Pixel Studios have been at the forefront of digital branding and marketing for over a decade. We have been in the business of helping enterprises achieve their maximum potential gaining the digital advantage. Our team focuses on ROI, profits, and other metrics generally associated with business performance. Not very often do we come across clients who don’t delve into these metrics, but something more that brings out the best in us.
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The Client
Shri. Mohan Goenka is a reputed businessman and philanthropist from Chennai. He hails from Dundload, Rajasthan, and he has a vision for his ancestral haveli in his hometown to be present online, attracting tourists and history enthusiasts from India and abroad. A haveli is a traditional manor built in an architectural style unique to Rajasthan and has great historical significance.
The haveli in mention, Seth Arjun Das Goenka Haveli Heritage Museum, was built in 1875 AD by its namesake, Seth Arjun Das Goenka, an influential businessman. The client wanted people worldwide to partake in Rajasthan’s culture and tradition through his ancestral haveli in Dundload. Shri. Mohan Goenka wanted to leave behind a legacy that he and his family would be proud of.
The Challenges
For even a team as experienced as Pixel Studios, this was a daunting task for many reasons. The first and most challenging hurdle was the business not having an existing brand identity or presence. We would be starting on a clean slate. Another challenge would be capturing the unique local flavor of the place. Marketing collateral for this engagement needed to be authentic to be successful.
Last but not least, we had to craft compelling content that stayed true to the brand message and needed to perform well in a hugely competitive search engine ecosystem. Considering there are similar nearby havelis throughout the land, we had our work cut out for us.
The Process
For our team, this was an opportunity to accomplish something that was not just about numbers and metrics. We had never undertaken something on this scale, and Shri. Mohan Goenka had given us free rein on the entire project. The client invited our team over to their hometown, so we could start from the foundations.
We were able to experience their haveli in person, through every nook and corner, examining the artefacts and listening to local stories for inspiration to our content creation process. We believed that this would create an intriguing narrative and entice people to visit the haveli. Besides that, our team was also looking for areas that could be improved or needed to be built from scratch. We noted several things and took action so the museum would better connect with a more contemporary audience.
Here are some of the aspects we were able to affect changes to –
- The first step would be to take the business online, which is why we needed to create a website. Our team of designers and developers ensured they captured the essence of the land and the museum to make browsing the website a captivating experience. We conducted professional photo and video shoots to get high-quality imagery used on the website.
- A glaring issue we noted was that the museum had no logo. A distinct brand image is critical to the success of any business, and the first step would be to create a logo. We communicated this with the client, and they asked us to proceed. Our team came up with a logo that reflected the roots of the haveli, brand values, and yet styled with a nod to modernity.
- Visitor details were recorded with a notebook and pen. While we understand that this adds to the rustic atmosphere, it has huge disadvantages, especially when keeping accurate records and expecting patrons from out of the country. We created an entry ticket system that captures the ethnic and traditional designs aligned with the haveli brand identity but based on modern, reliable ticketing systems.
- Google My Business is a critical part of the digital footprint of a business. We found that it was pointing to another completely different business. We remedied this and ensured all searches produced results relevant to their business.
From experience, we know that in niches like tourism, it is important for a business to have tangible branded collateral, like postcards and brochures. We used brand-aligned design and imagery for them. Also, we included relevant directions in the brochure, making it easier for people to find the location.
The Experience
Being invited by Shri. Mohan Goenka opened new doors for us regarding authenticity and branding. Our team being there allowed us to experience first-hand what the client wanted for the patrons of his museum. It gave us unique insights into the brand, and we were able to leverage that into creating a platform that is truly unique for Seth Arjun Das Goenka Haveli Heritage Museum.
Our experience in the mystical sands of Rajasthan has transformed us as people and professionals. We are immensely grateful for the opportunity to work with a brand with such historical and cultural significance!
