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to the point - work overview

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work examples (print and digital) from to the point - design consultants

work examples (print and digital) from to the point - design consultants

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  • 1. case studies 1 A brief introduction to the work of to the point we’re to the point hi
  • 2. about us 2 clear, concise communication • Design Consultancy established in 1991 • Independently owned • 14 full-time staff • Top 100 UK design consultancy • Clients range from start-ups to corporates • We consider the environment in all that we do For examples of our work, visit our website at www.tothepoint.co.uk
  • 3. our services 3 We specialise in brand • Research and evaluation expression across a wide • Identity and branding range of sectors, built on • Print and digital collateral experience and knowledge • Brand guardianship gained since 1991. Brand identity Literature & Communications Exhibitions & Environments Digital media
  • 4. identity and branding 4 • We create and evolve identities, from small start ups to large corporations • We help to develop the value of your brand both internally and externally Client Brochure V6:Layout 1 22/5/08 12:46 Page 1 greater... for further information please visit www.3DReid.com
  • 5. key clients 5 Our branding experience • 3DReid • Institute of Physics • 3i • Instinet/Chi-X and digital media expertise • ACAS • Lambeth Council guarantees both local and • Actis • Land Securities global presence – reaching, • Better Bankside • LAPC • British Land • Legal and General (LGIM) informing and ultimately • British Science Association • Lloyds TSB influencing your audience, • Capital Shopping Centres • London First whether internal or external. • CIPR • Moneycorp • Cisco Systems • News International From a simple identity and • Deafness Research • PPS Group web presence to corporate • EDF Energy • RSe Consulting interactive and video • EPSRC • Schroders • Evolvence Capital • Sean Hanna presentations, we provide • Frontier Silicon • Southwark Borough Council technologically appropriate • General Dental Council • TNS solutions – designed to • Hammerson • Transport for London • ICAEW • Treasury Holdings excite, clarify and strengthen your message, ensuring you get the results you want.
  • 6. our work 6 The following pages demonstrate • Conceptual work the range of work we undertake. • Identity To bring some of the digital • Brand implementation examples of this work to life, • Digital Media please visit our website at • Exhibitions www.tothepoint.co.uk • Interiors To visit website, click on link above
  • 7. case studies 7 3i Intouch Brochure We have worked in partnership, from initial research and reporting to delivery of the vast majority of 3i materials. These range from a high quality digital presentation for the 3G conference in Cannes to the bespoke magazine, 'Intouch', keeping key stakeholders, partners and clients informed of 3i’s plans and vision as well as their view on market trends. We have designed and implemented their literature system, creating a hierarchy of information, from 'success story' fact sheets, through sector or regional brochures, high quality 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v Intouch 25/4/08 10:19 Page 010 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v 25/4/08 10:19 Page 011 www.3i.com/consumer 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v Intouch 25/4/08 10:18 Page 06 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v 25/4/08 10:18 Page 07 www.3i.com/infrastructure 3i.com/infrastructure 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v Intouch 25/4/08 10:19 Page 012 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v 25/4/08 10:19 Page 013 www.3i.com thought leadership brochures with Consumers are more engaged with their favoured brands than ever. Budget-constrained governments across the world are looking to private investors to fund urgently needed investment in energy, It takes leaders with vision, energy and technical skills to make sure industrial businesses take advantage of the water and transport infrastructure – but it opportunities for rapid growth in the Respected retailer Stuart Rose, the event support material to limited newly appointed Chairman of Agent Provocateur, believes that strong brands can grow throughout the takes investment firms with proven expertise and the ability to commit long-term capital to succeed in this rapidly evolving market. developing world. economic cycle. edition case bound books Infrastructure Engineering covering their partnerships and W hen Stuart Rose became Chairman and co-investor at luxury lingerie group investing– building – As well as redesigning the website, Interflora introduced an email service that improved online sales by 43%. growth in developing markets Agent Provocateur last year he had a clear idea of the label’s Leveraging a successful label huge potential. SENIOR ADVISER the Successful labels are also harnessing future the power of technology to understand customers and build sales. One APPOINTED Rose, Chairman of The Hamleys Group Consumer demand is the engine of the Rose, who helped steer The Body by the public sector. Despite the scale Investment in staff I and former Managing Director of The global economy. But recently both the US Shop through tough trading conditions nfrastructure has outstanding example, according to buy-out case studies. Muriel Zingraff has joined 3i as a Body Shop, believes Agent Provocateur Federal Reserve and the Bank of England in the early nineties, believes brands emerged as one of the of the opportunity in the global market, it takes a unique type of investor to training led to improved Rose, was 3i’s revitalisation of the senior adviser for retail, luxury goods is an outstanding brand that has forged have cut interest rates to defend against a that keep to their core values and well-known Interflora brand’s website a powerful connection with consumers. consumer-led downturn that could affect avoid the temptation to cut costs can world’s fastest growing operate effectively in the infrastructure customer service following a £20m investment in 2005. and fashion, bringing considerable space – one that is both an investment It is edgy, humorous and high-quality – and enjoys strong customer loyalty. the performance of the restaurant, retail and leisure sectors and beyond. continue to grow throughout the cycle. “You stick to what you do best and specialist asset classes. specialist, and also a long-term operator and a conversion rate As well as redesigning the site, the company introduced a service that experience to 3i’s consumer investment portfolio. Most recently, All this will help it successfully expand you keep doing it. No amount of Expanding populations and the demand of complex industrial assets. that leapt from 40% emailed customers to remind them Muriel spent five years with shoe For established European and US strategy for me since the 1990s. If you T overseas, online and through licensing. Yet, at the time of writing, Rose believes marketing can bring customers back about forthcoming anniversaries. he developing talk of a slowdown is exaggerated. “The once you have lost them.” for higher living standards create pressure in both the developed For governments, private finance not to 60%. As a result, online sales improved by superbrand Jimmy Choo where she economies of Asia, engineering companies this presents a great opportunity to achieve levels go to China to use low cost labour for export, that is an approach that will “There is an awareness of the brand that general mood of the market is positive – only opens up a rich source of funds, 43%, and when 3i sold its stake the created the new licensing division. is out of all proportion to the size of the although that might change if job losses For strong brands, finding new markets and developing worlds for greater but also generates operational efficiencies following year it made more than Previous to this, she launched the Central Europe of growth not possible elsewhere. Take only work until wages there increase.” investment in essential services like Stuart Rose Hyva, the Netherlands-headquartered business. We bought it not for its current are reported.” Spending by wealthy abroad is a proven method of improving roads, airports, water and power. In that benefit the general public. Global Chairman, The Hamleys Group, Agent three times its original investment. Paco Rabanne brand in the United and South America are provider of high quality hydraulics earnings but for its ability to develop,” Combining vision and action says Rose, who took a stake when 3i consumers in the Middle East and the sales and earnings. Agent Provocateur, the West the economic drag threatened investors like 3i can take and apply best Provocateur, MKM Building Supplies States and Asia, spent five years at expanding up to three solutions for trucks, for example. In emerging markets of Russia and China which already has outlets in 10 countries practice from around the world, in a Rose believes that one of the most Breaking into these countries takes acquired the company and appointed appears particularly strong, he adds. across Europe, as well as the United by a generation of under-investment way that nationalised operators would and Giraffe effective strategies for growing Harrods as Executive Main Board times quicker than just four years, strong organic growth what Conger describes as a clear in basic infrastructure is beginning in China and India has helped lift this him Chairman in November 2007. States, Hong Kong and the Middle East, to be addressed, from the renewal of find difficult. sales is to focus on improving the Director for Fashion, Accessories developed markets, 3i-backed company’s turnover from future vision. Working closely with Rose has also been working with the plans to open more stores in its existing Britain’s Victorian sewer system to customer experience. It was a tactic and Beauty, responsible for £250m and they are hungry €146m to €446m. management, he crafts a view of Building trust with consumers management team at family-friendly markets as well as in new European and the refurbishment of the United States’ Global growth in demand he employed at Hamleys’ flagship of revenue, and she worked for eight what the business should look like for highly specialised We have ensured their brand is Rose, who has extensive experience restaurant chain Giraffe to roll out the Asian markets. “Having an international for infrastructure toy store on London’s Regent Street in five years’ time. At the top level, highway network. In the developing years at L'Oreal on the Lancôme and This opportunity is not just about the of international retailing and brand business across the UK. Rose, who content balances the risk, bringing world, and especially in the rapidly Demand for infrastructure is set to after the 7/7 bombings. Investment Armani brands. engineering components short term. As these developing this breaks down into quantitative and qualitative goals – respectively Why quality development, believes that strong became a non-executive Director of the different income streams and often growing BRIC1 economies, there is a expand significantly at a time when, in staff training led to improved for everything from economies take giant strides towards brands labels provide an excellent platform company when 3i made a growth capital higher prices,” Rose says. customer service and a conversion maturity, there is a chance to establish financial targets and ambitions for strong recognition that investment in simultaneously, government finances for corporate expansion and earnings investment in the firm two years ago, basic infrastructure is the foundation in developed countries are becoming rate that leapt from 40% to 60%. production lines to cars strong market positions ahead of local the shape of the business – which growth. Household names not only is advising Giraffe as it takes a brand The label is targeting wealthy consumers on which their future rapid growth increasingly constrained, and the to consumer goods. competition. This also prevents local are detailed by geography and sector. convey certain values and standards, built around global food, great service by expanding its high-end lingerie range. will be built. growth aspirations of developing Over the years, the best brands have companies from growing up to use they also command loyalty and justify and world music to almost 30 new “The incomes of those who are prepared countries reach ever higher. secured a loyal customer base by their bases in these fertile economies But these goals have to be matched a premium price. What’s more, their locations in three years. to buy luxury items like these have not offering a unique and trustworthy as sources of competitive advantage by action. Paraphrasing management consistently presented and their Attracted by the secure, low-volatility appeal can be exported to new markets changed,” Rose observes. returns that infrastructure assets can Developing countries like India product or service. Now, these labels in world markets. guru Peter Drucker, Conger observes success and extended to additional product lines. “Giraffe is known for quality, freshly- generate, a growing number of specialist recognise the greatest need for new provide an outstanding platform for that vision without action is dreaming; “Consumers are more brand-aware than prepared food and friendly service. infrastructure investors are starting to investment. Any visitor that has growing sales and margins by taking “We rarely go to low cost countries to action without vision is random activity; are breeding ever,” he says. “Brands create trust and help companies Diners know they will have a great experience at our restaurants, which is why they keep coming back,” he fill the funding gap created by this burgeoning demand. Increasingly, private investors are financing, building, travelled along the pot-holed highways of Mumbai or experienced black-outs in the summer heat of Delhi will attest them to new markets. “It takes a long time to build a brand,” says Rose. “That’s why their value can bring the product back out, we go to supply it locally,” asserts Hamdi Conger, who serves as independent Chairman vision and action together can change the world. stay engaged with customers, whatever explains. The company has already operating and maintaining crucial to the fact that a dynamic economy, be colossal.” for the 3i-backed companies AES “If you want to achieve your vision the economic climate. That’s why it successfully launched a number of infrastructure around the world that Engineering, Hyva, Mold-Masters and then you have to show people how message is clear. makes sense to invest in them.” outlets outside the south-east. would traditionally have been owned 1 Brazil, Russia, India and China NORMA. “This has been an important to get down the actions needed 10 11 06 07 12 13
  • 8. Client Brochure V6:Layout 1 22/5/08 12:46 Page 1 case studies 8 greater... 3DReid When two leading architectural practices (REID Architecture and 3D Architects) merged to form 3DReid, they approached us to rebrand the company whilst also seeking our advice on what materials to produce to best manage the merger. Our solution was to produce two for further information documents (a staff brochure and please visit www.3DReid.com a client brochure) which were specifically written for the very separate target audiences in mind. We were also responsible for the design and launch of their new website which was innovative for the sector. The merger was very successful and subsequent feedback confirmed that our publications and website design played a major contributing role in this. www.3DReid.com.
  • 9. case studies 9 ACAS We have worked with ACAS for the past five years, helping with the development of their brand and designing various pieces of literature and marketing collateral. We have produced and evolved their annual report during these five years. Guidelines for an independently funded government organisation like this bring accessibility regulations, such as a minimum type size, which can be seen as restrictive or prohibiting. The challenge, and ultimate success, lies in considering these and producing a report that appeals to various audiences, is visually stimulating and ensures all the information is easily accessible.
  • 10. case studies 10 Actis We have helped Actis develop their brand through a variety of print and digital projects and, following the success of this work, were asked to look at developing a market leading corporate brochure to convey their core messages and position them as a global player. With a clean and contemporary look, vibrant colours and strong imagery, the brochure makes use of an unusual format, including throw-outs, to highlight each core message supported by a relevant case study.
  • 11. case studies 11 biogendia leaflet aw:Layout 1 11 7/5/08 11:40 Page 1 11 biogendia leaflet aw:Layout 7/5/08 biogendia leaflet aw:Layout 7/5/08 11:40 Page 11:40 Page Biogendia About Opaldia About Opaldia About Opaldia About QuantuMDx About QuantuMDx About QuantuMDx Opaldia is thethe UK's premier Opaldia isis UK'sUK's premier Opaldia the premier physicians or thethe general physicians or general physicians or the general Biogendia is developing exciting QuantuMDx technology is isis Biogendia isis developing exciting QuantuMDx technology Biogendia developing exciting QuantuMDx technology private provider of genetic private provider of genetic private provider of genetic public withwith highest public with the highest public the the highest molecular diagnostic and and molecular diagnostic and molecular diagnostic being developed to offer a a a being developed to offer being developed to offer medicine and lifetime medicine and lifetime medicine and lifetime standards of clinical carecare in standards of clinical care in standards of clinical in screening technologies to to screening technologies to screening technologies handheld, true true sample to handheld, true sample to handheld, sample to wellness programs. wellness programs. wellness programs. genetic health and screening genetic health and screening genetic health and screening support thethe advancement support advancement support the advancement result Point of CareCare (POC) result Point of Care (POC) result Point of (POC) services. WeWe also provide services. also also provide services. We provide and enhancement of Opaldia’s molecular diagnostic device and enhancement of Opaldia’s molecular diagnostic device and enhancement of Opaldia’s molecular diagnostic device Whilst mainly focusing on on Whilst mainly focusing on Whilst mainly focusing impartial, specialist-led impartial, specialist-led impartial, specialist-led healthcare programs. healthcare programs. healthcare programs. capable of label-free, multiplex capable of label-free, multiplex capable of label-free, multiplex cancer services wewe also cancer services also also cancer services we information on on latest testing information latest testing information on latest testing detection of up up thousands detection of to to thousands detection of up to thousands Biogendia, a ground breaking offer consultant-led clinics offer consultant-led clinics offer consultant-led clinics and testing forfor other and testing other and testing for other and screening technologies and screening technologies and screening technologies and education and clearclear and education and clear and education and The The first of molecular The first ourour molecular first of of our molecular diagnostic products is isis diagnostic products diagnostic products of analytes, simultaneously. of analytes, simultaneously. of analytes, simultaneously. hereditary conditions. hereditary conditions. hereditary conditions. QuantuMDx - a- - a chip QuantuMDx chip QuantuMDx a chip information on on prevention, information prevention, information on prevention, genetics organisation set to Our Our is tois to provide all our early detection and accurate Our aim is provide all ourour aim aim to provide all customers whether patients, early detection and accurate early detection and accurate customers whether patients, diagnosis of disease. customers whether patients, diagnosis of disease. diagnosis of disease. based diagnostic platform. based diagnostic platform. based diagnostic platform. With ourour global partners, With global partners, With our global partners, Elaine Warburton DIRECTOR Biogendia Limited revolutionise genetic diagnostics, T +44 (0)207 554 4052 27 Fitzroy Square M +44 (0)791 22 06 1 06 London W1T 6ES approached to the point to create F +44 (0)207 554 4057 E elaine.warburton@opaldia.com United Kingdom a distinctive identity for its new S elaine.warburton www.biogendia.com brand. Collateral produced included a new brand identity, corporate literature styling as Our Our people Our people people Elaine Warburton Elaine Warburton Elaine Warburton Jonathan O’Halloran Jonathan O’Halloran Jonathan O’Halloran Dr Dr James Mackay James Mackay Dr James Mackay well as stationery and marketing director director director co-founder co-founder co-founder chief scientific officer chief scientific officer chief scientific officer co-founder co-founder co-founder director director director co-founder co-founder co-founder collateral for use at specialist Elaine is anis an experienced Elaine is an experienced Elaine experienced healthcare director and is aisis a healthcare director and a healthcare director and Jonathan possess an innate Dr Dr Mackaythethe UK’s only Jonathan possess an an innate Jonathan possess innate passion and understanding passion and understanding passion and understanding Mackay is isis UK’sUK’s only Dr Mackay the only accredited consultant accredited consultant accredited consultant qualified chartered accountant qualified chartered accountant qualified chartered accountant of molecular biology and and of molecular biology and of molecular biology medical oncologist withwith medical oncologist with medical oncologist international events. withwith degrees in genetics and with degreesgenetics and degrees in in genetics and nursing. Together withwith her nursing. Together with her nursing. Together her other related sciences that that hasa special interest in cancer other related sciences that has other related sciences has a a special interest in cancer special interest in cancer seen him develop a a diverse genetics. He He set up regional seenseen develop a diverse him him develop diverse genetics. set up regional genetics. He set up regional fellow co-founders, she she fellow co-founders, she fellow co-founders, intellectual property portfolio. cancer genetics services intellectual property portfolio. cancer genetics services intellectual property portfolio. cancer genetics services launched Biogendia to realize launched Biogendia to realize launched Biogendia to realize This This scientific expertise in a in Cambridge and London This scientific expertisea a scientific expertise in in inin Cambridge and London Cambridge and London herher vision bringing medical vision of of bringing medical her vision of bringing medical number of disparate sciences including developing a a a number of disparate sciences number of disparate sciences including developing including developing genetics into into mainstream genetics into mainstream genetics mainstream hashas led him co-invent thethe remote cancer genetics led him to to co-invent the has led him to co-invent remote cancer genetics remote cancer genetics Biogendia was originally a healthcare delivery. The The result healthcare delivery. The result healthcare delivery. result of this being early detection of this being early detection of this being early detection QuantuMDx chip chip platform with service, using real time QuantuMDx chip platform with service, using real timetime QuantuMDx platform with service, using real Biogendia's partners. Previously, tele-conferencing technology, Biogendia's partners. Previously, tele-conferencing technology, Biogendia's partners. Previously, tele-conferencing technology, division of Opaldia, prior to an of disease; targeted treatment of disease; targeted treatment of disease; targeted treatment to improve survival; and and to improve survival; and to improve survival; he he created and ran a a successfulbased in Great Ormond created and ran a successful he created and ran successful based inin Great Ormond based Great Ormond National Referral Immunology Street Hospital NHSNHS Trust. National Referral Immunology National Referral Immunology Street Hospital NHS Trust. Street Hospital Trust. ultimately empowering ultimately empowering ultimately empowering Laboratory and Allergy Clinic, He He holds honorary academic Laboratory and Allergy Clinic, Laboratory and Allergy Clinic, holds honorary academic He holds honorary academic MBO. We also designed the individuals to taketake responsibility individuals to take responsibility individuals to responsibility forfor their health and well-being. theirtheir health well-being. for health and and well-being. forfor one thethe largest hospital posts bothboth in UKUK one one of largest hospital for of of the largest hospital groups in thethe UK. groups inin UK. UK. groups the posts boththethe UK posts in in the and overseas. and overseas. and overseas. www.biogendia.com original identity for Opaldia. elaine.warburton@opaldia.com elaine.warburton@opaldia.com elaine.warburton@opaldia.com jonathan.ohalloran@opaldia.com james.mackay@opaldia.com jonathan.ohalloran@opaldia.com james.mackay@opaldia.com jonathan.ohalloran@opaldia.com james.mackay@opaldia.com
  • 12. case studies 12 British Land 02 Colmore Row Brochure We were approached to design a promotional Birmingham’s brochure for the first signature architect tower new signature to be built in the centre of Birmingham. York House office building 45 Seymour Street London W1H 7LX www.britishland.com 103 Colmore Row, designed by Hamiltons and developed by British Land, will be the most modern and distinctive office building in Birmingham. Offering occupiers 285,000 sq ft of the most flexible yet sustainable space over This also included the design of the identity 28 storeys, 103 Colmore Row will set a new standard for office accommodation within the city. which reflects the nature of the tower and its its feature structure, the external light sabre, which will be highly visible at night from all areas of the city. We also created a promotional microsite: View from Colmore Row / Bennett's Hill http:/ / www.103colmorerow.com 04 08 As the UK's second city, Birmingham and in particular the area surrounding 103 Colmore Row is home to some of the largest UK and international companies. MAJOR OFFICE OCCUPIERS 1 Wesleyan / Pinsent Masons 2 Martineau Johnson /Ernst & Young/Cobbetts LLP 3 HBOS 4 The Royal Bank of Scotland 5 Royal & Sun Alliance 6 Government Office for the West Midlands 9 7 Barclays Bank Plc 16 1 8 2 8 Direct Line 15 7 5 4 3 2 6 9 Price Waterhouse Coopers 12 4 10 Lloyds TSB MIN MIN MIN WALK WALK WALK 11 3 10 11 Eversheds 12 Wragge & Co LLP 14 13 13 HSBC 14 DLA 15 HFC Bank Plc 16 KPMG Each band represents the distance covered in one minute View from Victoria Square
  • 13. case studies 13 British Science Association Following a three-way creative pitch, we were appointed to lead this rebrand project for The BA (British Association for the Advancement of Science), with the first step involving a name change to British Science Association. Work included creating a completely new logo, developing and implementing brand guidelines, as well as re-working existing sub-brand logos for many of the Association’s departments and events so that they worked with the new British Science Association identity. CREST CITY OF BIRMINGHAM 4-9 SEPT 2010 Awards The new look was launched with a plasma screen presentation, also produced by to the point, at a VIP reception held at the House of Commons. please click here to view flash presentation
  • 14. case studies 14 Capital Shopping Centres NORWICH CHAPELFIELD LEASING EVENT INVITATION Capital Shopping Centres Our work for Capital Shopping Centres started in June 2007 with conceptual work for the stand design for the British Council of Shopping Centres trade show, which won ‘Best Stand 2007’. This has led to us designing and rebranding the letting packs for all twelve of their shopping centres, producing a folder to hold the family and updating the set every 6 months. Creating places for tomorrow’s customer We now work on an ongoing basis for the marketing team.
  • 15. case studies 15 CIPR annual review 2008 annual review 2008 Strengthening the industry The CIPR is the largest public relations institute in Europe with over 9,000 members from enabling all sectors of the industry. The industry to prosper We've been working with the CIPR since 1999, evolving their identity and communications from the original IPR identity through to the new identity launched when they received Chartered status in 2005. Featured is this year’s annual report and the 2008 60 year anniversary logo. Other marketing materials we design include event literature and displays, training programmes and Profile, their membership magazine.
  • 16. case studies 16 CIPR – profile magazine A bi-monthly membership publication for the CIPR. Each issue focuses on a key player from the PR industry and a shoot is commissioned for the cover to put a face to the ‘profile’. Previously existing as a newsletter and other mailshots relating to events, training and seminars, Profile has been upgraded into a 28 page magazine.
  • 17. case studies 17 EDF Energy We had only just finished producing a when they asked us to produce a Burton brochure the intention was to Cottam Plant brochure for EDF to celebrated 40 similar document for its sister plant in capture the character of the plant 40 year anniversary years of Electricity production at its Cottam which sat on the other side of together with many of the stories and brochure West Burton plant in Nottinghamshire the Trent from itself. As with the West personalities that had emerged there.
  • 18. case studies 18 East Thames Hoardings Concept design to raise awareness of East Thames brand, sub brands, local initiatives and facilities coming to the area.
  • 19. case studies 19 EPSRC We created the identity and marketing material as part of a high-profile campaign for the Engineering and Physical Sciences Research Council (EPSRC). The IMPACT! campaign demonstrates how complex science and research projects have a positive effect on our everyday lives, for communities and the economy. Initial materials included a pocket-size concertina brochure, case studies, e-newsletters, display materials and campaign ads.
  • 20. > INVESTMENT STRATEGY case studies 20 04 05 Evolvence Capital evolvence capital investment strategy investment strategy evolvence capital To The Point beat agencies in London, New York, Dubai and Mumbai to win the account for Dubai based leading alternative asset management company, Evolvence Capital. EVOLVENCE PLATFORM LEADER INNOVATOR With 5 years experience in the financial services sector, including clients like 3i, we were well placed 06 07 Pioneering approach backed by to understand their requirements. exceptional organisation evolvence capital investment strategy investment strategy evolvence capital We have delivered fast and appropriate solutions for their immediate needs and are now Evolvence Capital pursues innovation and working on a more strategic approach applies creativity to design investment products. It was among one of the first asset managers to create an India focused private equity platform. With the establishment of for their corporate communications. Evolvence Education Holding, Evolvence Life Sciences Fund and the Evolvence MENA Hedge Fund, we are a leader in the development of sector and product-targeted funds. Our investment professionals are organized in sector-focussed teams that work together across geographies, industries and products. Initial work has included refining Evolvence Capital has invested in over 150 companies across every industry in its target geography and generated significant return on investments. the existing logo, devising a colour The Company has an established international investor base drawn from North America, Europe and the Middle East. palette, styling and creating templates for their printed LONG HISTORY AS A MARKET AND powerpoint presentation, creating display graphics and a corporate brochure. We are currently creating their new website.
  • 21. case studies 21 General Dental Council - Report & Accounts PITCH WIN General Dental Council The General Dental Council GENERAL DENTAL COUNCIL annual report 2006 GENERAL DENTAL COUNCIL annual report 2006 GENERAL DENTAL COUNCIL annual report 2007 GENERAL DENTAL COUNCIL annual report 2007 GENERAL DENTAL COUNCIL (GDC) is the organisation which 2 3 20 21 protecting patients, regulating the dental team www.gdc-uk.org FIRST STEPS with non-European qualifications have an individual assessment of their qualifications and experience by our panel of trained professional assessors before they can register with us. In 2007 we registered 52 dentists and 33 regulates dental professionals Knowledge, skills and professionalism – it’s one our jobs to dental care professionals following an individual assessment. make sure prospective dentists and dental care professionals You have to assume 01 07 Facts and Figures get the right training so they develop all three. For dentists from outside Europe, there is an exam. The annual report Overseas Registration Examination was launched in 2007 your dentist and their team know We start by setting the criteria that degree programmes and and replaced our previous exam system for overseas what they’re doing, that they’re training courses must comply with. If on paper a new course meets our requirements, we provisionally approve it. We will dentists. The ORE is rigorous, testing candidates at UK graduate level. The system is also able to cope with Our registers in the United Kingdom. They then thoroughly inspect the course once it is up and running, fluctuations in demand much better than its predecessor properly trained and before the first group of students qualifies, to ensure the training is sound. And we will inspect it regularly, on an and means a more streamlined process for candidates. ongoing basis, after that. Just as important is ensuring that standards remain high once a dentist or dental professional is registered with us. In 2007, we approved seven new courses. Not all of these Our continuing professional development requirements, were approved first time. We are rigorous – we need to be, standards guidance, fitness to practise procedures, and in patient protection is paramount. If a training course doesn’t the future revalidation, all play their part - of which more, later. Dentists and dental care professionals 3. Dentists added to the register in 2007 6. Dentists – where they qualified The Specialist Lists required a more strategic meet our requirements, we turn it down. But we give guidance on where it falls short, so training providers can reapply for approval. Among the courses we inspected in 2007 were the first groundbreaking four-year graduate-entry dentistry training Focus on education Is there more we could be doing to ensure the joining our registers in 2007 1. Dentists and dental care professionals added to our registers in 2007 Female 1,263 Male UK 26,521 9. Breakdown of Specialist Lists on 31 December 2007 Dental and Maxillofacial Radiology 26 programmes at the Peninsula Dental School in Devon and professionals joining our registers are up to standard? 1,100 Dental Public Health 125 2359 approach to their report and Dentists the University of Central Lancashire. These courses are a We’ve been asking ourselves this question as part of a European Economic Area 5053 Endodontics 198 ‘first’ in dentistry so we will inspect them each year until the major review of our role in education, launched in 2007. Dental care first students graduate. You can be sure that the 100 or so new 15783 As a result, our focus is likely to shift from stipulating professionals 4. Dental care professionals added to the register in 2007 Oral Medicine 85 dentists graduating from these two schools in 2011 will have been what training providers teach, to an approach based Breakdown of trained to the high standards the GDC and the public expect. on learning outcomes. We would define what a newly dental care International Qualifying Examination 1544* Oral Microbiology 6 professionals qualified dentist or dental technician or dental hygienist Training for dental care professionals was also a big focus for should be able to do and what skills and attributes 60 1367 Female Oral Pathology 32 us in 2007, with inspections of eight dental hygiene and Clinical dental technicians Dental technicians 14,464 accounts to ensure that their key they need. It would be up to individual training providers Dental hygienists 379 Dental therapists 230 Oral Surgery 794 14036 Overseas 2301** therapy schools and dental technology colleges. An to design their curriculum to deliver this outcome. Dental nurses Male extensive inspection programme continues into 2008. All our This approach would encourage innovation and ensure 1,319 * Dentists from outside Europe have to pass a GDC examination before they Orthodontics 1182 inspection reports, with our findings and recommendations Some dental care professionals registered in more than one category are eligible to register. students learn what they need to. ** European dentists who have qualified outside Europe are entitled to an Paediatric Dentistry 232 to the training provider, are available on our website. individual assessment. But training can’t replicate 100 per cent the realities of Periodontics 295 In 2006 we began paper-based annual monitoring of dental working life. We’ve been considering the need for an schools to supplement our physical inspections. We took this assessment period for everyone joining our registers. 2. Dentists added to the register in 2007 – where they How our registers looked at the end 7. Dentists - gender breakdown Prosthodontics 388 messages were communicated a step further in 2007 with targeted questions for particular Under our proposals, all new registrants would hold qualified of the year Restorative Dentistry 297 schools, following up on recommendations we had made ‘provisional registration’ and would work within certain after our last inspection. We plan to roll this out to institutions parameters. They would then need to pass an 5. Breakdown of the registers at 31 December 2007 training dental care professionals from autumn 2008. Male assessment before they could move on to ‘full 21,597 While you’re busy going registration’ and work without restriction. This concept UK 971 07 annual report Students don’t register with us until they qualify, but we have was the subject of a public consultation at the end of Dentists 35,419 Female been looking at how we can establish closer links with them 2007 and our work on this continues in 2008. 1,382 clearly to the people they are while they train. In 2007 we started working on guidelines for Dental care training providers and students on the professional behaviours European Economic Area 1012 professionals 21,727 about your work, you can feel safe Patient protection is expected of trainee dentists and dental care professionals. Breakdown of 8. Dental care professionals - gender breakdown paramount. If a training dental care professionals course doesn’t meet For dentists and dental care professionals who come to work International Qualifying Examination 267* our requirements, we in the UK from abroad there are other checks and balances. Clinical dental technicians 59 Dental technicians 1442 Female in the knowledge that we’re busy turn it down. But we Under European law, Europeans with European qualifications Dental hygienists 5160 Dental therapists 977 give guidance on can register with us to work in the UK with no further Dental nurses 14757 20,219 there to protect – the UK public going about ours where it falls short, so training providers can reapply for approval. assessment of their training. The standards have been set and are governed by the European Commission. Europeans Overseas 113** * Dentists from outside Europe have to pass a GDC examination before they are eligible to register. ** European dentists who have qualified outside Europe are entitled to an individual assessment. Male 1,508 at large. GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL annual report 2006 annual report 2006 annual report 2006 annual report 2006 6 7 8 9 Previous accounts had focused KEEPING UP TO DATE A dentist or dental care professional can’t get on our lists complete a five-year cycle (10,565 of them). Over 99 per cent (10,276) had met the requirements to complete at least 250 hours of CPD, including at least 75 verifiable hours. Initial scepticism among some dentists has evolved into a GUIDING GOOD PRACTICE All patients are entitled to high standards of professional and unless they have demonstrated they have met the standards real enthusiasm for learning. Our CPD audit found that personal conduct from those who provide their dental care. on more traditional imagery such we set. They can’t stay on our lists unless they demonstrate many dentists were doing more than the legal minimum, We provide guidance on the standards dentists and dental they are keeping up to date professionally. often considerably more. And over 20 per cent of dentists’ care professionals should live up to. When someone registers verifiable CPD had been completed in three core subjects – with us they are committing to uphold these standards. Continuing professional development (CPD) is critical. medical emergencies, disinfection and decontamination, For dentists it has been compulsory since 2002. and radiography and radiation protection. In 2007 we Developing guidance is a continuing process. For instance, introduced these as subjects we recommend all dentists during 2007 we consulted on issues of management Before compulsory CPD, a dentist could effectively register cover. That dentists had already been incorporating them responsibility (now published), and issued guidance to all as big smiles with white teeth but for life, with no regulated requirement to gain more skills or in their CPD activities was great news. dentists and dental care professionals associated with, knowledge. Now with CPD, and in time with revalidation, undertaking or involved in, clinical trials and research. we can give the public greater assurances about the people On the flip side, there were a small number of dentists who We also collaborated with the consumer organisation providing their dental care. failed to meet the requirements. Of the 10,565 dentists in Which? to help inform the public about the potential risks the cycle, we gave 234 further time (as required by the rules) of tooth whitening at the hands of non-registered Our CPD requirements were rolled out to dentists in stages, to complete a shortfall in their hours. Most did. We removed professionals (more on this shortly). in a series of five-year cycles, starting in 2002. Dentists have 60 dentists from the register for not meeting the to send us a statement each year, letting us know how requirements. In a culture that demands that professionals But promoting professionalism is not a question of setting we focused on patient protection many hours of CPD they have completed. In early 2007, we collected CPD statements from the first dentists to actively demonstrate that they remain competent, that there were so few is very reassuring. standards and putting our feet up. We provide guidance to, and support those, who train the dentists and dental care professionals of the future. Newly qualified dentists on vocational training (a requirement for any dentist who wants to work in the NHS) visit the GDC in small groups to hear more about what we do and what we expect of them professionally. We had 45 such visits last year. as a number one priority. By Our newsletter, the GDC Gazette, includes summaries 03 of recent cases where people have fallen foul of our I assume my dentist is up to date standards, highlighting lessons to learn from. and knows about the latest techniques When someone registers with us they are committing to uphold Defining who can do what introducing everyday people in these standards Our guidance to dentists and dental care professionals states that they can work ‘within the limits of their competence’. This was a sound idea in theory, when we published the guidance in 2005, allowing individuals to develop and extend their roles easily. But many 04 Spotlight on revalidation people are unclear about what they can and can’t do, Putting in place CPD requirements for the whole dental team is a The dental nurse at the practice does which isn’t good for patients. In 2007 we set up a everyday situations, supported by CPD and dental care professionals In 2007, we agreed compulsory CPD requirements for dental care professionals. Under the requirements, major step forward. The breakthrough will be the introduction of ‘revalidation’. Revalidation will require dentists and dental care professionals to actively demonstrate on a regular basis that they meet the standard necessary to stay on our registers. It will give patients the assurances they expect and deserve. In 2007 we made significant progress on this initiative and are on track to run a great job – she’s extremely professional special working group to help put this right by defining the skills that each professional group should have at the point of qualification, the skills each group may develop throughout their career, and the skills which should be ‘reserved’ to particular groups. dental care professionals need to complete and record a pilot revalidation scheme in 2009. We are consulting widely on The group considered other issues too, including which large typographic quotes, we at least 150 hours of CPD every five years, including at how we introduce revalidation, and aim to develop it in partnership members of the dental team should be able to carry out least 50 hours of verifiable CPD. There are recommended with the profession. We know it must be simple, flexible and tooth whitening and how we should view dentists core subjects too. We are confident that dental care proportionate to the benefit, placing no unnecessary burdens on offering procedures beyond the usual realms of professionals will embrace compulsory CPD in the same people. We will use local quality assurance mechanisms and dentistry, like Botox and collagen. The group’s work Now with CPD, and in way as dentists. It is worth pointing out that in response locally gathered evidence wherever possible and appropriate. should clarify who can do what for everyone’s benefit. time with revalidation, to concerns, we changed the way we are introducing it The public interest always comes first. In May 2007, 100 or so New guidance will be published in 2008. we can give the public greater assurances about – rather than staggering the start dates for different dentists and dental care professionals turned out to a workshop were able to convey the message the people providing groups, everyone’s first cycle starts on 1 August 2008. we held on revalidation at the British Dental Association’s annual their dental care. conference in Harrogate. The views they shared with us have been a fantastic help as we develop our proposals. that UK dental patients could get on with their lives safe in the knowledge that GDC would be looking after their interests.
  • 22. case studies 22 Hammerson Hammerson approached us to produce a brochure intended as a leave behind for Swansea Council members as part of their tender for the proposed £300m development of Swansea City centre and waterfront area. The competition was fierce and Hammerson wanted the document to be memorable and boldly highlight the difference of their pitch compared with the competition. Our solution was simple. The message to the council was that this was to be a one-time opportunity, with a need to get things right straight away and no room for errors, hence the bold front cover phrase ‘no compromise’.
  • 23. case studies 23 7822 R&A v19.qxd:Layout 1 16/10/08 10:28 Page 1 7822 R&A v19.qxd:Layout 1 16/10/08 10:28 Page 5 ICAEW Report & Accounts To the point won a three way pitch in order to secure the design BUILDING BUSINESS CONFIDENCE ANNUAL REVIEW 2007 and production of The Institute of Chartered Accountants for England DID YOU KNOW IN 2007... and Wales’ Report & Accounts. We were informed that we won We launched the We had the We made it Our District We delivered Our Business We had We won a £1m The ICAEW We offered the Our membership updated syllabus highest number more flexible Societies the first in-depth Confidence just under tender from the Foundation, ACA in China, exceeded 130,000 for the ACA on of students and for small and attracted over analysis of Monitor was 2,300,000 visits World Bank to launched in Russia and for the first time? time and on newly qualified medium sized 100,000 the impact one of the first to our website, raise standards June, received Malaysia? the pitch based on our creative budget? members in firms to train attendees to of International major economic responded across the over £1.3m 26 years? our students? over 2,000 Financial indicators to almost Bangladesh in pledges, courses and Reporting to predict the 100,000 member accountancy enabling us events across Standards across impact of enquiries and profession? to invest in approach and strategic thinking. the UK? Europe on behalf of the European Commission? the US credit crunch on UK business? our monthly alerts were viewed over 1,000,000 times? scholarships, research funds, bursaries and our library? This has subsequently led to us wining further projects for the Chartered Accountants’ Hall PO Box 433, Moorgate Place, London EC2P 2BJ T +44 (0)20 7920 8100 institute including a branding and F +44 (0)20 7920 0547 DX DX 877 London/City www.icaew.com marketing concept for their new OTHPLM7145 04/08 Ref: 7822 02 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 03 business space and an internal 7822 R&A v19.qxd:Layout 1 16/10/08 10:29 Page 11 communications campaign and strategy for their staff. BUILDING BUSINESS BUILDING BUSINESS CONFIDENCE THROUGH CONFIDENCE THROUGH WORLD-CLASS PROFESSIONAL STANDARDS QUALIFICATIONS… AND PUBLIC INTEREST ACTIVITY… A key part of what we stand for Our public interest activity also is the public interest. The work extends to the work which we undertaken by our professional undertake with organisations such standards staff ensures that the as the Charities Aid Foundation public can be confident that, in and the Investor Relations Society using the services of a chartered to encourage and promote best accountant, they will receive first practice in online reporting. The single biggest priority for the The campaign ran in the national rate advice and support backed Institute in 2007 was the launch broadsheets as well as The by a rigorous programme of Our financial capability initiative of our revised ACA following two Economistand appeared in tube Practice Assurance and Continuing which was piloted in 2007 aims to years of extensive research and and railway stations as well as Professional Development. As part provide members with the training development. We achieved this on taxis across London, university of this commitment to ensuring and support they need to mentor time and on budget in September. campus cinemas and on YouTube. public confidence across all that those responsible for delivering As well as promoting the benefits we do, in 2007 we also took the financial literacy in the classroom. The new qualification builds on the of training ACAs the campaign decision to move to open strengths of the ACA while making focused on the business benefits of disciplinary hearings. Our work with organisations such as it more flexible and economic for employing chartered accountants. the World Bank is helping spread training organisations to recruit As an Institute we must also best practice across emerging students. Ethics is very much at The response so far has been strive to ensure that our regulatory markets. We are also involved the heart of the syllabus and the positive both in terms of hits on regimes are proportionate and with public policy development, qualification is now also more our website and enquiries from do not cause undue burden including through our wider international in focus. existing and potential training on members. thought leadership activity. bodies as well as prospective In 2007 we offered the ACA students. A second phase of Following a major review of our Research undertaken in conjunction in Cyprus, China, Russia and this campaign is scheduled practising certificate and professional with a number of other professional Malaysia. We also focused hard for the first half of 2008. indemnity insurance procedures bodies towards the end of 2007 on our home market with a we revised these in 2007 using suggests that we need to work hard view to encouraging smaller By the end of the year we had a risk based model. We are now to maintain our public interest remit. practitioners to train students. successfully recruited 5,057 new implementing the revised scheme It is through this type of activity students in 26 countries, including in a way that eases the burden that we can ensure we continue In May, in support of this activity, 4,683 in the UK, enabling the of compliance while ensuring to meet our Charter obligations. we launched our first major Institute to exceed its growth we maintain public trust in advertising campaign to promote targets for the year significantly. our regulatory systems. the value of the ACA across the The new qualification builds on the strengths business community. In parallel with the launch of the revised ACA we continued to market our qualifications in of the ACA while making it more flexible and corporate finance, IFRS and charities accounting as well as economic for training organisations to recruit the Diploma in Financial Strategy we offer in conjunction with the Oxford University Business School. The work undertaken by our professional standards staff ensures that the public can be confident that, in using the services of a We also translated our IFRS qualification into Mandarin students. Ethics is very much at the heart of the to meet demand in China. syllabus and the qualification is now also more Taken together they move the Institute from being a one product organisation to being an organisation chartered accountant, they will receive first rate advice and international in focus. with a portfolio of qualifications relevant to the market. support backed by a rigorous programme of Practice Assurance and Continuing Professional Development. 08 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 09 14 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 15
  • 24. case studies 24 ICAEW Internal Communications Despite the economic downturn, which has been deeply unsettling for everyone, I am delighted with the progress that we have all made. I would like to thank you for your Campaign contribution to what we achieved in 2008. It’s vital that we are aware of our competitive environment and respond to new opportunities and market changes as they arise. With this in mind, we have developed our key priorities for 2009 Because of and a plan of action to help us achieve our goals. YOUR HARD WORK [Forename PAYS DIVIDENDS YOU’RE OUR Having worked closely on external Surname] GREATEST ASSET communications, we were well In 2008 we laid firm foundations for the This booklet shares some of our many successes in 2008, outlines our strategy and summarises our operational plan. implementation of our long-term plans. Building on our strengths, which involves positioned to understand the values We described it as a ‘compelling’ year continuing to work together as a single and made significant progress on our key team, is crucial to our success and to the priorities. Although we did not achieve delivery of our challenging strategy. We all some of the targets in the 12-month period, have a role to play in delivering the activities especially in the growth area, we should that are key to growing the organisation and change programme that ICAEW all feel proud of what we have achieved, in what were challenging economic times. and safeguarding our future. I look forward to working with you to achieve our goals during 2009 and to ensure that people can do business with confidence. needed to communicate to their Best wishes Michael DM Izza Chief Executive staff. With internal refurbishment and graphics, digital comms and PEOPLE CAN DO BUSINESS WITH CONFIDENCE support literature, staff have been kept informed and motivated Individually Personalised Booklet through testing times. KEY PRIORITIES FOR 2009 Cultural change Qualifications Growth Thought leadership Member services click the image to view International Technology Brand and communications BECAUSE OF US PEOPLE CAN DO BUSINESS WITH CONFIDENCE a demo of the ICAEW screensaver Posters Screensaver
  • 25. case studies 25 The Business Centre branding, interior graphics and showreel We won a two way pitch to brand the new business centre at the ICAEW. This included interior graphics, signage and the design, storyboarding and production of a showreel that is on display in the main reception area. The brief was to create a world class business space that would elevate the institution and make it feel more dynamic and relevant in todays business environment. Our solution was something that was simple, stylish and timeless that would appeal to the modernists and traditionalists alike. click to view the video online
  • 26. case studies 26 Lab in a Lorry Lab in a Lorry was initiated by the Schlumberger Foundation and the Institute of Physics to give young people the chance to explore science through hands-on experiments. The programme is guided by volunteers who want to share their passion for science and their curiosity about the world we live in. To the point developed the existing logo and introduced the new circle icons and straplines to appeal to the target audience, school children aged between 11 and 16 years of age. We also produced guidelines, created lorry liveries and graphics for the interiors, designed the website and produced marketing material for promotion prior to and during the tour.
  • 27. case studies 27 Land Securities Land Securities is a highly respected, innovative property developer which is very selective about the design consultancies it works with. It is important that the people they work with share the same vision in terms of creativity, innovation and quality of execution. We have worked with Land Securities for eight years and within that period we have covered a broad spectrum of work that includes: • Internal and external communications • Exhibitions and interiors • Public consultation communications • Site specific identities • Development marketing • Presentations and digital showreels • Hoardings
  • 28. case studies 28 Land Securities Christ’s Lane This brand creation and implementation for Christ’s Lane Retail development, Cambridge involved: • Initial public consultation • Naming and ‘Benchmark’ identity • Site hoardings • Marketing literature • Launch website and evolution. To visit,click: www.christslane.co.uk
  • 29. case studies 29 Legal & General – IT IS WITH GREAT PLEASURE THAT LEGAL & GENERAL CONTENTS 02 INTRODUCTION WE INTRODUCE OUR RANGE OF Corporate Brochure 03 LEGAL AND GENERAL INVESTMENT MANAGEMENT (LGIM) SERVICES FOR INSTITUTIONAL INVESTMENT MANAGEMENT 05 INDEX-TRACKING AND PASSIVE MANAGEMENT 05 ACTIVELY MANAGED FIXED INCOME INVESTORS. EACH DEMONSTRATES AND CASH HOW WE HAVE THE INVESTMENT CREATING INVESTMENT 07 ACTIVELY MANAGED EQUITIES 08 LEGAL & GENERAL PROPERTY (LGP) 09 ALTERNATIVE INVESTMENTS CAPABILITIES NECESSARY TO MEET G HEDGE FUNDS YOUR FINANCIAL NEEDS. SOLUTIONS G PRIVATE EQUITY 10 SERVICES OFFERED BY LGIM We were approached by LGIM to G G LIABILITY DRIVEN INVESTMENT (‘LDI’) SOLUTIONS BENCHMARK MANAGEMENT AND ASSET ALLOCATION G TRANSITION AND PORTFOLIO design a corporate brochure that G TRANSFER SERVICE SEGREGATED PORTFOLIOS 11 CONTACT US acted as a sales tool to highlight the investment services that they A RANGE OF INVESTMENT provided, whilst also changing SERVICES some of the perceptions within the industry about LGIM. Our approach was a clean, contemporary, fresh and 01 02 energetic design that reflected Legal & General Investment Management Legal & General Investment Management the innovation and variety of investment solutions that LGIM ALTERNATIVE HEDGE FUNDS SERVICES OFFERED BY LGIM INVESTMENTS G HIGH YIELD ALPHA FUND G JAPAN ALPHA FUND provided for their clients. G UK SMALLER COMPANIES ALPHA FUND MANAGEMENT AND ASSET ALLOCATION LIABILITY (‘LDI’) SOLUTIONS TRANSITIONSERVICE SEGREGATED BENCHMARK AND PORTFOLIO TRANSFER DRIVEN INVESTMENT PORTFOLIOS AND SCALE Hedge Funds Hedge funds aim to produce in a position to take such LGV’s investment strategy seeks Market volatility over the past As we can offer multi-asset The movement of assets Although many of our client’s returns without regard to risks. The Hedge Funds are diversification by industry and few years has prompted a solutions, our clients will often between managers requires objectives are met through our As an innovative investment traditional benchmarks. In domiciled in Ireland and has developed a focused re-examination of the range of require some form of careful handling in order to range of unitised funds, some manager, LGIM recognises particular, they aim to generate denominated in US$ with portfolio of investments in the investment solutions available. benchmark management avoid unnecessary costs. LGIM specialised mandates may that in addition to traditional positive returns regardless of the minimum subscription in consumer, leisure and service One recurring theme has been overlay in order to ensure that have a specialist team require bespoke treatment. long-only investments there the movement of underlying US$, the equivalent of Euro sectors. In recent years, LGV’s the need for investment their asset positions are responsible for transitions and For these, a portfolio of directly are other opportunities for markets. LGIM manages a 250,000. Investment in the investment activities have strategies that are more liability maintained while markets regularly undertakes around held securities may be the investors to realise superior series of long-short funds in Hedge Funds can only be demonstrated our flexible focused. LGIM has considerable diverge and cash is invested £20bn of transitions each year. answer. The scale of our returns. Investing in alternative various markets and asset made in accordance with the approach to deal structuring experience of managing funds or withdrawn. Benchmark We liaise closely with ceding investment activities and the strategies offers investors a classes that leverage off our terms and conditions of each and have illustrated LGV’s to meet liabilities, not only management can be managers and custodians capability of our Operations combination of benefits that substantial experience of fund’s prospectus. broad origination and deal for pension schemes but also implemented very simply by where assets are transferred teams comfortably provide the may be more appropriate managing active long-only sourcing capabilities. for Legal & General’s life allowing ranges around asset in-specie to our funds. detailed administration and to, or can complement, Private Equity assets. Our market presence assurance business. allocation positions with reporting that this approach traditional investments for the Our aim is to minimise the cost and considerable resources, LGV rebalancing occurring only requires. We aim to meet your following reasons: of restructuring portfolios, and coupled with our risk The LGV team arranges when asset positions fall outside requirements for single or • the ability to make positive management skills, provide management buy outs (MBOs) dependant upon the fund size, those ranges or at set points. multi-asset portfolios and can returns regardless of an ideal environment for the and management buy ins where purchases and sales are Alternatively, LGIM can actively include currency overlay to market direction management of hedge funds. (MBIs) focussing primarily on required, we can cross these allocate exposure to individual mitigate currency risk. • superior risk-adjusted mid-market UK companies up securities with those from other Please note that Hedge Funds asset classes based on in-house returns relative to traditional to £300 million. LGV is a well funds at mid-market prices. This are not suitable for all investors market views that aim to add asset classes established provider of private benefit is a direct consequence as the investment in these funds value to the overall portfolio • broader portfolio equity in the UK and has of the number, size and may carry substantial and performance. This form of diversification managed funds on behalf of diversity of our client base. above average risk, so are only management can usually be • reduced volatility external investors since 1988. an overlay on a client’s specific suitable for investors who are benchmark position. 09 Legal & General Investment Management Legal & General Investment Management 10
  • 30. case studies 30 Moneycorp Originally tasked to look at redesigning a divisional brand of TTT Moneycorp, our recommendation was for a more wide ranging review of the complete TTT Moneycorp Group. From a name change to Moneycorp, dropping the TTT, and a rationalisation of the divisional brands into clearly defined, colour coded sub brands, we have evolved the identity, created guidelines and have helped communicate the changes both to staff and clients through the redesign of the latest Report and Accounts. Our role is ongoing as consultants, working closely with the in-house design team with the roll out of marketing materials and the update of the company’s website. click images to view online
  • 31. case studies 31 Newsprinters As a new and autonomous division of News International, our research highlighted the need for staff to have pride in the Newsprinters brand. The logo we designed shows a free flowing piece of paper that creates the shape of the globe, and simultaneously communicated the company’s core business, which is printing newspapers. The green colour and globe shape reflect the eco-friendly credentials of the three new premises. To help motivate staff, our approach for the interiors was to add colour, wit and personality with bold graphics and inventive thought provoking imagery. This added warmth to the environment whilst also helping to segregate the factory into clearly defined work areas, i.e. “Where the reels are kept” for the paper storage warehouse.
  • 32. case studies 32 Schroders To the point have been designing and producing Schroders' property division annual reports since 1997. We produce seven annual and six interim reports along with supporting collateral throughout the year. Last year, we successfully re-designed these documents to reflect a more contemporary and cleaner image. The reports are all treated as high-end marketing pieces and involve commissioned photography, high levels of attention to detail and speedy turnaround times – through quality and value we have built a very strong and long term relationship.
  • 33. case studies 33 Treasury Holdings Treasury Holdings is one of Ireland's largest and most successful property development companies. In 2008, we won the contract to produce the Real Estate Opportunities (REO) annual report. REO is a subsidiary of Treasury Holdings and in 2007 bought the iconic Battersea Power Station in south west London. This 35-acre site was the focus of the 2008 annual report and we commissioned photography over three days to detail the famous chimneys and beautiful Art Deco control rooms, and hired a helicopter to capture the glory of this expansive site. This 80-page annual report was designed and produced within four weeks, and we organised its mailing and distribution to over 1,700 shareholders.
  • 34. case studies 34 LAPC Communicating important messages to multi-cultural family groups demands a sensitive and carefully managed approach. The London Accident Prevention Council (LAPC) requested a flexible campaign to promote road safety to both children and parents across the country. We created a cartoon-style ‘alien’ family called ‘The Greens’ to encounter specific safety and parenting issues to raise awareness for themes such as ‘Walking to School’ and the ‘Caring Parent’. The illustrations, colour palette and tone of voice were designed to be accessible communication tools to accommodate flexibility of message with strong character recognition.
  • 35. case studies 35 Go Go Crew Devised and developed by to the point and illustrated by Owen Williams, the Go Go Crew have been designed to appeal to school aged children under 12, providing them with positive life-style role models and getting important messages across in a fun and memorable way. They will offer advice and information on everything from ©2004 Go Go Crew Ltd exercise, healthy living and healthy eating to stranger danger, drug awareness, anti-smoking and truancy as well as promoting a whole range of educational, environmental and child orientated products and services. The members of Go Go Crew have genuine street 'cred' and 'attitude' but they still know right from wrong and that is a very potent mix in our positioning of the brand. While children will relate to the Go Go Crew their parents will not resent or be alienated by them. www.gogocrew.co.uk
  • 36. case studies 36 Moneycorp Markets - e-marketing Moneycorp Markets - a division of the Moneycorp Group needed an online campaign to inform both current clients and the general public about their new online service - a free demo of their trading software platform aimed at both new and experienced online traders. To get this information across, we created Moneycorp Markets a campaign that spanned several months - online ads: banner, skyscraper the first stage involved two initial banner and MPU’s for a variety of online ads - based on the simple phrase ‘YES’. publications aswell as a marketing The effectiveness and response to these email. Click here to view online. was measured and, based on this feedback, we then created and rolled out the main part of the campaign. This took the form of a strong visual ‘hook’ - building on the phrase ‘YES’ and creating eye-catching building blocks which could work across a variety of media, sizes and formats both in static and animated form. With them, a corresponding phrase - ‘see how we bring it all together’ formed the tag-line to the campaign. These building blocks were then used in two further banner ad campaigns, a targeted HTML email and across their website and print material.
  • 37. case studies 37 Digital Communication The following digital examples of our work to communicate brand messages externally. have been created to work with printed Visit www.tothepoint.co.uk/examples to communications and help each of these see these in their animated form (or click clients communicate key messages to the images below). their staff prior to then also being used 3DReid Moneycorp Travellers Cheques Newsprinters in an instant Interactive animation Animation to introduce Presentation to new staff at created for use both on both staff and clients to Newsprinters as part of the their website aswell as the new identity and cultural change process and office reception area sub-brands we created. to introduce the new identity and Powerpoint we designed. presentations. It pays to use the experts
  • 38. case studies 38 Digital Communication TNS British Science Association Eurostop TNS - one of the leading We created a new logo for this A leading supplier of software market information groups, British Institution and created an and IT systems for the retail commissioned us to animation to help launch the industry. They required an produce an animated brand - shown to MPs and the animation that could be used on introduction to run before press at an event held in the anything from large exhibition their presentations that Houses of Parliament. displays to the homepage of explained what set them their website. apart from their competition.
  • 39. Christ’s Lane case studies 39 Website Design Immediacy of information can make or break a marketing campaign. Our new media expertise guarantees both global and local presence – reaching, informing EPSRC 3DReid Research Councils UK and ultimately influencing your audience. Impact! World Digital Economy We can help you create the right content for your needs, plan the site and ensure it’s both visually strong and on brand whilst at the same time being clear and easy to use. We can create fully content managed sites where you can maintain the information through a simple admin area or integrate rich-media such as flash British Land Land Securities Springhead Park animation and video. And all of this is The River Don done with brand integration, an eye for detail and an understanding of accessibility standards, user tracking and search engine optimisation. From a simple web presence to corporate interactive and video presentations, we provide well designed and technologically appropriate solutions. Sallows Consulting Go Go Crew privatewealth mortgages
  • 40. key staff 40 Simon Hutton Kevin Cox Ben Jackson Nikki Gay Leonora Peralta Managing Director Creative Director Head of Digital Media Senior Designer Senior Account Manager Simon set up to the point in 1991 and Kevin studied at Chelsea School of Art Ben got his BA Hons in Graphic Nikki has 12 years experience and Leonora joined us in 2006 and is has led the business to its Design (BA hons degree in graphic design) Information Design at Falmouth has worked for two other London- responsible for managing projects, Week and Marketing top 100 ranking. and has over 20 years’ design School of Art and has been working in based consultancies, working on from initial brief through to delivery, He studied media and production experience, primarily in the branding design and interactive media for over both business and consumer focused including scheduling, budgets and design for four years at the London and corporate literature sectors. 15 years. He has extensive campaigns. She has an in-depth general oversee. She is used to large College of Printing, gaining an honours Whether it’s brand creation and experience in brand creation and also knowledge of corporate scale projects with tight deadlines, degree. He has worked across a range implementation, report and accounts, the implementation of ideas and communications, mainly within requiring high levels of client sectors always looking for new or creating entire marketing campaigns, content across all types of media. the financial sector, with a high level interaction and accuracy. Leonora takes challenges and ways to help clients his strategic approach to design and Key projects include a cycle initiative of experience producng material for a strategic role with her key accounts, differentiate themselves. He has a copywriting skills ensures that website for Transport for London, Barclays bank. She has been developing strong working relationships hands on approach, consulting and concepts have a strong rationale branding and website design for instrumental in the development and and helping clients evolve their brands. working closely with some of our long and are appropriate for the target 3DReid, and identity animations for rationalisation of communications for Her key accounts include 3i and term accounts including 3i, the CIPR, audience. As well as designing, Moneycorp, Newsprinters and The 3i, Moneycorp, Treasury Holdings and Moneycorp and she also managed the Moneycorp, Land Securities and he appraises key client work, British Science Association. He can the CIPR, creating literature systems implementation of interiors for Schroders. He enjoys all aspects of challenging some of the approaches manage both designers and and templates for their core Newsprinters and their ongoing brand communications – from signage and restrictions, pushing for more programmers alike and can translate communications materials. development. She brought five years' strategies to corporate DVDs – but his effective communications and often unintelligible technical speak She worked on the communications experience in a large international strength lies in identity and branding. ensuring value for money and return into plain English. He also has many programme and identity for publishing company, progressing from With over 25 years of experience, on investment are achieved. years experience of working in Newsrinters, a division of News editorial and print responsibilities to ranging from initial research through to Current clients include Legal & broadcast television and has created International, which has involved assistant publisher. She is fluent in six design and finer details of a project, General, 3DReid, EPSRC and 3i, video title sequences for TV shows change management communication European languages. Simon ensures work is creative, with recent work for the ICAEW and aired on BBC, Channel 4, Channel 5, to staff and suppliers, interior design appropriate and effective. The British Science Association. and Discovery as well as working on and design for the website and leonora@tothepoint.co.uk corporate video and DVDs. marketing materials. simon@tothepoint.co.uk kevin@tothepoint.co.uk ben@tothepoint.co.uk nikki@tothepoint.co.uk
  • 41. our approach to projects and accounts 41 Our project managers oversee all The following is an outline guide to Budget Brainstorming our project management process. Based on the client brief, we will Once the brief is agreed we will hold stages of a project, from brief to submit an estimate to show a detailed a team meeting, involving all available delivery, to ensure quality, brand Briefing In advance of a briefing meeting, break-down of our fees and the stages required. If the brief changes, the designers, as the brainstorming stage to come up with a range of ideas consistency and timeframes are all to the point would ask for a written budget is updated as required and and approaches that are suitable for brief, the client’s company or divisions, approval sought before work progression by the selected team. maintained. Clients also have direct profile or brochure, any relevant commences. In this way the final access to the designers, from the literature or websites and a list of invoice will match all approved Our Process any key stakeholders and/or competitors estimates with no surprises. The following indicate a generic Creative Director for major projects if appropriate. This allows us to prepare process for a new print or digital any relevant questions in advance. This budget sets the parameters for project. Key approval and feedback to specific designers working on One of the directors and an account the level of design and implementation stages would be agreed at the implementation. manager would be present at the we believe is required. Client guidance outset and a timeline produced in briefing meeting, often accompanied on available budget is always helpful written or gant chart form using ‘traffic’. by a designer from the team who in setting these parameters so we will Not all stages are always required. would be working on the project. not design a concept around original photography or illustration if there is Stage 1 Research and Briefing The brief should include a full history no budget available for this. Our long of the proposed project, the strategy term client relationships have been Stage 2 Brainstorming / Concepts and objectives including the key built on trust and an open working Stage 3 Development of ideas messages to communicate, the target partnership. Stage 4 Optional Client Research audience and whether there are any particular guidelines to follow. We will Customer Liaison Stage 5 Implementation question and define objectives by Account managers will keep in touch (copywriting, photography, asking what is the context of the with clients throughout the project life illustration, final layouts, project? Is it the first piece in a series? cycle through meetings, telephone calls editorial and quality control) Should it fit in with existing pieces of and email. Contact reports following Stage 6 Authors Changes design? Will it form the start of a meetings are provided within 24 hours campaign and should other pieces be and weekly management reports are Stage 7 Artwork / Programming considered at the same time? A clear provided each week to ensure the Stage 8 Test Proof / Proofing / Testing brief is essential to ensure we fully client is aware of stages, schedules understand the client and audience and budgets. Account Managers and Stage 9 Final Print / Digital Solution needs. We can then create appropriate the Creative Director meet weekly to Stage 10 Development and supply of and effective communications. discuss and schedule work so that template if required there is shared knowledge of projects. Stage 11 Review - Learning We are happy to help in developing Schedules, budgets and time is input and Success a brief, including researching your into our ‘traffic’ job management system audience and requirements, and which all staff have access to and input setting the strategy and objectives. time so cost can be managed in real time.
  • 42. our environmental credentials 42 We aim to be Think Green Council recycle scheme. How we have encouraged our own • Encourage clients to use • Recycle all toner cartridges for clients to act responsibly environmentally aware environmentally friendly all our printers, photocopier, fax and responsible, materials when considering all machine through RNIB Toner 3i adhering to all relevant design projects. Donor scheme. UK laws and regulations. • Encourage the use of interactive • Recycle or donate any old Our policy and practices digital media without the need to computer equipment via local print out. charity/school schemes. are reviewed on an • Source goods and services annual basis. locally where possible. Save Energy • Include environmental • Use rechargeable batteries in • A recent major achievement was To achieve the aims of considerations in the assessment our equipment. convincing 3i, who produce vast of suppliers and their products. • Turn off monitors and computers quantities of material, to print all their our policy and fulfil our • Constantly research new ways for when not in use. brochures on either recycled or FSC commitment to us and our clients to think green. • Turn off heating and cooling accredited paper and wherever possible minimising any negative • Currently working on developing systems when office is not occupied. to use only ISO 14001 registered printers. impact on the environmental print policies for • Promote the use of public key clients regarding carbon transport or bicycles wherever 3DReid environment we: neutral printing. possible, minimising car and air travel. Recycle • Recycle where possible, ensuring all waste is disposed of in a safe and responsible manner. • Minimise paper usage, recycle all • All stationery, including business paper throughout the studio. We cards, letterheads, comp slips, etc. are members of the Southwark are printed on 100% recycled paper • Stipulated that letterheads are used front and back with no need for continuation paper • All brochures printed on recycled paper and printed by Carbon Neutral ISO 14001 registered printers
  • 43. testimonials 43 More testimonials They understand the essence of our communication strategy and continue to be proactive in the development of material necessary to retain and grow can be found on our membership. Ann Mealor, Head of Marketing & PR, CIPR, London our website. As a leader in our industry, we produce a wide range of literature, from case studies to high-end thought leadership reports. Each piece needs to answer a specific creative brief as well as reflect our identity. www.tothepoint.co.uk/ about/ testimonials To The Point have a strong understanding of this balance and continue to produce work that is forward-thinking and communicates successfully with our specific audiences. John Scott, Marketing Manager, 3i, London I should like to thank you for all the excellent work you have done for us on the Acas Annual Report and the Summaries. Everyone who has seen the proofs has said how good it looks. Your unfailing patience and cheerfulness when we have messed you about with changes of plan and short deadlines and your willingness to sort things out with the printers for me has made our life so much easier in dealing with this. Lesley Loughran, Senior Press & Marketing Officer, Acas, London We appointed To The Point on the quality of the work produced and their knowledge of our sector. They have an excellent track record on design and branding campaigns and we are absolutely delighted with the work done on our corporate branding campaign. The quality of their work, commitment to our account and great attitude is what makes this an effective partnership. Shilpa Mattai, Communications Director, Evolvence Capital, Dubai Many thanks for all your work on this website - it has exceeded my expectations which were extremely high in the first place and that is an incredible achievement both for TTP working together with our in-house team. David Reid, Head of Marketing & Communications, EPSRC, Swindon
  • 44. ttp offer in summary 44 • Specialists in brand communications • Focus on brand consistency • Proven track record • Bespoke solutions • Attention to detail • Experienced team • Collaborative work style • Friendly approachable staff
  • 45. contact details 45 Simon Hutton Managing Director to the point 5 Maidstone Buildings Mews, 72-76 Borough High Street, London, SE1 1GN, UK tel: +44 (0)20 7378 6999 fax: +44 (0)20 7378 7399 simon@ tothepoint.co.uk www.tothepoint.co.uk

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