CASE STUDYFinding the words for a studio that speaks in pictures
Brand positioning, messaging and content strategy for an all-female animation studio in Cape Town.
We Are Batch is an award-winning creative studio making 2D animation, illustration and motion design for global brands like Disney, Reuters and TED-Ed.
CLIENT
We Are Batch
SECTOR
Animation and design
MARKET
Global brands
SERVICES
Positioning, messaging, content, paid media
DURATION
4 months
THE CHALLENGEBatch makes beautiful, hand-crafted work for some of the biggest brands in the world. But as AI-generated content flooded the market, the thing that made them special was getting harder to sell. They'd poured all their creativity into the work itself, and needed a different kind of creative to help them tell their own story, with a plan they could actually run.
THE APPROACHBefore touching any tactics, I spent time with the leadership team to find out what makes Batch, Batch. It didn't take long. An all-female, wildly diverse team with no time for nonsense and a portfolio that speaks for itself. The question became:
How do we make human-made the reason to choose them?
Everything else grew from there: sharper messaging, a clearer story on the website, and content built to show the people and the craft behind the work, not just the finished frames.
THE WORKThey already knew what they stood for. Here's what I built to help them say it out loud.
Brand positioning
Purpose-led, all-female and proudly human. A clear answer to "why Batch?"
Competitor analysis
A deep dive into seven studios across four continents, to find the space only Batch could own.
Messaging
A set of beliefs to lead with, starting with craft over convenience.
Social media strategy
Five content pillars and dozens of ideas across Instagram and LinkedIn.
Website copy
A new homepage and about page, written to sound as warm and human as the work.
Paid media strategy
A monthly roadmap: Instagram to build awareness, Google Search to bring in new business.
INSIDE THE STRATEGYPart 1: The wordsWEBSITE HEROYou have a story. Let Batch help you tell it.
ABOUT PAGEThis must be the place. Where your story is heard, held, and handcrafted with care.
WHAT WE BELIEVECraft over convenience. Hand-made when it matters. Automated when it helps.
Part 2: The Content PillarsInstead of posting whatever, whenever, I gave Batch five content pillars: a North Star for what to say, where to say it and why it matters. Instagram carries the vibe and the visuals. LinkedIn carries the credibility.
People, clients + projects
Show the work and the humans who make it. This is the strongest bridge between being seen and being hired.
Think: illustrated team intros, client spotlights, sketch-to-final reveals.
Knowledge sharing
Generous with what they know, so clients trust what they do.
Think: animation tips, what goes into a great explainer video, a day in the life of an animator.
Ethos + identity
The why behind Batch, for clients who share their values.
Think: what it means to be an all-female studio, proudly South African and globally engaged.
Cultural + topical days
Joining the conversation, but only when it ties back to who Batch is.
Think: Women's Day, Heritage Day, International Animation Day.
Creative joy + play
The studio vibe, and a reminder that working with Batch is fun.
Think: animation challenges, moodboard dumps, illustrated memes.
Part 3: The Content PlanEvery idea had to earn its place by showing the craft, the people or the point of view.
Carousel If you only see the final frame, you miss the magic From first sketch to final frame, showing the human craft that AI can't fake.
ReelExpectation vs reality, done right
What the brief asked for, next to what Batch delivered. Proof they don't just meet a brief, they lift it.
StoriesBabe, do you have 5 minutes?
Quickfire Q&As and hot takes from the team. Short, funny and very Batch.
Human-made isn't a limitation. It's the whole point
After four months, Batch had a position they could stand behind, a sharper story, and a roadmap they could run on their own. That was always the point. I built it to be handed over.
WHERE THEY LANDEDTalented teams rarely need convincing. They need clarity.
Doing brilliant work but struggling to explain it?
Let's find the words.
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