-all approach ever could. 

Going back to Lidl GB for a moment; the retailer understands the importance of
personalisation and so has been able to go digital without losing the localised content that has always enhanced each of its three print publications. Geo-targeted content allows every edition to reflect the market where it’s distributed (England, Scotland, and Wales).

## Breaking down barriers

At the end of the day, it’s all about making life easier without compromising on quality. Switching from print publications to digital magazines removes friction for customers and lets them access the content they want when and where they want it. 

With your content accessible on multiple devices and browsers, customers can catch up on your latest news on their daily commute, double-check a recipe while browsing the supermarket aisles, or click straight through to your website to add a new product to their online shopping basket. There’s no need for dual devices or printing off notes, everything from additional articles and photographs to customer reviews and product listings can be linked and accessed with the click of a button. 

**Ready to unlock the power of digital publications for your business? Get [in touch](https://www.rhapsodymedia.com/contact-us) with Rhapsody today to find out how we can transform your print publication into a compelling online experience.**

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Senior Project Manager

Ricardo Neves

Compelling content: how to harness the power of digital magazines

## AI makes anything possible, but human touch makes it meaningful

**It’s fair to say that information is more widely accessible now than ever before, meaning that almost anyone with access to a computer and the internet can try their hand at any number of creative processes. With enough Googling and tutorials, even a layman like me can attempt to churn out something from complex programs like Cinema 4D or stitch together some video in Adobe After Effects.**

However, it is with a deeper understanding, true expertise and nuance where we see true value. We need the dedicated hard workers that strive for perfection and approach problems laterally, we need people who are obsessed with what they do, we need nerds!

## Prosthetic Knowledge

As a Senior Designer I still sometimes find myself struggling with creative software or a new complex process, when that happens the first port of call is normally to head straight to Google or YouTube to find the fix. The phrase I associate with this is ‘Prosthetic Knowledge’, coined on [medium.com](https://medium.com/) as “Information that a person does not know, but can access as needed using technology". No matter how specific the roadblock in my process is, you can be sure that some 14 year old whizkid halfway across the globe has uploaded a tutorial to guide me step-by-step through the resolution and I’m just a search bar away from finding that fix. So the challenge becomes one of authenticity. How do you stand out from the crowd and show true value in what you do when information about design’s dark arts is so widely disseminated? The fact is, that almost all of these resources were created to solve issues faced by the original innovators, the person who asked the right question in the first place and started the trend.

Tutorials and more frequently now AI software, can clearly provide a wealth of information and assistance, but they can't replace the knowledge of an expert who has worked in their field for many years. Being obsessed about design over a long period of time will lead to an understanding of the industry trends, patterns that will allow you to make connections that others can't. **It's more important than ever to be able to think critically about the content in front of us, AI and tutorials can provide us with information but they can't tell us how to react or feel about that information.**

## Context Informs Content

In design we are often asked the same questions: 
- How can we reach our target audience?
- How should we take this product to market?
- What should our branding look like?

But the answers can never be the same as the last time because the context will always be different. The target audience, the product, and the market are all constantly changing. What worked for one company in one year may not work for another company in the next year. That's why it's important for designers to be able to think critically and creatively. They need to be able to understand the unique context of each situation and come up with new and innovative tailored solutions. There are no easy answers in design, but by being able to think independently, designers can help businesses cut through the noise in order to reach their goals, build strong brands and evoke the right emotional response from their target audience. These responses are at their strongest when they are unique and memorable. By understanding what has come before and what is likely to come next, we can position our creative response accordingly.

A recent example of this within Rhapsody has been the ‘Ordinary Objects Extraordinary Journeys’ project for the Holocaust Memorial Day Trust. This project is by its very nature a sensitive and compassionate subject matter that required a tailored approach in order to tell the story. Rhapsody needed to rely on our creative team's understanding and expertise in order to find the right solution. For instance, the serif typeface used in the project is Nocturne designed by Mateusz Machalski, the typeface was inspired by the letters from stone plaques commemorating the victims of the Second World War in Warsaw and by pre-war Hebrew signs. The colours also had to be picked with sensitivity due to related historical connotations, in the end the palettes we chose were complementary to the objects themselves - echoing the subject matter and making the website more intuitive to navigate. 

**Only through our creative experience were we able to find the required solution for the client. Following trends or relying on AI processes would not have led to an answer that would have been appropriate to the subject matter of this project.**

![A combination of graphics showing the project Ordinary Objects Extraordinary Journeys](https://rhapsody.ams3.digitaloceanspaces.com/bbc176f23b4fd8b99937776dccf32bec.png)

_“It was incredible seeing our ideas for the project not just brought to life, but enhanced, strengthened and advanced by Rhapsody. We are so thrilled with the final result and are confident the website will achieve our goals.” – Dr Rachel Century, Director of Public Engagement and Deputy Chief Executive of Holocaust Memorial Day Trust_

**The answer in a lot of use cases is collaboration, using prosthetic knowledge to help aid the creative process and support designers during those moments of creative block. In the same way that being able to ask your colleagues for help is an invaluable source of inspiration, now we can collaborate more than ever before. In a community where everyone has access to the same information, independent and innovative thoughts will always give designers the edge. This is the reason that will win you the project, this is why we need the nerds.**


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Senior Designer

Jamie Bitmead

The Value of Expertise: Why We Still Need the Nerds!

**Is your audience not engaging with your content? Have you been hit hard by a budget cut? Or perhaps your team is struggling with lack of time or its workload? If you answered ‘yes’ to these questions, then consider content repurposing – it’s the best solution for creating a more engaging, interactive experience for your audience. You’ll speed up your marketing efforts, creating more cost-effective materials that are in line with consumer expectations.**

Every brand has a story to tell. At Rhapsody, we firmly believe this. The problem is that sometimes, brands get the timing wrong, they don’t convey the message in an interesting way or they miss what is really at its core.  Meanwhile, today’s consumers don’t have time for boring stories. Faced with an overabundance of marketing communications, they will pick out the stories that capture their attention and speak to them in a language they understand: ones that are brief, compelling and relevant. 

Whether we like it or not, we live in an era of ‘tweet’ culture, interactivity and engrossing experiences. Content has to be impactful; the more colourful and eye-catching it is, the better it will perform. That being said, if you want to add momentum to your brand and attract new fans, you’ll have to think about your audience’s expectations including the type of visuals they like and the way content is presented to them.

Right, but where do you get the promotional content you need? A new campaign always entails considerable expenses and time, plus the commitment of a team.

Who said you have to create new content? Make use of what has already been created before. Give content a second life by adapting it to modern media, ‘packaging’ it anew and viewing it from a completely new and engaging perspective.

## What are the benefits of repurposing content?
In marketing, creativity often boils down to generating new ideas and brilliant concepts. However, we’d argue that creativity can also be about reaching for what has already been invented and presenting it in a transformed, enhanced way. By taking old content and creating an immersive, new experience, you’ll not only allow your brand to benefit, but also your team, the consumer and, in a sense, the environment. So, let’s examine the key advantages of this approach for your brand.

- Saving time and money. By using what you already have, you can utilise your resources better, focus on core brand tasks and reduce marketing expenditures – all of which are strategically important in the context of business uncertainty and rising inflation.
- Driving more traffic. By creating more interactive and engaging content, you extend the time your audience spends interacting with the brand, reach new consumers and increase the viral potential of the communication. This all translates into potential new buying opportunities. 
- Standing out from competitors. When combined with an exciting presentation form, interesting content is something that attracts attention and allows you to remind the customer about your brand.
- Being more eco-friendly and sustainable. In the face of the climate crisis, brands must constantly lead by example and set trends. By repurposing content, you show that you are putting the principles of recycling into practice, not generating unnecessary travel and reducing your carbon footprint. This is important for your brand to be credible in the eyes of consumers and evoke positive buzz. 
- Increasing your brand’s online presence and expanding its reach. Multiplying content means greater digital expansion (sometimes on a global scale). New media allows you to target new users, to adapt to their expectations and show that you understand their needs.  Not mentioning the fact that content which is spread across different channels also increases brand presence in search engines (more organic searches). 
- Achieving the full potential of your brand story. A brand often has its own team of graphic designers and copywriters, but if they’re caught up in the flurry of daily duties they may simply fail to see the potential of already prepared content. Approaching the subject from a new angle and seeing the content from a broader perspective (and by a new team), can lead to noticing elements of the message that may have previously gone unnoticed.

## What do you need to start repurposing the content?

**Begin with a strategy**
Let’s start with the baseline, i.e. what goal do you want to achieve by refreshing your content? Do you want to increase sales? Do you want to raise brand awareness or reach a new group of consumers? Perhaps you want to show that for a specific problem or challenge the market is facing (e.g. sustainability) your brand already has a defined action plan?  

**Think about the boundaries that define your brand.**
Deciding to use new tools and standalone channels requires adapting content and giving it a creative overhaul. This will change the way the brand is perceived, but it cannot change the brand’s DNA. Identify the boundaries that cannot be crossed by the creative team working on content recycling. Think about what makes your brand unique and special and share this knowledge with those involved in the process. 

**Take a fresh look at the group you want to reach out to.**
Maybe their habits and the way they consume content have changed since the last time they were exposed to your brand? It could be that the market has changed, that the brand positioning has shifted or even that consumer’s situation has evolved. All these factors can lead to content not being received well. Or maybe it’s worth refining the day and time of publication so that the user interacts more with it. All these elements will have a bearing on the success of your efforts. 

**Determining the content to be repurposed**
Choose content that fits into your strategic objectives and has the best chance of engaging your audience. Perhaps it’s a whitepaper with valuable data that ‘bounced’ off your email base? Or perhaps it’s a longer social media post that was meant to be a hit but turned out to be irrelevant to your community? Anything that is valuable and speaks your brand’s language can be reused.

**It is important to reconsider what makes your content interesting.**
What is so unique about it? What part of it will reach your audience and persuade them to stick with your brand? Maybe the message was previously unreadable or boring? Maybe the way you previously used the content didn’t deliver the message with clarity and didn’t place the emphasis on the benefits to the customer?

**Finish with the right technologies**
Once you have selected the content you want to repurpose and formulated a strategy for it, give some thought to new presentation forms. Maybe your e-book or blog post contained interesting statistics that deserve to be presented in a more appealing way? Maybe it’s worth interweaving large blocks of text with photos or videos that haven’t been used yet? Content can be repurposed in an abundance of ways and it is only the type of project and the creativity of the team working on the content recycling that determines the final result. 

Below you will find 3 specific solutions that we at Rhapsody implemented when working on content recycling for our clients. 

## How to creatively do content repurposing – examples from Rhapsody’s portfolio
**You can refresh your visual identity to create more engaging and interactive content** 
Sometimes content with potential can fall flat if it is presented inadequately. In the case of Burger King, the brand had content-worthy internal materials, but these were unlikely to grab the crowd’s attention.

Rhapsody responded to this client’s needs using UX and UI design to tell the story of the company’s sustainable commitments in an engaging way. We reactivated the existing content and created an interactive digital adventure out of it.

The end result? An engaging “Burger King for Good Charter” landing page, created on Ceros, which communicates the brand’s social and environmental responsibilities. 

![How to repurpose content_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/977004ee89c57c394fa288506c4a628d.png)

Burger King’s new visual identity was key to the design. Rhapsody created a unique navigation system which used the burger as a starting point: familiar, playful and in line with the brand identity, it speaks to customers and creates the connection Burger King was looking for. 

## You can create an interactive story and modularise content
Breaking down previously created content into microcontent is an ideal solution for maximising reusability. This approach paid off for Rob Hamilton, an intrepid traveller who has visited almost 50 countries and who has continued to travel despite having a disease which left him with a partially dead knee. Rhapsody had the pleasure of working with this celebrity on the High Water project.

Using a visual narrative, storytelling, and an interview, we created a whole new experience in the form of a website which tells the story of a tough 3000-mile challenge and an incredible journey that Rob Hamilton undertook. Our priority was to find new and exciting ways to present this story, by breaking down and reassembling previously created materials. 

![How to repurpose content_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/2ccadf9ff2db593bb648a88ea0bce9ba.png)

## You can take your project to a whole new level with a sophisticated digital experience
While some products have a reputation that speaks for itself, brands still often need to create a need for the product and establish a sense of exclusivity. This was exactly the case of Watches and Wonders.

Rhapsody built a website that puts the focus on YNAP’s offering as the main e-commerce partner of Watches and Wonders. How did we do it? We created a new website by reusing existing content, providing a more sophisticated digital experience across every customer touchpoint.  

The main aim of the site was to act as a digital showcase of new releases by 11 of the world’s most prestigious watchmakers. For that purpose, we created desktop and mobile UX/UI design using Ceros, an interactive platform that allows to create more visual and engaging web content without the need for programming skills. 

By combining exclusive shopping opportunities with integrated editorial content – such as editor recommendations and interviews – customers were given the chance to dive deeper into the world of watches. 

Reimagine your content. Try content repurposing. Use it to drive traffic and interact with your followers. Save time and money. Be more interactive. Our content experts, strategists, and visual artists are here to help you. Download our ebook

[Download a copy of our ebook here](https://rhapsody.media/content-repurposing-ebook/?utm_source=blog&utm_medium=post&utm_campaign=spring)

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Perry Harding

Lead Graphic Designer

Agata Jawor

The power of repurposing: making your content go further

## Meet the artist behind the Amazon campaign artwork – interviewing designer and illustrator Dan Matutina

**How did you get into creative illustration?**
_Dan Matutina:_ I always enjoyed drawing when I was a kid. I would draw cartoon and comic book characters in my books and notebooks. So the interest has always been there.

**How can illustration benefit the brands a creative agency works with?**
_Dan Matutina:_ Different illustration styles can add a different dimension to any campaign or brand. Illustrations also evoke a different response from the audience. 

![The power of creative illustration_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/909465a2a1d805b4dbefb0936f1fff75.png)

**Working with Rhapsody, you recently created visuals for an Amazon campaign to attract new talent to its Operations teams across several markets. What appealed to you about this project?**
_Dan Matutina:_ The project interested me because there were challenging concepts that needed to be communicated in the campaign. It was fun to find a solution for these challenges.

**What did you find most challenging about the Amazon project?**
_Dan Matutina:_ The seamless integration of people and the imagery and iconography that reflected their jobs/tasks.

**What’s the best part about being an illustrator?**
_Dan Matutina:_ Being able to work with different brands and agencies while using your own illustration style. 

**As an illustrator, do you like to take part in the initial design process for a campaign?**
_Dan Matutina:_ Yes. It’s always nice to see the background of any creative work. It can be helpful when I conceptualise the illustration needed for the project.

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**How would you define your distinctive visual style?** 
_Dan Matutina:_ Angular, graphic shapes layered with textures.

**What inspires you with your work?**
_Dan Matutina:_ There’s always an opportunity to find ideas in everyday life: from the coffee shop where I buy my morning coffee, from the buildings and structures near where I live, from conversations with other friends and colleagues, from food, films, books and video games. You can find inspiration everywhere: I try to capture and incorporate this inspiration when I do illustration work.

**How can illustration help innovative businesses?**
_Dan Matutina:_ By telling their stories in a more creative way. The good thing about illustration is the fact that it can communicate complicated concepts effectively.

**What advice would you give for someone wanting to become an illustrator?**
_Dan Matutina:_ If you’re a young illustrator it’s best to expose yourself to different styles and techniques. By doing this, you’ll be able to pick up things you like from these different styles and apply it to your own. 

![The power of creative illustration_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/826ec7d981ea2e2d107ce8037fa06c3c.png)

## A few words from Jamie Rankin, Group Creative Director at Rhapsody

**How can creative illustration be used in a modern, creative digital agency?**
_Jamie Rankin:_ As an agency, illustration gives you the opportunity to rip up the rulebook, dismiss what we know in the real world and approach a brief with a ‘what if…’ attitude. No restriction, no obstacles just harnessing your imagination and selecting a hot artist that suits your client’s needs.

**Can illustration become a key visual for the entire campaign?**
_Jamie Rankin:_ Absolutely, it becomes part of the visual language for any campaign. For a brand, it has the power to raise awareness, fuels recognition and instils familiarity.

**How can creative illustration be used in other types of contemporary media production?**
_Jamie Rankin:_ As an aesthetic element, it can be used anywhere – it is not shackled to any one channel. Any consumer touchpoint can be adorned with a piece of recognisable artwork to make that brand connection. In addition, the curation of so many talented artists and illustrators through agencies like Agent Pekka, makes illustration a much more accessible and attainable asset to use in your marketing comms.

**Would you like to know more about our services and illustration?**
_Schedule a meeting to find out how to fuel your growth._

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Karolina Żak

The power of creative illustration

## Get ahead with the right university marketing strategy

**It is a real art to keep up with all the changes that influence higher education. The rapid development of digital media, evolving career trends and new technologies that can impact the professional world overnight are just some of the factors that universities now have to take into account. Many institutions therefore find it challenging to balance their messaging across different channels, choose the right marketing strategy and deliver content that is sought after.**

We believe that delivering a solid communication strategy that is aligned with trends and the audience’s expectations is one of the most important success factors. As an agency that has worked on various projects in the education sector, we have therefore decided to share some useful tips for creating an effective higher education marketing strategy. 

## Redefining higher education 

Traditionally, families aspired to send their children to renowned universities. After enrolling on a university course and several years of hard work, students would go on to get a degree. The knowledge they acquired and the teaching quality they received at a university was believed to have a huge influence on their future career and on other opportunities that would lead to high living standards.

This no longer seems to be the prevailing belief. Today’s candidates – many of whom are Gen Z – have a new way of thinking about their future. An academic degree isn’t necessarily the key to their dream career. According to a [survey](https://www.questionthequo.org/media/3954/qtq-survey-5-digital-report.pdf) conducted at the beginning of 2022, only 51 % of Gen Z were likely to consider a four-year degree. One of the reasons for this is that young people are more eager to combine education with work – they want to invest in skills rather than degrees and get hands-on experience as early as possible. 

![A symbolic picture of a student hat and a book that illustrates the statistics mentioned in the text.](https://rhapsody.ams3.digitaloceanspaces.com/e25e5db99c351a67dcb1d79bb51a7270.png)

What does this mean for universities? Today, the higher education landscape is much more complex than in previous decades. Let’s look at some of the common trends:

- Universities and other institutions have become more flexible and **digitised**. Thanks to digital platforms, students from all over the world can participate in their programmes – including on a remote basis. 

- **Lifelong learning** has become a global trend, fueled by the dynamic technological development of many industries: this has pushed the boundaries of studying and created a demand for new fields of study and more contemporary course offerings. These new courses are typically well promoted to attract new candidates and stand out from competitors.

- In recent years, the emergence of new fields has led to a demand for **new roles**. Only the most innovative and flexible institutions will be able to successfully deliver courses that will allow students to secure trailblazing jobs like prompt engineer (AI) or human-machine interface designer. Because of the way the professional world is changing, universities need to develop their course offering and are finding new areas to compete in.

- Candidates tend to belong to **Gen Z**. They are digital natives with mobile-first consumption habits when it comes to information. To communicate with them successfully, universities need to apply smart digital strategies, create high quality content and make use of channels like social media.  

- There are other candidates as well, ones who are aiming to complement their education or change their career path. MBAs and other types of postgraduate studies are a popular choice for mature candidates. As a result, establishments have to adopt a tailor-made approach to reach a **diverse audience**.

- As previously mentioned, higher education institutions are constantly being **challenged** by many different establishments that offer short and practical courses. As a result, the educational landscape has become richer, more diverse and harder to succeed in. Universities need to prove their worth in a much more competitive environment, which means their brand image needs to be stronger than ever before. Higher education marketing strategies play a huge role in achieving that.

All these trends have made higher education marketing strategies much more complicated. Attracting candidates and staying at the top of league tables requires advanced marketing strategies and a wide range of methods. These can cost a lot; however, there are also more affordable solutions. Let’s look at some examples of what can be done, especially on the digital front.

## A marketing strategy for higher education – the digital approach

Higher education institutions can be great places for marketers to leverage digital media and explore the power of imagination. When communicating with different age groups and global, diverse audiences, you can tap into your creative potential and apply it to digital spaces. 

First, it is worth starting with a thorough overview of your institution’s current situation. 
- Are there any activities that need immediate attention? 
- How is your communication strategy spread across different channels? 
- Is your messaging consistent and regular? 

By summarising your findings, you’ll be able to draw conclusions that will later determine the direction you’ll take. Don’t just settle for one channel or content type. For example, we typically think of social media formats as being great for short-form content, but they can also be used to your institution's advantage to help promote long-form content. Articles or blog posts will be helpful to prospective students as they explore the advantages of different course offerings or compare courses. Once you have produced this content, you can maximise its impact by sharing it on social media. 

![A symbolic picture showing 3 open laptops.](https://rhapsody.ams3.digitaloceanspaces.com/170c761f3bc9df54749c666d5d67f361.png)

There are many solutions. We will therefore highlight some of the channels that deserve your attention and give you some initial tips to optimise your communication materials.

### Do you have a high-quality, accessible and mobile-friendly website?

A website is often the first touch point for your audience. It is where potential candidates will form their first impression of your institution. As surveys have shown, as many as [98%](https://economictimes.indiatimes.com/small-biz/security-tech/technology/98-of-gen-z-now-own-a-smartphone/articleshow/61149113.cms?from=mdr) of Gen Z own a smartphone and use it as their primary “window to the world.” Taking this into consideration, you will probably want to make your organisation come across as modern and attractive, especially when viewed on a small screen. A mobile-first digital strategy is going to be the most effective. 

### Are you present on social media?

Social is a commonly used communication channel, especially by Gen Z. It is therefore a great tool for appearing in front of your target group on a daily basis. To do that successfully you need high-quality, well-designed promotional materials like videos, photos and infographics. Think of social media as a distribution channel for content such as blog posts or events. It’s a great solution for brand promotion and image building. You might consider using social media platforms like TikTok to get even closer to a young target group. Use it to showcase campus life, highlight unique programmes, and to promote your community, initiatives and values. It’s a great way to spread the word, support your team and develop your own communication style. Creating a social media strategy will help your university stay on top of its game.

### Do you have intuitive, interactive and easy-to-use informational materials?

Printed catalogues may no longer be the go-to source of information for your target group. Information such as course descriptions, accommodation details, admission requirements and key deadlines are crucial for your readers. This kind of information also needs to be updated in order to remain relevant and reliable. This type of content can be put online, in the form of a digital catalogue or an interactive guide. Think of making information easily available to those who access it from a smartphone and simple to manage from a publisher’s perspective. When it comes to higher education marketing it is extremely important to be both innovative and reliable.

### Do you have an easy-to-use application system and learning platform?

All candidate forms, submission pages and digital tools for applicants should be highly inclusive, safe and functional. The same goes for the platforms used by students to learn and exchange knowledge. Well-thought-out UX, UI and other advanced web solutions bring safety and high usability. Remember to make these kinds of experiences mobile-friendly.

There are many other aspects of your digital presence that can be taken into account. But let’s pause here, so you can ask yourself a few important questions: 

- Are you currently marketing your institution enough via **digital channels?** 
- In the world dominated by **digital media,** do you make good use of modern tools and platforms to achieve your digital potential? 
- Do you produce attractive **content** so as to build a strong online presence for your university and its brand? 
- Is your audience's **user experience** good or bad? Are your digital platforms useful, safe and **accessible**?

By answering these questions you and your team can establish a very thorough assessment of your current marketing activities. Next, you can define your organisation’s strengths, spot opportunities as well as identifying any potential risks and pain points. 

Now, look at all the areas that need immediate improvement and start a new journey towards an optimised online presence.

## Higher education marketing strategies that work for the digital age
### Getting a university degree – an investment with lifelong consequences

While applying for university, candidates are faced with one of the most important and consequential decisions of their lives. Their decision will shape their future career. It will dictate the type of environments they end up in and the type of experiences they have. When making this decision, candidates have expectations and plans, but also fears and moments of discouragement. Is it going to be worth it? Am I good enough to qualify for the programme? Am I going to be able to complete the course? Last but not least – is the financial investment going to pay off?

Ideally, you should address all those questions in your communication materials. The sooner you quell their doubts the better. You should be able to build a positive image, offer engaging activities and promote your university through a long term marketing strategy that is executed in a modern way. 

### Digital content that’s aligned with your university’s marketing strategy

When you’ve decided about the most crucial elements of your strategy, it’s time to produce content. With content production come some important questions: 
- What should you talk about? 
- Which areas do you want to promote? 
- In what way do you want to promote them? 
- When, where and how often?

The answer will depend highly on the type of organisation you represent. The brand values and messaging should be reflected in all the content you generate. Strong brands deliver consequent, reliable, authentic and impactful communication materials. It starts with elements like logos, fonts and colours. This may seem basic, but many organisations tend to overlook these key elements. When did you last look at your brand assets? Is your branding consistent across all your communication channels? Do you have easily transferable, simple-to-use files to include on your website or to share with your partners? Don’t underestimate the role strong branding can play in higher education marketing.

Here are some examples of easy-to-apply solutions that may be useful to you:

- **Show off** – wax lyrical about the successes of your students and alumni. Show the fruits of their labour. Be fast – update your social media with stories and facts, and make these visible to everyone.

- Highlight your institution’s **modern offering** – showcase courses and programmes in a fresh, exciting way. Keep your copy snappy, informative and easy to understand. Keep up with trends and your audience’s preferences. 

- Highlight the **successes** of the teachers, professors and other members of your institution. Build a good reputation: express your appreciation, showcase achievements, present certificates and awards.

- Promote **new courses** and opportunities for postgraduate studies. Highlight the options that are available for lifelong learners. Give examples and arguments that illustrate why your offer will best fit their needs.

- Keep in touch – **nurture relationships** and take care of your existing contacts. For example, do you encourage alumni to boost their careers with relevant educational opportunities? Do you send newsletters or encourage them to explore new possibilities? Are you growing your contact database for future marketing activities? This kind of relationship management is an important part of every strategy, especially in higher education marketing.

## A digital communication strategy – a marketer’s route to success
Just as maps are key to reaching a destination, it’s important to have a well-defined plan when it comes to marketing. It’s also important to adjust your plan to the resources and possibilities you have. In higher education marketing, the choice of communication channels and activities needs to be well analysed. Whatever limitations you may have – be it budget constraints or a small team – you need to make the most of the possibilities and resources available to you.

The route you may want to take while planning your communication:

**Step 1:** Get to know your audience well. Analyse their needs and the situation they’re in.

**Step 2:** Draw up a plan of how you want to answer their questions, address their needs and encourage them to take action. This will be your strategy.

**Step 3:** Think about what content you need to create in order to complete this strategy. Next: act. Produce what’s needed and distribute it wisely.

After you’ve made a list of required tasks, you may want to focus on the materials and content you need the most. Some ideas that may work for your organisation:

### A digital catalogue of courses and educational programmes
There are a great variety of online publishing platforms that offer interactive digital experiences tailored to the needs of digital natives. You shouldn’t just consider text-based content. Think about sharing inspirational stories and testimonials (those concerning alumni, students, teachers etc.) using photography, video or infographics and other content formats. It will make your content much more engaging and build strong relationships with your audiences. You could, for example,  market a course by focusing on an alum’s career story using several different formats and getting creative with storytelling. There are many ways to go about it.

### An easy-to-use website and forms
Your university’s application platform should be equipped with intuitive forms and modern functionalities. The UX and UI of your website and application system will play a crucial role in the success of both students and candidates. This may not only influence their experience, but also help reduce any errors that may occur during processes such as registration, teacher-student communication or assignment submissions. This is especially important when there are multiple actions to complete, tight deadlines and other specific rules to follow.

### Continuous, high-quality storytelling
Foster ongoing communication. As mentioned above, keep telling your university’s story and regularly present your audiences with high-quality materials. Explore different formats such as video, photography and articles. For example, interviews with university staff can help to convey the right image of your institution, as they are conversational and reader-friendly. With the use of the right key words and phrases, you can increase your chances of attracting valuable visitors to your website (thanks to SEO, whereby you optimise your content for search engines). There are multiple digital marketing techniques which you may find useful, including online advertising and analytics.

### The power of branding
Make sure your branding is up to date and being used in the right way, so you can include it in the content you produce and in projects with partners. Higher education marketing has to strike the right balance between tradition and the wants and desires of contemporary audiences. Creating a strong brand is crucial when building awareness amongst your target groups.

### Livestream events
Additionally, harness the power of live streaming. Relevant activities or events can be shared on your social media channels or through other platforms in real time. For example, you can help students and alumni open the door to their dream jobs by live streaming at events such as job fairs. Virtual job fairs, online conferences with industry leaders or webinars for students or candidates are all great ideas worth exploring and… live streaming from.

There are many ways to succeed. Great ideas supported by high quality digital content are the way to go. Give this approach a try!

## Make your university stand out with an outstanding strategy

We hope our short overview will inspire you to work on your organisation’s marketing strategy and to use digital channels in your communication methods. Because higher education marketing needs to balance traditional values with a modern approach, we encourage you to contact us for any sort of support, advice or inspiration:
We offer strategic workshops, including ones with a focus on digital solutions (like [Design Sprints](https://www.rhapsodymedia.com/blog/prototype-better-products-and-services-thanks-to-a-design-sprint)).

- We provide our clients with creative concept creation, design, branding and other services. 
- Our digital team specialises in digital environments, including the development of websites and apps. The team can also make existing environments more user-friendly, efficient and accessible.
- Our team can also help with content production, including high-quality video and photography. We have our own studios and offer hybrid photoshoots that use a remote client direction model.
- We can help you share your story in the best way possible for your brand. Contact us if you have any questions – we’ll be happy to help.

Illustration depicting the digital future of higher education, showcasing technology's impact on learning and academia.

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The digital future of higher education

### Why integrating prototyping into your product development process is a game changer

It can be challenging for products and services to be successful in a saturated market. Fierce competition and increasingly high consumer expectations mean that brands have to minimise the risks that are typically associated with a new product launch. To stay one step ahead of the competition, a brand must be sure that its product meets customers needs and it should also respond quickly to changing trends and any actions taken by its competitors. So, what’s the best approach?

### The Design Sprint process is an effective solution to overcome significant challenges

What is a Design Sprint? It is a working method that allows you to find answers to critical business questions in a short space of time. In five days, the team goes from an idea through to the creation and testing of a prototype in real market conditions. By applying the steps of a Design Sprint to a design process, it becomes possible to instantly assess whether a proposed solution is likely to succeed, especially in a highly competitive market. 

The Design Sprint process is worth using in the following situations: 

- You need a quick solution to a problem
- The challenge you face is extensive and complex
- Your team is stuck

Almost every company providing B2B or B2C services will, at some stage, face one or more of the challenges listed above. Whether you are working on a new product, you want to modify an existing product or you are facing an organisational challenge, the Design Sprint will therefore enable you to develop your concept further or help you to choose the optimal course of action.

### The benefits of using the Design Sprint
Do you have an excellent idea for a new product but you are unsure whether it is feasible and cost-effective? Design Sprints are invaluable in these kinds of situations. Here’s what you can gain from doing one:
- You will save money – after a Design Sprint, you move into the product development phase being almost 100% certain that it is going to be a profitable move. 
- You will save time – you spend only two days building a prototype product and testing its functionality in real market conditions. 
- You get to involve all team members in the project process.
Because the process focuses on usability and the final user, a Design Sprint has the advantage of being simple and efficient.

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### Boost creativity with Design Thinking, but act quickly and efficiently with a Design Sprint
The classic Design Sprint, which was developed by Google Venture in 2000, consists of five steps. Each step corresponds to one day of work, which means that you can go from an idea to testing a product prototype in only five days. Fast, right? This is one of the main ways in which a Design Sprint differs from the more widely known Design Thinking process, which has no defined timeframe or stages. The Design Sprint process, on the other hand, follows a particular methodology based on the question “How can one bring an idea to life in the most time- and cost-efficient way?”

The Design Sprint is based on teamwork: it is essential that each team member participates in full and that the process facilitator remains impartial. The joint efforts of those involved in the process almost always leads to spectacular results.

The five Design Sprint steps are: 
1. Understand 
2. Sketch 
3. Decide 
4. Prototype 
5. Test 

![casestudy-DCS-full-width-media-prototype.png](https://rhapsody.ams3.digitaloceanspaces.com/c843ef653d8b4f8e5ddd7111f09e7234.png)

### The Design Sprint takes you from an idea to prototype testing in just a few days
The success of the Design Sprint method relies largely on a set of specific rules. Following these rules allows you to go from an idea to a tested prototype in just a few days. These rules are:

- Getting started is more important than being right. Instead of meticulously planning every detail and strategising the best way forward, pick a way to get started.
- Rather than relying on creativity, think about execution. Focus on how the idea will perform in real market conditions.
- Minimise discussions! Structure your conversations and focus them on concrete objectives using the Design Sprint tools and tactics.
- Alignment. Solution. Validation. Align teams on the largest challenges of your project. Find a large amount of solutions. Create and test a prototype in just four days.

While there are rules to follow to complete the process in five days, the Design Sprint does also give you room to experiment and be flexible. You can simply tailor the Design Sprint to make the process as effective as possible for your team. At Rhapsody, we work with a proprietary method – Design Sprint 2.0 – that takes us from problem-solving ideas to the final product: a tested interactive prototype.

[Click here to download the e-book](https://rhapsody.media/design-sprint-landing-page/?utm_source=blog&utm_medium=post&utm_campaign=spring)

### The Design Sprint 2.0: get to know the Rhapsody way
The Design Sprint method is an integral part of our work philosophy. It is based around three pillars: strategy, project and development. We plan, design, test and select the best solutions so that the brands we work with can effectively achieve their business goals. 

Using the UX Design Sprint framework, we quickly and flexibly create user experience designs for digital products such as apps, websites, platforms and online shops. Our approach proves that this methodology can be successfully applied in situations where finding the best solution to a given problem in a short space of time is a priority.

We have developed an effective workflow based on the principles of the Sprint Design process. Our Design Sprint 2.0 method consists of four stages which correspond to four weeks of work that follow a strictly defined schedule. Weeks Two and Three, when we prototype and test a product or service, include activities that are typically part of a classic Design Sprint.

The Design Sprint steps we follow to achieve a set business goals
1. The pre-flight workshop – Research. In the first week, we develop a customer journey map, among other things. We set business goals, demographic targets and benchmarks with the client. We also analyse the problem we aim to solve.

2. The Design Sprint – Discover. We implement a workflow based on the principles of a classic Design Sprint in the second week.

3. The Iteration Sprint – Iterate. In Week Three, we remain in a sprint mode to refine the solutions that have been developed and to ensure that the chosen direction for product development is the best one.

4. Development – Synthesise. The final week is when our developers and graphic designers create an interactive, tested prototype and present product development plans to the client.

### The Design Sprint and Iteration Sprint aim: a thorough testing of the prototype
The two weeks dedicated to the Design Sprint and Iteration Sprint allow us to thoroughly test our ideas and safely move to the final stage, i.e. building an interactive prototype. At this stage, we already know that the product or service will be successful and that the client will not have to bear the costs of a product that does not meet the consumers’ needs.

Here is our workflow during the week dedicated to the Design Sprint: 

1. We define the challenges facing us, bearing in mind the client’s business goals. We also go over the problem we intend to solve during the week.

2. We discuss possible solutions that could lead us to the goal. We sketch out what we think are the best ideas.

3. We choose the best ideas out of the many that have been put forward. We then create a storyboard as a basis for the prototype.

4. We build a realistic prototype. At Rhapsody, these are usually virtual mock-ups created by our developers and graphic designers who take the user journey into consideration (a UX Design Sprint).

5. We test the prototype in real market conditions.

We are still in sprint mode in our second week of the project. Our focus is on the following:
·   Evaluating the solutions developed and tested during the Design Sprint
·   Modifying these solutions to better meet the business objectives of the project 
·   Building a new product prototype
·   Testing the prototype under real market conditions

What do we gain from a fortnight’s worth of sprints? It gives us invaluable insight into whether an idea is likely to be a success and what business outcomes we can expect from it.

It’s easy to take the next steps if you have an interactive prototype, plus feedback from its users.

In the final week of Design Sprint 2.0, our developers and graphic designers build the interactive prototype of the product. Then, based on the results, we will provide recommendations on the steps to take for product development.

When you have a tangible version of your product and feedback from its users, deciding on the next steps becomes much easier. Many of our clients use a Design Sprint to map out the functionalities of their product before then going on to implement it with their engineering teams.

What sets Rhapsody apart from many other design agencies is that we can immediately continue on to the product development stage with our team of developers. In addition, our clients appreciate the fact that, by working with the Design Sprint method, we are flexible and constantly exchanging with them.

Reach out to Rhapsody and speak to us about our Design Sprints. 

**This method allows you to try out different ideas in a short time and assess them in relation to real market conditions. Discover what Design Sprints are all about and how we apply them to achieve our clients’ marketing goals.**

Thumbnail showcasing the essence of a dynamic Design Sprint, symbolizing creativity and collaboration."

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Senior UX / UI Designer

James Willard

Group Digital Director

Sean Miller

Prototype better products and services thanks to a Design Sprint

## How Rhapsody created an international web and e-commerce solution for an iconic car brand

**Launching a new version of an iconic product invariably presents major challenges for a brand. Will the latest version gain as much traction as the original? To what extent will its design and functions change? What visual tools should be used to showcase the new product while staying true to the brand’s DNA? How do you successfully market it to a new generation of consumers? With this in mind, we re-designed the MOKE website for the launch of their electric version of the iconic vehicle.**

## The MOKE car – the story of an iconic beach buggy in brief
Back in the late 1950s, when Sir Alec Issigonis designed a low-weight all-terrain vehicle for the British Army, no one suspected that this was the birth of one of the most iconic car brands. Over 60 years later, MOKE remains the vehicle of choice across luxury resorts worldwide and a coveted four-wheeler for freedom seekers and adventure lovers. Its lifestyle credentials and open body have made it the perfect choice for a cruise along a sea front or for beach outings with friends.
In the years that followed its creation, the vehicle was adored by those in the fields of media and pop culture, as well as by leading art figures. From the late 1960s to the early 1980s, the MOKE Californian 0and, later, the BMC Portuguese were driven by members of The Beatles and Brigitte Bardot; secret agent James Bond also raced around in a MOKE in some of his films. Despite disappearing from the market in 1993, the brand made a successful comeback 25 years later, becoming the favourite vehicle of surfers.

![MOKE_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/042882feaa0c9671cfe48fbac9afd6e4.png)

As the automotive industry faces its biggest technological revolution since the patenting of the internal combustion engine, MOKE is unveiling an electric version of its iconic vehicle. Rhapsody was tasked with the design and implementation of the new product’s website, which needed to be tailored to the demands of present-day consumers. 

## The starting point to designing a website: understanding the consumer
Brands that have built their reputation over decades need to carry out rebranding carefully and with a clear understanding of the target group. As a brand that has changed its image more than once in over 60 years while always targeting the ever-changing market segments, MOKE was well aware of this. 

## Rebranding using specific UX/UI tools
We started working on the website with a comprehensive branding strategy that had been designed by the client. At the heart of it were the user personas that had been developed by the brand’s marketing team.

![MOKE_ Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/e3b3a3daf0b4b47c134e7c7b7fc066a6.png)

The electric MOKE is targeted at active, modern consumers who consciously choose electric vehicles; not only do they feel at ease navigating digital environments, but they also like to actively spend time at the beach. The website set out to build an attractive image of the electric MOKE, while also facilitating access to important information and offering an online order solution. Our aim was to enable customers to reserve their MOKE by paying a deposit via an easy online payment system. 
During a creative UX/UI workshop with the client, Rhapsody’s designers developed a site map to establish the key points of contact between the consumer and the offer. This workshop resulted in a detailed buyer journey that showed the step-by-step pathway of the prospect’s purchase.

![MOKE_ Image-3.png](https://rhapsody.ams3.digitaloceanspaces.com/5e140ce67be1daeb2b058fa31eb1de2a.png)

Designing a visual language with photography, a colour palette and a lifestyle vision
We selected the colour palette, fonts and image style based on the branding guidelines that had been agreed with the client. Guided by the keywords lifestyle, beach life and summer vibe (while bearing in mind the brand identity), we developed a comprehensive visual language for the new product. 

These choices were designed to help boost brand recognition, to establish visual consistency and to sit in line with the tastes and expectations of the present-day consumer. This became the starting point for the design work we carried out on the website’s architecture and for the selection of relevant programming technology.

## A functional website with a mobile-first approach
When rebranding, even the best-designed strategy will not be successful if the website’s basic functionalities and technology are overlooked. Responsiveness, the mobile friendliness of a platform and website architecture that has been fine-tuned for SEO are all factors that will help attract new audiences. 

Buying products on a smartphone has become so natural for most of us that it has become hard to imagine a website that is not mobile-friendly. Because of the changes that search engines have pushed on web developers in recent years, a significant proportion of professional web design now begins with mobile solutions.

![MOKE_ Image-4.png](https://rhapsody.ams3.digitaloceanspaces.com/11449aed3f3fc326fa266b49c5bdf954.png)

Research shows that 89% of today’s consumers are willing to recommend a product following a positive brand experience on mobile devices. A “mobile first” approach not only creates a point of contact with existing buyers, but also becomes an opportunity to win over entirely new consumer groups. This is especially important for brands – like MOKE – that have to redefine their audience.

## SEO-friendly solutions on a WordPress-based website
Having a mobile friendly website will never be enough to establish a brand’s position if online visibility is neglected. Online visibility is not simply achieved through a noticeable rebrand: it also requires tailored and well-thought-out SEO activities. These lead the consumer from their first search engine query (sometimes with a well-positioned adwords ad) to the purchase form, via the website’s clear, user-friendly content.

Adopting these basic rules will not only make the product visible on the web and engrave it on potential prospects’ minds, but will also make the product stand out against those of competitors or, as has happened with the iconic Mini Moke, sub-standard imitations.

In order to provide MOKE with flexibility, maximise the brand’s SEO footprint and allow its team to manage content more easily, we opted for the responsive and intuitive WordPress CMS as the development platform. 

## A functional and multi-language platform
Besides allowing for easy content management and its powerful SEO optimisation capabilities, WordPress has yet another important advantage: it allows for the preparation and merging of multiple language versions into one universal platform, which can then be managed by people from specific markets or departments. 
For the project with MOKE, this was all the more important because the car was to be extensively marketed in the UK, France and the USA. By adopting a multi-language approach, we not only helped minimise the client’s expenses for development, but also consolidated the entire promotional campaign within a single site.

## An e-commerce platform that elevates sales
Customers should always be able to navigate smoothly from reading about a product to buying it. It must be an intuitive and seamless experience with positive associations. 
When seeking to attract clients with a new car model, the key functionalities of e-commerce should include:
- an online car configurator,
- online orders,
- online payments.

These elements create a complete digital buying process based on emotions. Who wouldn’t want to customise their own dream four-wheeler? Not only that: they will also want to order and pay for it in just a few clicks while having the freedom to do so from any location, without having to make a showroom appointment. Understanding these consumer needs is of great importance, so that a brand can be adequately prepared to meet them.

![MOKE_ Image-5.png](https://rhapsody.ams3.digitaloceanspaces.com/1a1067861d5dbf0e70b365e0b9a41084.png)

To meet MOKE’s needs, we integrated Stripe (online payments) with WordPress (online car configurator). This allowed us to present the product in line with the brand’s strategy and it also gave MOKE the means to process individual payments. We also synchronised the entire system with Salesforce (online orders), enabling the brand to track customer orders and provide personalised offers in the future. 

A MOKE fan can therefore fulfil their dream of selecting and purchasing one of the brand’s coveted vehicles quickly and easily, before embarking on their next summer adventure.

## A website design tailored to consumer needs and expectations
Understanding the expectations of consumers is just one piece of the puzzle. You also need attractive design and photography, combined with a functional and easy-to-use e-commerce site. This is how you stand out in the marketplace and achieve brand longevity, especially when you’re tackling new challenges.

If you’re looking to build a group of loyal customers for your new product, you need to prove to them that the product is continuously changing alongside them and being adapted according to their ever-evolving needs. Let’s face it, in this day and age, you’re only going to be able to prove the point if your brand’s activities and communication efforts are optimised for search engines. Accessibility and a mobile-first approach should therefore always be the starting point in digital media.  

**Would you like to find out what web services we can provide for your brand?**
_Schedule a free meeting with our team and let’s discuss the possibilities._

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MOKE’s rebranding and new website – a British automotive classic reborn

**The challenges brought about by the pandemic and the current economic situation have pushed brands and manufacturers to seek and implement innovative work tools. New forms of collaboration – powered by modern technology – have shown to provide a more flexible work model as well as helping to reduce costs. The hybrid photoshoot, which allows clients to oversee shoots from nearly anywhere in the world, is fast becoming a popular choice.**

## A hybrid style of work gives us new opportunities
The pandemic has transformed the way we carry out business and marketing  across a number of areas. It has also impacted the way we carry out our day-to-day tasks. Overnight, the hybrid working model has been embraced and implemented by many companies. We have learned how to work remotely while still combining the best of online and offline. 

## Commercial photography has also been impacted by these shifts.
What once seemed incompatible with remote work can now be carried out in a hybrid form, thanks to a change in approach to conducting business and the rapid growth of streaming.

You no longer have to travel to the other side of the globe to only spend a few hours working on a shoot. When you opt for a hybrid photoshoot, you can take part in the project from the comfort of your own office. This model allows you to be more efficient, to save time and reduce your financial outlay as well as avoiding the inconveniences involved if a shoot should be rescheduled. It’s an innovative solution that provides flexibility without compromising on quality. 

## The advantages of hybrid photoshoots
Most brands have a constant need for new imagery. You might be in want of fashion photography for a lookbook or maybe you need e-commerce product shots? Whatever forms of content you require at the moment, let Rhapsody’s experts do the work for you: we have adapted our photography services in line with the ever-changing market.


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## What is a hybrid photoshoot?
Thanks to our innovative approach to photoshoots, we are now able to present you with more flexible photographic services. When you opt for the hybrid system, you can oversee the shoot on a remote basis and direct our studio team who will carry out your concept following the guidelines you have provided. 

You take part in the photoshoot remotely, or in person at one of Rhapsody’s studios. This hybrid approach allows you to focus on your most relevant business goals and to optimise your time.

Rhapsody’s team of photographers, stylists, project managers and other professionals will deliver the best photographic content under your supervision: we’ll collaborate with you across all stages of the project. Check out our hybrid and remote photoshoots in action.

![Hybrid Photoshot_Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/9306d27820cbb99a6a7d169641b81e40.png)
## Participate actively in a hybrid photoshoot
Whether you have suggestions relating to the styling or model poses, or you would like to see some initial retouching or additional shots, you can be involved in all the stages of the shoot. Rhapsody harnesses modern technology so you can participate from A to Z.

The hybrid work model allows you to remotely oversee a shoot taking place at one of our four studios in Warsaw, London, Barcelona or Madrid. It is up to you to decide when to join the session and to what extent you want to provide the team with guidance. You can do this fully remotely or you could optimise your next business trip by combining the shoot with business meetings in one of the aforementioned cities. 

![Hybrid Photoshot_Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/30462b4f34a00710450707fbd15396ab.png)

With live view, you can see the photos as they are being taken. You can decide whether you’re happy with a shot, whether it needs retaking or whether you just want to move on to post-processing. 

Direct hybrid photoshoots with a team of co-workers
Even though you may be hundreds of kilometres away from the studio’s location, you can actively participate in the process, exchange with the photographers and let yourself be inspired to achieve even better results. Teamwork adds value to the final result and makes the very process even more efficient and enjoyable.

“Two heads are better than one,” as they say: invite co-workers to the hybrid shoot and work on the project together for better results. By taking into account feedback from the various parties involved in the project, you can save time on post-production and make the process more efficient.  

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A fast-track approval process for commercial photography
Hybrid photoshoots successfully shorten the process of selecting final images, of transferring files and of communicating between client and agency. By overseeing our team in real time, you’ll get results faster, you’ll end up with a better selection of images and you’ll spend less time on post-production. Consequently, you can also save money: providing feedback in this way means that any corrections can be implemented quickly and that the team will quickly get the desired shot.

Thanks to this hybrid service and the facilities available at our studios, you can successfully reduce your photoshoot budget. Firstly, since you don’t need to be physically present on the shoot, you eliminate travel costs and gain time. Secondly, because we have several professionally-equipped studios, you can choose the one best suited to your project’s requirements (for example, you might need a large space for a shoot involving a car but prefer a cosy studio for packshots).

![Hybrid Photoshot_Image.png](https://rhapsody.ams3.digitaloceanspaces.com/d5d5e02d201e9eb2bc06cff9a77e532c.png)

Flexible photography and video services – two formats in one shoot
If you’re planning a photoshoot, our team can also organise setting up the studio for video: that way you can optimise your shoot and create additional content. As a result, you gain the opportunity to create photography, videos and GIFs for different communication channels (e.g. e-commerce as well as social media). You’ll also be able to reuse the content you have created and reach your audience through different promotional channels.

## Hybrid photoshoots – a flexible approach in line with the needs of today’s market
Until a few years ago, online meetings and real-time collaboration seemed implausible for most companies. The modern world has since changed and these changes are filtering through to the field of commercial photography. Now, with the rapid adoption of streaming and modern technology, you can connect with professional photographers and creative agencies in different parts of the world in order to produce exceptional content for your brand. 

## This can help save time and money.

Hybrid photoshoots for e-commerce, campaigns and more
So who is hybrid photography for? At Rhapsody, we recommend this service for brands specialising in consumer electronics, fashion or homeware. Because we work in our professional, fully equipped studios, we can photograph models as well as products. The latter can be sent to us for all kinds of photography, from packshots to portraits and shoots on location.

**Would you like to find out what photography services we can provide for your brand?**
_Schedule a free meeting with our team and let’s discuss the possibilities. Contact us today or book a meeting below._

Collage of Hybrid Photoshoot Thumbnails, showcasing diverse creative concepts and styles.

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Key Account Manager

Kamil Baczyński

Hybrid photoshoots – a new perspective for brand photography

## The role of meaningful typography and visuals in interactive storytelling
 
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Talking about historical and political topics in an interesting and engaging way is not easy. You need to tackle many challenges, balance different points of view and – in many cases – work with a range of historical sources. That’s not mentioning the marketing objectives you need to meet. How do you reconcile both sides and create a project that captures the attention of your audience? Read how Rhapsody took on a challenge of this kind with a project telling the story of Holocaust victims.


## How to talk about history in a modern way

The world is constantly changing and so are the ways knowledge and information are disseminated. That includes historical information. In present-day museums it is no longer necessary to look at exhibits behind glass and to read lengthy descriptions. Instead, multimedia presentations, interactive stations, 3D historical films and many other new technological solutions are increasingly being used. 

Museums are becoming modern facilities that take you back in time and allow you to engage with history using all your senses. Can similar methods also be applied to digital projects? Of course they can! 

The Ordinary Objects Extraordinary Journeys interactive website – which we created to tell the story of the murdering of Jews during World War Two – is a case in point. It illustrates how close collaboration with a client, understanding history and immersive visuals help bring even the most sensitive topics closer to modern audiences. 

![History told through digital experience_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/6c0ccb7f5d0b1a3f2687d6ecb602a90b.png)

Telling the story of World War II atrocities is not easy. It requires sensitivity, empathy and the right approach.  While working on the Ordinary Objects Extraordinary Journeys project, our team spent countless hours liaising with the client. This was partly because of the delicate nature of the topic, but also due to the need for historical consultation and a deep understanding of the history of the Holocaust.


## Finding the right balance for visual storytelling

Working with artefacts from the cooperating museums was a very nuanced process. It had a huge impact on the creative direction, but also on the overall concept and storytelling, which needed to be well crafted for the subject in question.

Our aim was to create engaging, immersive experiences which would take the viewer back to that era and give them an understanding of the daily realities of the Holocaust.

It was a big challenge: not only did we have to tell the right story and find the proper words, but we also needed to strike the right balance with the imagery. The visuals had to evoke the spirit and style of the time, all while being fresh and attractive enough to appeal to the modern viewer.

At the same time, the graphics could not be too bold in order to respect the seriousness of the story and the traumatic experiences of the protagonists.

“Rhapsody blew me away right from the moment we met them when they pitched to us, notably how they managed to make a wide variety of websites with different subject matters engaging, immersive and inclusive. It was incredible seeing our ideas for the project not just brought to life, but enhanced, strengthened and advanced by Rhapsody. We are so thrilled with the final result, and are confident the website will achieve our goals: to engage people with Holocaust education, through artefacts, and to increase knowledge and awareness of the Holocaust. We are already planning on adding more artefacts to the website and look forward to continuing our relationship with Rhapsody – if they can put up with us again!”
**Dr Rachel Century – Director of Public Engagement and Deputy Chief Executive | Holocaust Memorial Day Trust**

## Creating an experience that takes you back in time

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The stories of the Jewish victims of World War Two are showcased on the website in three thematic blocks:  PEOPLE – OBJECT – JOURNEY.

We wanted to capture the art of storytelling and relate the events that took place in the past in such a way as to transport the viewer. Usually, they only hear about this part of history through school lessons and TV. Using 3D objects and multisensory design, we aimed to create something special and to establish a new type of narrative.   Our work was centred around the website’s aesthetic elements including not only precisely chosen typography, but also navigation buttons and other functional elements. We wanted it to be a “window to the past”. 

In the first part – **PEOPLE** – we begin the story by exploring the biographies of individual characters. It is not a gloomy, overwhelming and lengthy story. We have used simple, approachable language that allows us to delve into the personal threads of the characters’ lives while not creating unnecessary distance from the characters. The text is short, but informative and interesting. It gives us a better understanding of the problems faced by our protagonists, as well as their motivations, needs and emotions. 

In the **SUBJECT** section, the viewer is immersed in the world of everyday objects that accompanied the characters. We see pre-war chess pieces, children’s knitted socks, personal diaries and documents. These seemingly ordinary objects reflect the traumatic nature of the individual experiences and allow us to better understand the daily life of the characters. 

**JOURNEY**, on the other hand, is an interactive way to understand the journeys that Jews were forced to make during the war. A multimedia map allows visitors to learn the routes they took and the hardships they had to endure. The website was designed to make visitors feel that they were actually taking part in a journey through newly presented pages of history.

“When we and HMDT agreed to do a collections-based project together, we wanted to ensure it was in the service of telling the stories of some lesser-known survivors of the Holocaust. Some of the objects seem mundane. Some seem beautiful. But all are priceless in what they tell us about the annihilation of normal Jewish family life right across Europe. There is a common misperception that the Holocaust just took place in Germany (and maybe Poland). This exhibition tells four stories spanning Greece, France, Austria, Germany, Poland, England and Scotland”. **Marc Cave, Director of The National Holocaust Centre and Museum**


## Finding the right font that will make a difference

Philosopher Marshall McLuhan once famously said that “the medium is a message.” This thought can be applied to our approach: carefully selected typography plays a very important role. Our choices were far from being accidental, allowing for an immersive experience.  
Given that the project told the story of Jews living in European cities, we decided to use fonts that had a cultural reference to the region and its history. 


## Typography project ideas to make content more engaging

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The first of these, Pion, was chosen for its origins (it was designed by a Polish type foundry) and its expressive nature. It allowed the designers to draw the viewer’s attention to what was most essential in the story. It emphasised the seriousness of the events, gave it a distinguished character and made it more readable – which is of vital importance, especially in a digital project. 
We also added a personalised ‘O’ to the font, to give the whole thing a creative touch.

![4.-RC_OOEJ_Typography-Marketing-5-min-2048x1015.png](https://rhapsody.ams3.digitaloceanspaces.com/b4bfc6e4dcaa183ed57a2ced9c2cfb76.png)

“Nocturn”, the second of the selected fonts, was created by Polish typography creator Mateusz Michalski. It draws on the letters of stone plaques commemorating the victims of the Second World War in Warsaw and pre-war Hebrew signs.



## Allowing history to resonate through engaging content and carefully selected typography

A creative approach that understands history and works with sources and clients is always a good starting point.  But if you support these elements with interesting visuals and interactive storytelling, the chances of success are even greater. It’s crucial to find the golden ratio between historical truth and modern narrative forms.

Let the story speak through polished typography, immersive graphics and an interactive experience. It’s a language that modern audiences understand and visitors expect, be it in traditional museums and in their digital, more modern versions.


Let us tell your story


**Do you want to share an important story with your audience? Trust Rhapsody**
If you are tackling a project of this type, you don’t have to do it alone. Share your knowledge with our experts, introduce them to the historical details in question and let them take action. 
Thanks to our large amounts of experience with commercial and public clients, we’re able to adapt to a wide range of subject areas and target audiences

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Head of Design

Adam Pietrzyk

History told through a digital experience

## An innovative live-streaming platform to connect brands, content creators and customers

**How do you bridge the gap between brands, video content creators and online shoppers to enhance the selling/buying experience? Live-streaming technology may be the answer. In fact, our client Divid has devised an innovative e-commerce solution for that very purpose. Its app and live-streaming platform enable shoppers to buy products and watch videos in a seamless manner.**

Divid tasked Rhapsody with finding the best visual solution to explain the benefits of its product. The solution needed to show a customer's journey and the interaction between them, brands and content creators. We therefore set out to create videos that would appeal to our client's wide and varied target group while being consistent with the Divid brand identity.

![A picture showing fashion and beauty products on the black background.](https://rhapsody.ams3.digitaloceanspaces.com/78a15119867ac64c5a2d68a735192b73.png)
### Getting to know Divid’s live commerce product
Tapping into a market need for new online shopping solutions, our client Divid has created a unique live-streaming platform to connect brands, content creators and customers. 
1. **Brands** can use the platform to join the influencer marketing space and attract new online shoppers. 
2. **Content creators** can use it to increase viewer engagement, improve their visibility and earn money. 
3. Finally, the platform enables **customers** to explore products or services in real time and make an informed decision about them. 

Divid's technology module includes two products:

- CPA: a **SaaS mobile application** where video bloggers can receive an offer from a brand, then shoot a video or conduct a live stream featuring one or more of the brand’s products. Bloggers invite their audience to Divid’s webpage or mobile application so that they can purchase goods in a few clicks while watching the live stream.

- **Live commerce**: a platform for brands to reach out to content creators with promotional opportunities. Creators can use it to post their own video or live stream to enhance the customer’s experience.

- Divid’s **live-streaming** products improve the online selling/shopping experience and the interactions between its users. However, how do you effectively transmit this message to a broad and diverse audience?

## Creating a video campaign to successfully explain the client’s product

Rhapsody proposed to create videos that describe the client's product offering through storytelling. The videos set out to show the advantages of Divid's live-streaming platform and how it can change the user experience, for example:

**Consumers** stay engaged during a live-streaming showcase without having to leave the video while they shop.

**Video content creators** gain the audience’s engagement and a commission from each sale, plus they have an opportunity to work directly with global brands.

**Brands** gain an innovative, interactive sales channel with high conversions. Plus, they get to sell their products through social networks and content creators without the need for intermediaries.

The videos had to be in formats suitable for use:
- On the client’s website and social media pages,
- In paid social media campaigns,
- In presentations during webinars, conferences, trade fairs, sales calls etc.
We therefore produced longer videos aimed at brands and content creators, and shorter videos for social media.

### Video tells a story that appeals to a diverse target audience

Divid’s product is aimed at brands, content creators and customers in Europe, the UK and Turkey. Rhapsody had to take this broad target audience into account when coming up with a solution. Using video was an obvious choice: it can be an excellent channel to transmit a message to an international audience and provides a wide variety of creative storytelling options. There was another reason for using video: telling the product’s story through dynamical visuals fits perfectly with Divid’s image as a brand that delivers a modern e-commerce solution. 

### What are the benefits of using a video in a creative campaign? 
Controlled **storytelling**. You can methodically set the pace and structure the narrative, making it simple to deliver a focused message. As a result, you’ll provide the audience with an enjoyable experience.

**Visuals**. You can use elements such as colour, data visualisation, kinetic text, animation or live-action to convey your message in a powerful or evocative way.

**Audio**. Music, voiceovers and sound effects can help you communicate tone and emotion. This can help increase your audience's emotional response.

## A comprehensive approach to creative video production

This project required Rhapsody to adopt a holistic approach as we had to handle all the stages of production:

- **Pre-production**, including concepts, scripts, castings and locations setting.
- **Production** – a one-day shoot.
- **Post-production**, including choosing the best footage, editing, preparing an animatic version of the videos, colour grading etc.
Let’s dive deeper into the specific stages.

### The pre-production stage: from the concept and scripts, through to casting and set locations

We started the project by defining our client’s needs. We asked Divid for inspiration, preferences and expectations. This stage required regular communication with the client, often via Slack and calls. We then worked through the information, brainstorming and developing several concepts for a video campaign. Once the client had accepted one of the concepts, Rhapsody’s team got to work to create the moodboards, storyboards and scripts.

![Putting make up on a model in the photo studio.](https://rhapsody.ams3.digitaloceanspaces.com/22749f4c3e86a0f3af86e97a55286c71.png)

### Working on video scripts
A dedicated copywriter created scripts for the videos. They focused on creating stories that would:

- Convey the benefits of Divid's platform.
- Be consistent with the image of the brand, i.e. one that provides an innovative and easy-to-use tool.

To achieve these goals, we created two scripts which presented simplified customer journeys from the perspective of the brand and content creators respectively. The stories showed how a merchant could use our client's technology to increase sales, and how content creators can leverage the platform to gain more subscribers and earn money. In addition to highlighting the benefits of Divid’s platform, we also showed viewers that it is easy and fun to use.

### Organising a one-day shoot

Then, we organised the one-day shoot. Preparations included:
Casting and hiring two actors via a model agency. The casting took place at Rhapsody’s studio. We took care of all the formalities, such as contracts.

- Hiring a stylist, makeup artist and hairstylist.
- Creating the packshots for the products featured in the videos.
All this work required close cooperation with our client – who participated in the casting and the video shoot – as well as with the photography and video team.

### The production stage: shooting a series of videos in one day
We were faced with an important challenge: we had just one day for the shoot. The key to success was to get everything right in the pre-production stage. By preparing in detail and working closely with a team of professionals, we were able to complete the shoot within the allotted time. In one day, we managed to shoot two main videos – one targeting brands and the other content creators – as well as four short videos for social media.

### The post-production stage: crafting outstanding videos
The post-production stage is when the video really comes to life. It is a complex process, but with the right skills and experience, the post-production team will successfully turn raw footage into engaging, cohesive content that delivers the right message. This stage included:

- Going through the footage to choose the best takes. We invited our client to participate in this process.
- Preparing an animatic version before working on the final versions of the videos.
- Working on the animated/motion design parts.
- Making sure all the components of a video – including music, visuals and any copy or speech – were aligned. For Divid, contemporary music with a strong beat served to set the pace and give the videos a dynamic identity.
- Making the final edit with high-resolution frames.
Rhapsody's creative department ensured that the videos felt vibrant and authentic in line with our client’s message.

## An eye-catching video attracts audiences and answers clients' needs

Year after year, video remains a clear winner as the most engaging form of content. When done right, video content serves both the audience and brands. A well-thought-out video is therefore the best possible marketing tool brands can use and is well worth the investment, especially for a launch. 

![A group of people including both agency staff and models standing together in the photo studio .](https://rhapsody.ams3.digitaloceanspaces.com/f504b8981b52e69c38809295b6d581f4.png)

**Divid’s campaign proves it is possible to communicate a lot of information to a highly diverse audience. The trick is to get your message across simply and clearly. This will only work if you find the right angle and a style that appeals to the target groups while being in line with the brand's identity. This is why Rhapsody always examines the needs of the target group first: our findings will be the basis for creating an appealing storyline that we’ll then tell using cutting-edge tools and technology. If you are looking for a reliable partner who will work on your project with a great deal of care and deliver outstanding results, contact Rhapsody.**



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Dominika Cygan

Marta Plichta

End-to-end video production for a live commerce start-up

**They are open to innovative solutions, creative and eager to transform the world. Entrepreneurial and straightforward, they seek challenges at work. Technology and the Internet accompany them in almost every aspect of their lives, and digital media are their natural environment.**

Generation Z, as they are referred to, today represents a significant percentage of those entering the logistic sector and embarking on their careers. How do we recruit the creme de la creme of all talents from that group, in sectors such as tech, IT, logistics and production? The campaign we developed for Amazon is a case in point when it comes to such practices.

### Recruitment of young talent starts with understanding their needs and expectations
Big corporate brands are confronted with quite a challenge today. Young people crave more than a good salary and social security. They want work that is meaningful, gives them the opportunity for building new competencies and personal growth while allowing them to implement their own ideas. A creative, imaginative environment that is open to change and understands the needs of ‘generation Z’ is what draws employees to today’s brands. And this is the kind of environment brands need to create if they are determined to continuously recruit young people.

Yet, changes within an organisation must be followed by specific promotional activities that build brand awareness on the outside, attract new employees and show the positive image of the business in question. Actively recruiting young talent and constantly pursuing an engaging employer branding policy is an imperative these days. In such a dynamic business environment, where the employee increasingly determines the terms and conditions and crises shake the market one after the other, brands need to constantly take care of the inflow of new employees. Especially if they operate in an international environment and as a result, young people often perceive them in a stereotypical way.

A well-thought-out, creative advertising concept that speaks the language of the young on the one hand and shows the brand in a new but not oversaturated light on the other is a good jumping-off point to start a dialogue with a potential employee. With an engaging employer branding campaign, a brand can significantly reduce employee turnover, attract specialists from new areas and show that it is a place where a young person’s talent will fully blossom.

### Employer branding campaign based on the Amazon case study
How to increase employee retention and improve brand’s image
Brands operating within the fields of manufacturing, logistics, retail and IT are often viewed by young people in a certain stereotypical, fixed way. Working in such places seems to them repetitive, automatic and lacking the option to create one’s own future. However, this may not be what young people imagine. The industries referred to above are a dynamic and changing environment, in which you need to take numerous creative initiatives and strategic decisions, have highly developed interpersonal skills and be focused on continuous growth (especially if you are just starting your career or applying for a position related to human resources management).

## So how do you approach the promotion of such brands to avoid stereotypical thinking and offer a fresh, inclusive message? 

It’s worth starting from scratch – that is, by getting to know the brand, its internal culture and the very position for which the recruitment is being held. Only then are we able to offer a message that will draw attention to the most compelling aspects of the job and reframe the stereotypical perception of the brand.

In the case of the campaign run for Amazon, the Rhapsody team spent multiple hours on trying to understand the real needs and expectations of the target audience and to grasp the true nature of the work being promoted. In developing an engaging creative concept that presented the brand in a fresh light, we were supported primarily by: 
- an analysis of the brand’s previous promotional activities;
- in-depth interviews with the client;
- market research of the brand’s business environment;
- interviews with Amazon employees;
- strategy workshops on the target group.

![ISNh9k94.png](https://rhapsody.ams3.digitaloceanspaces.com/35449c72221bcafeb6c5535ab1497b9b.png)

## Expand your talent pool and bring new audience thanks to new visual language
In the course of their work, the Rhapsody team reached two conclusions. 
- Firstly, the brand should communicate in a more aspirational, engaging way – showcasing the dynamic nature of the workplace and the full range of opportunities that a career with Amazon offers.
- Secondly, it needed a new language for communication – both visual and verbal – that would speak to young people in a more straightforward and digestible way.

## The main challenge ahead of the creative team was to balance the messages
For one thing, they could not duplicate previous communication; they had to be more distinctive and engaging.  For another, they could not stray too far from the brand’s DNA. Amazon had to remain Amazon. 

The first concept presented was based on photographs of potential employees depicted in a style resembling space missions or S-F films. The futuristically lit characters were accompanied by aspirational and encouraging copywriting. The overall message was close to trendy brands at the cusp of fashion, film and new technology. The message was intended to convince the viewer of the brand’s strength, opportunities for growth and the unconventional challenges they will face whilst working at Amazon.

The second concept presented also reached beyond the traditional understanding of the brand, but with communication objectives achieved in an entirely different way. The main carrier of the concept was a vivid, strongly futuristic illustration showing employees in the course of their daily duties. Supporting the concept with an intriguing copy referring to the employee’s future career and a universal message were decisive factors in choosing this concept and translating it into individual advertising media – banners, social media posts, posters and recruitment flyers.

## Save time and reduce costs with a universal and inspiring concept
Since the campaign needed to encompass four separate roles – interns, pathways, graduates and apprenticeships – we based it around various relatable scenarios that gave a clear idea of the roles available to candidates. A set of illustrations styled as The Wired magazine or a futuristic animated series, suggested by artist Dan Matutina, did a brilliant job. 

- The illustrations were attention-grabbing and revamped the brand’s image.
- They made it clear that Amazon understands young people, shares their way of viewing the world, and is a cutting edge and trend-setting company.
- With their engaging nature, they simultaneously introduced cost savings and maximised its reach – a photo shoot would have been more costly and time-consuming for the client.
- They proved so versatile that they could easily be converted into a variety of advertising formats (including animation) and easily presented in a range of languages. 

[Read the interview with the illustrator behind the Amazon artwork here](/blog/the-power-of-creative-illustration).

![bjLpUhvI.png](https://rhapsody.ams3.digitaloceanspaces.com/3ef1654f773fccfeeee1a0b42c6c139c.png)

Ultimately, the messages were translated into 9 different languages and the campaign targeted young people in Germany, Spain, UK, France, Italy, Luxembourg and CEE countries. 

## A successful employer branding campaign needs both: engaging content and sincere communication

Every recruitment campaign differs and is governed by its own rules. Despite the numerous similarities between brands involved in manufacturing, logistics or operating in the retail sector, it would be a misconception to bring all employer branding activities in this area to one single denominator (see the paragraph above where we write about a thorough understanding of brand culture). 

Irrespective of the brand’s specificity and the challenges of the recruitment sector, one thing is common: the young audience. It is their attention that the recruiter is seeking. They must be convinced and attracted to the company. While each time they expect an engaging and compelling message that will show them what they will be up against whilst working there, we must bear one thing in mind. Sincerity and directness of the message is something that young people across all latitudes cherish. Every brand should be mindful of this when trying to empathise with the language young people communicate with. 

**Do you want to know how you can improve the recruitment process? Download our ebook**

![474236284-employer-branding_banner.jpg](https://rhapsody.ams3.digitaloceanspaces.com/7050ed16166182c18e7a61709064a295.jpg)

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Employer Branding – creative ideas to generate a more diverse talent pool

## From bean to cup: a digital experience
**The world of coffee is rich and diverse, which means it can be easy for new consumers to get lost when they embark on a coffee-drinking journey for the first time. To make it easier to navigate the different types of brewing, beans and coffee machines, De’Longhi has created a digital guide called “Bean to Cup”. With its help, coffee lovers around the world are able to learn how to make and enjoy barista-style coffee from the comfort of their own homes.**

## How to make coffee at home like a barista
Italian manufacturer De’Longhi has transformed the lives of millions of foodies worldwide. Since it was established in 1974, the brand has produced innovative products that combine style and performance. Because of the quality of its products, De’Longhi is especially valued among baristas and restaurateurs.

That being said, the Italian manufacturer’s portfolio is extensive and also includes consumer products. Its range includes Bean to Cup coffee machines for domestic use, which are designed to make the perfect espresso or cappuccino, just like in an authentic Italian restaurant.

Even though an extensive and detailed product catalogue was available on the brand’s website, De’Longhi was looking for a more advanced solution: our client wanted to educate and share knowledge in an engaging, effortless and fun way. Hard-to-digest product descriptions, filled with technical terms needed to make way for an intuitive, eye-catching and entertaining digital experience.

## Coffee for beginners – the main challenges
For those who are about to embark on their own coffee-making adventure, brewing the perfect beverage can seem like a challenge. Consumers are often intimidated by the variety that is available to them: not only is it hard to choose the right machine, but it can also be challenging to work out how to use its extensive features or to get the brewing process right. 

![DeLonghi-Rhapsody-Bean-to-cup-guide1.jpg](https://rhapsody.ams3.digitaloceanspaces.com/ce62f478fc6a518483916f8570fad5d8.jpg)

For De’Longhi, drinking coffee at home should provide as much pleasure as it would in a good restaurant! De’Longhi therefore gave Rhapsody the task of showing consumers the advantages of having a professional coffee machine in your own kitchen. We did not want to present the Italian espresso machines as a luxury good; instead, we wanted to present it as an everyday product that makes life easier and delivers an extraordinary taste experience. 

The brand’s image was a crucial aspect: we wanted to preserve its reputation as a trustworthy, undisputed coffee authority by creating a guide that highlights the best possible solution for consumers as they embark on an extraordinary coffee journey.

## A digital platform that makes brewing coffee simple (even for beginners)
A digital hub was the ideal solution for the Italian manufacturer: it was a means to present the rich world of coffee and De’Longhi’s product range in a versatile, yet intuitive way. The platform was designed to educate, facilitate the decision-making process and demonstrate that anyone can make coffee to a professional standard. 

![DeLonghi-Rhapsody-Bean-to-cup-guide2.jpg](https://rhapsody.ams3.digitaloceanspaces.com/20de69fa7c7f5014fecf365df7b62d70.jpg)

Consumers’ lack of professional brewing skills became the starting point for developing a comprehensive UX/UI strategy. This approach would allow Rhapsody to design a website that responded to the real needs and concerns of the audience.

We focused on:
- Guiding the consumer on the right purchase path
- Showing the extensive possibilities offered by the De’Longhi coffee machines
- Demonstrating the intuitive coffee brewing process

## A complete guide to coffee machines
Rhapsody created an intuitive UX that presented the portfolio in a way that was easy to read thanks to short descriptions and simple iconography. A user was able to compare machines and find one best suited to their requirements and skill level. In this way, we were able to provide a more comprehensible and accessible overview of De’Longhi’s extensive product portfolio. 

## Coffee recipes to suit a range of tastes and expectations
In order to provide consumers with a more complete and tailored experience, we also included different coffee brewing methods and rituals. The website featured popular coffee recipes, including ones for coffee-based cocktails. We designed the website in such a way that the user could easily browse the recipes and find ones that appealed to them the most. 

By inviting consumers to take part in an interactive experience, we set out to reveal a world of aromas and flavours that would encourage a love for coffee from the very first bean.

## Brewing rituals and grinding the coffee
Coffee enthusiasts are often unsure about how to go about preparing and brewing their favourite beverage. Questions such as “How to press french coffee?”, “How to use an espresso maker?” or “How to use filters properly?” come up on a regular basis. De’Longhi wanted to help people with these common queries so Rhapsody set about finding a solution.

The communication approach was based around a simple message: De’Longhi has a solution for anyone wishing to drink barista-style coffee at home. The brand will allow its customers to experience coffee on a new level.

![DeLonghi-Rhapsody-Bean-to-cup-guide3.jpg](https://rhapsody.ams3.digitaloceanspaces.com/1e434f8053cad368a6b2c344fd0b059d.jpg)

## Reviews from satisfied customers
It’s a well-known fact that consumers are heavily influenced by product recommendations. Since coffee drinkers speak highly of De’Longhi, we therefore felt it was important to include reviews on the website. When designing the site, we incorporated verified reviews from Reevoo as well as key customer satisfaction figures. In doing so, we helped to reassure the target customer that the brand’s coffee machines are not only good to start out with, but that they will also last for many years to come. 

## The De’Longhi coffee guide – a dynamic campaign that delivered
A well-thought-out UX and UI based was paired with appealing graphics and convincing copywriting (Rhapsody partnered with Total Media for this project) to meet the needs of consumers and provide an answer to their problems.

From a design perspective, De’Longhi wanted to build a platform that was user-friendly and accessible to everyone. The goal was to engage the audience and show that the Italian brand caters to every coffee lover and that, regardless of an individual’s level of expertise, they can afford and deserve a top-of-the-range coffee machine. 

![DeLonghi_Rhapsody_digital_experience_1200x628.png](https://rhapsody.ams3.digitaloceanspaces.com/aab5b88ab42447e7dad72c21eeff4053.png)

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