Rob Davie - Brand Consultant

Brand and Corporate Identity Projects

Rob Davie
Strategic and Creative Brand Consultant

Rob Davie Consulting © 2009


Rob Davie
Passionately Managing
Strategic and Creative Services
to Deliver Powerful Brands


Rob Davie - Consultant

Consultancy Services Provided:
Brand Strategy
Brand Management
Brand Identity
Brand Environments
Brand Communications


Brand Strategy
Successful, Powerful Brands are Built on Sector Relevant and
Commercially Sound Marketing Strategies. In Preparing Strategic
Brand Recommendations I Typically Rely on the Following:
Brand Audit and Customer Surveys
Market Study and Visual Analysis
Competitor Evaluation and Opportunities Matrix
Brand Mapping and Market Positioning
Trading Strategies and Product/Service Proﬁling
Brand Architecture and Naming Strategies



Brand Management
Interpreting Brand Strategies into Tangible Reality is Often a
Signiﬁcant Challenge. In Managing Major Branding Projects I Aim
to Provide Clear Direction and Guidance on the Following:
Planning and Programming Projects from Brief to Completion
Selection and Appointment of Specialist Consultants
Management and Monitoring of Consultant Services
Evaluation and Approval of Stage-by-Stage Deliverables
Directing and Focusing Project Teams on Agreed Objectives
Ensuring Deliverables Meet Strategic and Operational Requirements



Brand Identity
The Graphic Expression of an Identity is the Most Powerful way
to Communicate it’s Values and Positioning. Typical Steps Involved
when Asked to Create Powerfully Effective Brands Include:
Chromatic and Logoptic Analysis of Competitors
Creative Brainstorm and Idea Generation Workshops
Evaluation, Critique and Selection of Preferred Creative Options
Rigorous Testing of Options Against Project Objectives
Customer and Market Research of Final Recommendations
Development and Technical Reﬁnement of Selected Brand Elements
Interpretation and Application of Chosen Brand Language
Brand Guidelines, Monitoring and Brand Guardianship



Brand Environments
Three Dimensional Expressions of Brands (Retail, Display, Exhibits,
Merchandising and Interiors) can Provide the Most Potent and
Memorable 360o Brand Experience. Creating These Requires:
Competitor Audit and Market Relevant Differentiating Strategy
Planning, Segmentation, Adjacencies and Customer Journey
Creative Brainstorm, Concept Development and 3D Modelling
Interior Design, Elemental Detailing and Technical Reﬁnement
Schematic Layouts, Pilot Sites and Multi-Site Applications
Proﬁle Drawings and Technical Guidelines Manual
On-Going Brand Environment Audit and Evaluation Consultancy



Brand Communications
Brands Communicate with Many Audiences Through Various Media
but All Must Contribute to One Common Message. Leading Brand
Communication Projects I Ensure All Channels are Considered:
On-Line Strategy and Creative Recommendations on Web-Presence
Corporate Brochures, Literature and Marketing Collateral
E-Newsletters, Digital Interface, Electronic Media
Product Brands, Packaging, In-Store Merchandising, Displays
Signage, Digital Branding and Environmental Graphics
Branded Collateral, Event Sponsorships, Co-Branding, Gifting
Advertising Guidelines, PR Brieﬁngs, Corporate Communication



Rob Davie

Brand Design &
Corporate Identity
Projects


Rob Davie - Brand & Corporate Identity Consultant

Milestone Projects Include:
92/94
Italian State Railways
99/02
Saudi Telecom
00/01
Datalogic
07/08
National Bank of Oman
08/09
TerraSeis Group of Companies



Italian State Railways - 1992/94
Winning major International State Tender in ‘92 my
company was awarded 2 Year contract to create totally
new Corporate Identity and apply this to every aspect of
the Organisation from printed literature and signage to
train livery, uniforms, marketing collateral, advertising
guidelines, branded merchandising, tickets, etc.
Full implementation across the whole organisation took
over 5 years to complete.


Ferrovie Dello Stato - New Corporate Identity




Saudi Telecom - 1999/02
Invited to lead the Team of the Appointed London Agency
I was responsible for all aspects of development of the
new Saudi Telecom Identity project from brieﬁng through
customer research to development and full application.
As Client Principal and Project Director I managed all
Major Presentations, piloting the work through various
strategic, creative and technical stages, including the
design and implementation of new Service Centres.


Saudi Telecom - New Corporate Identity



Saudi Telecom - New Service Centres and Merchandising




Datalogic - 2000/01
Appointed to create a new Corporate Identity for this
world leading manufacturer of Bar-Code Scanners as
they moved from Private to Public Ownership. The new
identity, launched in 2001, was part of major corporate
overhaul covering all aspects of the Datalogic Brand
including writing and designing Corporate Brand book,
stationery, signage, advertising guidelines, exhibitions, web
pages, product branding, literature and catalogues.


Datalogic - Brand, Corporate Brochure & Merchandising




National Bank of Oman - 2007/08
Working directly with the CEO and Executive Board of
NBO, I was appointed by London Design Agency to head
up this major renaming, re-branding and branch-design
project, leading both Client and Agency teams through
all strategic, creative and technical stages to deliver
new brand and approved branch design in time for full
national re-branding launch early in 2008.



National Bank of Oman - New Corporate Identity



National Bank of Oman - New Branch Interiors




TerraSeis Group - 2008/09
Appointed by owner and senior board of Group to advise
on all aspects of naming, corporate communications and
branding including customer & supplier research, new
brand for primary operating companies, naming strategy &
application of new identity to all elements of company.
Scope included design and print of interim Corporate
Brochure pending design, writing and production of new
literature … work that is currently in progress.


TerraSeis - Brand Strategy, New Identity & Brochure




Osool - 2008/09
Day to day management of client relationship on behalf
of London Agency, working with Strategic Consultant
and Creative Director on detailed evaluation of existing
business before making strategic and creative brand
recommendations on market positioning in UAE ﬁnancial
services sector and re-branding for this long-
established Factoring and Commercial Leasing company.




Osool - 2008/09



Rob Davie
Strategic and Creative Brand Consultant

Thank You

Rob Davie - Brand Consultant

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