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2020: The Year of Digital Transformation

2020 was a year like no other and one that many of us small businesses would prefer to forget.

Yes, we saw panic buying sweep supermarkets where aisles of toilet paper and food staples were emptied, but this wasn’t the case for most other non-essential businesses.

Many lost business, were forced to adhere to trading restrictions and dealt with supply issues. Social distancing and self-isolation saw the closure of bricks and mortar stores and meant online shopping became the only way to get non-essential items.

In Australia, we saw online shopping increase by 31% to 5.2 million households in April 2020, compared to the average in 2019. Online purchases continue to grow across the country, and many predict that the longer the pandemic goes on, these new consumer buying habits are likely to stick.

According to the ASBFEO Smaller Business Counts 2020, just 54.5% of small business had an online presence, 47.8% had a social media presence and 41.4% of those businesses received orders online.

This means roughly 50% of small business were, and potentially still are, missing out on this huge online market and an opportunity to thrive.

Transforming digital experience in 2020

Being a creative comms agency, we had the privilege of helping many businesses transform their online presence and digital experience in 2020. We thought we’d share some of the positive outcomes and hopefully give you some helpful tips on how you can also adapt and thrive.

The Morn Pen’s most iconic and loved attraction

During the pandemic, Sunny Ridge Strawberry Farm had to close their café and u-pick, indefinitely. Although they had some of their products available online, there was an immediate need to spread awareness of their online store and drive more sales.

Increase in eCommerce

While Sunny Ridge has had an online store for some time, it wasn’t actively promoted and they had limited products available. When the peak of the pandemic hit, they identified a need to increase the products available and to include many of the well-known goods they stock from local suppliers on-site. Oraco helped Sunny Ridge add over 100 additional products, update their eCommerce filtering system and add new delivery options, including click and collect and local delivery.

A touch-free, drive-through click and collect bay was set up at the farm and local delivery was offered for fresh fruit and frozen items 2 days a week.

Provision for takeaway

For a brief period of time, Sunny Ridge also added their café menu online and enabled people to order takeaway options for pickup. This way they could continue to provide their famous treats to the local community.

We actively used social media and email marketing during this period to promote these digital offerings to the community. As a result, we saw social media referral traffic increase by 67% from January 2020 to April 2020, which is historically when traffic starts to decline as the season is coming to an end.

Through enhancing their online presence, Sunny Ridge experienced an increase of 3,282% in online sales during the first lockdown in May 2020, compared to January.

Financial solutions as individual as you

When the pandemic hit, the first instinct for many businesses was to strip back their marketing efforts and concentrate on working in their business. Fortunately, Inovayt saw an opportunity to work on their business, refine their processes and enhance their online presence.

Oraco worked with Inovayt back in 2015 on a rebrand and responsive WordPress-powered website. In 2019, the business had more than tripled in size and expanded its service offering, which brought up talk of a much-needed refresh. So when lockdowns were enforced, self-isolation gave them the time to invest in these areas of the business.

Website redesign

We were engaged to work alongside the Inovayt team in revisiting their online presence. We started with a website redesign that enhanced the user experience through a revised navigation, refreshed content and a modern design.

The new content includes a variety of valuable downloads that work as lead captures, as well as comprehensive team bios that include team member specific testimonials, links to blogs they’ve written, and individual contact forms.

With the launch of the new website, Inovayt also took the opportunity to invest in Search Engine Optimisation with local business, StudioHawk. As a result of the new user experience and SEO, last month Inovayt saw a 214% increase in website traffic compared to January last year. They also had a 70% increase in visits to their ‘book a free meeting’ lead generation page.

Views to their team bio pages have also seen an increase in visits with these now being some of the most viewed pages on the site. A direct result of moving their email signatures to Exclaimer Cloud late last year and updating the design to include a ‘view my bio’ link.

Integrated marketing platform

More recently, Inovayt decided to move to the HubSpot platform for their inbound marketing, sales and customer service. HubSpot now integrates with their new website, Google Search Console and social media to help them further monitor web and social analytics. Their website forms also feed into HubSpot so they can manage contacts and leads more effectively.

Oraco continues to support Inovayt with their new integrated digital marketing strategy and we cannot wait to see where it takes them this year.

Growing demand for isolation creation

So many of us saw isolation as an opportunity to be more creative and do things that we normally wouldn’t have the time to do. With the closure of many creative experiences and stores, people looked to online workshops to learn a new craft and source supplies.

Increase in eCommerce

At the beginning of 2020, The Whimsical Bead’s online store included 50 service-based products for their in-studio workshops. When they were forced to close and cancel their workshops, due to restrictions, they added over 1,000 physical products, including supplies and tutorial kits, to maintain and build their customer base.

Since January last year, they have sold just under 25,000 products with a 2,447% increase in sales.

Oraco is so proud of The Whimsical Bead’s efforts in adapting to change and we are pleased to see their doors have recently reopened to students again.

Whether you are a service or product-based business, having an online presence is now not only crucial to maintaining your credibility, but perhaps even more crucial to the survival of your business, post-2020.

Are you still shopping online? Is your business thriving after ramping up your online presence? Let us know in the comments below.

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Contents

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

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Open post by oracoagency with ID 17981505972081585
I’ve always been fascinated by symbolism 🌀 By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain. And somewhere along the way, I realised that’s also how I’d started to see brands. A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas. What we see on the surface carries meaning because of everything sitting behind it. Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered. Their past, beliefs, future, people, identity, expression, impact and longevity. Eventually, I gave each of those ideas a symbolic form. They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own. The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist. You just need to know where to look. Explore the Eight Brand Marks via the link in bio.

One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

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Open post by oracoagency with ID 17986629341863106
One of the hardest things about running a business is knowing what actually deserves your attention. When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer. A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on. – What are you actually trying to achieve? – Who are you trying to reach? – What's already working? – Where is the real disconnect? – And what can probably wait? Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all. If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

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Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

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Open post by oracoagency with ID 17879865243686265
One year of @twobayslaundry 🤎 A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning. From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula. That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between. It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community. A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed. Happy first birthday! Here’s to everything still to come 🥂

We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

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Open post by oracoagency with ID 18135355420630978
We don’t believe the best brand stories are invented. They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore. Often, you’re too close to your own business to see what someone else might find remarkable. That’s why we ask questions, listen and look a little closer. The story is already there. You just have to know where to look.

At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.


Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

•

Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

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Open post by oracoagency with ID 18120044761813156
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection. A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time. Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life. This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding. • Filed by: Oraco Agency Reference: PF-4165 Photo source: @joannaphotography.au Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

ABOUT THE AUTHOR

Picture of Leanne Nicholson

Leanne Nicholson

Leanne Nicholson is a brand strategist, Creative Director and Co-Founder of Oraco, with more than 18 years’ experience shaping distinctive brands. Her work explores the intersection of strategy, symbolism, storytelling and design, with a particular interest in uncovering the ideas and stories that make brands memorable. She is the creator of Oraco’s Eight Brand Marks, a philosophy for understanding the defining elements that shape how brands are experienced, remembered and sustained over time.

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