Allotment Creds

Storytelling that grows brands

Tuesday, 21 January 14

About usWe use storytelling to grow brands,

transform businesses and create

richer experiences. We are driven by

our passion to deliver tangible

growth for our clients.

Our work has covered global £1bn+

business-to-business companies,

brand packaging for world famous

FMCG clients as well as high growth

business-to-consumer start-ups.

As a team we have won over 90

design and effectiveness awards

nationally and internationally.

- Shortlisted for a Brand Impact

Award 2014

- Positioned 8th for creativity in

Design Weeks 2013 UK top 50

- Best in Show and Best Identity at

the Design Week Awards 2012

- Winner of Best Rebrand at the

Marketing Design Awards 2012

- Two golds, silver and bronze at the

2013 Transform Awards


Our team


We believe that...better communications built around strong and clear narratives help create

competitive advantage.

We unearth, design and communicate compelling brand promises and

stories for businesses. These promises are based on the authentic soul

of organisations - the unquestionable and irrefutable truth told as

a story that inspires ‘emotional’ connection.

We use storytelling to give meaning to brands. To create an emotional

connection that gives personal relevance.


Why Storytelling?- Storytelling reflects and creates brand culture. It respects the listener.

It expects involvement. It does not sell an idea - it plants a sentiment.

- Storytelling supports ‘feelings’ which are more memorable than ‘facts’.

- Stories have predictive qualities. They help people create simple rules to

navigate a complex world.

- Successful brands create story consensus around a fundamental purpose.

We help businesses define and articulate their purpose.



How we work


TheAllotment Copyright 2013

We dig deep and unearth everything

about your business, markets and

audiences as well as the problem

you’ve asked us to solve.

Growing understanding is about

creating a rock-solid strategy on

which everything else is built.

Growingunderstanding


GrowingclarityWe find the single, exceptional

idea that expresses exactly

what’s unique about your

business or brand.

It’s a collaborative process that

involves working with you to

agree and define your vision.

It’s about mapping out exactly

where you need to be heading

in order to thrive.



GrowingdifferenceWe make you shine. Bringing ideas to

life in way that excites you and your

audiences.

Our work is never just eye candy.

Instead real difference is achieved

through clarity - building on something

essential at the heart of what you do.



Our approachto storytelling -

Some case studies


Growing White LogisticsRebrand and repositioning

‘To tell White’s story in a meaningful and distinctive way.’ To do this we needed to define their purpose.


Research - What’s White’s point of difference and purpose?

“Our point of difference is our ‘extra level of service’ - we rarely say NO, we do whatever it takes to sort out issues for customers.”

“They are conscientious and they put themselves out. They’re problem solvers.”

“They offer solutions, not excuses.”



White identity


Truck livery


Truck livery


Truck teasers


Truck livery

Copyright 2011TheAllotment


Storytelling - Haulage heros


Uniforms


Website



Brochure





Sales materials



Results

Just 6 months after rebranding White’s secured over £600k of new business

Sales brochures increased the rate of proposals to wins from 8% to 43%

Sales revenue predicted to grow by 50% over 2-3 years following rebrandJudith Stracey - Managing Director

Best of Show at the Design Week Awards 2012

Best Identity at the Design Week Awards 2012

D&AD Award winner (In-book)

Winner of Best Rebrand at the Marketing Design Awards 2012

Winner of Best Corporate Rebrand at the Transform Awards 2012


Growing ProximaBrand proposition development

‘Procurement sucks’ - find a clearer and better way to explain our value add.’

‘See the change’ - making the invisible, visible. Defining a path no-one can follow!


I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick.

Prime Suspect written by Paul Billing


I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick.

Prime Suspect written by Paul BillingCATALYTIC THINKING


A series of six animations were produced which very simply explained Proxima’s Catalytic offer.






Growing Wates GroupRepositioning and reporting

‘Give more depth to our stories’.

A brand that focused on people and their value, not buildings.


Wates Group - Proposition creation

Above all, it’s about people.Brand/proposition guidelines Annual Report 2007


Wates Group - Annual Report 2010










“It has been a great pleasure to work with a team that combine challenge and creativity in such a positive way. Feedback on our annual reports has been excellent.”Paul Drechsler

Chairman & Chief Executive

Results

“This years report has surpassed our achievement last year. It’s more concise, clearer and continues to communicate our brand story in a compelling way. Importantly, the process was straightforward, low on business disruption and was delivered on time and on budget.”Gareth Coombes-Olney

Group Communications Director


Growing Mansell Construction Services2011 Annual Report

‘Create strong, clever stories with a small budget’.An idea behind every message.


Mansell Construction Services - Annual Report 2011


Other clients


First Direct ArenaSponsorship branding

‘3 weeks to create a cool brand extension to target younger audiences.’

An emerging and deeply immersive story all about the amazing acoustic quality of the arena.





The Donkey Sanctuary Rebranding and fund raising

‘An award winning identity and a significant uplift in donations.’

A brand with a strong emotional connection to its loyal supporters.








An identity for a famous writers agent


A rebrand of an insurance business


A series of new brochures for Cabe at The Design Council


A set of new illustrations for Cable & Wireless to help them refocus their business on the Central American and Caribbean

markets


Thank youThe Allotment

17-21 Emerald Street

London WC1N 3QA

Telephone: 07815 142035

[email protected]

theallotmentbranddesign.com

twitter.com/AllotmentBrand


mailto:[email protected]

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