A world-class creative company. Forty-five years of landmark work. A story that deserved to be told with the same craft it brings to everything else.

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BRC Imagination Arts is one of the most awarded experience design companies on the planet. For 45 years, it has shaped how people feel, think, and connect, delivering landmark destinations, brand homes, national pavilions, and cultural experiences for organisations including Johnnie Walker, NASA, and Coca-Cola. When the business decided to reassess its positioning, and ensure its marketing was built for the next chapter of global growth, it brought Smiddy Marketing in as its retained strategic partner.

The situation

BRC had an extraordinary story and an exceptional body of work. What it needed was a sharper way to tell it. The company had deep creative credibility, a distinctive philosophy built around emotional storytelling and measurable impact, and four and a half decades of proof. But its external communications did not yet fully reflect the ambition of where the business was heading. With new global markets in focus and some of the world's most visionary clients to attract, BRC needed its marketing to match its scale. That meant going back to first principles: purpose, positioning, voice, and a plan.

What Smiddy Marketing delivered

The engagement began with a thorough strategic review, drawing on internal interviews, all-staff input, market analysis, and a close study of BRC's creative philosophy and competitive landscape. The output was a full positioning and strategy document developed for Chief Creative Officer Christian Lachel, anchored around BRC's organising idea, Magic With Heart, and a framework of seven indisputable brand truths that define what sets the company apart.

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From that strategic foundation, a comprehensive Tone of Voice document followed. It defined BRC as The Storyteller: warm, crafted, confident, and human. It gave the whole organisation a shared language and clear principles for how to communicate, covering everything from proposal writing and thought leadership to social content and awards submissions.

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With the strategic and brand foundations in place, the work moved into full implementation. Social media management across LinkedIn, Facebook, and Instagram was taken on in full working alongside content producer Sean McAlindon, covering content strategy, post creation, scheduling, and quarterly performance reporting. An SEO and digital strategy was developed in partnership with Boyd Digital, coordinating metadata, off-site activity, and content cadence across BRC's website rebuild. Ongoing copywriting has kept BRC's voice consistent across every channel, including coverage of major milestones such as the USA Pavilion Expo 2025 anniversary and BRC being named Experience Team of the Year at London Experience Week 2026.

What it unlocked

BRC's website is now recording its highest ever traffic levels. On social media, LinkedIn engagement runs 17.2% ahead of the competitor peer set, with BRC outperforming rivals who have audiences six or seven times its size. On Instagram, both views and content interactions have doubled year-on-year. Facebook views are up 135% on the same period last year. Across all three platforms, BRC's social presence has moved from inconsistent to structured, with a clear voice, a repeatable content system, and the data to build on. More importantly, the company now has a strategic marketing foundation, a brand language the whole team can use, and a growing digital presence that reflects the quality of the work it has always delivered.

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