Workspace accelerator puts startup members in spotlight of latest ads
Launching one year after the first lockdown, creative workspace and accelerator, Huckletree has launched a new campaign with Otherway to address the year that’s been, celebrating the founders persevering and innovating despite the pandemic, whilst inspiring the companies of the future to be brave in the face of adversity.
The campaign delivers a fresh positioning and visual identity, rolled out across their website and customer communications, through to digital and OOH (running from the 22nd March in London and Manchester).
Created in a modular story-telling format, the ‘To Be Continued...’ campaign highlights the milestones and innovations that came from the constraints of 2020 in one continuous timeline. Profiling 12 of the most exciting member businesses within Huckletree across the UK and Ireland, the stories include:
- Edtech pioneers MEL science securing $14m investment through one of Huckletree’s investor introductions
- The launch of Hylo, the world’s first sustainable running shoe
- Starling Bank providing bounce back loans
- Men’s underwear company JustWears turning down investment offers to now sell to over 73 countries globally
The campaign is an evolution of the existing rich Huckletree brand world - using their bright colour palette to provide a standout in OOH media, paired with bold headlines in copy-led executions telling individual stories. At huckletree.com/tbc, you can scroll through the history of the company, the milestones reached in 2020 and what 2021 has in store.
Jemma Wong, Chief Marketing Officer at Huckletree commented: “There’s been so much debate around the possible death of the office this past year - we wanted to move the conversation on from WFH and hybrid working and get back to the business creations that are challenging industries and leading verticals to new frontiers, which we believe is the story that people need to hear now more than ever - and why Huckletree exists in the first place.”
“Each week of 2020 we were inspired by the positive wins and collective resilience from our members, and after months of being ‘in it’ together, we were overwhelmed to hear that 90% of our community believed that Huckletree supported their business through the rollercoaster year, whether that be through our educational programmes, growth services, investor introductions, advice or whatsapps to just check in.
"This campaign is a visible thank you and love letter to them for sticking with us - with the hope of creating industry momentum and to remind anyone who is launching a business or rethinking their model what our member businesses were able to continue to create, despite the constraints, and in many cases, entirely because of the constraints.”
Stuart Finlayson, Partner at Otherway stated: “We’ve loved working with Huckletree over the last few years and never has there been a more important moment to celebrate the achievements of their members. After a year dominated by bad news, we wanted to shine a spotlight on the incredible stories of success that have come out of the Huckletree community during the last twelve months. Placing the members at the heart of the creative and highlighting the special environment that Huckletree creates to feed innovation and collective bravery.”
The new visual identity follows 2020 being a significant year for Huckletree. The pandemic proved to be a global working from home experiment, but it turned out to be their most successful year for a non-expansion year. Last year alone, 120 new companies joined since the start of the first lockdown, and they made 450 introductions to their members leading to new investments, some in person but the majority via Zoom.