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Table Art

Unity’s Strategic Marketing Overhaul for the UK’s Leading Event Prop Hire Company

Services used on this project:

Design & Web Development Content SEO PPC Organic & Paid Social Media Conversion Rate Optimisation

The Challenge

Table Art is quite possibly the UK’s number one company for hiring decorative table centres, event furniture, and props for medium to large corporate events, offering a comprehensive service that includes transport and professional setup. Unity was tasked with overhauling their entire digital presence, moving them from a dated, product-centric website to a dynamic, solution-focused platform that reinforces their status as the industry’s market leader.

Table Art’s existing digital assets suffered from inconsistent branding that lacked clear guidelines and structure. The website, though functional, was too focused on product listings and failed to inspire key target audiences: Corporate Event Planners, Marketing & PR Professionals, Venue Managers, and Production Companies. The goal was to create a digital ecosystem that provided clear messaging, showcased innovation, and streamlined a complex product catalogue for superior usability.

Unity’s Solution: Digital Access

Unity deployed its comprehensive Digital Access service, providing end-to-end expertise across all required areas in one cohesive monthly package: Corporate Branding, Web Design, Web Development, SEO, PPC, CRO, and Organic & Paid Social Media.

Corporate Branding & Identity

Our initial focus was to establish a strong, unified brand identity that could support future marketing activities.

Brand Guidelines: We developed brand guidelines that helped resolve inconsistencies and formalise the creative application of the company strapline.
‘Greener Thinking’: Unity conceptualised and integrated the ‘Greener Thinking’ concept, providing Table Art with a powerful mechanism to visibly emphasise and communicate their commitment to being a more sustainable business.
Brand Application: We delivered practical design examples for key business collateral, including Proposal Documents, Email Signatures, Promotional items, specialist Flight cases for transporting props and table centres, and Social Media assets.

Market-Leading Web Design & Development

Unity redesigned and built the new Table Art website from the ground up to serve as a high-performance sales and inspiration tool.

Web Design Responsibilities

The design was focused on three core objectives: Confidence, Inspiration, and Solution.

Reinforcing Leadership: The visual identity was tailored to give customers immediate confidence, reinforcing the message that they are the market leader.
Inspiration & Solutions: The design showcases the company’s unique and innovative designs, moving the emphasis from simply being product-focused to facilitating a need and providing a complete event solution.
Streamlined UX: We better organised and streamlined a large, complex site for optimal usability, prioritising user actions and the discovery of key features like DMX controlled lighting.
Trust & Clarity: Clear messaging and imagery were tailored specifically to the target audience. We incorporated essential trust signals, such as Google reviews and the logos of recognisable partners/organisations, alongside clear, conversion-focused Calls to Action.

Key Development Features

The technical architecture was designed to handle a complex inventory while simplifying the user’s journey:

E-commerce & Quotation System: We developed an e-commerce style facility that allows users to add items for hire to a shopping basket or ‘Wish List’. The checkout process culminates in an enquiry form to facilitate a ‘Request a Quotation’.
Product Discovery: A robust Product Filter Facility was implemented, allowing customers to search using tags across individual products, event prop packages, and event themes. Individual ‘Products’ pages also automatically display related products, packages, and themes.
Technical Foundations: The site was engineered with SEO optimisation built to the latest standards, a full-site search facility, and a modern blog with a flexible layout for creative video content showcases. Crucially, the entire build utilised a mobile-first design approach, ensuring it is fully responsive for an optimum user journey across all devices.

Driving Digital Performance

Post-launch, Unity leveraged the Digital Access service to execute a complete digital promotion strategy, ensuring the new platform achieved maximum reach and conversion.

SEO – Continuous optimisation to increase organic visibility, drive qualified traffic, and cement the site’s authority as the market leader.
PPC – Targeted campaigns designed to capture high-intent searches from corporate event planners actively seeking hire solutions.
CRO – Ongoing analysis and refinement of the website to maximise the conversion of visitors into high-value ‘Request a Quotation’ enquiries.
Organic & Paid Social Media Strategy – execution to engage the target audience, showcase stunning event visuals, and drive qualified traffic to inspirational and solution-focused web content.

Results

Unity successfully delivered a complete digital transformation for Table Art. The new website serves as a powerful, user-centric vehicle that effectively communicates their market leadership and innovative design capabilities to their pioneering Greener Thinking initiative. By unifying branding, web platform, and digital promotion under Unity’s Digital Access service, we delivered a performance-driven solution that is perfectly positioned to support Table Art’s continued dominance and long-term growth in the corporate event hire sector.