Your SlideShare is downloading. ×
Master redesign creds
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Master redesign creds

119

Published on

Redesign of creds as seen by Mark

Redesign of creds as seen by Mark

Published in: Design, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
119
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Nov 2011Introducing 1o1A Free Range Creative Company 1
  • 2. About Us.Our Work.Discussion. 2
  • 3. Founded by people whohave seen what great brandsand great ideas can do.Phil Rich Laurence Steve Mark 3
  • 4. The BusinessProblemPeople care more about whichyoghurt they eat than their mobilephone network.Organising IdeaTogether we can do more. 4
  • 5. Brand tool kit:Including: Design/artdirection/photography for characterbased 3d toolkit/identitysystem/digital/retail/posters/advertising/en-code site. 5
  • 6. Media.Over 113 touchpoints; from TV tocinema, print and online to in-store(POS, window design), outdoor andbusiness cards, across 9 markets. 6
  • 7. Results. UK sales +14% Month on month (PAYM) and 13% (PAYG), and retail footfall increased nearly 7% yoy. In France, the campaign increased propensity to join Orange by 25%. 7
  • 8. The BusinessProblemRecover brand leadership in TV.Restore brand halo beyond.Organising IdeaColour like no other. 8
  • 9. ??? 9
  • 10. Results. Views +20m Brand leadership. Commercial taken off air. New factory built to meet demand. 10
  • 11. More than an advertising agency.We call ourselvesa free range Free to roam a business in searchcreative of a problem or opportunity, then to roam beyond traditional siloescompany. to solve it or seize it. Intervening earlier, executing more broadly than our peers. 11
  • 12. The brand and brand team’sWe pride north star.ourselveson delivering Informing what a brand does and not just what it says.organising ideas. Grounded in and serving the business problem. 12
  • 13. United behind the brand’sAnd we think of fortunes.ourselves as fellowbrand managers. Appraised and remunerated ‘as one’ wherever possible. Enabled and driven by a ‘client inside’ mentality/spirit of custodianship. 13
  • 14. Flexibility & Sized to reflect the task.accountability are Based more on value to you thanat the heart of cost.our approach toremuneration. Shared ethic of risk and reward. 14
  • 15. We call ourselves More than an advertising agency.a free range Free to roam a business in searchcreative of a problem or opportunity, then tocompany. roam beyond traditional siloes to solve it or seize it. Intervening earlier, executing more broadly than our peers. 15
  • 16. Our ambition is tolend our collectiveimagination to businessproblems, rather thanjust lend our creativityto comms. 16
  • 17. Want a running mate.Our idealpartners: Want to make a difference. Believe that creative imagination should be used to solve business problems rather than just a comms brief. 17
  • 18. Founding clients/tasks. 18
  • 19. The BusinessProblemSupporter numbers stalling.A cultural membershipscheme in denial.Organising IdeaThe National Art Pass means youare ‘Never Without Art’. 19
  • 20. Branding and visual identity:for the pass itself, membership packsand beyond.All launch materials:partner collateral, online and offlineadvertising, PR and sales promotion. 20
  • 21. MembershipResults. +12% Understanding +11% Fans +93% Followers +181% 70,000 very warm prospects 21
  • 22. The BusinessProblemThe long shadow of FCUK.The tyranny of ‘the season’.Organising IdeaGive the clothes personality:‘I am the collection’…in moveable parts. 22
  • 23. In-store, online and offlineadvertising (film and print).Any builds welcome, the morewe have done the merrier! 23
  • 24. Results. Sales £400m Company back in profit despite difficult high street conditions. 24
  • 25. BBC Radio Idents.Creating a clearlyidentifiable suite of logosthat could work effectivelyas a ‘favicon’ or as aconcert hall banner. Theyalso needed to hint atcontent on offer by eachstation.For example: Radio 4 is aspeech station for curiousminds, Radio 3 is aclassical music station.Incorporating a ‘speechmark’ and a ‘bass clefsymbol respectively intothe logos helps to definewhat is on offer.
  • 26. BBC Radio Idents.Each station was given anillustrated ‘brand toolkit,’which helps define thebrand’s distinctpersonality even further.These toolkits were usedacross all formsof media, fromanimation, signage, stationery, to all digital content. 26
  • 27. BBC.British Museum.History of the World.The logo reflects thechronological spreadof the objects butthrough typography. 27
  • 28. BBC.British Museum.History of the World.Examples of the brandtoolkit applied in-galleryand in print. 28
  • 29. BBC.British Museum.History of the World.Examples of the brandtoolkit applied on-line. 29

×