A game-changing brand for horse racing fans

MyRacehorse is the first online marketplace of its kind to offer real fractional shares in top racehorses. Users of the platform can search, compare and instantly buy shares in racehorses online for as little as $100. It’s a game-changing proposition for the market, particularly in the US, where syndicates aren’t accessible to the masses.

We were asked by MyRacehorse to help define the brand proposition and create the brand identity to launch to the US market. The project then evolved to include the design of the platform itself, which we did in close collaboration with our UX partner. We also designed merchandise, promotional items and an advertising campaign across multiple platforms, which launched in California earlier this year.

 
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Just wanted to thank you for the very thoughtful and thought-provoking discovery session... I found your questions, your assessments and your comments very on point. I have had a lot of immersion sessions in my career, and definitely found this one to be one of the better ones. I am excited to see where things go from here, and am thrilled we are partnering with you at this stage.
— Michael Behrens, Co-Founder, MyRacehorse
 
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During our discovery session with the client, it became clear that this was not a conventional horseracing brand. This was a tech brand that needed to sit comfortably alongside the biggest tech/app brands in the world. The brand proposition is about simplicity and empowerment - opening the excitement of racehorse ownership to everyone.

We needed to create a bold and disruptive brand that represented not only the thrill of the ownership experience, but also the intimacy of the individual’s relationship with their horse. The brand icon we created uses negative space to represent the experience of the racetrack, whilst also putting the horse itself front and centre.

 
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As well as creating the brand identity, we designed the desktop and mobile app interface, which allows users to search and compare available horses and buy shares instantly via the app. It also provides users with a feed of news and updates from top trainers, as well as race results.

There is also an events feed, where owners can bid to gain access to exclusive race day events and experiences, such as tours and workouts.

 
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We developed a launch concept for the product and created the launch campaign for the US market, which ran in press, outdoor, radio and online.

We also designed brand assets, such as stationery, merchandise and sales materials, along with a suite of email templates for customer communications.

 
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I really love it. Trying to find some critical feedback as that’s supposed to be my job, but it is hard to do… This looks like a home-run to me. I love every aspect of it
— Michael Behrens, Co-Founder, MyRacehorse
 
 
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A brand to take on the tampon giants

TOTM makes awesome organic sanitary products for women. Right from the start, TOTM set out to be a disruptive brand, aiming to change the attitudes and behaviours of its target audiences. We were brought on board to undertake a brand review and look at how the overall identity could better represent the mission and values at the heart of the brand. The aim was also to improve the online customer experience and improve sales conversions.

Following a strategic look at the market and a review of the brand proposition, we redesigned the brand identity, and developed a distinctive photography style for both product and lifestyle images. We managed and directed photo shoots to create a suite of images for use across the website and beyond.

We also redesigned the company website, working with a UX specialist to ensure the site not only looked amazing, but was carefully designed to optimise the customer experience and maximise sales. Within a month of relaunch, sales conversions had increased from 0.8% to 2.2% on mobile, and from 2.7% to 5.5% on desktop. The customer feedback says it all. 

Just wanted to let you know that it is now a pleasure to order from your website - the re-vamp is superb, well done
— TOTM customer testimonial
 
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Anna and Becky really took the time to understand our vision and ambitions for TOTM. We have strong values that run through the core of our business, but working with Marsden/Mee, they really helped us update our brand styling and demonstrate these values visually. Since the launch of the new website, we have seen a clear and measurable improvement in web performance.
— Jon Wright, Director TOTM
 

Comparison brand for 'oh no!' moments


Protect Your Gadget is the only gadget insurance comparison website in the UK that provides an impartial service to help the public compare gadget insurance prices and packages. We became involved prior to the launch of the service, at a stage where the brand proposition was completely undefined. Through close collaboration with the client, we assessed the competitive marketplace and gave clarity to the brand proposition by defining the unique qualities behind the brand and the values at the heart of it.

The visual identity we created was designed to reflect those values, as well as achieving stand-out in the cluttered insurance and comparison market. The illustrations and brand messaging were created to appeal to key target audiences, and by personifying the gadgets as clumsy, loveable characters, we playfully express the emotional attachment we all have to our gadgets. The overall concept has the creative legs to take the brand mainstream, with exciting opportunities for brand development and striking visual campaigns in the future.

We worked alongside a UX specialist to design the front-end of the website, providing a compelling and user-focused funnel through the comparison process. The site is now the dedicated platform linked to by comparison giant GoCompare for gadget comparison.

 

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Playtime for children's shoe brand

 

Inch Blue is a leather shoe brand for babies and toddlers. It's a well-established brand with a following of loyal fans across the globe. But with competition nipping at its heels, the brand needed new purpose and new direction. It needed to re-connect with its customers and build a stronger and more distinctive personality. Following a competitor analysis and definition of the brand proposition, we commenced the visual repositioning of the brand, as well as the definition of the brand tone of voice.

At the heart of the brand is the concept of 'play'. Our goal was to bring this concept to life through the brand identity, and also through a marketing campaign on social media to launch the new brand to its customers. There was an opportunity to engage with customers and create a deeper emotional loyalty to the brand, which we did through a 6 month social media campaign across Facebook, Twitter and Instagram. This included the direction of brand photography and videos. We also created a social strategy to inspire and enable Inch Blue to 'own' their social content on an ongoing basis.

 

 
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Brand transformation and redirection

 

PSI is a consultancy business specialising in the housing and public sectors. As a business it was successful, but as a brand, it lacked purpose and needed to find its place in the market. We helped PSI to re-evaluate the direction of the brand and to identify opportunities for brand growth. Following a competitor analysis, definition of brand proposition and repositioning exercise, we developed a brand identity and tone of voice to take the business in an entirely new direction. As well as creating the necessary marketing collateral to launch the new strategically-focused brand, we also designed and built a new company website, along with illustrations, brand photography and messaging to tie the whole concept together.

 

 
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Creation of outdoor toy brand for little adventurers

 

The Wonderlings brand was born from a desire to inspire families to enjoy more time outside together. It's more than a collection of outdoor toys, games and gifts - it's about having adventures, celebrating nature and making memories.

We named the company and defined a brand strategy for Wonderlings which centered on this core narrative. Then we built a brand identity and tone of voice to express that brand proposition. As well as designing and building the Wonderlings e-commerce website, we conceived and delivered social media and marketing campaigns to engage with the brand's key audiences.

 

 
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Brand and social strategy for content publisher

 

Pensord is a short-run magazine printer and content delivery specialist. We have worked with Pensord to define the company’s brand proposition by assessing the market and establishing a brand positioning strategy for the business. Our immediate focus has been to maximise online opportunities by creating a new company website, and also by developing a clear content and social media strategy. The goal was to ensure brand content was more engaging, considered, insightful and strategically aligned with the brand proposition. We have also produced brand photography for use across all platforms.

 
 
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Marsden/Mee took the time to really understand our brand, our market and our customers. They delivered a clear online brand strategy and social media plan that we hope will be hugely beneficial to our business. We are now able to implement the plan ourselves and provide content to our customers that has a much more strategic focus. I would highly recommend Marsden/Mee as thorough and professional and a pleasure to do business with.
— Darren Coxon, Managing Director, Pensord
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