Storytelling that grows brands

Tuesday, 21 January 14
About us
We use storytelling to grow brands,
transform businesses and create
richer experiences. We are driven by
our pass...
Our team

Tuesday, 21 January 14
We believe that...
better communications built around strong and clear narratives help create
competitive advantage.
We un...
Why Storytelling?
- Storytelling reflects and creates brand culture. It respects the listener.
It expects involvement. It ...
Tuesday, 21 January 14
How we work

Tuesday, 21 January 14
Growing
understanding
We dig deep and unearth everything
about your business, markets and
audiences as well as the problem...
Growing
clarity
We find the single, exceptional
idea that expresses exactly
what’s unique about your
business or brand.
It...
Growing
difference
We make you shine. Bringing ideas to
life in way that excites you and your
audiences.
Our work is never...
Our approach
to storytelling Some case studies
Tuesday, 21 January 14
Growing White Logistics
Rebrand and repositioning

‘To tell White’s story
in a meaningful and
distinctive way.’
To do this...
Research - What’s White’s point of difference and purpose?

“Our point of difference is our
‘extra level of service’ - we r...
Tuesday, 21 January 14
White identity

Tuesday, 21 January 14
Truck livery

Tuesday, 21 January 14
Truck livery

Tuesday, 21 January 14
Truck teasers

Tuesday, 21 January 14
Truck livery

TheAllotment Copyright 2011

Tuesday, 21 January 14
Storytelling - Haulage heros

Tuesday, 21 January 14
Uniforms

Tuesday, 21 January 14
Website

TheAllotment Copyright 2011

Tuesday, 21 January 14
Brochure

Tuesday, 21 January 14
Tuesday, 21 January 14
TheAllotment Copyright 2011

Tuesday, 21 January 14
Sales materials

TheAllotment Copyright 2011

Tuesday, 21 January 14
Results

Just 6 months after rebranding White’s
secured over £600k of new business
Sales brochures increased the rate
of p...
Growing Proxima
Brand proposition development

‘Procurement sucks’ - find a
clearer and better way to
explain our value ad...
I like to be called Governor or the
Boss. I don't like Ma’am - I’m not the
bloody Queen. So take your pick.
Prime Suspect ...
I like to be called Governor or the
Boss. I don't like Ma’am - I’m not the
bloody Queen. So take your pick.

CATALYTIC THI...
A series of six animations were produced which very simply explained Proxima’s Catalytic offer.

Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Growing Wates Group
Repositioning and reporting

‘Give more depth
to our stories’.
A brand that focused on people
and thei...
Wates Group - Proposition creation

Above all,
it’s about people.
Brand/proposition guidelines

Tuesday, 21 January 14

An...
Wates Group - Annual Report 2010

Tuesday, 21 January 14
Wates Group - Annual Report 2010

Tuesday, 21 January 14
Wates Group - Annual Report 2010

Tuesday, 21 January 14
Wates Group - Annual Report 2011

Tuesday, 21 January 14
Wates Group - Annual Report 2011

Tuesday, 21 January 14
Results

“It has been a great pleasure
to work with a team that
combine challenge and
creativity in such a positive
way. F...
Growing Mansell Construction Services
2011 Annual Report

‘Create strong, clever stories
with a small budget’.
An idea beh...
Mansell Construction Services - Annual Report 2011

Tuesday, 21 January 14
Other clients

Tuesday, 21 January 14
First Direct Arena
Sponsorship branding

‘3 weeks to create a cool
brand extension to target
younger audiences.’
An emergi...
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
The Donkey Sanctuary
Rebranding and fund raising

‘An award winning identity
and a significant uplift in
donations.’
A bra...
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
Tuesday, 21 January 14
An identity for a famous writers agent

Tuesday, 21 January 14
A rebrand of an insurance business

Tuesday, 21 January 14
A series of new brochures for Cabe at The Design Council

Tuesday, 21 January 14
A set of new illustrations for Cable & Wireless to help them refocus their business on the Central American and Caribbean
...
Thank you
The Allotment
17-21 Emerald Street
London WC1N 3QA
Telephone: 07815 142035
Info@theallotmentbranddesign.com
thea...
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Allotment Creds

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Some credentials from The Allotment Brand Design

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Allotment Creds

  1. 1. Storytelling that grows brands Tuesday, 21 January 14
  2. 2. About us We use storytelling to grow brands, transform businesses and create richer experiences. We are driven by our passion to deliver tangible growth for our clients. - Shortlisted for a Brand Impact Award 2014 Our work has covered global £1bn+ business-to-business companies, brand packaging for world famous FMCG clients as well as high growth business-to-consumer start-ups. - Best in Show and Best Identity at the Design Week Awards 2012 As a team we have won over 90 design and effectiveness awards nationally and internationally. - Two golds, silver and bronze at the 2013 Transform Awards Tuesday, 21 January 14 - Positioned 8th for creativity in Design Weeks 2013 UK top 50 - Winner of Best Rebrand at the Marketing Design Awards 2012
  3. 3. Our team Tuesday, 21 January 14
  4. 4. We believe that... better communications built around strong and clear narratives help create competitive advantage. We unearth, design and communicate compelling brand promises and stories for businesses. These promises are based on the authentic soul of organisations - the unquestionable and irrefutable truth told as a story that inspires ‘emotional’ connection. We use storytelling to give meaning to brands. To create an emotional connection that gives personal relevance. Tuesday, 21 January 14
  5. 5. Why Storytelling? - Storytelling reflects and creates brand culture. It respects the listener. It expects involvement. It does not sell an idea - it plants a sentiment. - Storytelling supports ‘feelings’ which are more memorable than ‘facts’. - Stories have predictive qualities. They help people create simple rules to navigate a complex world. - Successful brands create story consensus around a fundamental purpose. We help businesses define and articulate their purpose. Tuesday, 21 January 14
  6. 6. Tuesday, 21 January 14
  7. 7. How we work Tuesday, 21 January 14
  8. 8. Growing understanding We dig deep and unearth everything about your business, markets and audiences as well as the problem you’ve asked us to solve. Growing understanding is about creating a rock-solid strategy on which everything else is built. TheAllotment Copyright 2013 Tuesday, 21 January 14
  9. 9. Growing clarity We find the single, exceptional idea that expresses exactly what’s unique about your business or brand. It’s a collaborative process that involves working with you to agree and define your vision. It’s about mapping out exactly where you need to be heading in order to thrive. TheAllotment Copyright 2013 Tuesday, 21 January 14
  10. 10. Growing difference We make you shine. Bringing ideas to life in way that excites you and your audiences. Our work is never just eye candy. Instead real difference is achieved through clarity - building on something essential at the heart of what you do. TheAllotment Copyright 2013 Tuesday, 21 January 14
  11. 11. Our approach to storytelling Some case studies Tuesday, 21 January 14
  12. 12. Growing White Logistics Rebrand and repositioning ‘To tell White’s story in a meaningful and distinctive way.’ To do this we needed to define their purpose. Tuesday, 21 January 14
  13. 13. Research - What’s White’s point of difference and purpose? “Our point of difference is our ‘extra level of service’ - we rarely say NO, we do whatever it takes to sort out issues for customers.” “They are conscientious and they put themselves out. They’re problem solvers.” “They offer solutions, not excuses.” Tuesday, 21 January 14
  14. 14. Tuesday, 21 January 14
  15. 15. White identity Tuesday, 21 January 14
  16. 16. Truck livery Tuesday, 21 January 14
  17. 17. Truck livery Tuesday, 21 January 14
  18. 18. Truck teasers Tuesday, 21 January 14
  19. 19. Truck livery TheAllotment Copyright 2011 Tuesday, 21 January 14
  20. 20. Storytelling - Haulage heros Tuesday, 21 January 14
  21. 21. Uniforms Tuesday, 21 January 14
  22. 22. Website TheAllotment Copyright 2011 Tuesday, 21 January 14
  23. 23. Brochure Tuesday, 21 January 14
  24. 24. Tuesday, 21 January 14
  25. 25. TheAllotment Copyright 2011 Tuesday, 21 January 14
  26. 26. Sales materials TheAllotment Copyright 2011 Tuesday, 21 January 14
  27. 27. Results Just 6 months after rebranding White’s secured over £600k of new business Sales brochures increased the rate of proposals to wins from 8% to 43% Sales revenue predicted to grow by 50% over 2-3 years following rebrand Judith Stracey - Managing Director Best of Show at the Design Week Awards 2012 Best Identity at the Design Week Awards 2012 D&AD Award winner (In-book) Winner of Best Rebrand at the Marketing Design Awards 2012 Winner of Best Corporate Rebrand at the Transform Awards 2012 Tuesday, 21 January 14
  28. 28. Growing Proxima Brand proposition development ‘Procurement sucks’ - find a clearer and better way to explain our value add.’ ‘See the change’ - making the invisible, visible. Defining a path no-one can follow! Tuesday, 21 January 14
  29. 29. I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick. Prime Suspect written by Paul Billing Tuesday, 21 January 14
  30. 30. I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick. CATALYTIC THINKING Prime Suspect written by Paul Billing Tuesday, 21 January 14
  31. 31. A series of six animations were produced which very simply explained Proxima’s Catalytic offer. Tuesday, 21 January 14
  32. 32. Tuesday, 21 January 14
  33. 33. Tuesday, 21 January 14
  34. 34. Tuesday, 21 January 14
  35. 35. Tuesday, 21 January 14
  36. 36. Growing Wates Group Repositioning and reporting ‘Give more depth to our stories’. A brand that focused on people and their value, not buildings. Tuesday, 21 January 14
  37. 37. Wates Group - Proposition creation Above all, it’s about people. Brand/proposition guidelines Tuesday, 21 January 14 Annual Report 2007
  38. 38. Wates Group - Annual Report 2010 Tuesday, 21 January 14
  39. 39. Wates Group - Annual Report 2010 Tuesday, 21 January 14
  40. 40. Wates Group - Annual Report 2010 Tuesday, 21 January 14
  41. 41. Wates Group - Annual Report 2011 Tuesday, 21 January 14
  42. 42. Wates Group - Annual Report 2011 Tuesday, 21 January 14
  43. 43. Results “It has been a great pleasure to work with a team that combine challenge and creativity in such a positive way. Feedback on our annual reports has been excellent.” Paul Drechsler Chairman & Chief Executive “This years report has surpassed our achievement last year. It’s more concise, clearer and continues to communicate our brand story in a compelling way. Importantly, the process was straightforward, low on business disruption and was delivered on time and on budget.” Gareth Coombes-Olney Group Communications Director Tuesday, 21 January 14
  44. 44. Growing Mansell Construction Services 2011 Annual Report ‘Create strong, clever stories with a small budget’. An idea behind every message. Tuesday, 21 January 14
  45. 45. Mansell Construction Services - Annual Report 2011 Tuesday, 21 January 14
  46. 46. Other clients Tuesday, 21 January 14
  47. 47. First Direct Arena Sponsorship branding ‘3 weeks to create a cool brand extension to target younger audiences.’ An emerging and deeply immersive story all about the amazing acoustic quality of the arena. Tuesday, 21 January 14
  48. 48. Tuesday, 21 January 14
  49. 49. Tuesday, 21 January 14
  50. 50. Tuesday, 21 January 14
  51. 51. The Donkey Sanctuary Rebranding and fund raising ‘An award winning identity and a significant uplift in donations.’ A brand with a strong emotional connection to its loyal supporters. Tuesday, 21 January 14
  52. 52. Tuesday, 21 January 14
  53. 53. Tuesday, 21 January 14
  54. 54. Tuesday, 21 January 14
  55. 55. Tuesday, 21 January 14
  56. 56. Tuesday, 21 January 14
  57. 57. Tuesday, 21 January 14
  58. 58. An identity for a famous writers agent Tuesday, 21 January 14
  59. 59. A rebrand of an insurance business Tuesday, 21 January 14
  60. 60. A series of new brochures for Cabe at The Design Council Tuesday, 21 January 14
  61. 61. A set of new illustrations for Cable & Wireless to help them refocus their business on the Central American and Caribbean markets Tuesday, 21 January 14
  62. 62. Thank you The Allotment 17-21 Emerald Street London WC1N 3QA Telephone: 07815 142035 Info@theallotmentbranddesign.com theallotmentbranddesign.com twitter.com/AllotmentBrand Tuesday, 21 January 14

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