This document provides information about a design consultancy called To The Point. It discusses their services such as branding, identity design, and digital media work. It provides examples of clients and case studies. It aims to demonstrate the range of work they undertake and their experience in branding and digital strategy since 1991.

1. case studies 1
A brief introduction to the work of to the point
we’re to the point hi

2. about us 2
clear, concise
communication
• Design Consultancy established in 1991
• Independently owned
• 14 full-time staff
• Top 100 UK design consultancy
• Clients range from start-ups to corporates
• We consider the environment in all that we do
For examples of our work, visit our website at
www.tothepoint.co.uk

3. our services 3
We specialise in brand • Research and evaluation
expression across a wide • Identity and branding
range of sectors, built on • Print and digital collateral
experience and knowledge • Brand guardianship
gained since 1991.
Brand identity Literature & Communications Exhibitions & Environments Digital media

4. identity and branding 4
• We create and evolve identities, from small start ups to large corporations
• We help to develop the value of your brand both internally and externally
Client Brochure V6:Layout 1 22/5/08 12:46 Page 1
greater...
for further information
please visit www.3DReid.com

5. key clients 5
Our branding experience • 3DReid • Institute of Physics
• 3i • Instinet/Chi-X
and digital media expertise
• ACAS • Lambeth Council
guarantees both local and • Actis • Land Securities
global presence – reaching, • Better Bankside • LAPC
• British Land • Legal and General (LGIM)
informing and ultimately
• British Science Association • Lloyds TSB
influencing your audience, • Capital Shopping Centres • London First
whether internal or external. • CIPR • Moneycorp
• Cisco Systems • News International
From a simple identity and
• Deafness Research • PPS Group
web presence to corporate • EDF Energy • RSe Consulting
interactive and video • EPSRC • Schroders
• Evolvence Capital • Sean Hanna
presentations, we provide
• Frontier Silicon • Southwark Borough Council
technologically appropriate • General Dental Council • TNS
solutions – designed to • Hammerson • Transport for London
• ICAEW • Treasury Holdings
excite, clarify and strengthen
your message, ensuring you
get the results you want.

6. our work 6
The following pages demonstrate • Conceptual work
the range of work we undertake. • Identity
To bring some of the digital • Brand implementation
examples of this work to life, • Digital Media
please visit our website at • Exhibitions
www.tothepoint.co.uk • Interiors
To visit website, click on link above

7. case studies 7
3i Intouch Brochure
We have worked in partnership,
from initial research and reporting
to delivery of the vast majority of
3i materials. These range from a
high quality digital presentation for
the 3G conference in Cannes to
the bespoke magazine, 'Intouch',
keeping key stakeholders,
partners and clients informed of
3i’s plans and vision as well as
their view on market trends.
We have designed and
implemented their literature
system, creating a hierarchy of
information, from 'success story'
fact sheets, through sector or
regional brochures, high quality 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v
Intouch
25/4/08 10:19 Page 010 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v 25/4/08 10:19 Page 011
www.3i.com/consumer
7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v
Intouch
25/4/08 10:18 Page 06 7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v 25/4/08 10:18 Page 07
www.3i.com/infrastructure
3i.com/infrastructure
7906 Intouch4 v10.1AW.qxd:7533 Intouch 3 v
Intouch
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www.3i.com
thought leadership brochures with Consumers are more engaged with
their favoured brands than ever.
Budget-constrained governments across
the world are looking to private investors to
fund urgently needed investment in energy,
It takes leaders with vision, energy and
technical skills to make sure industrial
businesses take advantage of the
water and transport infrastructure – but it opportunities for rapid growth in the
Respected retailer Stuart Rose, the
event support material to limited newly appointed Chairman of Agent
Provocateur, believes that strong
brands can grow throughout the
takes investment firms with proven expertise
and the ability to commit long-term capital
to succeed in this rapidly evolving market.
developing world.
economic cycle.
edition case bound books Infrastructure Engineering
covering their partnerships and W
hen Stuart Rose became
Chairman and co-investor
at luxury lingerie group
investing– building
–
As well as redesigning the website, Interflora introduced
an email service that improved online sales by 43%.
growth in developing
markets
Agent Provocateur last year he
had a clear idea of the label’s Leveraging a successful label
huge potential. SENIOR ADVISER
the Successful labels are also harnessing
future
the power of technology to understand
customers and build sales. One
APPOINTED
Rose, Chairman of The Hamleys Group Consumer demand is the engine of the Rose, who helped steer The Body
by the public sector. Despite the scale Investment in staff
I
and former Managing Director of The global economy. But recently both the US Shop through tough trading conditions nfrastructure has outstanding example, according to
buy-out case studies.
Muriel Zingraff has joined 3i as a
Body Shop, believes Agent Provocateur Federal Reserve and the Bank of England in the early nineties, believes brands
emerged as one of the
of the opportunity in the global market,
it takes a unique type of investor to
training led to improved Rose, was 3i’s revitalisation of the
senior adviser for retail, luxury goods
is an outstanding brand that has forged have cut interest rates to defend against a that keep to their core values and well-known Interflora brand’s website
a powerful connection with consumers. consumer-led downturn that could affect avoid the temptation to cut costs can world’s fastest growing operate effectively in the infrastructure customer service following a £20m investment in 2005. and fashion, bringing considerable
space – one that is both an investment
It is edgy, humorous and high-quality –
and enjoys strong customer loyalty.
the performance of the restaurant, retail
and leisure sectors and beyond.
continue to grow throughout the cycle.
“You stick to what you do best and
specialist asset classes. specialist, and also a long-term operator
and a conversion rate As well as redesigning the site, the
company introduced a service that
experience to 3i’s consumer
investment portfolio. Most recently,
All this will help it successfully expand you keep doing it. No amount of Expanding populations and the demand
of complex industrial assets. that leapt from 40% emailed customers to remind them
Muriel spent five years with shoe For established European and US strategy for me since the 1990s. If you
T
overseas, online and through licensing. Yet, at the time of writing, Rose believes marketing can bring customers back about forthcoming anniversaries. he developing
talk of a slowdown is exaggerated. “The once you have lost them.”
for higher living standards create
pressure in both the developed
For governments, private finance not to 60%. As a result, online sales improved by superbrand Jimmy Choo where she economies of Asia,
engineering companies this presents
a great opportunity to achieve levels
go to China to use low cost labour for
export, that is an approach that will
“There is an awareness of the brand that general mood of the market is positive – only opens up a rich source of funds, 43%, and when 3i sold its stake the created the new licensing division.
is out of all proportion to the size of the although that might change if job losses For strong brands, finding new markets
and developing worlds for greater
but also generates operational efficiencies following year it made more than Previous to this, she launched the
Central Europe of growth not possible elsewhere. Take only work until wages there increase.”
investment in essential services like Stuart Rose Hyva, the Netherlands-headquartered
business. We bought it not for its current are reported.” Spending by wealthy abroad is a proven method of improving roads, airports, water and power. In
that benefit the general public. Global
Chairman, The Hamleys Group, Agent three times its original investment. Paco Rabanne brand in the United and South America are provider of high quality hydraulics
earnings but for its ability to develop,” Combining vision and action
says Rose, who took a stake when 3i
consumers in the Middle East and the sales and earnings. Agent Provocateur, the West the economic drag threatened
investors like 3i can take and apply best
Provocateur, MKM Building Supplies States and Asia, spent five years at expanding up to three solutions for trucks, for example. In
emerging markets of Russia and China which already has outlets in 10 countries practice from around the world, in a Rose believes that one of the most Breaking into these countries takes
acquired the company and appointed appears particularly strong, he adds. across Europe, as well as the United
by a generation of under-investment
way that nationalised operators would
and Giraffe
effective strategies for growing Harrods as Executive Main Board times quicker than just four years, strong organic growth
what Conger describes as a clear
in basic infrastructure is beginning in China and India has helped lift this
him Chairman in November 2007. States, Hong Kong and the Middle East, to be addressed, from the renewal of
find difficult. sales is to focus on improving the Director for Fashion, Accessories developed markets, 3i-backed company’s turnover from
future vision. Working closely with
Rose has also been working with the plans to open more stores in its existing Britain’s Victorian sewer system to customer experience. It was a tactic and Beauty, responsible for £250m and they are hungry €146m to €446m.
management, he crafts a view of
Building trust with consumers management team at family-friendly markets as well as in new European and the refurbishment of the United States’ Global growth in demand he employed at Hamleys’ flagship of revenue, and she worked for eight what the business should look like
for highly specialised
We have ensured their brand is
Rose, who has extensive experience restaurant chain Giraffe to roll out the Asian markets. “Having an international for infrastructure toy store on London’s Regent Street in five years’ time. At the top level,
highway network. In the developing years at L'Oreal on the Lancôme and This opportunity is not just about the
of international retailing and brand business across the UK. Rose, who content balances the risk, bringing world, and especially in the rapidly Demand for infrastructure is set to after the 7/7 bombings. Investment
Armani brands.
engineering components short term. As these developing this breaks down into quantitative
and qualitative goals – respectively
Why quality development, believes that strong became a non-executive Director of the different income streams and often growing BRIC1 economies, there is a expand significantly at a time when, in staff training led to improved
for everything from economies take giant strides towards
brands
labels provide an excellent platform company when 3i made a growth capital higher prices,” Rose says. customer service and a conversion maturity, there is a chance to establish financial targets and ambitions for
strong recognition that investment in simultaneously, government finances
for corporate expansion and earnings investment in the firm two years ago, basic infrastructure is the foundation in developed countries are becoming rate that leapt from 40% to 60%. production lines to cars strong market positions ahead of local the shape of the business – which
growth. Household names not only is advising Giraffe as it takes a brand The label is targeting wealthy consumers on which their future rapid growth increasingly constrained, and the to consumer goods. competition. This also prevents local are detailed by geography and sector.
convey certain values and standards, built around global food, great service by expanding its high-end lingerie range. will be built. growth aspirations of developing Over the years, the best brands have companies from growing up to use
they also command loyalty and justify and world music to almost 30 new “The incomes of those who are prepared countries reach ever higher. secured a loyal customer base by their bases in these fertile economies But these goals have to be matched
a premium price. What’s more, their locations in three years. to buy luxury items like these have not offering a unique and trustworthy as sources of competitive advantage by action. Paraphrasing management
consistently presented and their
Attracted by the secure, low-volatility
appeal can be exported to new markets changed,” Rose observes. returns that infrastructure assets can Developing countries like India product or service. Now, these labels in world markets. guru Peter Drucker, Conger observes
success
and extended to additional product lines. “Giraffe is known for quality, freshly- generate, a growing number of specialist recognise the greatest need for new provide an outstanding platform for that vision without action is dreaming;
“Consumers are more brand-aware than prepared food and friendly service. infrastructure investors are starting to investment. Any visitor that has growing sales and margins by taking “We rarely go to low cost countries to action without vision is random activity;
are breeding ever,” he says.
“Brands create trust and help companies
Diners know they will have a great
experience at our restaurants, which
is why they keep coming back,” he
fill the funding gap created by this
burgeoning demand. Increasingly,
private investors are financing, building,
travelled along the pot-holed highways
of Mumbai or experienced black-outs
in the summer heat of Delhi will attest
them to new markets. “It takes a
long time to build a brand,” says
Rose. “That’s why their value can
bring the product back out, we go to
supply it locally,” asserts Hamdi Conger,
who serves as independent Chairman
vision and action together can change
the world.
stay engaged with customers, whatever explains. The company has already operating and maintaining crucial to the fact that a dynamic economy, be colossal.” for the 3i-backed companies AES “If you want to achieve your vision
the economic climate. That’s why it successfully launched a number of infrastructure around the world that Engineering, Hyva, Mold-Masters and then you have to show people how
message is clear.
makes sense to invest in them.” outlets outside the south-east. would traditionally have been owned 1
Brazil, Russia, India and China NORMA. “This has been an important to get down the actions needed
10 11 06 07 12 13

8. Client Brochure V6:Layout 1 22/5/08 12:46 Page 1
case studies 8
greater...
3DReid
When two leading architectural
practices (REID Architecture and
3D Architects) merged to form
3DReid, they approached us to
rebrand the company whilst also
seeking our advice on what
materials to produce to best
manage the merger.
Our solution was to produce two
for further information
documents (a staff brochure and
please visit www.3DReid.com
a client brochure) which were
specifically written for the very
separate target audiences in
mind. We were also responsible
for the design and launch of their
new website which was
innovative for the sector.
The merger was very successful
and subsequent feedback
confirmed that our publications
and website design played a
major contributing role in this.
www.3DReid.com.

9. case studies 9
ACAS
We have worked with ACAS for
the past five years, helping with
the development of their brand
and designing various pieces of
literature and marketing collateral.
We have produced and evolved
their annual report during these
five years.
Guidelines for an independently
funded government organisation
like this bring accessibility
regulations, such as a minimum
type size, which can be seen as
restrictive or prohibiting. The
challenge, and ultimate success,
lies in considering these and
producing a report that appeals
to various audiences, is visually
stimulating and ensures all the
information is easily accessible.

10. case studies 10
Actis
We have helped Actis develop their brand through
a variety of print and digital projects and, following
the success of this work, were asked to look at
developing a market leading corporate brochure
to convey their core messages and position them
as a global player.
With a clean and contemporary look, vibrant
colours and strong imagery, the brochure makes
use of an unusual format, including throw-outs,
to highlight each core message supported by
a relevant case study.

11. case studies 11
biogendia leaflet aw:Layout 1 11 7/5/08 11:40 Page 1 11
biogendia leaflet aw:Layout 7/5/08
biogendia leaflet aw:Layout 7/5/08 11:40 Page
11:40 Page
Biogendia About Opaldia
About Opaldia
About Opaldia About QuantuMDx
About QuantuMDx
About QuantuMDx
Opaldia is thethe UK's premier
Opaldia isis UK'sUK's premier
Opaldia the premier physicians or thethe general
physicians or general
physicians or the general Biogendia is developing exciting QuantuMDx technology is isis
Biogendia isis developing exciting QuantuMDx technology
Biogendia developing exciting QuantuMDx technology
private provider of genetic
private provider of genetic
private provider of genetic public withwith highest
public with the highest
public the the highest molecular diagnostic and and
molecular diagnostic and
molecular diagnostic being developed to offer a a a
being developed to offer
being developed to offer
medicine and lifetime
medicine and lifetime
medicine and lifetime standards of clinical carecare in
standards of clinical care in
standards of clinical in screening technologies to to
screening technologies to
screening technologies handheld, true true sample to
handheld, true sample to
handheld, sample to
wellness programs.
wellness programs.
wellness programs. genetic health and screening
genetic health and screening
genetic health and screening support thethe advancement
support advancement
support the advancement result Point of CareCare (POC)
result Point of Care (POC)
result Point of (POC)
services. WeWe also provide
services. also also provide
services. We provide and enhancement of Opaldia’s molecular diagnostic device
and enhancement of Opaldia’s molecular diagnostic device
and enhancement of Opaldia’s molecular diagnostic device
Whilst mainly focusing on on
Whilst mainly focusing on
Whilst mainly focusing
impartial, specialist-led
impartial, specialist-led
impartial, specialist-led healthcare programs.
healthcare programs.
healthcare programs. capable of label-free, multiplex
capable of label-free, multiplex
capable of label-free, multiplex
cancer services wewe also
cancer services also also
cancer services we
information on on latest testing
information latest testing
information on latest testing detection of up up thousands
detection of to to thousands
detection of up to thousands
Biogendia, a ground breaking offer consultant-led clinics
offer consultant-led clinics
offer consultant-led clinics
and testing forfor other
and testing other
and testing for other
and screening technologies
and screening technologies
and screening technologies
and education and clearclear
and education and clear
and education and
The The first of molecular
The first ourour molecular
first of of our molecular
diagnostic products is isis
diagnostic products
diagnostic products
of analytes, simultaneously.
of analytes, simultaneously.
of analytes, simultaneously.
hereditary conditions.
hereditary conditions.
hereditary conditions. QuantuMDx - a- - a chip
QuantuMDx chip
QuantuMDx a chip
information on on prevention,
information prevention,
information on prevention,
genetics organisation set to Our Our is tois to provide all our early detection and accurate
Our aim is provide all ourour
aim aim to provide all
customers whether patients,
early detection and accurate
early detection and accurate
customers whether patients, diagnosis of disease.
customers whether patients, diagnosis of disease.
diagnosis of disease.
based diagnostic platform.
based diagnostic platform.
based diagnostic platform.
With ourour global partners,
With global partners,
With our global partners, Elaine Warburton DIRECTOR Biogendia Limited
revolutionise genetic diagnostics, T +44 (0)207 554 4052 27 Fitzroy Square
M +44 (0)791 22 06 1 06 London W1T 6ES
approached to the point to create F +44 (0)207 554 4057
E elaine.warburton@opaldia.com
United Kingdom
a distinctive identity for its new S elaine.warburton www.biogendia.com
brand. Collateral produced
included a new brand identity,
corporate literature styling as Our Our people
Our people
people
Elaine Warburton
Elaine Warburton
Elaine Warburton Jonathan O’Halloran
Jonathan O’Halloran
Jonathan O’Halloran Dr Dr James Mackay
James Mackay
Dr James Mackay
well as stationery and marketing director
director
director
co-founder
co-founder
co-founder
chief scientific officer
chief scientific officer
chief scientific officer
co-founder
co-founder
co-founder
director
director
director
co-founder
co-founder
co-founder
collateral for use at specialist Elaine is anis an experienced
Elaine is an experienced
Elaine experienced
healthcare director and is aisis a
healthcare director and a
healthcare director and
Jonathan possess an innate Dr Dr Mackaythethe UK’s only
Jonathan possess an an innate
Jonathan possess innate
passion and understanding
passion and understanding
passion and understanding
Mackay is isis UK’sUK’s only
Dr Mackay the only
accredited consultant
accredited consultant
accredited consultant
qualified chartered accountant
qualified chartered accountant
qualified chartered accountant of molecular biology and and
of molecular biology and
of molecular biology medical oncologist withwith
medical oncologist with
medical oncologist
international events. withwith degrees in genetics and
with degreesgenetics and
degrees in in genetics and
nursing. Together withwith her
nursing. Together with her
nursing. Together her
other related sciences that that hasa special interest in cancer
other related sciences that has
other related sciences has a a special interest in cancer
special interest in cancer
seen him develop a a diverse genetics. He He set up regional
seenseen develop a diverse
him him develop diverse genetics. set up regional
genetics. He set up regional
fellow co-founders, she she
fellow co-founders, she
fellow co-founders, intellectual property portfolio. cancer genetics services
intellectual property portfolio. cancer genetics services
intellectual property portfolio. cancer genetics services
launched Biogendia to realize
launched Biogendia to realize
launched Biogendia to realize This This scientific expertise in a in Cambridge and London
This scientific expertisea a
scientific expertise in in inin Cambridge and London
Cambridge and London
herher vision bringing medical
vision of of bringing medical
her vision of bringing medical number of disparate sciences including developing a a a
number of disparate sciences
number of disparate sciences including developing
including developing
genetics into into mainstream
genetics into mainstream
genetics mainstream hashas led him co-invent thethe remote cancer genetics
led him to to co-invent the
has led him to co-invent remote cancer genetics
remote cancer genetics
Biogendia was originally a healthcare delivery. The The result
healthcare delivery. The result
healthcare delivery. result
of this being early detection
of this being early detection
of this being early detection
QuantuMDx chip chip platform with service, using real time
QuantuMDx chip platform with service, using real timetime
QuantuMDx platform with service, using real
Biogendia's partners. Previously, tele-conferencing technology,
Biogendia's partners. Previously, tele-conferencing technology,
Biogendia's partners. Previously, tele-conferencing technology,
division of Opaldia, prior to an of disease; targeted treatment
of disease; targeted treatment
of disease; targeted treatment
to improve survival; and and
to improve survival; and
to improve survival;
he he created and ran a a successfulbased in Great Ormond
created and ran a successful
he created and ran successful based inin Great Ormond
based Great Ormond
National Referral Immunology Street Hospital NHSNHS Trust.
National Referral Immunology
National Referral Immunology Street Hospital NHS Trust.
Street Hospital Trust.
ultimately empowering
ultimately empowering
ultimately empowering Laboratory and Allergy Clinic, He He holds honorary academic
Laboratory and Allergy Clinic,
Laboratory and Allergy Clinic, holds honorary academic
He holds honorary academic
MBO. We also designed the individuals to taketake responsibility
individuals to take responsibility
individuals to responsibility
forfor their health and well-being.
theirtheir health well-being.
for health and and well-being.
forfor one thethe largest hospital posts bothboth in UKUK
one one of largest hospital
for of of the largest hospital
groups in thethe UK.
groups inin UK. UK.
groups the
posts boththethe UK
posts in in the
and overseas.
and overseas.
and overseas. www.biogendia.com
original identity for Opaldia. elaine.warburton@opaldia.com
elaine.warburton@opaldia.com
elaine.warburton@opaldia.com jonathan.ohalloran@opaldia.com james.mackay@opaldia.com
jonathan.ohalloran@opaldia.com james.mackay@opaldia.com
jonathan.ohalloran@opaldia.com james.mackay@opaldia.com

12. case studies 12
British Land 02
Colmore Row Brochure
We were approached to design a promotional
Birmingham’s
brochure for the first signature architect tower new signature
to be built in the centre of Birmingham.
York House
office building
45 Seymour Street
London W1H 7LX
www.britishland.com
103 Colmore Row, designed by Hamiltons and
developed by British Land, will be the most
modern and distinctive office building in
Birmingham. Offering occupiers 285,000 sq ft
of the most flexible yet sustainable space over
This also included the design of the identity 28 storeys, 103 Colmore Row will set a new
standard for office accommodation within the city.
which reflects the nature of the tower and its
its feature structure, the external light sabre,
which will be highly visible at night from all
areas of the city.
We also created a promotional microsite: View from Colmore Row / Bennett's Hill
http:/ / www.103colmorerow.com
04 08 As the UK's second city, Birmingham
and in particular the area surrounding
103 Colmore Row is home to some of
the largest UK and international
companies.
MAJOR OFFICE OCCUPIERS
1 Wesleyan / Pinsent Masons
2 Martineau Johnson /Ernst &
Young/Cobbetts LLP
3 HBOS
4 The Royal Bank of Scotland
5 Royal & Sun Alliance
6 Government Office for the
West Midlands
9
7 Barclays Bank Plc
16
1
8 2
8 Direct Line
15
7 5
4 3 2
6 9 Price Waterhouse Coopers
12
4
10 Lloyds TSB
MIN MIN MIN
WALK WALK WALK 11
3
10 11 Eversheds
12 Wragge & Co LLP
14
13
13 HSBC
14 DLA
15 HFC Bank Plc
16 KPMG
Each band represents the distance covered in one minute
View from Victoria Square

13. case studies 13
British Science Association
Following a three-way creative pitch,
we were appointed to lead this rebrand
project for The BA (British Association for
the Advancement of Science), with the
first step involving a name change
to British Science Association.
Work included creating a completely new
logo, developing and implementing brand
guidelines, as well as re-working existing
sub-brand logos for many of the
Association’s departments and events
so that they worked with the new British
Science Association identity.
CREST
CITY OF BIRMINGHAM
4-9 SEPT 2010
Awards
The new look was launched with a plasma
screen presentation, also produced by to
the point, at a VIP reception held at the
House of Commons. please click here to view flash presentation

14. case studies 14
Capital Shopping Centres
NORWICH
CHAPELFIELD
LEASING EVENT
INVITATION
Capital Shopping Centres
Our work for Capital Shopping
Centres started in June 2007
with conceptual work for the
stand design for the British
Council of Shopping Centres
trade show, which won ‘Best
Stand 2007’. This has led to us
designing and rebranding the
letting packs for all twelve of
their shopping centres, producing
a folder to hold the family and
updating the set every 6 months. Creating places for tomorrow’s customer
We now work on an ongoing
basis for the marketing team.

15. case studies 15
CIPR annual review 2008 annual review 2008
Strengthening
the industry
The CIPR is the largest public
relations institute in Europe
with over 9,000 members from
enabling
all sectors of the industry. The industry
to prosper
We've been working with the
CIPR since 1999, evolving their
identity and communications
from the original IPR identity
through to the new identity
launched when they received
Chartered status in 2005.
Featured is this year’s annual
report and the 2008 60 year
anniversary logo.
Other marketing materials
we design include event
literature and displays, training
programmes and Profile,
their membership magazine.

16. case studies 16
CIPR – profile magazine
A bi-monthly membership
publication for the CIPR. Each
issue focuses on a key player
from the PR industry and a
shoot is commissioned for
the cover to put a face to the
‘profile’. Previously existing
as a newsletter and other
mailshots relating to events,
training and seminars, Profile
has been upgraded into a 28
page magazine.

17. case studies 17
EDF Energy We had only just finished producing a when they asked us to produce a Burton brochure the intention was to
Cottam Plant brochure for EDF to celebrated 40 similar document for its sister plant in capture the character of the plant
40 year anniversary years of Electricity production at its Cottam which sat on the other side of together with many of the stories and
brochure West Burton plant in Nottinghamshire the Trent from itself. As with the West personalities that had emerged there.

18. case studies 18
East Thames Hoardings
Concept design to raise
awareness of East Thames brand,
sub brands, local initiatives and
facilities coming to the area.

19. case studies 19
EPSRC
We created the identity and
marketing material as part of a
high-profile campaign for the
Engineering and Physical Sciences
Research Council (EPSRC). The
IMPACT! campaign demonstrates
how complex science and research
projects have a positive effect on
our everyday lives, for communities
and the economy. Initial materials
included a pocket-size concertina
brochure, case studies, e-newsletters,
display materials and campaign ads.

20. > INVESTMENT
STRATEGY
case studies 20
04 05
Evolvence Capital evolvence capital investment strategy investment strategy evolvence capital
To The Point beat agencies in London,
New York, Dubai and Mumbai to win
the account for Dubai based leading
alternative asset management
company, Evolvence Capital.
EVOLVENCE PLATFORM
LEADER
INNOVATOR
With 5 years experience in the
financial services sector, including
clients like 3i, we were well placed
06 07
Pioneering approach backed by
to understand their requirements.
exceptional organisation
evolvence capital investment strategy investment strategy evolvence capital
We have delivered fast and
appropriate solutions for their
immediate needs and are now
Evolvence Capital pursues innovation and
working on a more strategic approach
applies creativity to design investment
products. It was among one of the first asset
managers to create an India focused private
equity platform. With the establishment of
for their corporate communications.
Evolvence Education Holding, Evolvence Life
Sciences Fund and the Evolvence MENA Hedge
Fund, we are a leader in the development of
sector and product-targeted funds.
Our investment professionals are organized
in sector-focussed teams that work together
across geographies, industries and products.
Initial work has included refining
Evolvence Capital has invested in over 150
companies across every industry in its target
geography and generated significant return
on investments.
the existing logo, devising a colour
The Company has an established international
investor base drawn from North America,
Europe and the Middle East.
palette, styling and creating
templates for their printed
LONG HISTORY AS A MARKET
AND
powerpoint presentation, creating
display graphics and a corporate
brochure. We are currently creating
their new website.

21. case studies 21
General Dental Council - Report & Accounts PITCH WIN
General Dental Council
The General Dental Council GENERAL DENTAL COUNCIL
annual report 2006
GENERAL DENTAL COUNCIL
annual report 2006
GENERAL DENTAL COUNCIL
annual report 2007
GENERAL DENTAL COUNCIL
annual report 2007
GENERAL DENTAL COUNCIL
(GDC) is the organisation which
2 3 20 21
protecting patients, regulating the dental team
www.gdc-uk.org FIRST STEPS with non-European qualifications have an individual
assessment of their qualifications and experience by our
panel of trained professional assessors before they can
register with us. In 2007 we registered 52 dentists and 33
regulates dental professionals
Knowledge, skills and professionalism – it’s one our jobs to dental care professionals following an individual assessment.
make sure prospective dentists and dental care professionals
You have to assume
01 07 Facts and Figures
get the right training so they develop all three. For dentists from outside Europe, there is an exam. The
annual report
Overseas Registration Examination was launched in 2007
your dentist and their team know We start by setting the criteria that degree programmes and and replaced our previous exam system for overseas
what they’re doing, that they’re
training courses must comply with. If on paper a new course
meets our requirements, we provisionally approve it. We will
dentists. The ORE is rigorous, testing candidates at UK
graduate level. The system is also able to cope with Our registers
in the United Kingdom. They
then thoroughly inspect the course once it is up and running, fluctuations in demand much better than its predecessor
properly trained and before the first group of students qualifies, to ensure the
training is sound. And we will inspect it regularly, on an
and means a more streamlined process for candidates.
ongoing basis, after that. Just as important is ensuring that standards remain high
once a dentist or dental professional is registered with us.
In 2007, we approved seven new courses. Not all of these Our continuing professional development requirements,
were approved first time. We are rigorous – we need to be, standards guidance, fitness to practise procedures, and in
patient protection is paramount. If a training course doesn’t the future revalidation, all play their part - of which more, later. Dentists and dental care professionals 3. Dentists added to the register in 2007 6. Dentists – where they qualified The Specialist Lists
required a more strategic meet our requirements, we turn it down. But we give
guidance on where it falls short, so training providers can
reapply for approval.
Among the courses we inspected in 2007 were the first
groundbreaking four-year graduate-entry dentistry training
Focus on education
Is there more we could be doing to ensure the
joining our registers in 2007
1. Dentists and dental care professionals added to our
registers in 2007
Female
1,263
Male
UK 26,521
9. Breakdown of Specialist Lists on 31 December 2007
Dental and
Maxillofacial Radiology 26
programmes at the Peninsula Dental School in Devon and professionals joining our registers are up to standard?
1,100 Dental Public Health 125
2359
approach to their report and
Dentists
the University of Central Lancashire. These courses are a We’ve been asking ourselves this question as part of a European Economic Area 5053 Endodontics 198
‘first’ in dentistry so we will inspect them each year until the major review of our role in education, launched in 2007. Dental care
first students graduate. You can be sure that the 100 or so new 15783
As a result, our focus is likely to shift from stipulating professionals
4. Dental care professionals added to the register in 2007 Oral Medicine 85
dentists graduating from these two schools in 2011 will have been what training providers teach, to an approach based Breakdown of
trained to the high standards the GDC and the public expect. on learning outcomes. We would define what a newly dental care International Qualifying Examination 1544* Oral Microbiology 6
professionals
qualified dentist or dental technician or dental hygienist
Training for dental care professionals was also a big focus for should be able to do and what skills and attributes 60 1367
Female Oral Pathology 32
us in 2007, with inspections of eight dental hygiene and
Clinical dental technicians Dental technicians
14,464
accounts to ensure that their key
they need. It would be up to individual training providers Dental hygienists 379 Dental therapists 230 Oral Surgery 794
14036 Overseas 2301**
therapy schools and dental technology colleges. An to design their curriculum to deliver this outcome.
Dental nurses
Male
extensive inspection programme continues into 2008. All our This approach would encourage innovation and ensure 1,319 * Dentists from outside Europe have to pass a GDC examination before they Orthodontics 1182
inspection reports, with our findings and recommendations Some dental care professionals registered in more than one category are eligible to register.
students learn what they need to. ** European dentists who have qualified outside Europe are entitled to an Paediatric Dentistry 232
to the training provider, are available on our website. individual assessment.
But training can’t replicate 100 per cent the realities of Periodontics 295
In 2006 we began paper-based annual monitoring of dental working life. We’ve been considering the need for an
schools to supplement our physical inspections. We took this assessment period for everyone joining our registers. 2. Dentists added to the register in 2007 – where they How our registers looked at the end 7. Dentists - gender breakdown Prosthodontics 388
messages were communicated
a step further in 2007 with targeted questions for particular Under our proposals, all new registrants would hold qualified of the year Restorative Dentistry 297
schools, following up on recommendations we had made ‘provisional registration’ and would work within certain
after our last inspection. We plan to roll this out to institutions parameters. They would then need to pass an 5. Breakdown of the registers at 31 December 2007
training dental care professionals from autumn 2008.
Male
assessment before they could move on to ‘full
21,597
While you’re busy going registration’ and work without restriction. This concept UK 971
07
annual report
Students don’t register with us until they qualify, but we have was the subject of a public consultation at the end of Dentists 35,419
Female
been looking at how we can establish closer links with them 2007 and our work on this continues in 2008. 1,382
clearly to the people they are
while they train. In 2007 we started working on guidelines for Dental care
training providers and students on the professional behaviours European Economic Area 1012 professionals
21,727
about your work, you can feel safe
Patient protection is expected of trainee dentists and dental care professionals. Breakdown of 8. Dental care professionals - gender breakdown
paramount. If a training dental care
professionals
course doesn’t meet For dentists and dental care professionals who come to work
International Qualifying Examination 267*
our requirements, we in the UK from abroad there are other checks and balances. Clinical dental technicians 59 Dental technicians 1442
Female
in the knowledge that we’re busy
turn it down. But we Under European law, Europeans with European qualifications Dental hygienists 5160 Dental therapists 977
give guidance on can register with us to work in the UK with no further Dental nurses 14757 20,219
there to protect – the UK public going about ours
where it falls short, so
training providers can
reapply for approval.
assessment of their training. The standards have been set
and are governed by the European Commission. Europeans
Overseas 113**
* Dentists from outside Europe have to pass a GDC examination before they
are eligible to register.
** European dentists who have qualified outside Europe are entitled to an
individual assessment.
Male
1,508
at large.
GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL GENERAL DENTAL COUNCIL
annual report 2006 annual report 2006 annual report 2006 annual report 2006
6 7 8 9
Previous accounts had focused KEEPING UP TO DATE
A dentist or dental care professional can’t get on our lists
complete a five-year cycle (10,565 of them). Over 99 per
cent (10,276) had met the requirements to complete at least
250 hours of CPD, including at least 75 verifiable hours.
Initial scepticism among some dentists has evolved into a
GUIDING GOOD PRACTICE
All patients are entitled to high standards of professional and
unless they have demonstrated they have met the standards real enthusiasm for learning. Our CPD audit found that personal conduct from those who provide their dental care.
on more traditional imagery such we set. They can’t stay on our lists unless they demonstrate many dentists were doing more than the legal minimum, We provide guidance on the standards dentists and dental
they are keeping up to date professionally. often considerably more. And over 20 per cent of dentists’ care professionals should live up to. When someone registers
verifiable CPD had been completed in three core subjects – with us they are committing to uphold these standards.
Continuing professional development (CPD) is critical. medical emergencies, disinfection and decontamination,
For dentists it has been compulsory since 2002. and radiography and radiation protection. In 2007 we Developing guidance is a continuing process. For instance,
introduced these as subjects we recommend all dentists during 2007 we consulted on issues of management
Before compulsory CPD, a dentist could effectively register cover. That dentists had already been incorporating them responsibility (now published), and issued guidance to all
as big smiles with white teeth but
for life, with no regulated requirement to gain more skills or in their CPD activities was great news. dentists and dental care professionals associated with,
knowledge. Now with CPD, and in time with revalidation, undertaking or involved in, clinical trials and research.
we can give the public greater assurances about the people On the flip side, there were a small number of dentists who We also collaborated with the consumer organisation
providing their dental care. failed to meet the requirements. Of the 10,565 dentists in Which? to help inform the public about the potential risks
the cycle, we gave 234 further time (as required by the rules) of tooth whitening at the hands of non-registered
Our CPD requirements were rolled out to dentists in stages, to complete a shortfall in their hours. Most did. We removed professionals (more on this shortly).
in a series of five-year cycles, starting in 2002. Dentists have 60 dentists from the register for not meeting the
to send us a statement each year, letting us know how requirements. In a culture that demands that professionals But promoting professionalism is not a question of setting
we focused on patient protection many hours of CPD they have completed. In early 2007,
we collected CPD statements from the first dentists to
actively demonstrate that they remain competent, that
there were so few is very reassuring.
standards and putting our feet up. We provide guidance to,
and support those, who train the dentists and dental care
professionals of the future. Newly qualified dentists on
vocational training (a requirement for any dentist who wants
to work in the NHS) visit the GDC in small groups to hear
more about what we do and what we expect of them
professionally. We had 45 such visits last year.
as a number one priority. By
Our newsletter, the GDC Gazette, includes summaries
03
of recent cases where people have fallen foul of our
I assume my dentist is up to date standards, highlighting lessons to learn from.
and knows about the latest techniques When someone registers
with us they are
committing to uphold
Defining who can do what
introducing everyday people in these standards Our guidance to dentists and dental care professionals
states that they can work ‘within the limits of their
competence’. This was a sound idea in theory, when
we published the guidance in 2005, allowing individuals
to develop and extend their roles easily. But many
04
Spotlight on revalidation
people are unclear about what they can and can’t do,
Putting in place CPD requirements for the whole dental team is a
The dental nurse at the practice does which isn’t good for patients. In 2007 we set up a
everyday situations, supported by CPD and dental care professionals
In 2007, we agreed compulsory CPD requirements for
dental care professionals. Under the requirements,
major step forward. The breakthrough will be the introduction of
‘revalidation’. Revalidation will require dentists and dental care
professionals to actively demonstrate on a regular basis that they
meet the standard necessary to stay on our registers. It will give
patients the assurances they expect and deserve. In 2007 we
made significant progress on this initiative and are on track to run
a great job – she’s extremely professional
special working group to help put this right by defining
the skills that each professional group should have at
the point of qualification, the skills each group may
develop throughout their career, and the skills which
should be ‘reserved’ to particular groups.
dental care professionals need to complete and record a pilot revalidation scheme in 2009. We are consulting widely on The group considered other issues too, including which
large typographic quotes, we
at least 150 hours of CPD every five years, including at how we introduce revalidation, and aim to develop it in partnership members of the dental team should be able to carry out
least 50 hours of verifiable CPD. There are recommended with the profession. We know it must be simple, flexible and tooth whitening and how we should view dentists
core subjects too. We are confident that dental care proportionate to the benefit, placing no unnecessary burdens on offering procedures beyond the usual realms of
professionals will embrace compulsory CPD in the same people. We will use local quality assurance mechanisms and dentistry, like Botox and collagen. The group’s work
Now with CPD, and in
way as dentists. It is worth pointing out that in response locally gathered evidence wherever possible and appropriate. should clarify who can do what for everyone’s benefit.
time with revalidation,
to concerns, we changed the way we are introducing it The public interest always comes first. In May 2007, 100 or so New guidance will be published in 2008.
we can give the public
greater assurances about – rather than staggering the start dates for different dentists and dental care professionals turned out to a workshop
were able to convey the message
the people providing groups, everyone’s first cycle starts on 1 August 2008. we held on revalidation at the British Dental Association’s annual
their dental care. conference in Harrogate. The views they shared with us have
been a fantastic help as we develop our proposals.
that UK dental patients could get
on with their lives safe in the
knowledge that GDC would be
looking after their interests.

22. case studies 22
Hammerson
Hammerson approached us to
produce a brochure intended as a
leave behind for Swansea Council
members as part of their tender
for the proposed £300m
development of Swansea City
centre and waterfront area.
The competition was fierce
and Hammerson wanted the
document to be memorable and
boldly highlight the difference of
their pitch compared with the
competition. Our solution was
simple. The message to the
council was that this was to be a
one-time opportunity, with a need
to get things right straight away
and no room for errors, hence
the bold front cover phrase
‘no compromise’.

23. case studies 23
7822 R&A v19.qxd:Layout 1 16/10/08 10:28 Page 1
7822 R&A v19.qxd:Layout 1 16/10/08 10:28 Page 5
ICAEW Report & Accounts
To the point won a three way
pitch in order to secure the design BUILDING BUSINESS CONFIDENCE
ANNUAL REVIEW 2007
and production of The Institute of
Chartered Accountants for England
DID YOU KNOW IN 2007...
and Wales’ Report & Accounts.
We were informed that we won
We launched the We had the We made it Our District We delivered Our Business We had We won a £1m The ICAEW We offered the Our membership
updated syllabus highest number more flexible Societies the first in-depth Confidence just under tender from the Foundation, ACA in China, exceeded 130,000
for the ACA on of students and for small and attracted over analysis of Monitor was 2,300,000 visits World Bank to launched in Russia and for the first time?
time and on newly qualified medium sized 100,000 the impact one of the first to our website, raise standards June, received Malaysia?
the pitch based on our creative
budget? members in firms to train attendees to of International major economic responded across the over £1.3m
26 years? our students? over 2,000 Financial indicators to almost Bangladesh in pledges,
courses and Reporting to predict the 100,000 member accountancy enabling us
events across Standards across impact of enquiries and profession? to invest in
approach and strategic thinking. the UK? Europe on behalf
of the European
Commission?
the US credit
crunch on
UK business?
our monthly
alerts were
viewed over
1,000,000 times?
scholarships,
research funds,
bursaries and
our library?
This has subsequently led to us
wining further projects for the Chartered Accountants’ Hall
PO Box 433, Moorgate Place,
London EC2P 2BJ
T +44 (0)20 7920 8100
institute including a branding and F +44 (0)20 7920 0547
DX DX 877 London/City
www.icaew.com
marketing concept for their new
OTHPLM7145 04/08 Ref: 7822
02 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 03
business space and an internal
7822 R&A v19.qxd:Layout 1 16/10/08 10:29 Page 11
communications campaign and
strategy for their staff. BUILDING BUSINESS BUILDING BUSINESS
CONFIDENCE THROUGH CONFIDENCE THROUGH
WORLD-CLASS PROFESSIONAL STANDARDS
QUALIFICATIONS… AND PUBLIC INTEREST
ACTIVITY…
A key part of what we stand for Our public interest activity also
is the public interest. The work extends to the work which we
undertaken by our professional undertake with organisations such
standards staff ensures that the as the Charities Aid Foundation
public can be confident that, in and the Investor Relations Society
using the services of a chartered to encourage and promote best
accountant, they will receive first practice in online reporting.
The single biggest priority for the The campaign ran in the national rate advice and support backed
Institute in 2007 was the launch broadsheets as well as The by a rigorous programme of Our financial capability initiative
of our revised ACA following two Economistand appeared in tube Practice Assurance and Continuing which was piloted in 2007 aims to
years of extensive research and and railway stations as well as Professional Development. As part provide members with the training
development. We achieved this on taxis across London, university of this commitment to ensuring and support they need to mentor
time and on budget in September. campus cinemas and on YouTube. public confidence across all that those responsible for delivering
As well as promoting the benefits we do, in 2007 we also took the financial literacy in the classroom.
The new qualification builds on the of training ACAs the campaign decision to move to open
strengths of the ACA while making focused on the business benefits of disciplinary hearings. Our work with organisations such as
it more flexible and economic for employing chartered accountants. the World Bank is helping spread
training organisations to recruit As an Institute we must also best practice across emerging
students. Ethics is very much at The response so far has been strive to ensure that our regulatory markets. We are also involved
the heart of the syllabus and the positive both in terms of hits on regimes are proportionate and with public policy development,
qualification is now also more our website and enquiries from do not cause undue burden including through our wider
international in focus. existing and potential training on members. thought leadership activity.
bodies as well as prospective
In 2007 we offered the ACA students. A second phase of Following a major review of our Research undertaken in conjunction
in Cyprus, China, Russia and this campaign is scheduled practising certificate and professional with a number of other professional
Malaysia. We also focused hard for the first half of 2008. indemnity insurance procedures bodies towards the end of 2007
on our home market with a we revised these in 2007 using suggests that we need to work hard
view to encouraging smaller By the end of the year we had a risk based model. We are now to maintain our public interest remit.
practitioners to train students. successfully recruited 5,057 new implementing the revised scheme It is through this type of activity
students in 26 countries, including in a way that eases the burden that we can ensure we continue
In May, in support of this activity, 4,683 in the UK, enabling the of compliance while ensuring to meet our Charter obligations.
we launched our first major Institute to exceed its growth we maintain public trust in
advertising campaign to promote targets for the year significantly. our regulatory systems.
the value of the ACA across the
The new qualification builds on the strengths business community. In parallel with the launch of
the revised ACA we continued
to market our qualifications in
of the ACA while making it more flexible and
corporate finance, IFRS and
charities accounting as well as
economic for training organisations to recruit
the Diploma in Financial Strategy
we offer in conjunction with the
Oxford University Business School.
The work undertaken by our professional standards staff ensures
that the public can be confident that, in using the services of a
We also translated our IFRS
qualification into Mandarin
students. Ethics is very much at the heart of the to meet demand in China.
syllabus and the qualification is now also more
Taken together they move the
Institute from being a one product
organisation to being an organisation
chartered accountant, they will receive first rate advice and
international in focus.
with a portfolio of qualifications
relevant to the market. support backed by a rigorous programme of Practice Assurance
and Continuing Professional Development.
08 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 09 14 ANNUAL REVIEW 2007 ANNUAL REVIEW 2007 15

24. case studies 24
ICAEW Internal
Communications Despite the economic downturn, which has
been deeply unsettling for everyone, I am
delighted with the progress that we have all
made. I would like to thank you for your
Campaign contribution to what we achieved in 2008.
It’s vital that we are aware of our
competitive environment and respond
to new opportunities and market changes
as they arise. With this in mind, we have
developed our key priorities for 2009
Because of and a plan of action to help us achieve
our goals.
YOUR HARD WORK
[Forename PAYS DIVIDENDS YOU’RE OUR
Having worked closely on external Surname] GREATEST ASSET
communications, we were well In 2008 we laid firm foundations for the
This booklet shares some of our many
successes in 2008, outlines our strategy
and summarises our operational plan.
implementation of our long-term plans. Building on our strengths, which involves
positioned to understand the values
We described it as a ‘compelling’ year continuing to work together as a single
and made significant progress on our key team, is crucial to our success and to the
priorities. Although we did not achieve delivery of our challenging strategy. We all
some of the targets in the 12-month period, have a role to play in delivering the activities
especially in the growth area, we should that are key to growing the organisation
and change programme that ICAEW all feel proud of what we have achieved,
in what were challenging economic times.
and safeguarding our future.
I look forward to working with you to achieve
our goals during 2009 and to ensure that
people can do business with confidence.
needed to communicate to their Best wishes
Michael DM Izza
Chief Executive
staff. With internal refurbishment
and graphics, digital comms and PEOPLE CAN DO BUSINESS
WITH CONFIDENCE
support literature, staff have been
kept informed and motivated Individually Personalised Booklet
through testing times.
KEY PRIORITIES
FOR 2009
Cultural change
Qualifications
Growth
Thought leadership
Member services click the image to view
International
Technology
Brand and communications
BECAUSE OF US
PEOPLE CAN DO BUSINESS
WITH CONFIDENCE
a demo of the ICAEW
screensaver
Posters Screensaver

25. case studies 25
The Business Centre
branding, interior
graphics and showreel
We won a two way pitch to brand
the new business centre at the
ICAEW. This included interior
graphics, signage and the design,
storyboarding and production of a
showreel that is on display in the
main reception area.
The brief was to create a world
class business space that would
elevate the institution and make it
feel more dynamic and relevant in
todays business environment. Our
solution was something that was
simple, stylish and timeless that
would appeal to the modernists
and traditionalists alike.
click to view the video online

26. case studies 26
Lab in a Lorry
Lab in a Lorry was initiated by
the Schlumberger Foundation
and the Institute of Physics to
give young people the chance to
explore science through hands-on
experiments. The programme is
guided by volunteers who want
to share their passion for science
and their curiosity about the
world we live in.
To the point developed the
existing logo and introduced the
new circle icons and straplines
to appeal to the target audience,
school children aged between
11 and 16 years of age. We also
produced guidelines, created
lorry liveries and graphics for the
interiors, designed the website
and produced marketing material
for promotion prior to and during
the tour.

27. case studies 27
Land Securities
Land Securities is a highly
respected, innovative property
developer which is very selective
about the design consultancies it
works with. It is important that
the people they work with share
the same vision in terms of
creativity, innovation and quality of
execution. We have worked with
Land Securities for eight years
and within that period we have
covered a broad spectrum of work
that includes:
• Internal and external
communications
• Exhibitions and interiors
• Public consultation
communications
• Site specific identities
• Development marketing
• Presentations and digital
showreels
• Hoardings

28. case studies 28
Land Securities
Christ’s Lane
This brand creation and
implementation for Christ’s Lane
Retail development, Cambridge
involved:
• Initial public consultation
• Naming and ‘Benchmark’
identity
• Site hoardings
• Marketing literature
• Launch website and
evolution. To visit,click:
www.christslane.co.uk

29. case studies 29
Legal & General – IT IS WITH GREAT PLEASURE THAT
LEGAL & GENERAL
CONTENTS
02 INTRODUCTION
WE INTRODUCE OUR RANGE OF
Corporate Brochure
03 LEGAL AND GENERAL INVESTMENT
MANAGEMENT (LGIM)
SERVICES FOR INSTITUTIONAL
INVESTMENT MANAGEMENT 05 INDEX-TRACKING AND PASSIVE
MANAGEMENT
05 ACTIVELY MANAGED FIXED INCOME INVESTORS. EACH DEMONSTRATES
AND CASH
HOW WE HAVE THE INVESTMENT
CREATING INVESTMENT 07 ACTIVELY MANAGED EQUITIES
08 LEGAL & GENERAL PROPERTY (LGP)
09 ALTERNATIVE INVESTMENTS CAPABILITIES NECESSARY TO MEET
G
HEDGE FUNDS
YOUR FINANCIAL NEEDS.
SOLUTIONS G
PRIVATE EQUITY
10 SERVICES OFFERED BY LGIM
We were approached by LGIM to G
G
LIABILITY DRIVEN INVESTMENT
(‘LDI’) SOLUTIONS
BENCHMARK MANAGEMENT AND
ASSET ALLOCATION
G
TRANSITION AND PORTFOLIO
design a corporate brochure that G
TRANSFER SERVICE
SEGREGATED PORTFOLIOS
11 CONTACT US
acted as a sales tool to highlight
the investment services that they A RANGE OF INVESTMENT
provided, whilst also changing SERVICES
some of the perceptions within
the industry about LGIM.
Our approach was a clean,
contemporary, fresh and
01 02
energetic design that reflected
Legal & General Investment Management Legal & General Investment Management
the innovation and variety of
investment solutions that LGIM ALTERNATIVE HEDGE FUNDS
SERVICES OFFERED BY LGIM
INVESTMENTS G HIGH YIELD ALPHA FUND
G JAPAN ALPHA FUND
provided for their clients. G UK SMALLER COMPANIES ALPHA FUND
MANAGEMENT AND ASSET ALLOCATION
LIABILITY (‘LDI’) SOLUTIONS
TRANSITIONSERVICE
SEGREGATED
BENCHMARK
AND PORTFOLIO TRANSFER
DRIVEN INVESTMENT
PORTFOLIOS
AND SCALE
Hedge Funds Hedge funds aim to produce in a position to take such LGV’s investment strategy seeks Market volatility over the past As we can offer multi-asset The movement of assets Although many of our client’s
returns without regard to risks. The Hedge Funds are diversification by industry and few years has prompted a solutions, our clients will often between managers requires objectives are met through our
As an innovative investment
traditional benchmarks. In domiciled in Ireland and has developed a focused re-examination of the range of require some form of careful handling in order to range of unitised funds, some
manager, LGIM recognises
particular, they aim to generate denominated in US$ with portfolio of investments in the investment solutions available. benchmark management avoid unnecessary costs. LGIM specialised mandates may
that in addition to traditional
positive returns regardless of the minimum subscription in consumer, leisure and service One recurring theme has been overlay in order to ensure that have a specialist team require bespoke treatment.
long-only investments there
the movement of underlying US$, the equivalent of Euro sectors. In recent years, LGV’s the need for investment their asset positions are responsible for transitions and For these, a portfolio of directly
are other opportunities for
markets. LGIM manages a 250,000. Investment in the investment activities have strategies that are more liability maintained while markets regularly undertakes around held securities may be the
investors to realise superior
series of long-short funds in Hedge Funds can only be demonstrated our flexible focused. LGIM has considerable diverge and cash is invested £20bn of transitions each year. answer. The scale of our
returns. Investing in alternative
various markets and asset made in accordance with the approach to deal structuring experience of managing funds or withdrawn. Benchmark We liaise closely with ceding investment activities and the
strategies offers investors a
classes that leverage off our terms and conditions of each and have illustrated LGV’s to meet liabilities, not only management can be managers and custodians capability of our Operations
combination of benefits that
substantial experience of fund’s prospectus. broad origination and deal for pension schemes but also implemented very simply by where assets are transferred teams comfortably provide the
may be more appropriate
managing active long-only sourcing capabilities. for Legal & General’s life allowing ranges around asset in-specie to our funds. detailed administration and
to, or can complement, Private Equity
assets. Our market presence assurance business. allocation positions with reporting that this approach
traditional investments for the Our aim is to minimise the cost
and considerable resources, LGV rebalancing occurring only requires. We aim to meet your
following reasons: of restructuring portfolios, and
coupled with our risk The LGV team arranges when asset positions fall outside requirements for single or
• the ability to make positive management skills, provide management buy outs (MBOs) dependant upon the fund size,
those ranges or at set points. multi-asset portfolios and can
returns regardless of an ideal environment for the and management buy ins where purchases and sales are
Alternatively, LGIM can actively include currency overlay to
market direction management of hedge funds. (MBIs) focussing primarily on required, we can cross these
allocate exposure to individual mitigate currency risk.
• superior risk-adjusted mid-market UK companies up securities with those from other
Please note that Hedge Funds asset classes based on in-house
returns relative to traditional to £300 million. LGV is a well funds at mid-market prices. This
are not suitable for all investors market views that aim to add
asset classes established provider of private benefit is a direct consequence
as the investment in these funds value to the overall portfolio
• broader portfolio equity in the UK and has of the number, size and
may carry substantial and performance. This form of
diversification managed funds on behalf of diversity of our client base.
above average risk, so are only management can usually be
• reduced volatility external investors since 1988. an overlay on a client’s specific
suitable for investors who are
benchmark position.
09 Legal & General Investment Management Legal & General Investment Management
10

30. case studies 30
Moneycorp
Originally tasked to look at
redesigning a divisional brand
of TTT Moneycorp, our
recommendation was for a more
wide ranging review of the
complete TTT Moneycorp Group.
From a name change to Moneycorp,
dropping the TTT, and a rationalisation
of the divisional brands into clearly
defined, colour coded sub brands,
we have evolved the identity, created
guidelines and have helped
communicate the changes both to
staff and clients through the redesign
of the latest Report and Accounts.
Our role is ongoing as consultants,
working closely with the in-house
design team with the roll out of
marketing materials and the update
of the company’s website.
click images to
view online

31. case studies 31
Newsprinters
As a new and autonomous
division of News International,
our research highlighted the need
for staff to have pride in the
Newsprinters brand. The logo we
designed shows a free flowing
piece of paper that creates the
shape of the globe, and
simultaneously communicated
the company’s core business,
which is printing newspapers.
The green colour and globe shape
reflect the eco-friendly credentials
of the three new premises.
To help motivate staff, our
approach for the interiors was to
add colour, wit and personality
with bold graphics and inventive
thought provoking imagery. This
added warmth to the environment
whilst also helping to segregate
the factory into clearly defined
work areas, i.e. “Where the
reels are kept” for the paper
storage warehouse.

32. case studies 32
Schroders
To the point have been designing
and producing Schroders' property
division annual reports since 1997.
We produce seven annual and
six interim reports along with
supporting collateral throughout
the year.
Last year, we successfully
re-designed these documents to
reflect a more contemporary and
cleaner image. The reports are all
treated as high-end marketing
pieces and involve commissioned
photography, high levels of
attention to detail and speedy
turnaround times – through quality
and value we have built a very
strong and long term relationship.

33. case studies 33
Treasury Holdings
Treasury Holdings is one of
Ireland's largest and most
successful property development
companies. In 2008, we won
the contract to produce the
Real Estate Opportunities
(REO) annual report. REO is a
subsidiary of Treasury Holdings
and in 2007 bought the iconic
Battersea Power Station in south
west London.
This 35-acre site was the focus
of the 2008 annual report and we
commissioned photography over
three days to detail the famous
chimneys and beautiful Art Deco
control rooms, and hired a
helicopter to capture the glory of
this expansive site. This 80-page
annual report was designed and
produced within four weeks,
and we organised its mailing
and distribution to over
1,700 shareholders.

34. case studies 34
LAPC
Communicating important
messages to multi-cultural family
groups demands a sensitive and
carefully managed approach.
The London Accident Prevention
Council (LAPC) requested a
flexible campaign to promote
road safety to both children and
parents across the country.
We created a cartoon-style
‘alien’ family called ‘The Greens’
to encounter specific safety and
parenting issues to raise
awareness for themes such as
‘Walking to School’ and the
‘Caring Parent’.
The illustrations, colour palette
and tone of voice were designed
to be accessible communication
tools to accommodate flexibility
of message with strong character
recognition.

35. case studies 35
Go Go Crew
Devised and developed by to the
point and illustrated by Owen
Williams, the Go Go Crew have
been designed to appeal to school
aged children under 12, providing
them with positive life-style role
models and getting important
messages across in a fun and
memorable way.
They will offer advice and
information on everything from
©2004 Go Go Crew Ltd
exercise, healthy living and healthy
eating to stranger danger, drug
awareness, anti-smoking and
truancy as well as promoting
a whole range of educational,
environmental and child orientated
products and services.
The members of Go Go Crew have
genuine street 'cred' and 'attitude'
but they still know right from wrong
and that is a very potent mix in our
positioning of the brand. While
children will relate to the Go Go
Crew their parents will not resent
or be alienated by them.
www.gogocrew.co.uk

36. case studies 36
Moneycorp Markets - e-marketing
Moneycorp Markets - a division of the
Moneycorp Group needed an online
campaign to inform both current clients
and the general public about their new
online service - a free demo of their trading
software platform aimed at both new and
experienced online traders.
To get this information across, we created Moneycorp Markets
a campaign that spanned several months - online ads: banner, skyscraper
the first stage involved two initial banner and MPU’s for a variety of online
ads - based on the simple phrase ‘YES’. publications aswell as a marketing
The effectiveness and response to these email. Click here to view online.
was measured and, based on this feedback,
we then created and rolled out the main
part of the campaign.
This took the form of a strong visual ‘hook’
- building on the phrase ‘YES’ and creating
eye-catching building blocks which could
work across a variety of media, sizes and
formats both in static and animated form.
With them, a corresponding phrase - ‘see
how we bring it all together’ formed the
tag-line to the campaign.
These building blocks were then used
in two further banner ad campaigns, a
targeted HTML email and across their
website and print material.

37. case studies 37
Digital Communication
The following digital examples of our work to communicate brand messages externally.
have been created to work with printed Visit www.tothepoint.co.uk/examples to
communications and help each of these see these in their animated form (or click
clients communicate key messages to the images below).
their staff prior to then also being used
3DReid Moneycorp Travellers Cheques Newsprinters
in an instant
Interactive animation Animation to introduce Presentation to new staff at
created for use both on both staff and clients to Newsprinters as part of the
their website aswell as the new identity and cultural change process and
office reception area sub-brands we created. to introduce the new identity
and Powerpoint we designed.
presentations.
It pays to use the experts

38. case studies 38
Digital Communication
TNS British Science Association Eurostop
TNS - one of the leading We created a new logo for this A leading supplier of software
market information groups, British Institution and created an and IT systems for the retail
commissioned us to animation to help launch the industry. They required an
produce an animated brand - shown to MPs and the animation that could be used on
introduction to run before press at an event held in the anything from large exhibition
their presentations that Houses of Parliament. displays to the homepage of
explained what set them their website.
apart from their competition.

39. Christ’s Lane
case studies 39
Website Design
Immediacy of information can make or
break a marketing campaign. Our new
media expertise guarantees both global
and local presence – reaching, informing EPSRC 3DReid Research Councils UK
and ultimately influencing your audience. Impact! World Digital Economy
We can help you create the right content
for your needs, plan the site and ensure
it’s both visually strong and on brand
whilst at the same time being clear and
easy to use. We can create fully content
managed sites where you can maintain
the information through a simple admin
area or integrate rich-media such as flash British Land Land Securities Springhead Park
animation and video. And all of this is
The River Don
done with brand integration, an eye for
detail and an understanding of
accessibility standards, user tracking
and search engine optimisation.
From a simple web presence to
corporate interactive and video
presentations, we provide well designed
and technologically appropriate solutions.
Sallows Consulting Go Go Crew privatewealth mortgages

40. key staff 40
Simon Hutton Kevin Cox Ben Jackson Nikki Gay Leonora Peralta
Managing Director Creative Director Head of Digital Media Senior Designer Senior Account Manager
Simon set up to the point in 1991 and Kevin studied at Chelsea School of Art Ben got his BA Hons in Graphic Nikki has 12 years experience and Leonora joined us in 2006 and is
has led the business to its Design (BA hons degree in graphic design) Information Design at Falmouth has worked for two other London- responsible for managing projects,
Week and Marketing top 100 ranking. and has over 20 years’ design School of Art and has been working in based consultancies, working on from initial brief through to delivery,
He studied media and production experience, primarily in the branding design and interactive media for over both business and consumer focused including scheduling, budgets and
design for four years at the London and corporate literature sectors. 15 years. He has extensive campaigns. She has an in-depth general oversee. She is used to large
College of Printing, gaining an honours Whether it’s brand creation and experience in brand creation and also knowledge of corporate scale projects with tight deadlines,
degree. He has worked across a range implementation, report and accounts, the implementation of ideas and communications, mainly within requiring high levels of client
sectors always looking for new or creating entire marketing campaigns, content across all types of media. the financial sector, with a high level interaction and accuracy. Leonora takes
challenges and ways to help clients his strategic approach to design and Key projects include a cycle initiative of experience producng material for a strategic role with her key accounts,
differentiate themselves. He has a copywriting skills ensures that website for Transport for London, Barclays bank. She has been developing strong working relationships
hands on approach, consulting and concepts have a strong rationale branding and website design for instrumental in the development and and helping clients evolve their brands.
working closely with some of our long and are appropriate for the target 3DReid, and identity animations for rationalisation of communications for Her key accounts include 3i and
term accounts including 3i, the CIPR, audience. As well as designing, Moneycorp, Newsprinters and The 3i, Moneycorp, Treasury Holdings and Moneycorp and she also managed the
Moneycorp, Land Securities and he appraises key client work, British Science Association. He can the CIPR, creating literature systems implementation of interiors for
Schroders. He enjoys all aspects of challenging some of the approaches manage both designers and and templates for their core Newsprinters and their ongoing brand
communications – from signage and restrictions, pushing for more programmers alike and can translate communications materials. development. She brought five years'
strategies to corporate DVDs – but his effective communications and often unintelligible technical speak She worked on the communications experience in a large international
strength lies in identity and branding. ensuring value for money and return into plain English. He also has many programme and identity for publishing company, progressing from
With over 25 years of experience, on investment are achieved. years experience of working in Newsrinters, a division of News editorial and print responsibilities to
ranging from initial research through to Current clients include Legal & broadcast television and has created International, which has involved assistant publisher. She is fluent in six
design and finer details of a project, General, 3DReid, EPSRC and 3i, video title sequences for TV shows change management communication European languages.
Simon ensures work is creative, with recent work for the ICAEW and aired on BBC, Channel 4, Channel 5, to staff and suppliers, interior design
appropriate and effective. The British Science Association. and Discovery as well as working on and design for the website and leonora@tothepoint.co.uk
corporate video and DVDs. marketing materials.
simon@tothepoint.co.uk kevin@tothepoint.co.uk
ben@tothepoint.co.uk nikki@tothepoint.co.uk

41. our approach to projects and accounts 41
Our project managers oversee all The following is an outline guide to Budget Brainstorming
our project management process. Based on the client brief, we will Once the brief is agreed we will hold
stages of a project, from brief to submit an estimate to show a detailed a team meeting, involving all available
delivery, to ensure quality, brand Briefing
In advance of a briefing meeting,
break-down of our fees and the stages
required. If the brief changes, the
designers, as the brainstorming stage
to come up with a range of ideas
consistency and timeframes are all to the point would ask for a written budget is updated as required and and approaches that are suitable for
brief, the client’s company or divisions, approval sought before work progression by the selected team.
maintained. Clients also have direct profile or brochure, any relevant commences. In this way the final
access to the designers, from the literature or websites and a list of invoice will match all approved Our Process
any key stakeholders and/or competitors estimates with no surprises. The following indicate a generic
Creative Director for major projects if appropriate. This allows us to prepare process for a new print or digital
any relevant questions in advance. This budget sets the parameters for project. Key approval and feedback
to specific designers working on One of the directors and an account the level of design and implementation stages would be agreed at the
implementation. manager would be present at the we believe is required. Client guidance outset and a timeline produced in
briefing meeting, often accompanied on available budget is always helpful written or gant chart form using ‘traffic’.
by a designer from the team who in setting these parameters so we will Not all stages are always required.
would be working on the project. not design a concept around original
photography or illustration if there is Stage 1 Research and Briefing
The brief should include a full history no budget available for this. Our long
of the proposed project, the strategy term client relationships have been Stage 2 Brainstorming / Concepts
and objectives including the key built on trust and an open working Stage 3 Development of ideas
messages to communicate, the target partnership.
Stage 4 Optional Client Research
audience and whether there are any
particular guidelines to follow. We will Customer Liaison Stage 5 Implementation
question and define objectives by Account managers will keep in touch (copywriting, photography,
asking what is the context of the with clients throughout the project life illustration, final layouts,
project? Is it the first piece in a series? cycle through meetings, telephone calls editorial and quality control)
Should it fit in with existing pieces of and email. Contact reports following Stage 6 Authors Changes
design? Will it form the start of a meetings are provided within 24 hours
campaign and should other pieces be and weekly management reports are Stage 7 Artwork / Programming
considered at the same time? A clear provided each week to ensure the Stage 8 Test Proof / Proofing / Testing
brief is essential to ensure we fully client is aware of stages, schedules
understand the client and audience and budgets. Account Managers and Stage 9 Final Print / Digital Solution
needs. We can then create appropriate the Creative Director meet weekly to Stage 10 Development and supply of
and effective communications. discuss and schedule work so that template if required
there is shared knowledge of projects.
Stage 11 Review - Learning
We are happy to help in developing Schedules, budgets and time is input
and Success
a brief, including researching your into our ‘traffic’ job management system
audience and requirements, and which all staff have access to and input
setting the strategy and objectives. time so cost can be managed in real time.

42. our environmental credentials 42
We aim to be Think Green Council recycle scheme. How we have encouraged our own
• Encourage clients to use • Recycle all toner cartridges for clients to act responsibly
environmentally aware
environmentally friendly all our printers, photocopier, fax
and responsible, materials when considering all machine through RNIB Toner 3i
adhering to all relevant design projects. Donor scheme.
UK laws and regulations. • Encourage the use of interactive • Recycle or donate any old
Our policy and practices digital media without the need to computer equipment via local
print out. charity/school schemes.
are reviewed on an • Source goods and services
annual basis. locally where possible. Save Energy
• Include environmental • Use rechargeable batteries in • A recent major achievement was
To achieve the aims of considerations in the assessment our equipment. convincing 3i, who produce vast
of suppliers and their products. • Turn off monitors and computers quantities of material, to print all their
our policy and fulfil our • Constantly research new ways for when not in use. brochures on either recycled or FSC
commitment to us and our clients to think green. • Turn off heating and cooling accredited paper and wherever possible
minimising any negative • Currently working on developing systems when office is not occupied. to use only ISO 14001 registered printers.
impact on the environmental print policies for • Promote the use of public
key clients regarding carbon transport or bicycles wherever 3DReid
environment we:
neutral printing. possible, minimising car and
air travel.
Recycle
• Recycle where possible, ensuring all
waste is disposed of in a safe and
responsible manner.
• Minimise paper usage, recycle all • All stationery, including business
paper throughout the studio. We cards, letterheads, comp slips, etc.
are members of the Southwark are printed on 100% recycled paper
• Stipulated that letterheads are
used front and back with no need
for continuation paper
• All brochures printed on recycled
paper and printed by Carbon
Neutral ISO 14001 registered printers

43. testimonials 43
More testimonials They understand the essence of our communication strategy and continue
to be proactive in the development of material necessary to retain and grow
can be found on our membership.
Ann Mealor, Head of Marketing & PR, CIPR, London
our website. As a leader in our industry, we produce a wide range of literature, from case
studies to high-end thought leadership reports. Each piece needs to answer
a specific creative brief as well as reflect our identity.
www.tothepoint.co.uk/ about/ testimonials To The Point have a strong understanding of this balance and continue to
produce work that is forward-thinking and communicates successfully with
our specific audiences.
John Scott, Marketing Manager, 3i, London
I should like to thank you for all the excellent work you have done for us on
the Acas Annual Report and the Summaries. Everyone who has seen the proofs
has said how good it looks.
Your unfailing patience and cheerfulness when we have messed you about with
changes of plan and short deadlines and your willingness to sort things out
with the printers for me has made our life so much easier in dealing with this.
Lesley Loughran, Senior Press & Marketing Officer, Acas, London
We appointed To The Point on the quality of the work produced and their
knowledge of our sector. They have an excellent track record on design and
branding campaigns and we are absolutely delighted with the work done on
our corporate branding campaign. The quality of their work, commitment to
our account and great attitude is what makes this an effective partnership.
Shilpa Mattai, Communications Director, Evolvence Capital, Dubai
Many thanks for all your work on this website - it has exceeded my expectations
which were extremely high in the first place and that is an incredible achievement
both for TTP working together with our in-house team.
David Reid, Head of Marketing & Communications, EPSRC, Swindon

44. ttp offer in summary 44
• Specialists in brand communications
• Focus on brand consistency
• Proven track record
• Bespoke solutions
• Attention to detail
• Experienced team
• Collaborative work style
• Friendly approachable staff

45. contact details 45
Simon Hutton
Managing Director
to the point
5 Maidstone Buildings Mews,
72-76 Borough High Street,
London, SE1 1GN, UK
tel: +44 (0)20 7378 6999
fax: +44 (0)20 7378 7399
simon@ tothepoint.co.uk
www.tothepoint.co.uk