A portfolio of our work and client testimonials

1. integrated strategy
and innovation

2. background - setting the context
• Consultancy based
• Strategy & Innovation Expert
• Integrated Brand Experience Expert
• 7° Strategy brand & Innovation
• Defining vision, mission, core purpose and values etc
• Determining competitive advantage through customer research & core drivers
identification
• Developing new brand positioning and innovative products and services
• Reviewing products and services - facilitating innovation as appropriate
• 7° Branding™ integrative brand design management
• Discover - understanding and analysis
• Determine - core drivers identified
• Define - brand positioning defined
• Deliver - implementation
• Master of Design Management
• Thesis – Strategic Branded Experiences
michael major

3. princes square glasgow, britain
• As the principal designer for the
entire shopping experience; my
responsibilities were to
choreograph everything the
shopper saw, touched, smelt or
heard.
• Princes Square opened in 1987
quickly becoming one of the most
popular shopping experiences in
Glasgow.
• 20 years later it is still as popular
as ever with the original design
fundamentally unchanged
michael major

4. living & giving auckland
• I helped define the essence of the
Living & Giving brand being the
magical experience of going into an
Aladdin's cave – and then translate
this magical experience into reality
where the customer never quite
knew what they could expect to find.
Customers were always guaranteed
to be surprised and delighted. It
was an unpredictable but fun
shopping experience for them.
• Living & Giving became an iconic
brand in New Zealand, which
resulted in being purchased by
Pacific Retail Group for $4.4 million
michael major

5. columbus coffee new zealand
• My responsibility was to develop
an overall brand identity and
spatial experience for Columbus
Coffee. The role required my team
to create a totally cohesive
surrounding, which seamlessly
integrated the operational
requirements in an environment
that people loved to drink coffee.
• When Columbus Coffee first
opened in the High Street in
Auckland‟s CBD in 1995, it caused
quite a stir. It is still today a
strongly recognised brand.
michael major

6. mövenpick ice cream auckland
• Mövenpick Ice Cream opened
their first New Zealand flagship
store in Auckland in 2003 on a
site that was only 54m² in size.
• My role was instrumental in
driving the strategy to create an
store that would survive as a day
and night time operation.
• The success was demonstrated
by the 20 minute queues to buy
an ice cream. The queues
became so long that part of the
pavement had to be cordoned
off!
michael major

7. h&j smith invercargill
• I set the master design for the
Invercargill department store in 1996
with a subsequent one completed at
the beginning of 2008 for the
remaining 50% of the store.
• As each department has been
refurbished, there has been a
significant uplift in sales by as much
as 34%.
michael major

8. smales farm technology office park
• I was appointed in 2004
as the lead retail
consultant for the new
retail support centre
being developed for the
Office Park. I provided
the creative retail REST - air WELLBEING - earth
Quadrant “D” Quadrant “A”
direction for all of the
consultants. WORK - sparkplug
Quadrant “C”
PLAY - water
Quadrant “B”
• From extensive research
I developed four themed
quadrants as the master
plan around the Smale‟s
values of “work, rest and
play”
michael major

9. esquires coffee houses international
• Esquires Coffee Houses in New
Zealand has expanded internationally
in the Middle-East and China. The
original identity was 15 years old and
no longer relevant for their market
locally or overseas.
• I managed the Esquires Coffee
Houses rebranding process. The
result is a comprehensive solution
which has been implemented into NZ,
Fiji, the Middle East and China.
• The New Zealand & Australian
master franchise was recently sold to
Retail, Food Group for $9.5 million.
michael major

10. wofem bagels high street, auckland
• The design of the store brought
the experience of the Wofem
brand alive in the mind‟s eye of
the customer, taking the brand to
new levels of appreciation.
• The Wofem brand identity is
playful and humorous. The store
design expressed this playfulness
and humour from the storage of
the bagels on upright posts,
reflective of the “quoits” game, to
the “bum-rest” seats shaped like
bagels.
michael major

11. farmers homestore westgate, auckland
• The Farmers Homestore at
Westgate Shopping Centre
was the first stand alone
homewares store in 2000.
• The store design created took
homewares shopping for
Farmers to another level,
delivering a unique shopping
experience customers‟ love.
• Each category/department
had its own identity whilst still
sitting comfortably under the
main brand identity of
Farmers.
michael major

12. element remarkables park, queenstown
• My client wanted a store that
customers would go „WOW‟
when they walked in, the store
design delivered just this.
• I placed considerable emphasis
on ensuring that all aspects of
the business were thought
through thoroughly from the
operational intent of the
business to the needs of the
customer. In this way the
business meets its intended
targets whilst delivering an
experience that customers just
keep wanting to come back to.
michael major

13. woolworths re-branding nationwide
• This refurbished 277
Woolworths store increased its
weekly turnover by 17%. This
was a massive increase on top
of the existing million dollars it
was doing weekly back in 1999.
• Each subsequent store
refurbishment increased
turnover by a minimum of 10%.
• The rebranding of the
supermarkets provided a more
conducive customer
experience, taking the drudgery
of chore shopping out of the
supermarket visit.
michael major

14. fifth avenue men‟s apparel re-branding
• My responsibility was to help
the owner of Fifth Avenue
unlock the essence of his
business and establish the
brand principles on which he
can grow his business.
• My current role as their brand
manager is to bring these brand
principles alive into the daily
running of the business and
develop new innovative
customer loyalty products and
services over the next 9
months.
michael major

15. testimonials

16. hr logic strategic planning
“Michael and I have been working together for the last 6 months which began as a
marketing exercise and quickly progressed to Michael becoming my „trusted advisor‟
or if you prefer my mentor.
I was truly impressed with the speed in which he was able to understand my
business and more importantly, me. The methods of research and understanding
were impressive in the way that he then coupled all the individual aspects together
to form and complete the picture.
His questioning approach was insightful and thorough and frequently entertaining as
well as there were many laughing moments along the way. One example was him
asking me to create a „train track‟ of special events in my life and each of those
became a station on the journey. The picture that emerged was really tested when
he asked, “Why”.
Most important though was his ability to cut through to the core of situations in order
to understand the cause of actions and then subsequently create solutions for
action.
We are only part way through the journey and already are making significant
progress in what can only be described as an enlightening experience as often we
as individuals are too close to situations to see the reality.
If you are seeking or even thinking about obtaining some external support then I
would not hesitate to recommend you having a chat with Michael to discover his
talent and ability for yourself.”
Philip Wood : managing director
michael major

17. esquires coffee houses
integrated brand/design management
“We have worked with Michael since 2002 opening franchise stores throughout
New Zealand.
Back in 2006 Michael began working with us to re-position the Esquires brand
offer to make it more relevant and attractive for both international and local
markets. Michael's methodology and process achieved alignment with all of
the senior management on the company's vision, mission, values, and core
purpose for the future growth of Esquires Coffee Houses. From this
foundation, Michael worked with us to develop the new brand identity which
was then applied across all of the brand touch points. This was then translated
into brand usage and store fit-out guidelines.
The new identity is a critical step forward for the company's international
expansion plans. We have opened only a couple of stores under the new
identity here in NZ and Fiji, so it is too soon at this stage to ascertain the true
success of the new identity, however early indications are very promising.
We have found working with Michael to be very enjoyable. Our relationship has
enhanced our brand and business and created real value for our organisation.”
Stuart Deeks: Esquires Coffee Houses
michael major

18. upo business growth/product development
“Michael‟s business process provided a sounding board for idea‟s and
possible business growth without impact on the status quo. This process
provided the procedures and discipline to maximise UPO‟s competitive
advantage within the marketplace.
The process enabled me to look into the business and establish better
working practises that have enabled growth.
Michael‟s unique knowledge and insight into the retail market provided
grounding for discussions around business growth.”
Dean Hawken: managing director
michael major

19. h&j smith
integrated brand/design management
“The redevelopment of an iconic department store with in excess of 100
years history presents endless challenges and opportunities. When we
embarked on this process we knew that we had a tiger by the tail and that
sound design and project management skills were essential. The need to
keep trading throughout and to evolve new business processes in
conjunction with the refurbishment meant that the project was always
going to take a number of years to complete.
While we wanted inspired design, we also needed to be confident of
continuity through the term of the project. I am delighted to say that
Michael Major has been with us throughout this major undertaking for the
last ten years. He has provided the continuity, the discipline, the
questioning, and the guidance required to ensure that each stage of
development takes us further in developing the customer experience yet
remaining true to our market positioning. We value what Michael
contributes to the process, the way he works with us, and the skills and
resources he is able to access.”
John Green: CEO, H&J Smith
michael major

20. life pharmacy
integrated brand/design management
“I have had the pleasure of working with Michael over several years, and in
particular designing supermarkets for both Woolworths and Foodtown.
What I appreciate in Michael is that he takes the time to fully understand
where the Brand fits in the market, the Brand vision, values, it‟s USP, and
customer profile.
From this knowledge Michael is able to respond to a design brief, and
direct his team to deliver a design outcome, which has applied logic in
terms of customer receptiveness, creativity, and practicality, which will
appeal to the sensory outtake by the Brand‟s existing and future
customers.
The all-embracing concept is then delivered to the client cognisant of
budgets, and practical application of the everyday wear and tear, which
must be endured in the everyday environment.
Michael and his team then work with the shopfitters to deliver the
completed product to the client‟s satisfaction, and follows up on each
project with a full post implementation audit.”
Des Flynn: G.M. Strategic Business Development
michael major

21. karaka lakes
integrated brand/design management
“Karaka Lakes were looking for a
holistic brand approach that would
take Karaka Lakes from merely a
brand name to something that could
be experienced on site within the
development. Michael Major was
instrumental in developing the initial
concept idea (which included doing
background research) and managing
the process through to brand
development. We are nearing the
final stages of completion for stage 1
of the project and hope that people
will get a real sense of delight, and
that a wonderful community is taking
shape, when they visit the site.”
Kirsty Reynolds: Marketing Manager,
michael major

22. eTore strategic repositioning of business
“I have used Michael Major as a mentor since the beginning of
2008. Initially we met weekly, then fortnightly and then monthly.
Working with Michael has helped me to identify how I can re-position my
company to be more competitive. Michael's methodology has enabled me
to distinguish my vision for my business, its core drivers, and the unique
strengths of my business. Leveraging off this knowledge will enable me to
turn my current business offer into one which is compellingly more
attractive for existing and new clients through the clarity and distinctiveness
of the offer.
There is still some work to be done in re-positioning my brand identity and
associated marketing collateral to reflect this more distinctive offer, but
under Michael‟s guidance, I am sure I will be well guided.”
I have found working with Michael to be inspiring and challenging as I have
had to extend myself in order to reap the benefits of his mentoring.
Michael‟s industry knowledge, experience and intuitive feel for design has
made him invaluable authority when looking at my own business.”
Tore Anderson: principal
michael major

23. architects les dykstra unlocking the vision
“Michael Major has been my one-on-one mentor since March 2009 this
year. His mentoring has focused on my practice‟s core purposes, values,
and ideologies. This mentoring has included re-visiting and re-formulating
the practice vision, brand promises. Other areas that have been covered
include the practice culture, staff policy, and marketing.
I set up my practice nine years ago and have grown it successfully;
however my enjoyment of it was waning. Fortunately, with Michael‟s
„getting the essence approach‟ I got in touch again with the passion that
first drove me to set my practice up and this has re-energized my
motivation.
Michael, as well as being articulate and insightful, has been generous in
his mentoring. The research he carried out has been beneficial to my
practice and I would not hesitate to recommend Michael Major .”
Les Dykstra: principal
michael major

24. integrated strategy
and innovation
Phone +64 21 709 007 email connect@7degree.net
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