Trilith: A New Brand is Born

Company GOAL:

Pinewood Atlanta Studios came to Clarity for a total rebrand to Trilith Studios… then COVID struck and all production was halted

Clarity’s Challenge:

Rebrand a major studio in the middle of a pandemic, positioning it as a leader and educator on bringing production back safely.

Pinewood Atlanta Studios (now Trilith Studios) is world famous for its long legacy of churning out blockbuster hits through collaborations with the likes of Disney, Marvel, Sony and Warner Bros. In 2019, the company was poised for not just a rebrand but a reimagining, branding the company to Trilith Studios and reinventing the company as not just a production studio but a new live/work model encompassing a fully integrated production armed with its own IP as well as a walkable residential community for a new generation of creatives, entrepreneurs and storytellers – not something that had been done at this scale.

With a timing of June 2020 to unveil the new brand, Clarity began placing a series of agenda-setting features in industry trades and business, tech and real estate media introducing this new expansive live/work studio environment for creatives, while retaining the Studio’s impressive stature as a movie-making hub rivaling the biggest in the world.

Then, with the onset of COVID-19 in March 2020, production is halted across the industry and Trilith faced both a need to align on best practices and protocols to restart filming, without losing momentum of the business while the rebrand was pushed off. 

Clarity responded quickly, aggressively promoting CEO, Frank Patterson as an authority on the effects of the pandemic on production, pointing to the studio’s own stringent COVID protocols as a gold standard for the industry, announcing state of the art testing protocols and plans to reopen and restart movie and TV production, cementing their position as an industry leader and giving them tremendous visibility and credibility ahead of the delayed rebrand, which took place in October 2020. 
 

Results

An increase of 243% in branded search volume in October 2020 at the news of the name change
100% positive social media mentions for the Trilith rebrand
69 stories in bullseye media targets, with 99% including full message pull through

selected press

The strange story of the Southern town that Hollywood insiders are building from scratch

Trilith is a 235-acre town built within a massive film and TV production facility just outside of Atlanta.

Trilith’s Frank Patterson on Studio Transformation and Pandemic Filming

The president and CEO opens up about the most challenging aspect of COVID-era production, the studio’s biggest concerns and whether he’ll mandate vaccines.

Pinewood Atlanta Studios, Home to ‘Avengers: Endgame,’ Rebrands as Trilith Studios

Pinewood Atlanta Studios, production home for Marvel’s “Avengers: Endgame” and “Avengers: Infinity War,” is rebranding itself as Trilith Studios as part of a 935-acre …

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Chipolo

Company Goal: Chipolo wanted to continue to build brand awareness to drive sales as well as grow their community and network to help even more people keep track of their belongings.

Clarity’s Challenge: Chipolo wanted to focus on the UK, which they had done little promotion in before. We needed to get people talking about Chipolo and take on well known tracking brands to secure our share of the market.

The first thing we had to do was get Chipolo in front of journalists, and ensure they knew what set Chipolo apart from other trackers such as the colourful design and removable battery. We also wanted to show the versatility of the range of products and fix our place in the shopping pages.

We positioned Chipolo trackers as the perfect present, whether it’s for Christmas, Mother’s Day or Valentine’s Day, for the millions who lose items – especially when the average person spends three days a year searching for their belongings!

We identified which Chipolo tracking device would resonate with different press, and their readers, then conducted a big media drive to secure reviews and product placement on shopping pages and gift guides. We secured coverage across Evening Standard, Metro, Lonely Planet, the Sunday Express and much more.

For the launch of Chipolo fruit edition, the cutest fruit themed trackers, we put together the ultimate summer kit as a reminder that holidays and festivals can quickly become memorable for all the wrong reasons when you lose your things.

“The PR created understood the importance of creating a great community… and the importance that a tracker on your keys or purse needs to be fun and stylish if you’re taking it with you everywhere”
Nika Kramžar, CMO, Chipolo

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F45 Training

Company Goal: F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups

Clarity’s Challenge: Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives

Founded in Australia in 2012, F45 Training is one of the fastest growing fitness franchises in the world, but brand awareness in the US market lagged behind its other key regions. F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups.

Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters, and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

Clarity began by executing full court press to increase visibility among tier one media while being very precious with the leadership bench to ensure all secured coverage would be directly responsible for moving the needle (a strict quality over quantity approach).

“Clarity’s work has been invaluable to the growth of F45 Training’s brand recognition in the U.S. market, and the team consistently delivered on-target coverage over the course of their tenure.”
Mitchell Raisch, CMO, F45 Training

Clarity also overhauled the corporate narrative and identified timely initiatives/announcements to both generate a steady drumbeat of coverage across both national and local market press and to drive new members to studios.

The team also supported with on-the-ground press and influencer events, including initiatives for key partnerships with brands like APL and investors like Mark Wahlberg. Clarity also worked with select reporters to bring them into the studios to experience the F45 difference for themselves and convert them into true fans of the brand.

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Smart Valor

Company Goal: Lead the tokenized investment revolution

Clarity’s Challenge: Crown the ‘Bitcoin Queen of the Crypto Valley’

Preparing a company for an Initial Coin Offering (ICO) can be a challenge, especially when the company only has an MVP and a limited track record. For SMART VALOR Clarity needed to build credibility and brand visibility within banking, fintech and tech circles, as well as understand the hype among the crypto community ahead of its product rollout and public crowdsale.

We sensed the potential of the company’s CEO Olga Feldmeier and looked to establish her as a global voice on bitcoin, blockchain and fintech in general.

We rooted the campaign in a comprehensive content strategy built on informative advice and engaging thought leadership. With her credentials established, we then gave Olga Feldmeier the moniker the ‘Bitcoin Queen of the Crypto Valley’ and secured a host of high profile print and broadcast opportunities where she commented on everything from the price of bitcoin to the growth of female CEOs in tech companies and the ongoing economic implications of collapse of the Soviet Empire.

We also tracked breaking stories which we considered would give Olga the opportunity to add her unique and insightful perspective. We also leveraged Olga’s attendance at a series of events including Consensus 2018, Money 2020 and Blockchain Summit to generate broadcast opportunities.

The campaign paid off handsomely. Within two months Olga was seen as a major innovator and thought leader in the fintech/crypto world and was featured in major broadcasters/print titles/websites such as CNN, Business Insider and Forbes.

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