Turning back time: bringing your brand’s archive to life
We explore how old photos, letters and newspaper cuttings can prompt new content ideas for your brand – and share examples of companies delving into their records.
Whether it’s flipping through photo albums, watching early-years home videos or reading old family letters – you probably enjoy wandering down memory lane every once in a while (especially when clearing out the garage).
And, while forward-looking innovation is still a priority for brands, many are looking to their own archives to create content that feels surprisingly fresh.
Take IKEA and HSBC. To mark milestones, achievements and anniversaries, these companies have generated features and photo galleries using archival materials and assets.
IKEA marked its 80th anniversary with a digital article, charting its evolution from a small mail-order business to a global firm that serves home furnishings and Swedish meatballs in abundance. A black-and-white lead image of the firm’s founder, Ingvar Kamprad, offers a glimpse of the young entrepreneur who started what is now a well-loved brand.
Meanwhile, HSBC’s article looks at the lion sculptures – called Stephen and Stitt – that have been associated with the bank since 1921. Separated into chronological chapters, the content uses a combination of black-and-white, sepia-toned and coloured photography to demonstrate how the bank’s iconic symbol has been used over time.
These brands may have taken different routes to delving into aspects of their rich histories. But, regardless of your approach, old images, letters, newspaper cuttings and records (coupled with a more modern take on-site design and user experience) can take audiences on a visual journey, demonstrate a long-standing focus on innovation and impact – and help you connect with organisations on a deeper level.
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Need help creating compelling content for your brand? Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.