Parties, events and experiences company repositions

The company's bold orange and black logo with its distinctive flame motif has received a refresh and the flame motif has been singled out for application as a standalone design element for print and electronic stationery, vehicle livery and corporate clothing. The result is a clean, bold look that befits the personality of this vibrant company.

Comments Loudfire Director Bruce van Halderen: "Our CI was in need of a refresh and that task fell to our very capable internal communications consultants, Jennifer Christie Communications. They managed the entire process from start in (month) to delivery of the final designs some weeks back. That completed, we are now engaged in rolling out this new identity across our various corporate materials and look forward to what promises to be a visually exciting new era for our corporate image.

"The whole company is excited about and embraces this adaptation of our CI. The look is brighter, bolder and more reflective of our corporate personality, and therefore more relevant to where we are at this stage in our development."

The nature of Loudfire's work is highly visual and as van Halderen points out, the company's CI should reflect its ability to create events and parties that are one-off original creative guest experiences. Certainly Loudfire's new CI gives its clients a very strong clue as to the creative, inspired and intrepid forces that are engaged in the task of delivering their ultimate party or event.

Coinciding with its re-energised CI, is a new go-to-market strategy that pitches the end result of its work rather than the components thereof. That is to say that insofar as events and parties are concerned, the company has repositioned to focus on selling the total Guest Experience rather than its various components.

Van Halderen explains: "Loudfire is well known for several of the unique pillars of our business, namely the fact that we are national, having fully fledged branches and warehouses in Johannesburg and Cape Town and a satellite branch in Durban, along with the fact that we manufacture and own all of the freeform tents and own the bulk of the décor, props, grips and bar equipment that we use in our productions.

"These unique characteristics have served to position us strongly in the marketplace and have contributed to our rapid growth over the past few years. What has changed though is that the quality of our events has positioned us a peg higher than a mere event production company. We are able to deliver a guest experience of such high quality that we are now competing with established venues like hotels and restaurants rather than with other event production companies. It is this realization that led us to revise our positioning and to pitch the total guest experience instead of the sum of its parts."

According to van Halderen, Loudfire's staff and clients have been very receptive to the new positioning and there is general acceptance of the relevance thereof.