Online gift and experience retailer RedBalloon has revealed a new digital platform and a full brand refresh.
The new digital platform, created by Deepend and powered by Adobe, enables RedBalloon to create a customer experience that is intuitive, encourages exploration, is rich in product discovery and inspiration, and brings to life recommendations and great stories from customers, suppliers and reviewers.
The new brand and logo – including the ‘Infinity Balloon’ – was designed by Christopher Doyle & Co. and is a symbol of energy, excitement and celebration. According to Doyle, the new logo wraps up the RedBalloon name and history, along with the idea of providing experiences that stay with customers for a lifetime.
In explaining the reasoning behind the new site and new look, RedBalloon CEO Nick Baker said the company understands that online shopping is a lot like dating.
“You don’t propose on the first date, just as we don’t expect customers to necessarily make a purchase on their first visit. We want a site that ignites a relationship from the very beginning. The brand journey should be exceptional from the time a customer lands at redballoon.com.au all the way through to purchasing, gifting or enjoying an unforgettable experience.
“Our purpose at RedBalloon is to find and curate the best experiences and gifts for the customer, therefore the new positioning ‘Give. Share. Live.’ is a key step in evolving our identity and allowing us to more accurately reflect the RedBalloon brand of today.
“Moments that start with RedBalloon have the power to become memories that last a lifetime,” Baker said.
One of the country’s most acclaimed marketers, Baker believes the new logo and brand positioning is a timely modernisation for the brand, which he took over in March, and will open it up to a range of new audiences and growth opportunities in both the consumer and corporate markets.
“RedBalloon was built on providing a tech-based platform to connect customers with experiences. The challenge we posed to our digital agency Deepend and Adobe as our platform partner was to build a solution that enables us to continue to curate the best experiences and bring them to people in the most simple and compelling way, no matter the channel or the device they choose to use,” Baker said.
“We know customers are consuming content at a rate never before seen, so our new site also needed to embrace this thirst for entertaining, engaging and shareable content, both product related and editorial in nature.
“We are incredibly proud to represent the experiences and products of more than 1,000 suppliers across Australia so we’re very excited about the springboard our new brand provides for them and the exceptional digital showcase we are featuring them within,” Baker said.
Founding director of RedBalloon, Naomi Simson said these extensive changes are an important step in the RedBalloon journey and the signal of more exciting times ahead for the brand, which has become one of Australia’s most successful online retailers since launching in 2001.
“I’m delighted RedBalloon is embarking on this new chapter, excited by Nick and his team’s vision for the business and the traction he’s already achieved since becoming CEO in March,” Simson said.
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