Marketing Strategy and a Rebrand for Scotland’s Centre for Social Innovation
The Client
The Melting Pot offers a coworking and event venue in the centre of Edinburgh, as well as projects to stimulate and support social innovation across Scotland.
The Objectives
To create a marketing strategy, then lead the team on its implementation.
To project manage a rebrand, working with designer Heather Cumming to create an authentic, engaging and daring new logo and visual language for this long-established social enterprise.
The Project
Roseberry Marketing worked with The Melting Pot at least one day per week for 4 years, creating and implementing a marketing strategy to unite the varied strands of the organisation’s work and present a more coherent brand story.
In autumn 2022, we launched The Melting Pot’s bold new branding, including 3 sub-brands. The parent logo is loosely based on the initials, ‘TMP’, but there is a lot of symbolism in the way these shapes are positioned, link and overlap. The design represents building blocks and a gathering of different people, ideas and limitless collaborations.
The visual language aligns to the brand’s personality traits: the colours are vibrant, friendly and optimistic; the robust, solid shapes suggest it is strong, bold and dependable; the abstract shape is innovative; and the multiple shapes and colours show how diverse and multifaceted The Melting Pot is.
I was responsible for co-ordinating the brand rollout and created dozens of templates in Canva to help the operations team keep everything consistent and on-brand across all physical and digital touchpoints.
Results
It’s so satisfying to reflect on the results of my 4-year relationship with The Melting Pot. The first thing I did was a marketing audit, which reported key analytics for the period April – September 2021. At the end of this brilliant contract, I was able to compare the corresponding 6 months in 2025…
Website:
- Users grew from 9,324 to 11,731 (+25%)
- Sessions increased from 12,839 to 17,349 (+35%)
- Pages per session increased from 2.11 to 3.89 – so visitors were exploring the site more
- Bounce rate decreased a little from 46.1% to 41.9%
- Social referrals increased from 0.05% to 2.5%
Social media:
- Instagram followers increased from 719 to 1808 (+150%)
- LinkedIn followers increased from 757 to 2922 (+285%)
Testimonial
“Lucinda has worked with us for many years and in that time completely transformed our brand and marketing strategy. She understands our needs completely and is happy to create and deliver on her strategies with minimal input from us. As someone with no marketing skills myself, I found her input invaluable. We are now a very different organisation, thanks to her knowledge, skills and support! I have every confidence in recommending Lucinda to anyone either needing a fresh approach, or starting out from scratch.” – Jennifer Richmond, Chief Operating Officer
If you have a similar project and would like to discuss how Roseberry Marketing can support you, please get in touch.
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