Immigration is a complex and emotive topic. The IAS website is filled with lots of in-depth content outlining the company’s knowledge and professionalism, but they were struggling to communicate the human side of the service they deliver.
Our creative sessions with the team unveiled some moving stories about their own employees. Many had previous experiences of immigration, which inspired them to work with IAS. We drew on these to produce three heartfelt videos, personalising the experience of their customers.
As planned, the videos have been used on strategic landing pages to guide customers to the exact information they are seeking.
However, the long-term impact was much wider: the art direction of production allowed IAS to revamp their branding, and find a tone of voice they could embrace.