Client Case Studies

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Client Case Studies

  1. 1. Case Studies Andrew O’Sullivan (GBR) Director, Brand Development Mathematics (BSc) Andrew has lived and worked in a combination of agency and client-side roles in Sydney, London, Osaka and Stockholm. He specialises in Ultra Premium, Automotive and Sports Lifestyle Branding.
  2. 2. Andrew O’Sullivan Director, Brand Development Client Case Summary • Global Brand Strategy • Visual Language Design Developed and activated the 2020 Bentley Brand Strategy, through the integrated • Creative Communication launch of 3 new cars (Supersport 2008, Mulsanne 2009, Continental GT 2010). Led • Brand Story & Activation the conceptual design and execution of all Bentley printed, digital and 3D/experi- • Digital Strategy • Brand Experience & Retail ential communications. • Integrated Marketing Plans • New Product Launches • Internal Branding Tools • Advertising • CRM & Direct Marketing • PR & Social Strategy • Photography Production
  3. 3. Andrew O’Sullivan Director, Brand Development Client Case Summary Developed a unified Global Brand Platform including an evolved Brand Language • Global Brand Strategy • Brand Language Design and Product Design Philosophy for Fila. Drove implementation through a new • Brand Story & Activation Communication Concept, a Brand pop-up store in Corso Como (2009), an awarded • Digital Design European website (fila.eu) and Key Account event experiences. • Retail & Packaging Design • Communication Concept • Event Concepts • Sales & Marketing Toolbox • Internal Branding & Culture • Photography Production • Product Design Innovation
  4. 4. Andrew O’Sullivan Director, Brand Development Client Case Summary Directing a holistic 5-year Brand Development partnership, launching three new • Global Brand Strategy • Visual Language Design product concepts (Elementum (2009), M-Series (2010), Ambit 2012), and leading • Creative Communication responsibility for the strategic, conceptual design and production of all permanent • Brand Story & Activation (identity, product, environments, culture&people) and periodic (online, events, • Digital Strategy & Design • Brand Experience & Retail advertising, PR, brochures, film, packaging, POS) brand communication. • Integrated Marketing Plans • New Product Launches • Internal Branding & Culture • Advertising • Photography Production • Product Design Innovation
  5. 5. Andrew O’Sullivan Director, Brand Development Client Case Summary Ongoing strategic and creative brand development partner for all Electrolux Global • Global Brand Strategy • Visual Language Design Brand assignments including the definition and documentation of the Global Brand • Creative Communication Platform, and vibrant evolution of the Electrolux Visual Brand Identity. Holistic • Brand Story & Activation internal activation through 4D Event Experiences, Digital Brand Portal design and • Digital Strategy & Design • Brand Experience & Retail numerous consumer insight, brand and management consultancy assignments. • Integrated Marketing Plans • New Product Launches • Internal Branding & Culture • Photography Production • Product Design Innovation
  6. 6. Andrew O’Sullivan Director, Brand Development Client Case Summary Directed the complete, end-to-end Brand Innovation assignment to create and launch • Brand Creation • Global Brand Strategy Electrolux Grand Cuisine – the only Michelin star kitchen system designed for the world’s • Visual Language Design most exclusive homes. From original strategic brand and business logic proposals through • Creative Communication to the product and offer development, naming, identity and visual language, communica- • Brand Story & Activation • Digital Strategy & Design tion concept, naming, retail design, integrated planning and final execution of all sales and • Brand Experience & Retail marketing launch material across 2D, 3D and digital communication. • Integrated Marketing Plans • New Product Launches • Internal Branding & Culture • Photography Production • Product Design Innovation
  7. 7. Andrew O’Sullivan Director, Brand Development Client Case Summary Long term holistic consultancy partner, working on high-level brand, business and • Global Brand Strategy • Visual Language Design design concepts. Our single-minded focus is to bring Helly Hansen’s brand drama alive • Creative Communication through a relevant and motivating online experience, integrating brand and eCommerce • Brand Story & Activation to commercialise the Helly Hansen offering in digital, mobile and social channels. • Digital Strategy & Design • Brand Experience & Retail • Integrated Marketing Plans • New Product Launches • Internal Branding & Culture • Photography Production • Product Design Innovation
  8. 8. Andrew O’Sullivan Director, Brand Development Client Case Summary Managed the transition from a Seattle-based golf brand to launch a Pacific Northwest • Global Brand Strategy • Visual Language Design inspired global fashion lifestyle brand. Directed the strategic positioning and develop- • Creative Communication ment phase, creating and documenting a new Brand Platform, Visual Brand Identity • Brand Story & Activation and Product Design DNA. Full activation through a series of internal tools and external • Brand Architecture • New Product Launches Brand Design and Communication executions (Labelling, On-Garment branding, Film/ • Internal Branding & Culture Photography Production, Product Catalogues, Look Books, Retail Design, Advertising) • Photography Production • Product Design Innovation all bringing alive the Genuine Spirit of the Pacific Northwest. • Badging & Labelling • Product Naming
  9. 9. Andrew O’Sullivan Director, Brand Development Client Case Summary Lead the strategic brand and conceptual design development of ISS communication to • Global Brand Strategy • Brand Language Design build a sharper, more cohesive and consistent brand globally. Created a completely new • Creative Communication advertising concept, and launched it through a senior management event experience • Brand Experience & Events and internal brand brochure. Working collaboratively with regional marketing teams to • Internal Branding & Culture • Event Concepts activate the new concept through a marketing toolbox designed to unleash ‘The Power • Marketing Toolbox of the Human Touch’. • Advertising • Value Proposition Dev
  10. 10. Andrew O’Sullivan Director, Brand Development Client Case Summary Focused on creating one Global EF brand; delivering conceptual creativity anchored • Global Brand Strategy • Visual Language Design in coherency, continuity and cumulative value. Providing strategic creative vision • Creative Communication through tangible activations and executions (Logo development, Brochure Cover • Logo Development Design, Photography style, Signage), and delivering a higher level of brand consis- • Brochure Design Evolution • Photography Production tency through creative expression within defined brand boundaries (ILC Catalogue). • Signage & 3D
  11. 11. Andrew O’Sullivan Director, Brand Development Client Case Summary Leveraged the potentially damaging and costly legal dispute over product naming • Global Brand Strategy • Visual Language Design to strengthen and broaden the appeal of the Craft brand as a whole. Evolved the • Creative Communication visual language and identity to reflect a more progressive and premium positioning, • Brand Story & Activation and executed this strategy through a new Layer 1 product naming system, packag- • Product Naming • Brand Experience & Retail ing design and retail experience. • Internal Branding & Culture

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