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Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
Transform: implementantion, Stuart Youngs
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Transform: implementantion, Stuart Youngs

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Strategy, tick. Values, tick. Visual identity, tick. …

Strategy, tick. Values, tick. Visual identity, tick.

For some companies, that's when they start working out how they'll achieve it. Yet the implementation will most likely take the bulk of budget. Three companies who tackled implementation from the outset discuss their experiences.

Stuart Youngs, Purpose, creative director

Published in: Travel, Business
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  • 1. PURPOSE20/10/11WorldSkillsLondon 201 1© PURPOSE 2011
  • 2. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE What is WorldSkills? – Think of it like the olympics for skills. – Young people from around the world compete to be crowned the best in the world. – It’s the biggest competition of its kind with 51 countries competing across 47 different skills. – Skills include everything from plumbing to floristry, cooking to graphic design. – The event takes place every two years in a different country. This year London played host at ExCel and the 02.© PURPOSE 2011
  • 3. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE Why are we showing WorldSkills today? – As an event and ‘brand experience’ it has gone through a radical transformation. – Illustrates the importance of having robust and distinctive building blocks. – Highlights the need for creativity through an effective implementation process. – Demonstrates how an idea can be flexed to meet the needs of different channels and audiences. – It illustrates how to maintain a coherent identity through implementation.© PURPOSE 2011
  • 4. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEThe last event:Calgary 2009© PURPOSE 2011
  • 5. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE The challenge Create an engaging careers experience for 150,000 young people alongside the biggest skills competition on earth.© PURPOSE 2011
  • 6. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEOur ‘big’ idea© PURPOSE 2011
  • 7. Your vocationis very personalto you.© PURPOSE 2011
  • 8. Your interests.Your skills.Your ambitions.Your pride.© PURPOSE 2011
  • 9. We created a ‘big idea’that is all about youand your expression.© PURPOSE 2011
  • 10. The‘I am...’campaign© PURPOSE 2011
  • 11. ‘I am...’ gave us a hugeamount of flexibility tocommunicate effectivelywith everybody fromdelegates to those whohave no idea what to doin their future career.© PURPOSE 2011
  • 12. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCECore identitycomponents...© PURPOSE 2011
  • 13. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE WorldSkills London 2011 Component parts© PURPOSE 2011
  • 14. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE WorldSkills London 2011 Component parts Typefaces I AM... I Am... RITA Frutiger Colour palette Messaging THE ICING I AM... THE MAIN EVENT ON THE CAKE THE star of the show THE TALK OF THE TOWN A CUT ABOVE A HIGH FLYER THE REST© PURPOSE 2011
  • 15. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEExCeL twoweeks ago...© PURPOSE 2011
  • 16. LARGEst ever event at ExCeL 70,000 meals served 35,000m 2 of carpet 5000m of low level walling© PURPOSE 2011 800 mains pools
  • 17. © PURPOSE 2011
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  • 28. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEThe O2 twoweeks ago...© PURPOSE 2011
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  • 30. O Opening Ceremony 4 October 2011 T Th The O2, London London is consistently vot the best o o sten voted city in the world to do business and our yn o o us strong sk l ase strong skills base is a key factor behind key t this. In 201 it w l be our honour to host 201 wil 1 o Wo Skills, when WorldSkills, when we wil n only show o orld will not i w the world the great pool of talent in o r he e po n ou country country and in our capital, bu also our u r ur tal, but ou brilliance in staging great eve ri nce stagin gg events. Boris Johnson Mayor of London and Amba s bassador The O2, London for WorldSkills London 2011 11 Venue for the Opening Ceremony worldskillslondon201 m o orldski ndon201 d 201 1.co 1 WorldSkills London 2011 Opening Ceremony ls London s Lo O Openin 06 – 07 The Opening Ceremony Opening Ce Choirs from London Choirs from Lond n celebrates communitie celebrates communit s We are d hte that London is host are delighted t to our 58 Member countries/regions our Member co from across from across the wor coming world that represent app ximately 70% hat represent appro m together share k together to share knowledge of the w d’s population. the world p a and compete in the biggest compete The true stars here are the Competitors – tru sta e each one of them is already a Champion, ch em al WorldSkills Compet WorldSkills Competition on earth. s having been selected having b en selected from amongst their Performances repre e Performances representing the Southwark EIS Children’s Choir uthwark hild London Soloist It is a real privilege to represent Northern a privilege to repres vileg p N thern n peers to represent their countries/regions r represent h four nations the UK four nations of the U (in order Southwark Splas t Splash Marv-ill Ireland at the Opening Ceremony of n at Openin Ceremony of n er on the world s the world stage. WorldSkills London 201 We are absolutely ldSkills London 201 dS 1. 1 a bsolut u 2011 has already proved to be a busy year alread p ed Marv-ill Superlungs is a unique and exciting I would like to thank ou Hosts, and best would ike h our of appea ance); Scotland, f appearan e a for Southwark EIS Children’s Choir with Southwark S ldr rising star in the Beatbox Scene. He is known delighted that th hard work and creative h ed that the h at wo r ti tive wishes to a Competito wishes to all Competitors, Delegates, Wales, Northern Ireland and Southbank Centre Southbank Centr performances in April or for his loud and powerful beats and bass Experts, ob erve volunteers and p observers, o at the Queen Elizabeth Hall and in June the Queen E izab as well as his unique beatbox style. He also talent of the cha ity’s young peop is being ent f t n nt har har s young people England,will fi welcome our first at th Royal Festival Hall. the Royal Festival combines rapping and beatboxing in live visitors visitors for a wonderful Competition. wonde o shows and recording. recognised at an international level. ecog ised an ernationa cogn ognise international delegates, then Such high profile event help the hundreds profile events fi of young singers taking p t from Southwark young ngers taking part Marv first began rapping when he was ten introduce a day in the life of schools develop their e schools to develop their self-esteem and years old, producing at 12 and beatboxing Jenny Jenn Cooke London, showing how skills confidence alongside the singing and fidence alongsid heir at 13. Although still in his early 20s he has a Chie Executive, Music Theatre 4 Youth hief performance skills. Wh performance skills While the young people wealth of recording, performing and teaching shape the world around us. love to sing, t ese projects also offer an sing, these projects experience and talent. During this time he inva invaluable experience which helps to prepare p rien w ri has supported and worked with number t them for life after school. The Choir is delighted one artists and Hip Hop legends alike. te sc Tonight’s show will be delivered t to be performing tonight as part of W dSkills performin t g e orm Worl Marv-ill is now bringing all his skills together Tjerk Dusseldorp Dusseldorp London 2011 Opening Cerem d 2011 Opening Ceremony and thank President, WorldSkil Inte President, WorldSkills I ternational by over 600 young contributors the organ sers for the invitat to appear he organi ers e rga ga vitation p and making his first CD, the all-vocal fi “Big Mouth Promo” He continues to do ” from colleges and schools from at the iconic 0 Arena. t ico c 02 Are a live shows and workshops and is writing across the UK. Enjoy the show! The 300 si gers aged from eight to 18 years he singers age r h and recording material for his first EP. fi are drawn from ten Southwark schools and raw f Southw rk ch star ed hearsals four weeks started rehearsals f ur weeks ago working a with a wonderful team of vocal trainers, t w derful team Ka Hay Kate Hayes, Lea Cornthwait Anna Corcoran ea Co thwaite, a and Ross Power. Ross er. This is This i an extremely exciting event to be part of. It’s e emely e it a onc in a lifetime opp once lifetim opportunity for these talented Programme and enthusiastic h rdressers. We are looking forward e u a tic haird Start St time 19.30 hrs t to working alongside the make-up team from West o side th – Welcome to the UK Tham Thames College to sho h ge showcase the hair and make-up – Spee Sp ches industry on what will be an enormous world stage. dus what – Sk Skills shape our city, p y s skills shape our world Stuart Chapman id artist Programme Manager, – Parade of Nations L’Oréal Professionnel – The WorldSkills Oath – Official Opening of fi WorldSkills London 201 1 Ends 21.00 hrs E worldskillslondon201 m o orldski nd 201 d 011.co 1.com WorldSkills London 20 Opening Ceremony ls London 2011 O 0 08 – 09 worldskillslondon201 m orldskillslondo 201 don201 20 1.co WorldSkills London 2011 Openi Ceremony ond 20 1 Opening 2 O 14 – 15© PURPOSE 2011
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  • 33. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEBuildingawareness© PURPOSE 2011
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  • 38. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEAll this helpedattract over200,000 people.© PURPOSE 2011
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  • 40. WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCEThank you© PURPOSE 2011

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