Master redesign creds

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Introducing 1o1A Free Range Creative Company

Nov 2011

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About Us.Our Work.Discussion.

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Founded by people who have seen what great brands and great ideas can do.

Phil Rich Laurence Steve Mark

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Organising Idea

Together we can do more.

The Business Problem

People care more about which

yoghurt they eat than their mobile

phone network.

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Brand tool kit:

Including: Design/art

direction/photography for character

based 3d toolkit/identity

system/digital/retail/posters/advertising/

en-code site.

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Media.

Over 113 touchpoints; from TV to

cinema, print and online to in-store

(POS, window design), outdoor and

business cards, across 9 markets.

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UK sales+14%

Month on month (PAYM) and

13% (PAYG), and retail footfall

increased nearly 7% yoy.

In France, the campaign increased

propensity to join Orange by 25%.

Results.

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Organising Idea

Colour like no other.

The Business Problem

Recover brand leadership in TV.

Restore brand halo beyond.

999

???

1010

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Views+20m

Brand leadership.

Commercial taken off air.

New factory built to

meet demand.

Results.

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We call ourselves a free range creative company.

More than an advertising agency.

Free to roam a business in search

of a problem or opportunity, then

to roam beyond traditional siloes

to solve it or seize it.

Intervening earlier, executing more

broadly than our peers.

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We pride ourselves on delivering organising ideas.

The brand and brand team’s

north star.

Informing what a brand does and

not just what it says.

Grounded in and serving the

business problem.

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And we think of ourselves as fellow brand managers.

United behind the brand’s fortunes.

Appraised and remunerated

‘as one’ wherever possible.

Enabled and driven by a

‘client inside’ mentality/spirit

of custodianship.

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Flexibility & accountability are at the heart of our approach to remuneration.

Sized to reflect the task.

Based more on value to you than cost.

Shared ethic of risk and reward.

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We call ourselves a free range creative company.

More than an advertising agency.

Free to roam a business in search

of a problem or opportunity, then to

roam beyond traditional siloes to

solve it or seize it.

Intervening earlier, executing more

broadly than our peers.

Our ambition is to lend our collective imagination to business problems, rather than just lend our creativity to comms.

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Our ideal partners: Want a running mate.

Want to make a difference.

Believe that creative imagination should

be used to solve business problems rather

than just a comms brief.

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Founding clients/tasks.

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Organising Idea

The National Art Pass means you are

‘Never Without Art’.

The Business Problem

Supporter numbers stalling.

A cultural membership

scheme in denial.

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Branding and visual identity:

for the pass itself, membership packs

and beyond.

All launch materials:

partner collateral, online and offline

advertising, PR and sales promotion.

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Membership

+12%

Understanding

+11%

Fans

+93%

Followers

+181%

70,000

very warm prospects

Results.

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Organising Idea

Give the clothes personality:

‘I am the collection’…

in moveable parts.

The Business Problem

The long shadow of FCUK.

The tyranny of ‘the season’.

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In-store, online and offline

advertising (film and print).

Any builds welcome, the more

we have done the merrier!

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Sales £400m

Company back in profit despite

difficult high street conditions.

Results.

BBC Radio Idents.

Creating a clearly

identifiable suite of logos

that could work effectively

as a ‘favicon’ or as a concert

hall banner. They also

needed to hint at content on

offer by each station.

For example: Radio 4 is a

speech station for curious

minds, Radio 3 is a classical

music station. Incorporating

a ‘speech mark’ and a ‘bass

clef symbol respectively into

the logos helps to define

what is on offer.

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BBC Radio Idents.

Each station was given an

illustrated ‘brand toolkit,’

which helps define the

brand’s distinct personality

even further. These toolkits

were used across all forms

of media, from animation,

signage, stationery, to all

digital content.

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BBC.

British Museum.

History of the World.

The logo reflects the

chronological spread

of the objects but

through typography.

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BBC.

British Museum.

History of the World.

Examples of the brand

toolkit applied in-gallery

and in print.

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BBC.

British Museum.

History of the World.

Examples of the brand

toolkit applied on-line.