Black Sheep Shepherd Huts

The Goal

Standing out from the flock

All the tools were there but they needed a brand and a website that showcased this for online customers, and continued the journey for interested customers off the back of their ever successful exhibitions at the UK Glamping Show.

Ian, Mick and Kevin always knew that there was a possibility to scale their operation to expand outside of the UK, so it was important that we created a brand that would work and be recognisable across various locations.

What We Did

The brand

To scale effectively, particularly on an international level, it’s essential to create a versatile logo that can endure over time. We designed a modern and simple emblem that is easy to recognise, easy to remember, and adaptable across various mediums. By using a fine outline for the sheep’s wool and a cross-section of a bespoke hut to form the head, we created a sophisticated, humble, and friendly face for the Black Sheep Brand.

We We Did

The website

Our second task was to build Black Sheep a new website to support the expansion of the business and launch the new branding. It’s no secret that although Black Sheep pride themselves on offering a far more accessible price bracket than their competitors, a quality, handbuilt shepherd hut is still a big investment. The ability to select custom features so they end up with a product that is exactly what they want and transparent communication about pricing are our best options to encourage a commitment to said investment. Each type of hut in their ‘flock’ of products was given their very own page, with a downloadable spec sheet. Later on, we added a ‘customise’ button and price configurator functionality for users to get live feedback on how customisable and additional features affect the cost. Quite a complex bit of development mastery there from one of our developers, Harry, and a clever conversion tool to boost sales. It’s true that people are more likely to buy something when they know exactly what they’re in for. Instil trust, maximise conversions.

Then, it was all about getting users to buy into the product. This was largely driven by beautiful, professional photography used throughout the website. Honing in on the gorgeous huts, staged by their in-house interior designer, selling the lifestyle that comes with staying in a shepherd hut, and showcasing the incredible craftsmanship of the team who handbuild these spectacular spaces.

We We Did

The ongoing journey

The Glamping Show is the biggest event in Black Sheep’s calendar. It generates significant interest in their products and is a brilliant lead generator. Taking place each September, we had a clear mission to roll out the new brand and website ahead of the event, and to make sure Black Sheep had a way to guide engaged prospects from the show back to the website afterwards.

We designed and printed high quality brochures in line with the new branding, showcasing the stunning professional photography of the huts. We created QR codes within the brochures that directed users straight to the website, encouraging a seamless user journey, even after they’re no longer standing in front of the team.

The Results

Building momentum in the field

We’re pleased to say that we smashed getting everything ready in time for the 2023 Glamping Show and saw great success off the back of it. The client was booked up with work right into the middle of 2024, a very healthy looking pipeline if we do say so ourselves.

Following on from the launch of the website, we’ve also been implementing an organic search strategy to increase Black Sheep’s chances of being found through non-branded commercial searches. Throughout the course of the first 12 months we saw a whopping 40% YOY (Year-On-Year) increase in organic search traffic to the website.