Upload
daveoneallen
View
208
Download
0
Embed Size (px)
DESCRIPTION
Redesign of creds as seen by Mark
Citation preview
1
Introducing 1o1A Free Range Creative Company
Nov 2011
2
About Us.Our Work.Discussion.
2
3
Founded by people who have seen what great brands and great ideas can do.
Phil Rich Laurence Steve Mark
444
Organising Idea
Together we can do more.
The Business Problem
People care more about which
yoghurt they eat than their mobile
phone network.
5
Brand tool kit:
Including: Design/art
direction/photography for character
based 3d toolkit/identity
system/digital/retail/posters/advertising/
en-code site.
66
Media.
Over 113 touchpoints; from TV to
cinema, print and online to in-store
(POS, window design), outdoor and
business cards, across 9 markets.
7
7
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.
8888
Organising Idea
Colour like no other.
The Business Problem
Recover brand leadership in TV.
Restore brand halo beyond.
999
???
1010
10
Views+20m
Brand leadership.
Commercial taken off air.
New factory built to
meet demand.
Results.
11
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.
12
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.
13
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.
14
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.
15
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.
16
17
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.
18
Founding clients/tasks.
19
Organising Idea
The National Art Pass means you are
‘Never Without Art’.
The Business Problem
Supporter numbers stalling.
A cultural membership
scheme in denial.
20
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.
21
Membership
+12%
Understanding
+11%
Fans
+93%
Followers
+181%
70,000
very warm prospects
Results.
2222
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’.
23
In-store, online and offline
advertising (film and print).
Any builds welcome, the more
we have done the merrier!
24
24
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.
26
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.
27
BBC.
British Museum.
History of the World.
The logo reflects the
chronological spread
of the objects but
through typography.
28
BBC.
British Museum.
History of the World.
Examples of the brand
toolkit applied in-gallery
and in print.
29
BBC.
British Museum.
History of the World.
Examples of the brand
toolkit applied on-line.