Brand application for large format retail design

2D/3D visual expression / 22-11-2012

2D/3D visual expression

Shopping Centres &Large Format Retail Environments

campbellrigg international ©

Who we are

CampbellRigg is an independent retail design agency based in London, internationally renowned for its work in the field of retail interiors and retail communications.

The company provides strategic and creative design solutions to some of Europe’s most successful businesses.

We have significant experience in adding economic value to our clients’ businesses by designing store environments, developing retail formats, graphic communication suites and producing innovative merchandising solutions for their retail outlets.

Our core company competencies lie in our knowledge of brands and how customers behave within a retail environment.

Brands

The management team of CampbellRigg understands the importance of brands and the role strong brands play in the lives of consumers.

Retailing Expertise

We work with management teams of leading UK and European retailers. Our retail design and branding work enables our clients to boost their revenues and revitalise their trading formats. With a solid understand-ing of what works and what doesn’t work in retail envi-ronments, the company partners with businesses with the vision of obtaining the best returns on capital em-ployed.

Strategy

Our approach means the project objectives are aligned with the vision and strategy of the client retail company. We aim to understand the company’s core values and its vision, before we attempt to interpret “or” create the brand “or” format essence.

Independence

We are an independent agency and are not tied to any third party suppliers. We work with incumbent suppliers of client companies or can recommend suitable agents.


Branding Services we can offer

STRATEGICCUSTOMER FOCUSED

SOLUTIONS

GRAphICSENvIRONMENT

BRAND IDENTITy

SIGNAGE & NAvIGATION

IdentitySignage

printEvents

ExtensionDesign planning

DigitalDigital

BRANDExTENSION

IN-STORE DIGITAL

pRINT BASED MARkETING MATERIAL

EvENTS

RETAILINTERIOR

& ExTERIOR DESIGN

– Name Generation– Logo Mark– Strapline Development– Typography & Secondary Fonts– Colour Palettes – Photography Styling– Character Creation– Tone of Voice– Brand Guidelines

– Fascia Design– Exterior Banners– Exterior Navigational Signage– Interior Navigational Signage – General Directional Signage – Totems – Directories

– Bags– Uniforms / Name Tags– Vehicle Livery– Loyalty Card– Stationery– Private Label – Promotional POS– Informational POS– Packaging

– Architecture– Shopfront Design– Interior Design– Lighting Design– Fixture Design– Visual Merchandising– Furniture Design

– Store Planning– Format Development– Shop in Shop

– Website (Template)– Phone App (Template)– In-store TV Channel (Template)

– Interactive Information Kiosks– Promotional Plasma Screens

– In-store Communication– Leaflets / Flyers– Brochures / Magazines– Newspaper Advertising

– Promotional Events– Product Launches / Activation– Pop-up Shops

DIGITAL MARkETINGMATERIAL

process

– Research & Insight– Brief Development / Definition– Design Concept Exploration– Detail Design– Implementation


Our process Working Process

Stage 1: Familiarisation and Strategy

Stage 2: Concept Design

Stage 3: Design Refinement

Stage 4: Detail Development

Stage 5: Implementation


About Us Biographies

Campbell set up his first business at the age of 24 and has over 25 years experience in retail and leisure design and marketing sector.

In 1987 he founded his own design consultancy and has been responsible for developing the company’s international role with many European retail groups.

He has consulted to Metro AG (Germany), Interspar AG (Austria), ICA OY (Sweden), Musgrave (Eire), Bacardi Global Retail, Kesko Food Ltd (Finland), Hammerson GmbH (Germany), Woolworths plc, Safeway Stores plc, Unilever plc, Marks and Spencer plc, Asda Stores plc, Abbey National Bank, Whitbread plc, Harvey Nichols Limited, Debenhams Stores plc, Hennes and Mauritz Ltd, Arcardia Group plc, McDonald’s Restaurants Ltd, Courtaulds Textiles plc and Dixons Stores Group plc.

Campbell was formerly with Fitch RS plc where he gained experience working with textile retail groups Arcadia Group (Topshop, Topman, Principles, Champion Sport) and Boots plc.

Dorota joined CampbellRigg in October 2000. She has over 25 years of experience in retail and leisure design, working on a wide variety of projects in several countries.

At CampbellRigg, Dorota has been responsible for delivering projects for Tesco Stores (UK, Europe and Asia), Dixons Retail Stores, Argos plc, Safeway Stores plc, Woolworths plc, Comet Group plc, Harrods, Blockbuster, Kesko Food Ltd (Finland), ICA OY (Sweden), Adler Modemarkt GmbH (Germany), OBI GmbH (Germany).

Most recently she has worked as design director on a variety of projects in Russia including VTB, Snow Queen, Demix, InCity and Enter.

Dorota was previously with the international design consultancy RPA (Europe) Ltd where she managed retail projects for Tesco (UK), CRS (UK), Jeronimo Martins Group (Portugal and Poland), Spolem Co-operative (Poland), City Sokos (Finland), Mamas and Papas (UK), Osh Kosh B’Gosh (UK, France and USA), Singer (Portugal, Italy and Spain), Banco Popular (Spain) and Bristol & West Building Society (UK).

In 1999 she co-ordinated and directed 24 individual projects at the Millennium Dome in London, including all Dome retail outlets, wayfinding/orientation signage, exhibits and reception areas.

Her experience prior to this cover many departments stores including Fenwick (UK), Stockmann (Finland) and concourse and catering designs for BAA Plc.

Neil came to Campbell Rigg in 2010, having previously been a director of his company Adcock Clayton. He has 30 years experience in commercial retail and catering design working on a range of projects for many wellknown blue chip companies.

During his time at Campbell Rigg he has worked as design director for variety of projects from Tesco Stores plc, M.Video, to a range of projects in the Russian market including Hypermarkets and banking groups.

During his time at Adcock Clayton, Neil delivered numerous projects for Harrods, Wedgwood plc (Global), Links of London (Global), Argos Stores plc, Asda Stores plc, Fenwicks, Co-Operative Department stores, McDonalds, Welcome Break Motorway services, Kenco, Moto Motorway Services, Coca Cola, BAA and Intel.

His experience prior to this covered many high street fashion brands, including Miss Selfridge, Wallis, Jones Footwear and Safeway Stores plc.

Campbell Rigg Chief Executive Officer

Dorota Czernuszewicz Design & Retail Planning Director

Neil Clayton Design Director


Building your brand


Building your brand

Your brand or corporate identity communicates your unique promise of value. It provides the customer with an immediate impression of who you are and what you stand for. It adds instant credibility, recognition and familiarity to your business.

Branding refers to much more than designing a logo for a company. It is the overall image and message that communicates your brand’s personality and attitude.

A strong identity will reinforce your message and differentiate your company and products from your competition. Your customers will begin to see you in a refreshing new way and potential clients will have confidence in your product or service.

The value of good branding is immeasurable.

The process of building a successful brandThere are some simple principles to consider when creating a brand or visual identity for your company. These guidelines form the crucial foundation that helps ensure you build a successful brand. The fun-damental work for developing a successful brand takes time - it is an investment of effort and team work.

Know your target audienceYou must have a thorough understanding of your target audience. Place your audience into a cat-egory. No company can serve everyone. What demographic information do you have about your client (based on age, gender, cultural background, geographic location, socio-economic group etc,)? What is the psychographic description of your client group? What are their core characteristics or per-sonality types? their values? their motivators?

These are the things that are not so easy to mea-sure! The more you know about your ideal client, the easier it is to reach and appeal to them. What type of image would your audience respond to…corporate, funky, elegant or contemporary, just to name a few?

Knowing what you want your brand to sayConsider the core values of your company and the personality that you want to communicate through your brand. Simply, what would you like consumers to think when they perceive your brand? A feeling that your company is dynamic, progressive, es-tablished or exudes quality? Or is it young, trend-setting or savvy and sophisticated? When custom-ers choose you, it’s because they resonate with what your brand stands for. Your brand helps them further define themselves. By communicating who you are in a powerful way, it lets potential custom-ers build a relationship of trust with you.

Create consistencyOnce you are clear of your target audience and company message, your branding will be more fo-cused. All your marketing and communication ac-tivities should reinforce the same visual image and brand message. Consistency cannot be stressed enough in the development of your brand. Consis-tency ensures recognition, familiarity and embeds your brand in the customer’s consciousness.

A brand works hard to build your company over time.


Building your brand

‘inspire’

‘inform’

INFORMATION SUITE

INSpIRATIONAL SUITE

pROMOTIONAL SUITE

BRAND

BRAND STORY

BRAND MESSAGE

POSITIONING

PERSONALITY

CONSISTENCY

BRAND

‘promote’

Appling each of these layers accross all of your branding will add...

= more value= more loyalty= more trust= more recognition= increased market share= more memorable= increased reputation= increased brand equity= attracting & retaining the best people= New customers= interna; & external advocates= empowered terms

‘living and breathing’ the brand

Brand Layers Brand Suites


Building your brand

AppROACh

WELCOME

ORIENTATE

INvITE / ENTICE

hIGhLIGhT

SELL

SERvE

ThANk

CENTRE INTERIOR

CENTRE ExTERIOR

SITE ENTRANCE

NEW

ZONES

BEACONS

FEATURES

pROMOTIONS

INSpIRE

INFORM

pROMOTE

SERvICE

Customer Brand Journey


Work Examples

Example 1: Port City

Example 2: Tesco

Example 3: Kesko


Example 1: port City


Brand

PORT CITY SHOPPING CENTRE, ZAPOROZHYE - UKRAINE, CONTINIUM HOLDINGS

The brief

A spectacular new architectural landmark for the city of Zaporzhye in the south of Ukraine. The interior design pushes the boundaries of destination retail design. The centre successfully combines retail and leisure to offer a day out destination.

Including 12 screen cinema complex, ice rink, licensed bars, café, restaurants, with four shopping malls.

What we did

We produced the concept for all interior design, wayfinding and signage. The interior has been conceived in a distinctive modern style influenced by Ukraine culture, folklore and the local countryside. In this spirit, all gateways into this virtual city are designed to enhance the uniqueness of each threshold with emphasis on the strong Way-finding qualities of the civic art.

Each ‘welcome hall’ is themed from one of the four elements leading to one of four Malls:- Earth, Wind, Fire, Water. The design takes into account changing customer needs and trends. “Everything just for me”. Putting the customer first, treating every visitor as an honoured guest is the civic contract that Port City forges with its community.

project details

2008

Total area of shopping centre is 74,000sqm. Local population of 800,000. Site area 7.4 hectares.

Бренд


BrandGraphic Design Guidelines

The Brand Marque

Crane Medium - MODIFIED


Brand3D Form, Shape and Samples of Application

Ballustrades



Totems and Lightboxes

Бренд



Totem Details

Бренд


Brand

Конотеатр: 9:30 - 01:00Ледовая Арена: 9:30 - 01:00

Боулинг: 10:00 - 16:00

8:00 - 23:00часы работы

3D Form, Shape and Samples of ApplicationOpening Hours

Бренд



External Application

Бренд



Lightbox Details

Бренд



Lightbox Details

Бренд



Lightbox Details

Бренд



Lightbox Details

Бренд



Lightbox Details

Бренд


Brand

Доб

ро по

жало

вать

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орго

во-р

азвл

ек

ател

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комп

лекс

Пор

тCity

!

Мы

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зойд

ем ва

ши ож

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Все

под

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Пре

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Graphic Design GuidelinesPromotional Materials / Banners

Бренд


Brand B}Гид по графическому дизайнуGraphic Design GuidelinesPortCity Информационная доска и камеры хранения

Information Board and Lockers 11Graphic Design Guidelines

Information Board and Lockers

Бренд


BrandGraphic Design Guidelines

Signage

Бренд


Brand

ДеревоWood

3D Form, Shape and Samples of ApplicationMaterials and Finishes

Бренд


Brand

МеталлMetal


Бренд


Brand

КафельTile


Бренд


Brand

СтеклоGlass


Бренд


Brand

B

A

B

A

AA BB

CC

DD

EE

C C

D D

E E

3D Form, Shape and Samples of ApplicationTotem Details

Бренд


Brand

B

A

B

A


Бренд



Totem Details

Бренд


Brand

вход

2

вход

2

ПлащикLuminary


Бренд


Brand

www.portcity.ru - [email protected] - Офис №1: Екатеринбург, ул.Пушкина, д.4, Телефон/факс: +7 (343) 381-81-81, 235-00-00

www.portcity.ru - [email protected] - Офис №1: Екатеринбург, ул.Пушкина, д.4, Телефон/факс: +7 (343) 381-81-81, 235-00-00

VIP бланк - VIP Form

Конверт - Envelope

Graphic Design GuidelinesStationery

Бренд


Brand

Елена Макаровапроект-менеджер

Офис №1:Екатеринбург, ул.Пушкина, д.4

Телефон/факс:+7 (343) 381-81-81, 235-00-00

www.portcity.ru - [email protected]

Офис №1: Екатеринбург, ул.Пушкина, д.4Телефон/факс: +7 (343) 381-81-81, 235-00-00

www.portcity.ru - [email protected]

Елена Макаровапроект-менеджер

Graphic Design GuidelinesStationery


Example 2: Tesco


Brand

TESCO

The brief

A major project to create a new brand ‘look and feel’ for their store portfolio in the UK including the hypermarket, supermarket and convenience store formats. This included all interior and exterior design and a complete redesign of all way finding signage and communications.

What we did

We created a new brand ‘look and feel’; a more customer focused in-store experience for Tesco which involved creating the overall brand environment for all of their store formats:- a new Hypermarket store at Accrington, and a new superstore at Welshpool including its petrol forecourt, city centre and convenience store formats.

Our work featured interior & exterior design for all signage, way finding and point of sale communications. Total store design including lighting systems, merchandising systems solutions, shop fronts, landscaping and car park. We worked very closely with Tesco’s signage contractor to develop new signing systems and methods of applying the new Brand pattern.

project details

2010-2011

Project implemented in under 9 months.

Independent research by Tesco showed that customer feedback was extremely positive.



Totems & External Signage



Signage & Wayfinding



In-store Branding & Concept Application


Example 3: kesko


Brand

KESKO

The brief

An overarching project covering strategic brand positioning and all aspects of how this translates into the store layout, environment including signage (internal and external), and communications.

What we did

CampbellRigg worked through all project phases from strategy through to implementation. Key features created in the course of the project were:

• A bold, new inspirational communications package to help reinforce the ‘New’ and ‘Fresh’ positioning

• A more intuitive and organic customer journey with different departmental layouts giving a fresher perspective of the entire store, raising customer awareness of product groups and aiding the customer journey

• ‘Emotional zones’ in which the shopping experience is influenced by variations in environment, lighting, colour, fixtures and flooring

• New store lighting principles with warmer task lighting being increased and ambient lighting reduced

• New merchandising systems and emphasis on variation of the height of fixtures enabling better sightlines across to other areas of the store

project details

2003-2004

10-month programme from concept, to completion of all implementation information.

Project landed in store 4 months later.



Totems & External Signage


For more information on this document, or campbellrigg,please contact Philip, [email protected]

+44(0) 207 284 1515

Thank you