SCG LONDON 2011 Brochure


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SCG LONDON 2011 Brochure

  1. 1. Delivering better value through Brand Synergy™SCG LONDON | 2011
  2. 2. We create powerful brands that We have one clear commonoptimise return on investment purpose – to create outstandingfor our clients results for our clientsOur services are interdisciplinary andmulti-media, covering a wide range ofchannels and sectors. Our team is drawnfrom many nationalities and we work in avariety of different cultures and countries.An award winning, internationally acclaimedconsultancy, our London base attracts andnurtures the best strategic and creative talent. We combine strategic expertise,• Strategic & Marketing Consultants creative originality, commercial insight• Business Consultants and practical knowledge to:• Graphic, Interior & Digital Designers “Synergy is the working • Optimise resources and return on investment• Architects• Project Managers • Create strong, differentiated brands together of all elements • Achieve a co-ordinated approach to converging media to achieve maximumSCG London was established in 1991 andis led by Managing Director and founder, “We are an • Build and sustain market advantage effectiveness”Clive Woodger. independent company with independently minded individuals” SCG LONDON | US
  3. 3. Services and Sectors “Inspired ideas that produce results”Our portfolio is far-reaching and our workcovers all types of channels and formats - “Successful projects Implementation • Prototype Evaluation, feedback, refinement & developmentphysical, human and digital. result from good Working closely with client teams and with • Cost Appraisal & Monitoring our international network of supplierWe work in a variety of sectors including allkey aspects of real estate – offices, business intelligence combined partners, we facilitate the successful • Site visits and on-site quality control • Systematic Refinement andcentres, workplace campuses, shopping with fresh vision and implementation of our recommendations. Value Engineering • Concept Application to Prototypeand leisure centres, retail, sports andfinancial sectors. creative insight” Guidelines • Brand Culture Guidelines – Vision, Values, On-going ConsultancyWe tailor our services to best suit specific Business Principles, HR communications • Implementation Reviewproject requirements and complement • Brand Guidelines for Identity & • Roll-out Guidelinesavailable client resources. Communications • Roll-out Management • Brand Guidelines for Architecture, • Brand Guardian RoleStrategy Design Exterior & Interior Environments; specifications and design intent drawingsWe undertake a wide range of strategic We create an original, imaginative response “Delivering cost Implementation Supportprojects including: to the brief that shapes the response and behaviour of the target audience. • Implementation Programming effective designBrand Strategy and Overview • Implementation Team Briefing including integrity”• Brand Audit Brand Identity & Communication local consultants & suppliers• Research & Evaluation • Graphic Identity • Contractor and Team Liaison• Positioning & Values • Logotype, Colours, Symbols• Naming Strategy • Brandmark• Brand Architecture & Extension • Graphic Identity• Advertising/ Marketing • Literature Communications Strategy • Brand Collateral • Marketing & AdvertisingCommercial Consultancy & • Promotions & SponsorshipBusiness Strategy • Digital Media• Corporate Brand Culture • Packaging• Internal Communications Strategy• Customer Service Strategy Branded Environments• Business Innovation Strategy • Architecture • Signage• Alliance Strategy • Landscape Design • Point of Sale • Interior Design • Merchandising • Planning & Zoning • Lighting
  4. 4. Buna - Damascus, Syria Real Estate Enhancing experience through destination branding Destination Branding is achieved through Our Real Estate work falls into three the development of a distinctive creative main categories: and commercial strategy that enhances the end user experience, providing a • Shopping and Leisure Centres differentiated ‘sense of place’. This strategy • Business Centres acts as the driving force that guides and • City Developments coordinates all the parties involved. Smolenskiy Passage - Moscow, Russia Whatever the project, from existing developments requiring refurbishment and repositioning, to new visions for the future, our aim is to create a first choice environment for all sector audiences. Whether a mall, business centre or multipurpose development – everything works together to create one unified experience.Festival - Moscow, Russia Kaleidoscope - Moscow, Russia SCG LONDON | REAL ESTATE
  5. 5. Malina - Moscow, RussiaCorporateCommercial and Not-for-Profit OrganisationsPositioning the brand at the centre of corporate strategySuccessful organisations recognise the role Initial concept We work with our clients in the proactiveof the corporate brand as an organisationalprinciple for business. No longer Brand concept: Route 2 -Initial concept process of brand management, helping shape ongoing relationships with key applicationsjust regarded as identifiers or trademarks, Brand concept: Route 2 - applications audiences – customers, employees, Sakhalin Energycorporate brands define who and what the investors, key influencers and opinionorganisation is and wants to be. formers.We develop strong brands that: Our aim is to help our clients to:• Enhance corporate profile • Strengthen financial performance• Define distinctive characteristics & values • Build reputation• Communicate a powerful message • Realise maximum value from their externally corporate brands• Promote sense of belonging, purpose & commitment internally Eksmo - Moscow, Russia SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON SCG LONDON | CORPORATE SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON
  6. 6. Moskommertsbank - Moscow, Russia Financial Services Turning financial brands into valuable assets. Forward thinking financial service businesses see change as an opportunity for growth and development. They recognise that delivery of the brand promise and development of a motivated brand culture is critical to success. We create and develop financial brands to symbolise all that makes them different. We Russian Standard Bank - Moscow, Russia rationalise complex group structures to create clarity. Exploiting the brand’s potential value, we define the brand personality and relationship with customers, employees and all stakeholders. Our clients achieve positive transformation through aligning communications, environments, service delivery and culture to ФИНАНСОВАЯ ГРУППА LIFE BILL PAYMENT their brand mission and values.AI WIFAQ - United Arab Emirates Life Financial Group - Moscow, Russia ФИНАНСОВАЯ ГРУППА LIFE CORPORATE STATIONERY LIFE FINANCIAL GROUP : 591 : BRAND ARCHITECTURE : 9.4.1 : STATIONERY 24 SEPTEMBER 2 SCG LONDON | FINANCIAL
  7. 7. F.C Zenit St.Petersburg Football Club - Moscow, Russia Retail Retail success through synergy We define retail brands for customers and Through effective branding, store design, stakeholders. We focus retail brand merchandising and coordination of all communications into simple, powerful and related media and delivery channels, our effective messages. From marketing work positively impacts on retail communications and internet to store performance and profitability. design – we create a total customer experience that is distinctively different from the competition. Azbuka Vkusa - Moscow, Russia We maximise retail opportunity by creating a leading edge competitive positioning that has strong appeal to target customers, providing a rewarding shopping experience and promoting loyalty and repeat purchase. Karusel Brand and store concept - Interior Treatments - Elevations Depstor - Ukraine KARUSEL BRAND AND STORE CONCEPT PRESENTATION . JANUARY 2010 . PAGE 52 nt differe are youX5 Retail Group - Russia SCG LONDON | RETAIL
  8. 8. Workplace Partners Bringing offices in line with 21st century work styles International Expertise New technology, economic pressures and Our design approach supports how people Our work crosses many cultures and continents - from emerging to mature “Partnering suits our higher staff expectations have led to a really work. For informal office environments markets – and we work on a global basis throughout many different regions of way of working - to be rethinking of the office. this can involve accommodating a mobile work style (‘hoteling’ or unassigned desks), a the world. transparent and to Companies are taking a close look at their use of workspace. They now need to get focus on communal interaction zones (hubs and break out areas) and other facilities Within our team there is a rich diversity of work as a team to international experience and people with a more out of office real estate which is often the second largest expense after salaries. (coffee bars and restaurants). This is balanced by a more formal approach to client facing variety of skills and market knowledge from deliver the best We create contemporary office areas such as receptions, meeting and board rooms. different countries and backgrounds. possible solutions” environments that are flexible, efficient and Where required, our international network that enhance the user and visitor experience. Whatever the brief, we reflect the brand of specialist alliances brings added strategy and express the company culture international and local support to our range within the workplace, creating inspiring of services. We often work as part of a environments that motivate people. collaborative team and have built anGull - Russia international network that provides an extensive resource structure. This opens up opportunities for clients and enables us to SED ELIT RISUS, A EST. VESTIBULUM ADIPISCING!! draw on a breadth of capability to match project requirements. +SED ELIT RISUS, A ALIQUAM EST. VESTIBULUM ADIPISCING!! Wall/column mounted directory sign 20MM solid acrylic fret cut lettering with flame polished edges matched to pantone 166C with white vinyl text applied. The sign is pinmounted directly off the wall surface on 10MM spacing pins . SCG Case studies - Integral Business Centre Integral Business Centre Building Facade by Day Integral Business Centre Building Facade by NightIntegral - Russia INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 23 INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 24 Prime Focus Building illumination concept ideas 2009 : Page 33 SCG LONDON | PARTNERS
  9. 9. Some of our clients include:If you have a project you would like to talk to us about,please phone us or contact the team at:welcome@scglondon.comIn India we collaborate with international retailconsultancy Shopworks. The local contact is SanjeevMehta, CEO Shopworks India: SCG 8 Plato 72-74 St Dionis Road London SW6 4TUPlease phone Anna Sadovnikova regarding speaking t. +44 (0)20 7371 7522or editorial opportunities, news and events. f. +44 (0)20 7371 8351Alternatively contact her at: www.scglondon.comSCG LONDON | 2011