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Clarity, consistency, conversion: Propolis brand refresh

Propolis is the global community for B2B marketers, comprised of relevant expertise and tools, allowing marketing leaders and their teams to get answers and support they need to overcome their biggest challenges. But visually and strategically, the brand needed support to deliver on its ambitions.

Getting strategic before going creative

A limited range of branding information existed to support communications and marketing, and with no official brand kit or templates it was difficult to deliver a consistent message across campaigns.

Before enlisting Revere, the Propolis team engaged one of its own brand experts to refine their core value proposition. With so much included in the community, the challenge was to explain what Propolis really offered as well as developing a hierarchy to help it sit comfortably within the B2B Marketing family. From this, they distilled the value into three core pillars: strategies skills and growth, which helped focus the brand story.

Revere was then commissioned to bring this to life creatively. The brief was clear: create a brand identity that elevated Propolis in the eyes of its community, while also being easy to apply across social, web, and events to drive impact.

Revere Propolis Brand Strategy Strapline Revere Propolis Brand Strategy Hero Shape CaseStudy website images Prop Icons
  • Revere Propolis Brand Strategy Strapline
  • Revere Propolis Brand Strategy Hero Shape
  • CaseStudy website images Prop Icons

Building a creative foundation for impact

We kicked off with a workshop to unpack and explore the proposition and get to the heart of what was required to make this a success. From that, we developed a comprehensive visual identity system for Propolis, anchored around their recognisable hexagon symbol, a strong colour palette and new, bespoke image library.

Due to the nature of the timescales and limited resources this had to be a highly collaborate, iterative and agile process, testing and evolving as we went. 

Revere Propolis Brand Strategy Hero Revere Propolis Brand Strategy Guidelines CaseStudy website images Prop Icons
  • Revere Propolis Brand Strategy Hero
  • Revere Propolis Brand Strategy Guidelines
  • CaseStudy website images Prop Icons

Driving impact across all areas

Crucially, we designed everything with usability in mind, building Canva-friendly assets, icon sets, image banks and templates that could be dropped into campaigns instantly.

We also built a full messaging framework and supporting content that sat with the visual identity and brand guidelines to ensure that Propolis had a full brand kit at their fingertips. Whether it’s an email, brochure, or LinkedIn post, the new brand development work made it easy to generate ‘on-brand’ content that looks polished and consistent. And even more importantly, it’s delivering results.

Revere Propolis Brand Strategy Website Revere Propolis Brand Strategy Hexlink Revere Propolis Brand Strategy Skills Growth 1
  • Revere Propolis Brand Strategy Website
  • Revere Propolis Brand Strategy Hexlink
  • Revere Propolis Brand Strategy Skills Growth 1

Results

Since going live, the new brand has made a significant impact on not only the marketing and sales team but also for the member base:

Creating confidence and speeding up sales: With the new creative in place, Propolis has seen major shifts in how the brand is perceived and used.

Campaign production efficiency: Time to develop new brand campaigns was reduced by 20% thanks to direct access to a centralised brand kit and organised brand imagery.

Improved engagement: Social media posts featuring new brand visuals created by Revere saw a 30% increase in engagement.

Stronger follower growth: LinkedIn followers grew by 44% YoY, supported by the consistent use of streamlined brand imagery.

Higher conversion rate: MQL to meeting conversion rate rose by 6% YoY, indicating that clearer brand language and visuals are accelerating the buyer journey.