OUR NEWS SPRING 2010NEWSLETTER The toughest footrace on Earth
OUR NEWS The toughestINTRODUCTIONWelcome to the latest newsletterfrom leading design and innovation footrace on Earthcompany Seymourpowell.Throughout 2010 we look forwardto bringing you all the very latestnews and developments fromacross the business, includingupdates on work and projectsundertaken, as well as up-and- In April 2010, Seymourpowell’scoming events. in Ethiopia and Nigeria with a very own Adrian Caroen and ravaging gangrenous infectionMost recently, you may have Ketan Mistry will take part in the called NOMA. They are hopingseen media coverage forSeymourpowell’s visionary work 25th Marathon Des Sables, also to raise £15,000 so that Facingon the Aircruise concept. Thenews has been highly successful known as the ‘toughest footrace on Earth.’ Lasting 6 days, the Africa can provide much needed supplies, doctors, Scorching mid-dayand helped bolster our reputationglobally. race involves running a distance plastic surgeons, drugs and of 150 miles (equivalent to five medical equipment. temperaturesRead on for more information and half standard marathons!),on Aircruise and the rest of our It’s a huge commitment and arecent news. If you have any through the Sahara Desert of up to 120 fantastic cause, so please joinquestions or comments about carrying food and gear inanything in the newsletter please us in giving Adrian and Ketan backpacks. Competitors degrees,contact Nichola Rinks on any support you firstname.lastname@example.org will face scorching mid-dayor +44 (0) 20 7381 6433. temperatures of up to 120 You can find out more about degrees, and a mix of testing surfaces including salt flats, the race, ways to donate, Facing Africa and NOMA at and a mix rocks and endless sand dunes – no mean feat! www.facing150.com and on facebook at http:// of testing Adrian and Ketan are running www.facebook.com/group. php?gid=230218428847 surfaces. for a charity called Facing Africa that helps treat childrenLasting 6 days,the race involvesrunning a distanceof 150 miles.PHOTOGRAPHY (COVER/RIGHT):MARK GILLETT, JUNGLEMOON IMAGES
OUR NEWS Aircruise – a clipper in the skyOn Aircruise, it is thevery abundance of timeand space that definesthe luxury experience. In February we unveiled Seymourpowell’s AircruiseIn a world where speed full details to the world of concept presents an alternative take on the future, suggestingis an almost universal our visionary transportation concept, Aircruise – a giant, ‘slow is the new fast’. Nickobsession, the idea vertical airship powered by Talbot, design director at Seymourpowell explains, “Theof making a leisurely natural energy and designed to carry travellers in style and luxury. Aircruise concept questionsjourney in comfort is a Originally a self-generated whether the future of luxury travel should be basedwelcome contrast. project, Seymourpowell’s Aircruise is the concept design around space-constrained, resource hungry, and all too for a hotel in the sky, with low often stressful airline travel. He passenger numbers and huge continues, “On Aircruise, it is internal spaces offering rooms the very abundance of time and for living, dining and relaxing, space that defines the luxury as well as scope for dramatic experience. In a world where and inspirational public spaces. speed is an almost universal The initial design proposes a obsession, the idea of making bar/lounge zone, four duplex a leisurely journey in comfort is apartments, a penthouse and a welcome contrast.” Although five smaller apartments. only a conceptual proposal, the The concept subsequently transportation design team at captured the imagination Seymourpowell developed a of Korean giant Samsung detailed and achievable technical Construction and Trading (C&T). specification for the craft. Driven by its interest in new materials for building, Samsung C&T appointed Seymourpowell to refine the idea and produce a detailed computer animation slow is the of the proposed experience to illustrate this visionary approach new fast... to the future. The video can be viewed at http://www.youtube.com/ watch?v=bP15Vgt55Gk.
OUR NEWSDesigning to challenge Seymourpowell wins OTC Marketing Award for ‘Best New OTCthe market leader Packaging Design’ Seymourpowell is happy to announce that it has won the OTC Marketing Award for ‘Best New OTC Packaging Design’. At the gala event on 4 March, the award was presented to Seymourpowell for its packaging design of PediTech ActiFreeze, a new generation wart and verruca remover product by Passion For Life Healthcare. The winning Seymourpowell design received high praise from the panel of judges who awarded it 58 points out of a maximum possible of 60. Other nominees in the same category included Pentagram and Rare Design. In another category, ‘Most Innovative New OTC Product’, PediTech ActiFreeze also came a close runner-up. Matt Navier, Brand Manager at Seymourpowell created a year old. Other goals were to Passion For Life Healthcare said, “We’re delighted Seymourpowell norm-breaking design for Lil-lets ensure that women became has been recognised for their work compact applicator launched aware that Lil-lets produces an on ActiFreeze. The design team in 2009. The distinctive, applicator product with superior created an identity that challenges the category norms, giving ustailored contemporary presentation performance, understanding great brand presence at point of elevated the brand presence on the existing customers as purchase.” shelf with a bold and confident well as articulating the brand’sfor real idea of being part of essential everyday items in a woman’s personality attributes – savvy, considered, confident andwomen handbag. Lil-lets tasked Seymourpowell empowering. These ideas were central to the formation of the core proposition – ‘tailored for with creating a packaging real women’. design that would establish Lil-lets compact applicator as The result is sassy yet feminine a strong challenger to Tampax. packaging, with strong product The packaging needed to communication supported by a give the range its own identity, direct challenge to Tampax with appealing to a slightly younger Lil-lets ‘no leaks guaranteed’ user than the existing 20-plus seal of authority.
OUR NEWSEmbodying Axe deodorant (Lynx in the UK) playful, tactile engagement with had huge brand awareness the product. Most recently, amongst consumers, thanks Seymourpowell used thisthe essence to a high impact advertising design language to create the campaign. But what did structural packaging for a new consumers really think of range of US hair care products the brand? And how can for the brand. Best known forof a brand its attributes be consistently its body care range, Axe has delivered again and again now expanded into hair care through product design and with Axe Hair. The new range retail packaging? includes a complete line of shampoos, a conditioner and Working with the Axe team, styling products and is the most Seymourpowell’s powerful significant innovation since Brand DNA tool revealed the the brand entered the North answers. The hugely successful American market in 2002. Brand DNA tool strips a brand to its absolute essentials, Adrian Caroen, director at using detailed ethnographic Seymourpowell, explains: “The and product research to reveal Axe Hair range is extremely what the product really means comprehensive and provides to consumers. At the same solutions to specific hair needs, time it builds up the visual making it easy for guys to language needed to take navigate their way through that brand promise forward the products. The packaging through strategic product needed to reflect this and innovation. The resultant Axe blends a sense of masculinity DNA outlined how its existing with the confident look and feel emotional qualities – humour, of professional hair care.” sexual attraction and a play The shampoo and conditioner on male security – should be structure utilises latest blow reflected in the design language moulded colour graduation for the brand, and in the technology for maximum shelf ongoing design of the product impact while the push button cap packaging itself. makes the product easier to use.a twist cap that Axe’s products all now reflecttakes cues from the same personality, being confident and mature whilstzoom camera delivering a feeling of fun andlenses and similar knowing playfulness. This was The hugely successful reflected in the award winning Brand DNA tool stripsboy friendly Neutron can, with its twist cap a brand to its absolutegadgets... that takes cues from zoom camera lenses and similar boy essentials. friendly gadgets, encouraging
OUR NEWSWhat We Do INSIGHT STRATEGY DESIGNWe work with clients We work out possible We are ultimately aboutand share our ability to scenarios to give our making things better: betterforecast and interpret the clients the confidence and for people, better for businessvital implications of human reassurance they are making and better for the world.behaviour. the right decision.FORENSICS FORESIGHT PLANNING STRATEGY CONCEPT & DESIGN DELIVERYBusiness Forensics Ethnographic Studies Scenario Planning Business Strategy Ergonomics & Styling Interactive AnimationDesign Forensics Observation Labs Commercial Planning Brand Strategy Concept Generating Supply Chain & LogisticsTechnical Forensics Trend & Category Mapping Financial Modelling Portfolio Strategy Design Development Manufacturing ManagementManufacturing Forensics Consumer Segmentation Market Intelligence Design Strategy Prototype and ModellingOut and about – events MARCH JUNE the educational events team again this year to deliver a DesignLab Global Electronics Forum (GEF) Institute of Travel & Tourism workshop and teachers in Singapore 2010 Conference symposium. We’ll also be present atIf you want to David Fisher presented on the future Nick Talbot will present on the future this year’s Creative Quarter event.know more or join of technology. of travel and transport. Extending our relationship with the V&A, later in the year Seymourpowellus, here is where Economist Conference: The Big Rethink – Redesigning THROUGHOUT 2010 will host a creative industrieswe can be seen Business Summit Seymourpowell will be collaborating with the Design Council on a event – an interactive evening session in the V&A’s newthis year... Richard Seymour spoke on ‘the design perspective’ case study. number of forthcoming events Sackler Centre. including Design Bugs Out II, the Design Museum’s exhibition Finally, in the autumn Richard Design Day Norway Seymour will host a conversation on sustainable design and a Richard Seymour travelled to Oslo masterclass on design-led with Design Museum director in March to speak at Design Day Deyan Sudjic in the Sackler innovation. Norway, the annual event organised Centre’s brand new 250-seater by the Norwegian Design Council. Further to our work with the V&A last auditorium. Details to follow soon. year, Seymourpowell is working with
OUR NEWSNew product Seymourpowell worked constellation to offer a cost- alongside EMS Technologies effective terminal for tracking, to design their first personal communicating and managingdevelopment tracking device. The product personnel in remote and offers two-way communication, dangerous locations. tracking and alerting for individuals Using our experience from and fleets across the globe.for extreme mobile communications projects EMS Technologies are a global and previous waterproof leader in tracking and search consumer devices we were and rescue technology. They able to design a product thatenvironments identified that there was a gap offers contemporary styling in the market for a personal whilst being intuitive, robust, tracking device that uses the lightweight and suitable for use reliability of the Inmarsat satellite in all environments. contemporary styling whilst being intuitive, robust, lightweight and suitable for use in all environments Contact us SEYmOuRPOwELL LTD 327 Lillie Road London, SW6 7NR United Kingdom T +44 (0) 20 7381 6433 F +44 (0) 20 7381 9081 www.seymourpowell.com email@example.com