Why Sundae Brochure

Sundae

A thought..

Would you ever send out for ‘stock’

product copy or a ‘stock’ pack design or a

‘stock’ endline...?

Another thought..

In these economically challenging times,

which sounds most shrewd;

... pay someone else to go to the shops for

you, find a frock that will just about fit,

get you to pay for it, you wear it once, and

then find you have to pay again if you

wanted to wear it next year?

Or better to order something made to

measure, that is delivered to you & yours

forever...?

Food for thought ...

Sundae is a photography consultancy, working with brands to develop and support strong brand identities.

Founded by brand management experts with years of blue chip client & agency experience, Sundae understands both the operational and strategic demands of photography for brand communications, and how the two often clash.

The philosophy and visual identity of your brand should define all your imagery, always. It should always be at your fingertips, and not cost an arm & a leg...

Easier said than done?..

Business as usual…

Company wide, people want ‘pictures’, all the time, a leaflet, a sales stand, a website, a promotion, annual report, internal comms…

At best they all use the same tired image that they know is approved, even though it’s out of context & dated, (not to mention out of usage licence agreement) or at worst they go off and spend a fortune on completely average & inappropriate stock stocks.

Wouldn’t it be easier for everyone to have a bank of bespoke images, that were designed specifically to encapsulate your brand identity and tone of voice, available online and copyright bought out?

Imagery - challenges for brands

• Consistency - all touchpoints

• Integrity - with brand values

• Recognition

• Quality

• Internal /external credibility

• Cohesion with core offering and ATL activity

• Operational demands

• Cost

• Control

• Freshness/ regular updates

• Relevance

Making imagery work for you

No logos - but you can tell the brand a mile off …

Making imagery work for you

Making imagery work for you

Brand realities

Tone of Voice

• How a brand expresses itself, the manifestation of its core philosophy, its personality. The words and pictures it uses must have integrity with that personality.

Perception is reality

•Brands only truly exist in the minds of the consumer.

•Brand communications and brand behaviours create a perception in the heart of your customer. Everything they see, everything you do, not just the TV stuff.

3 dimensional branding

•To be convincing - you have to be convinced yourselves.

•Internal branding is vital. Staff must believe the brand is as slick and as meaningful as your customers - or it will show…

Hierarchy?

Every brand marketeer knows this inside out and back to front...

Brand Philosophy

Brand values

Logo

Product

Behaviours

Communications

strategy

words & pictures

Brand

Brand communications

Design elements guidelines

Hierarchy?

We believe that it is more like this ...

From a brand management point of view, the final touches, the topping, the actual words and pictures used to communicate with customers are maybe not so strictly governed, but make up the largest volume, most diverse and most frequent touch points.

If they are not balanced with the apex, the crux of the brand - the philosophy - the brand architecture can topple.

Often ‘guidelines’ stop at Design Elements guidelines, sometimes even with the Logo …

Brand Philosophy

Brand values

Logo

Product

Behaviours

Communications strategy

words & pictures

Brand

Brand communications

Design elements guidelines

Good things about Sundae imagery

• Bespoke & unique to you

• Relevant to your business

• Consistent and meaningful brand building - across

everything you produce

• Operational efficiency whilst maintaining brand affectivity

• Reliable resource - there when/where you need it

• Controllable - cross market / dept access

• Peace of mind re copyright buyout

• Cost - smart agency model; minimal overheads, in-

house level costs for specialist resource.

Consolidate - get more out of your cash

Cost of bespoke, relevant & recognisable brand shoot

1 weeks shoot & production management

Research & guidelines development

Buyout in perpetuity of c.50 shots

Delivered, scanned, styled & retouched, low and high res. Captioned and documented.

! ONE OFF cost c.£3,000

All costings are approximate and subject to brief scope

Cumulative cost of individual, uncoordinated activities

Leaflet - 4 stock shots, one off use ! £800

Annual report & accounts - designer sourced imagery! ! ! £10000

Website refresh - R.F. stock used ! £500

DM campaign - agency specific shoot ! £7000

Brochure - graduate recruitment ! £5000

3 product leaflets ! ! £3000

3rd party promotion ! ! £500

Exhibition stand - stock licensed 1yr ! £1500

Product launch comms! ! £10000

Internal magazine! ! £2000

Customer magazine ! ! £5000

Sales materials! ! ! £5000

Retail interiors! ! ! £10000

! ANNUAL cost c.£60,300

What will Sundae bring …

•Specialist expertise, brand identity, photography and brand delivery in a unique and efficient unit.

•Bespoke imagery creation to your existing or our developed style guidelines. Creating, refreshing, or evolving your brand image library.

•Analysis and development of brand imagery style, content and properties

•Creation and publication of imagery usage guidelines

•Partnership & integration with existing comms agencies

•Digital/online library solutions and hosting.

•Retained partnership in general imagery consultation and brand guardianship.

Practicalities

•Images can be provided on CD or direct to an online library hosted by you, or us.

•We provide buyout agreements for all our bespoke brand imagery - one cost - usage for life.

•All documentation and copyright agreements are

provided

•Model & location release permissions are documented.

•Categorisation and key wording of library for maximum efficiency

•High and low res files for ease of working.

•Master files held in case of disaster!

Who are we?

Our founders are commercial photographers and artists who have a background in Brand and or communications, including major brands such as bmi, Hilton, and Orange.

This unique position gave rise to Sundae.

A core group of Photographers work regularly for Sundae, under our creative and strategic direction.

However we operate a smart virtual agency, and are always expanding our international network. This allows us to research and commission specific to brand needs and sector expertise.

Case study - Osh Kosh

Brief

•Rough & tumble; real kids in real mess, having fun wearing real, robust & cool clothes by Osh Kosh.

Developed style definition

•Grainy, earthy, rich saturated colours, low depth of field to throw the attention on to the clothes. Close in crop - a childs eye view.

Case study - Eurostar

Needs - Brand

• Consistency, with brand values and offering

• Cohesion with ATL and current design style

• Recognisable and ownable style within imagery created

Needs - Operational

• Flexible – for use in range of applications / layouts

• Differentiated from ‘ Stock shot’ wallpaper

• ‘Starter pack’ for an ongoing library of general destination images

• Provide breath and depth to visual description of destinations

Needs - Content

• Graphic and design conscious but not gratuitous

• Evocative elements of a place; Descriptive, not just illustrative.

• Create desire, interest, a taster

• A new angle / intrigue from ‘overshot’ destinations.

Case study - Eurostar

Distilled brand elements

• Dynamic

• Speed

• Accessible

• Freedom

• Adventure

• Close / Near

Style definitions

• High contrast

• Dynamic strong perspectives, indicative of speed/movement

• Dramatic wide angle

• Graphic composition

• High depth of field.

Case study - Wysing Arts

Needs - Brand

• Visual representation of the centres unique offering

• Recognisable and ownable style to take through all new corporate comms

Needs - Operational

• Create a sense of ‘latent potential’ to encourage investment

• Create a sense of the centres ambience & qualities

Needs - Content

• Activities, atmosphere, physical space, context, facilities, areas needing funding

Case study - Wysing Arts

Distilled brand elements

• Grass roots

• Community

• Hands on

• Rural/ rustic

• Space

Style definitions

• Hazy, sunny light

• Yellow/ warm tonality

• Soft

• Graphic, close in (inviting) compositions

Case study - Guest Invest

Needs - Brand

• Design conscious

• Reflective of the target market trends but with an individual edge

Needs - Operational

• Create atmosphere

• Reflect finishes & quality

Needs - Content

• Specific and generic illustration of the offering

Case study - GuestInvest

Distilled brand elements

• Intimate

• Exclusive

• Stylish

Style definitions

• High key

• Low depth of field

• Abstract details

• Cumulative / grid image use

Case study - Network Rail

Needs - Brand

• Credible, design led imagery - move away from poor operationally led comms of past

• Specific styling - recognisable and consistent

• Brand essence & assets - defined and aligned across activity/ depts

Needs - Operational

• Bank of fully owned imagery for general use - evolved from the RUS imagery

• Flexible multi purpose imagery - b/w , col/ cropped

Case study - Network Rail

Distilled brand elements

• Movement

• Light

• Speed/ Dynamism

Style definitions

• High key

• Acute perspectives

• Strong graphic lines and blocks of colour

• Extreme highlights

Case study - Cable & Wireless

Needs - Brand

• Total re-brand of international business

• Stand out in sector

• Warm, fresh, vibrant, uplifting, humorous

Needs - Operational

• Bold cut-outs for entire customer experience usage

• Full bleed with iconic details on corners / edges to accommodate typography style

Case study - Cable & Wireless

Brand elements

• Fresh / vibrant

• Green/ environmental

• Communications/ infrastructure

Style definitions

• High key

• High colour

• Details / icons off centre

Case study - Ultissimo

Needs - Brand

• Authentic ‘Italianness’

• Selling a lifestyle , not just property

Needs - Operational

• Create pull & desire for the dream

• Demonstrate the properties, the approach and finishes / quality that differentiates them

Needs - Content

• Italy, Umbria, the developments, and the individual properties, their feel and style in one branded coherent way.

Case study - Ultissimo

Definition

Authentically captured moments.

Stylistic rules

Close, textural.

Strong, atmospheric light

Strong use of identity colour palette

Low depth of field

Content

Evocative - mood, sound, smells

Traces of humanity - not literal

Experiential - being there , not viewing from afar

Authentic - not staged.

Warm Italian sunshine

Case study - Livewire

Needs - Brand

• Selling a life of extreme style, not just the technology which facilitates

• Stand out from visually unsophisticated competitors in the audio visual market

Needs - Operational

• Describe very high end, quality products as well as a bespoke service and attention to detail

Needs – Content

•Illustrate the products, but also the seamless, unobtrusive integration of them into a home.

Case study - Livewire

Distilled brand elements

•Sensory

•Slick

•Refined

Style definitions

•Close, textural, abstract.

•Using the style and ergonomics of the products to create striking graphics that are not literal or obvious.

•Subtle colour palette

•Low depth of field (area of focus)

• emphasising the subtlety and recessive nature of the installation

•drawing attention to the concept of being ‘heard, but not seen’

Case study - Dine Asia

Needs - Brand

• Not just a meal. An experience. An event, an atmosphere.

• Capture an essence of venue , but also the cultures it represents

• Differentiated & impactful within the sector

• Avoid clichés in imagery - smiling waiters etc

Needs - Operational

• Evocative, sensory.

• Non literal & applicable across multi applications

Needs – Content

• Design, style & ‘flavour’ of the restaurant, food and the service.

Case study - Dine Asia

Visual strategy - Inspiration

• Heat

• Dynamic, energetic

• Richness

• Spices

• Jewels

Stylistic rules

Macro, very low area of focus

Colour and light - creating ‘be-jewelled’ atmospheric abstract ambience

Strong, rich, deep - ‘spice’ colours

Blur & movement

Very high highlights and very deep shadows

Acute attention on small detail - placing you IN the scene

Content

Evocative - mood, sound, smells

Details that build a sense of place - rather than literal documentation - that does not capture the imagination

Case study - Decadence

Needs - Brand

• Create a new and meaningful clubbing brand in a jaded market place.

• Exercise global brand credibility

• Create instant stand out & a stylistic hook to own ongoing, and grow

Needs - Operational

• Above the line launch campaign with impact

• Continued consistent imagery across all applications

Needs – Content

• Conceptual illustration of ‘Decadence’

• A poster ‘people would buy to put on the wall’

Case study - Decadence

Distilled brand elements

• Indulgence

• Excess

• Revelry

• Indulgence

• Sensual

• Narcissistic

• Voyeuristic!

• Forbidden

Visual identity styling

• Cacophony of texture and luxury /!pleasure!richness /intensity

• Muted deep tones or black&white with spot / splash of intense colour.

• Voyeuristic, edgy.

• Strong , spacial, very graphic!composition!non obvious framing using bed / furniture / mirrors

That Sundae feeling

Sundae is a brand image consultancy.

Providing cost effective bespoke brand

image libraries.

We create imagery that strengthens your

brand, and saves you time and money.

So,

Call us, and let us strengthen your brand &

save you some time, cash and aggravation

at the same time.

UK +44 (0)207 722 0712

SA +27 (0)79 913 5893

enquiries@sundaeimages.co.uk

www.sundaeimages.co.uk

Sundae Brand Imagery © Nicky Willcock 2004- 2009