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Design Wales - Coventry 14th Feb 08

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Presentation given by Gavin Cawood at the TLIG 'Innovation and Communication' workshop

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Design Wales - Coventry 14th Feb 08

  1. 2. Brands, services and products: a perspective from Design Wales 14th February 2007 Coventry
  2. 3. What is Design Wales ?
  3. 4. Global interest in design: National and regional economic development policy is based on innovation & entrepreneurship. Design is a key element in the realisation of innovations by enabling new ideas to reach the market.
  4. 5. Design Wales provides design support for Welsh industry. Funded by the Welsh Assembly Government.
  5. 6. Based in Cardiff at the National Centre for Product Design & Development Research (PDR) All support provided free of charge. 10 staff.
  6. 7. LEVEL 1 ENQUIRIES Telephone and e-mail advice lines Minimum 200 enquiries p.a LEVEL 2 REGIONAL WORKSHOPS Brand Essentials regular and regional brand workshops Minimum 30 workshops p.a. LEVEL 3 SECTOR-SPECIFIC SUPPORT Branding and packaging for the Food Sector Colour & trend prediction for the Fashion & Textiles industry New Product development in the manufacturing sector Minimum 8 events p.a. LEVEL 4 ONE-TO-ONE ADVICE FROM SPECIALIST DESIGN ADVISORS Branding Packaging Product Design Eco Design Fashion and Textiles Graphic Design Website Design Minimum 800 advisory visits p.a.
  7. 8. Design process Consultant selection Sourcing finance Market intelligence/definition Project management Intellectual property Manufacturing options Licensing opportunities Design management Implementation of CAD Recruitment of in-house design staff Issues addressed
  8. 9. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Product Organic traditionally milled flours Target Market Whole food Distributors Restaurateurs Bakeries Retail outlets Brand Values Traditional Organic Artisan Premium
  9. 10. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Brand Values Traditional Organic Artisan Premium
  10. 11. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “ The whole business has just escalated in the last two and a half years… we have gone from doing a 1/4 of a ton a week to 6 to 8 tons a week” Matt Scott – Bacheldre Mill
  11. 12. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING We started off just supplying local stores and now we are available from Winchester down south, right up to Inverness Matt Scott – Bacheldre Mill
  12. 13. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “ Every time that people see the brand in magazines and it is always linked to good quality products, your brand is strengthening and growing and so it just gives you more reason to stretch the brand and bring other products out”. Matt Scott – Bacheldre Mill
  13. 14. International & UK Networks of design support organisations
  14. 15. from cow to consumer Case studies for schools
  15. 16. A competition for students
  16. 18. Paul Bello - Orange Ralph Ardill – Guinness Storehouse Wally Olins Martyn Raymond – The Future Laboratory
  17. 19. Service Design
  18. 20. From packaging a single item to….
  19. 21. Being consistent with your brand and message to…..
  20. 22. Providing an experience and belonging.
  21. 25. An important difference between services and manufactured product is that services can’t be stored…. you have to get it right at the point of production
  22. 26. The five pillars: Systems, Value, People, Journeys, Propositions Source: Engine Group
  23. 27. Journeys Touchpoints Value Propositions
  24. 28. Journeys Mapping journeys for different customers
  25. 29. Source: Engine Group
  26. 30. Source: Engine Group
  27. 31. Touchpoints Advertising Other customers Self service Events Devices Answer phone Website Bill Events Shop
  28. 32. Value Understanding what customers value Understanding where your service can generate value
  29. 33. Propositions The packaging of a service Why What Where When For who With who helped by a consistent brand..
  30. 34. Brand Design
  31. 35. <ul><li>Why create a brand? </li></ul><ul><li>Branding creates a valuable asset </li></ul><ul><li>Branding adds value </li></ul><ul><li>Branding provides a sense of </li></ul><ul><li>customer security </li></ul><ul><li>Branding can create an </li></ul><ul><li>emotional attachment to </li></ul><ul><li>products and companies </li></ul><ul><li>(brand loyalty) </li></ul>
  32. 36. Personality What are the values of the company/product/service. (Make a list and try and group them to identify any common themes). The components of a brand...
  33. 37. Personality Promise What kind of experience/service can the customer expect? You should be able to reduce this to one or two sentences. This might become your strapline – used to endorse your brand identity. The components of a brand...
  34. 38. Personality Promise Performance If the performance does not reflect the Promise and Personality it will not be effective in retaining customers – customers will not trust the messages it portrays for long. The components of a brand...
  35. 39. Personality Promise Performance
  36. 40. Working with a designer
  37. 41. An appropriate process is important.
  38. 42. <ul><li>Know what you really want </li></ul><ul><li>and how to ask for it </li></ul><ul><li>Checklist: </li></ul><ul><li>What is your product/ service? </li></ul><ul><li>Who is your target market? </li></ul><ul><li>What are the brand values of your product/service? </li></ul><ul><li>What is your budget? </li></ul><ul><li>What is the timescale? </li></ul>developing a design brief
  39. 43. <ul><li>Options </li></ul><ul><li>External design company </li></ul><ul><li>Employ an in-house designer </li></ul>finding a designer
  40. 44. <ul><li>Before the project begins make </li></ul><ul><li>a project agreement </li></ul><ul><li>Make sure you are clear about what </li></ul><ul><li>the designer will be providing and </li></ul><ul><li>get it in writing </li></ul><ul><li>Have a timeframe/deadlines </li></ul><ul><li>for project </li></ul><ul><li>Have a breakdown of cost </li></ul>working with a designer
  41. 45. <ul><li>Portfolio </li></ul><ul><li>Personality </li></ul><ul><li>Value for money </li></ul>choosing a designer
  42. 46. Example of service brands
  43. 47. case study: GREYMATTER Product/Service B2B support service offering advice on strategy and innovative thinking in business. Delivered through training and mentoring sessions. Target Market SME’s Directors Decision makers
  44. 48. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
  45. 49. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
  46. 50. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
  47. 51. case study: BODLON HAMPERS Product Welsh hamper company supplying quality welsh foods and offering an alternative to traditionally packaged hampers. Target Market Hotels Corporate gifts Tourist industry Welsh Tourist Board
  48. 52. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  49. 53. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive business card, letterhead, comp slip
  50. 54. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive photography reflecting brand values
  51. 55. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items
  52. 56. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items
  53. 57. case study: BODLON HAMPERS Swing tags. String options reflecting brand values Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  54. 58. case study: BODLON HAMPERS Swing tags. String options reflecting brand values Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  55. 59. case study: BODLON HAMPERS Tissue paper. Emphasis premium nature of hampers Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  56. 60. case study: BODLON HAMPERS Tissue paper. Emphasis premium nature of hampers Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  57. 61. case study: BODLON HAMPERS Stickers and seal to reinforce brand Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
  58. 62. case study: LEAH PHOTOGRAPHY Service Candid and documentary style wedding photography Target Market Women 20-40 Project Objectives To develop the Leah Photography brand to reflect an aspirational, contemporary and quality service.
  59. 63. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural (in the nature of the service) Friendly and approachable Traditional Real
  60. 64. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 01
  61. 65. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 02
  62. 66. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 03
  63. 67. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real developed concept
  64. 68. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real final artwork
  65. 69. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo
  66. 70. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo elements
  67. 71. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo - greyscale
  68. 72. case study: LEAH PHOTOGRAPHY Brand Guidelines Typeface usage
  69. 73. case study: LEAH PHOTOGRAPHY Brand Guidelines Colour palette :: case studies list :: service case studies
  70. 74. Summary Think of your service in terms of a brand Service Journeys Touchpoints People Brand Personality Promise Performance (consistency)
  71. 75. Practical first steps Understand your audience / customers Define what you want to achieve & how you want to be perceived Map out customer journeys
  72. 76. Gavin Cawood [email_address] www.designwales.org www.seedesign.org

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