Designing and creating spaces that are human centred and harmonious with brand

1. TRANSFORMATIVE
SPACES
Spaces that are human centred and harmonious with brand

2. 1
2
WAYFINDING
ANALYSIS
Y
DETERMINE ACT
JOURNEY ROU06
Taxi
Car
Public
Transport
Foot
Bicycle
Shuttle Bus
REVIEW & IDENTIFY
JOURNEY ROUTE TYPES 05
ESTABLISH
STAKEHOLDER HIERARCHY
02
IDENTIFY STAKEHOLDERS 01
Sign Type
Sculpture
Lighting
Pathways
Motion
Arrows/
Directional
Branding &
Environmental
Graphics
Technological Mood
DETERMINE THE FORM THE
INFORMATION SYSTEM WILL TAKE 10
The
Brand
The
Building
The
Space
BACKGROUND TO02
Client Architects
Design
Agency
BRIEFINGS0301
Facilities
Reception
REVIEW MAPS AND SITE TO
IDENTIFY SPATIAL REGIONS
03
REVIEW &
IDENTIFY USER TYPES
04
DETERMINE SIGN LOCATIONS 08
Usability
Function
Cost
Aesthetics
Ergonomics
Hello &
Welcome
We don't do veneer.
Through a lens of Japanese design principles we create and
design brands, workplace culture, workspaces and social
environments.
Our creative output and depth of thinking affects the
operational side of a business as much as the marketing. We
know insights reveal windows of opportunity.
Our company remains independent and owner-run
even today. This gives us the necessary decision-making
autonomy and flexibility to be able to react in real time to the
needs of our customers. Our solutions concentrate on time
tested craftsmanship, cutting edge technical sophistication,
enduring strategy and timeless design.
Simon Morris
Editor

3. TUAL
UTE
What Does The
Message Need To
Communicate
Convey
Articulate
DETERMINE SIGN MESSAGE09
Disability
Level
Nationality
Profile
Age Profile
Usage Types
ENGINEERING
THE BRAND™
Primary
Secondary
DETERMINE DECISION NODES07
Disability
Regulations
Maps
Methodology
Integration
Of Brand
Technologies
Visual
Standards
User Types
DOCUMENTATION01
Site Design
App Design
Photovisuals
MASTER PLAN
3
4
GRAPHIC COMMUNICATION02
PRODUCT DESIGN 01
Materials
Innovation
Structure
ENGINEERING03
We use time tested methodology to improve the
relationship between the brand and the customers.
We control every step in complex programs
in an integrated process, that sets new design
application and technical standards.

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5. DESIGNING
DIFFERENCE AND
ENGINEERING CHANGE
TO BE ABLE TO CHANGE PEOPLE’S
BEHAVIOUR, WE NEED TO FIRST
UNDERSTAND:
• How we want people to feel?
• What do we want people to do?
• The problems or barriers we need
to solve?
Godmother build’s brands that are
valuable to businesses because they
make something happen in the real
world.
We develop brands as ideas to focus
an organisation, and as experiences
that build meaning for customers
and stakeholders.
We believe in building brand value
by creating experiences that change
behaviour and drive loyalty.
We’re excited by what ideas can do:
connect people, focus them and
shape behaviour.
We enjoy the way a brand idea comes
to life for people in well-designed
experiences.
And we love making an idea tangible
in persuasive packaging, unexpected
service,compellingcommunications,
inspiring new products and engaging
environments.
At the core of a great brand is a great idea.
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6. BRINGING THE OUTSIDE
IN; TRANSFORMING ONE
OF BEST RESTAURANTS
Godmother refreshed and created a new
direction for the well-established Japanese
restaurant in Auckland’s Ponsonby district,
future-proofing it for the next five years. A
fitout period of 10 days and a budget of
under $100K was allocated for the project.
The idea came from the name ‘Soto’ which
means outside. We used the idea “bringing
the outside in” to create a connected brand
and environmental design palette.
The design thinking was informed by taking
traditional Japanese elements and giving
them contemporary relevance.
We specialise in the design and
development of 3D interior and exterior
branding, signage and way-finding systems
from site survey & project management
through to full implementation.
COST SAVINGS
Ensuring cost savings using
alternative technology and
proven project
management methods
QUALITY
Unparalleled product
quality, brand consistency
and service around the
globe
CONTROL
Assured delivery through
dedicated Project
Management Teams,
supported by a unique
database system, giving us
the optimum blend of
project management tools,
to deliver on time and within budget
GLOBAL / LOCAL REACH
Our international presence
and global network of
suppliers ensure that we can
deliver projects of any size -
locally, regionally or globally
Enduring design intelligently connects customers and business.
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8. RSPCA pet place; creating a space for the
extended family.
The new RSPCA store in Melbourne was
extending its offering, providing grooming
services in addition to health and welfare
advice and pet adoption. All these different
offerings needed to be brought together in
a seamless way under one brand – while
promoting the RSPCA cause to the local
community. Our opportunity was to create
a place where people can add to, provide
and care for their extended family.
We designed the store so everything would
feel like it was from the pets’ perspective. An
integral feature was the ‘tree of life’ – where
polaroids of adopted pets and their owners
would hang like leaves off the branches.
Simple design; Big thinking
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10. FLEXIBLE WORKING –
OPENING UP SPACE FOR
OPEN CONVERSATIONS
The objective was to create a new space within Fonterra Head Office, that would break
old traditional ways of working and introduce a new mentality; a space that would be an
inspiration, a working room and meeting place – flexible in its purpose – that ultimately
would stimulate open, collaborative conversations and the sharing of ideas. To facilitate
this we fitted the room with pin-up walls, timber leaners and stools (for quick open
conversations), corkboard walls, stationery ‘tool units’ (everything provided to make it as
easy as possible) and echo panels (pinnable) and a display rail.
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11. We designerd around three
dimensions- Play Value, Human
Characteristics of the site and the
Environmental Characteristics. This
ensured a more natural space and
gave rise to smarter productivitity
ideas.
Importantly, we shaped the space
to allow all backgrounds and
cultures to feel at home. Built
environments should be reflective
of diverse cultures and we strive
to ensure people feel that they
are respected through an inclusive
design approach.
Our interior design thinking aims
to break down walls and open up
conversations.
To help generate the right conditions for improved
productivity and performance companies do
not need to have blunt messages plastered
around their offices espousing bold statements.
By creating spaces that have a human palette, a
fun attitude, and ingenious thinking will give staff
the inspiration and renewed energy to produce
new ideas and foster a supportive working culture.
Multi-functional and inclusive
Fake grass adds a hint of fun
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12. HARMORNIZING
COMPLEX BRANDS
Managing the interconnected messaging
assets to establish a platform for brand
clarity and reputation growth.
The challenge: For DELWP to achieve
momentum towards realising its 2020
strategy relies upon all stakeholder
relationships to be aligned and working
together.
Our Branding Framework: Uniting all the
dimensions of the business – their corporate
strategy, internal culture, and customer
offering.
The Desired Shift - From: disengaged with
government and ambivalent to the role
they play To: Working together towards
the same end goal of lasting and beneficial
change in the lives of real people.
What unites us across DELWP is their
involvement in change – ensuring change
works for everyone across the community.
Department of Energy, Land, Water, & Planning. A Super Department within Victorian Governement
Designing a cohesive suite of brand assets that will establish new bench-
marks and galvanise the market.
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13. Unlocking the latent power of Sydney
Water creating an authentic and visionary
articulation of the brand story.
Sydney Water’s ambition as an organisation
is to meet changing market drivers and
positively impact on people’s lives.
While customer and employee experience
and insights can spark excitement and
positive feedback, it does not bring the
organisation any closer to executing a
cohesive and focussed message internally
or externally. This requires significant
management participation and a dedicated
team to manage and align the complex
web of interdependent activities, brand
assets, systems, processes and priorities.
And according to research, Sydney Water’s
existing standing amongst customers is
undefined and lack potent meaning.
Our approach was to define Sydney Water’s
authentic foundations and unlock the latent
power of Sydney Water. We co-created with
Sydney Water to establish an authentic, fact
base, and deeply meaningful Brand Idea and
Brand Positioning. The result of establishing
a clearly memorable definition of the brand
from within the organisation ensures fidelity
and a sense of truth to decision-making.
It takes significant skill and effort to translate
the different parts of the organisation into a
set of brand tools and strategic resources
that can be executed consistently and
flexibly. Ultimately the approach is to shape
the strategic framework, recommendations
and directions to provide Sydney Water
with the readiness and ability to manage
reputation building programs. The key steps
in delivering this work are illustrated here
in the context of holistic brand initiatives
and with a focus establishing a completely
consistent brand over a 5 year period.
Sydney Water's brand architecture organised to achieve long term
organisational goals.
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14. POLYOCULAR VIEWS TO
PUSH THE BOUNDARIES
Our team includes creative minds and systems
thinkers specialised in different disciplines but
united by a shared passion and know-how..
We have a proven track record in the creation
and revitalisation of brands.
We have the capabilities to deliver.
We have the process to deliver strategic
clarity.
We have a talented and passionate team.
We bring an open mind and fresh perspective.
We approach brands as agents of change in
the lives of people, and we excel at designing
solutions that bring an enduring sense of
purpose, clarity and engagement.
Godmother and has over 22 years of full
integrated design and human experience
thinking from around the world.
We aim to create a customer experience
which inspires, informs and helps customers,
whilst providing clients with critical insight into
the needs, wants and desires of customers.
Cross-boundary collaboration
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15. Simon Morris, Gen Millare, Ayako Fuse, Sally Tan, and
Jules Zaccak
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16. Melbourne
Manila
Tokyo
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17. WE HAVE
• Brand Architecture
• Brand Positioning
• Identity & Visual Design
• Brand Management
• 2D & 3D Design & User Interface Design
• User Experience Design
A GLOBAL
• Strategy
• International Brand Strategy
• Trends Analysis
• App Development
• Tech Development
PERSPECTIVE
• IOS & Android Apps
• 2D & 3D Animation
• Web Design & Development
• Interactive Video Design & Development
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18. Spaceplanningwithzonesdesignatedtocertainbrandingfunctions.
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19. DESIGNING FOR CHANGE
With the launch of a new model, it is important to
explore and test options that will inspire purchase,
be cost effective, robust, engaging, flexible, and a
hint to the future.
Suzuki wanted to explore a range of ideas
around our approach to retail design as well
as an indication of the visual appearance of
key elements, detailed costs and a potential
programme:
Main Project Scope: - Create a premium
showroom experience, ready for the launch
of the new Kizashi.
We underwent a rigorous process of
customer research, brand emersion, and
competitoranalysistodevelopconceptsand
thoughts for each of the Suzuki showroom
elements, together with potential materials
specifications and technology integration.
Amodularplatformthatputsthefocusonthecar.
Launch of Suzuki’s new line-up
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20. A design language that echoes the form of the logoA welcoming layout that removes 'Sales Person Anxiety"
Every single customer touchpoint needed
to feel like a "reward" for deciding to come
into the showroom. Our thinking delivered:
• High quality brand experience at key
touch points
• Defined customer routes linked to both
the brand and sales experience
• Consistent lower density showroom
planning
• High quality modular display
components
• Defined and optimised POS
• Smooth and consistent Integration of
brand, product and experience
• A premium and striking contribution to
the Suzuki showrooms
• An exciting and dynamic addition to the
event of buying any of the Suzuki range
of cars
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21. Scaleandfucntioncombinetoprovidelogicandcustomerease.
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22. APPROACHABLE AND
UNDERSTANDABLE
Creating a customer-focused environments is a multi-year strategy
We design and develop store
environments to help retailers stand
apart from the competition and
deliver an unparalleled customer
experience.
Today’s challenging retail climate,
and the increasingly mature
wireless marketplace demand fresh,
creative thinking to both attract and
retain shoppers. This doesn’t mean
throwing money at the problem,
but rather knowing how to make
key strategic investments to create
and capitalize on opportunities to
improve the shopping experience.
Our extensive knowledge of the
international retail market, as well
as our world-class experience with
branding and retail design means
we can develop unconventional
and hybrid solutions which leverage
the best of a client’s existing assets
while preparing for growth.
These solutions can incorporate
a range of approaches including
visual merchandising, fixture design,
finishes and lighting design, in-store
communications, architectural
re-branding, customer brand
experience, as well as pop-up, re-
skinning and other short-term retail
and roll-out programs.
We offer a turnkey service, starting
with brand and segment analysis,
and encompassing market research,
location scouting, lease negotiation,
fixture design, prototyping,
store design, landlord approvals,
permitting, bidding, roll-out and
construction administration,
fixturing and merchandising.
Eco-friendly choices are seamlessly
integrated throughout each stage,
including material and finish
selection, building systems design,
construction sequencing, and in-
house LEED administration.
Every project is thoughtfully
designed and managed to ensure
the greatest return in beauty,
operational efficiency, and
customer talkability.
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23. By increasing the number of elements that are
custom designed, provides greater competitive
differentiation.
TELECOMNZRetailDesign

24. DRAWING ON THE
KNOWLEDGE OF OTHERS
A real and enduring brand truth is best shaped with the people that live
with the brand on a day to day basis.
Godmother spends time with our clients to develop the best possible brand strategy so
that every single area of the business will benefit.
Everyideamustbeintheserviceofunlockinghumanpotential.
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25. Ideas are not criticized or rejected during our workshop sessions.
Designs, organisational culture, and brand architecture can be refined
gradually. The participants of our workshops build their solutions on
the ideas of others, “think them up” and improve them. This synergy
effect allows ideas to be refined and reshaped and perfected.
The biggest advantage is the high amount of generated ideas.
Participants with different knowledge and different experiences
come together. They bring together various ideas and suggestions.
Sometimes “non-professionals” have the best suggestions and inspire
us by unearthing ideas that helps resolve road-blocks and business
challenges and kickstart long-term thinking that reinforces business-
wide initiatives.
Measure twice, cut once.
Brand definition and culture workshop with 3,000
employees from Sydney Water, Australia’s largest
Utility.
Secatiberuntumearumsincillavelenimusautanobitraecusdiomniet

26. IDEAS AND EXECUTION
We are living in a world where ‘bricks and mortar’ and ‘click and order’
are one in the same.
Companies continue to expand
beyond borders to develop new
markets and new brand standards,
products are open to global
consumers. Those consumers are
spoilt for choice. Products can be
designed in Israel, manufactured
in California, and assembled and
tested in Malaysia then distributed
from China. The world is shrinking.
In order to maintain relevance and
bestrategicallynimble;thestrongest
businesses must have a clear brand
essence that aligns and unites all
activities and behaviours, a rich story
and a proprietary language that sets
them apart from their competitors
and connects them in a meaningful
way to their audiences.
Each brand experience we create
is built on a compelling idea,
developed from clear insight and
leveraged across all relevant brand
experience touchpoints. How?
DEFINE
An immersive exploration stage
taking the brief and defining a clear
positioning strategy built from the
agreed objectives and aspirations
of the stakeholders. What space
do we want to own? What story do
we want to tell? What do we take
forward? What do we leave behind?
And what do we need to ad d?
DESIGN
This positioning target guides the
strategic development of Brand
and Story, distilled into a clearly
documented system designed
to build the ideal reputation over
time, in line with the agreed
vision and strategic objectives.
What’s the final design outcome?
Design development, Prototyping,
Materials & finishes, Furniture/
lighting specifications, Technical
working drawings.
DELIVER
The final stage is a process of
translating strategy into reality.
A brand narrative and customer
expression programme that brings
the experience to life. Typically
this considers both internal and
external engagement planning
and orchestration right across the
spectrum of delivery areas: Brand;
Communications; Spatial; Product;
Digital; Moving Image; and wider
Experience Design.
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28. We believe preference, loyalty and ultimately advocacy are achieved
by turning a brand promise into a tangible experience through
powerful design.
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