Delivering better value through Brand Synergy™

SCG LONDON | 2011

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Our services are interdisciplinary and multi-media, covering a wide range of channels and sectors. Our team is drawn from many nationalities and we work in a variety of different cultures and countries.

An award winning, internationally acclaimed consultancy, our London base attracts and nurtures the best strategic and creative talent.

• Strategic & Marketing Consultants• Business Consultants• Graphic, Interior & Digital Designers• Architects• Project Managers

SCG London was established in 1991 and is led by Managing Director and founder, Clive Woodger.

“We are an independent company with independently minded individuals”

We combine strategic expertise, creative originality, commercial insight and practical knowledge to:

• Optimise resources and return on investment• Create strong, differentiated brands• Achieve a co-ordinated approach to converging media• Build and sustain market advantage

“Synergy is the working together of all elements to achieve maximum effectiveness”

We create powerful brands that optimise return on investment for our clients

We have one clear common purpose – to create outstanding results for our clients

SCG LONDON | US

Inside Front Cover

Services and Sectors

Our portfolio is far-reaching and our work covers all types of channels and formats - physical, human and digital.

We work in a variety of sectors including all key aspects of real estate – offices, business centres, workplace campuses, shopping and leisure centres, retail, sports and financial sectors.

We tailor our services to best suit specific project requirements and complement available client resources.

Strategy

We undertake a wide range of strategic projects including:

Brand Strategy• Brand Audit• Research & Evaluation• Positioning & Values• Naming Strategy• Brand Architecture & Extension• Advertising/ Marketing Communications Strategy

Commercial Consultancy & Business Strategy• Corporate Brand Culture• Internal Communications Strategy• Customer Service Strategy• Business Innovation Strategy• Alliance Strategy

“Successful projects result from good intelligence combined with fresh vision and creative insight”

Design

We create an original, imaginative response to the brief that shapes the response and behaviour of the target audience.

Brand Identity & Communication• Graphic Identity• Logotype, Colours, Symbols• Brandmark• Graphic Identity• Literature• Brand Collateral• Marketing & Advertising• Promotions & Sponsorship• Digital Media• Packaging

Branded Environments• Architecture• Landscape Design• Interior Design• Planning & Zoning

• Signage• Point of Sale• Merchandising• Lighting

“Inspired ideas that produce results”

Implementation

Working closely with client teams and with our international network of supplier partners, we facilitate the successful implementation of our recommendations.

Guidelines• Brand Culture Guidelines – Vision, Values, Business Principles, HR communications • Brand Guidelines for Identity & Communications • Brand Guidelines for Architecture, Exterior & Interior Environments; specifications and design intent drawings

Implementation Support• Implementation Programming and Overview• Implementation Team Briefing including local consultants & suppliers • Contractor and Team Liaison

• Prototype Evaluation, feedback, refinement & development• Cost Appraisal & Monitoring• Site visits and on-site quality control• Systematic Refinement and Value Engineering• Concept Application to Prototype

On-going Consultancy• Implementation Review• Roll-out Guidelines• Roll-out Management• Brand Guardian Role

“Delivering cost effective design integrity”

Real Estate

Destination Branding is achieved through the development of a distinctive creative and commercial strategy that enhances the end user experience, providing a differentiated ‘sense of place’. This strategy acts as the driving force that guides and coordinates all the parties involved.

Whatever the project, from existing developments requiring refurbishment and repositioning, to new visions for the future, our aim is to create a first choice environment for all sector audiences. Whether a mall, business centre or multipurpose development – everything works together to create one unified experience.

Enhancing experience through destination branding

Buna - Damascus, Syria

Smolenskiy Passage - Moscow, Russia

Kaleidoscope - Moscow, RussiaFestival - Moscow, Russia

SCG LONDON | REAL ESTATE

Our Real Estate work falls into three main categories:

• Shopping and Leisure Centres• Business Centres • City Developments

Corporate

Successful organisations recognise the role of the corporate brand as an organisational principle for business. No longer just regarded as identifiers or trademarks, corporate brands define who and what the organisation is and wants to be.

We develop strong brands that:

• Enhance corporate profile• Define distinctive characteristics & values• Communicate a powerful message externally• Promote sense of belonging, purpose & commitment internally

We work with our clients in the proactive process of brand management, helping shape ongoing relationships with key audiences – customers, employees, investors, key influencers and opinion formers.

Our aim is to help our clients to:

• Strengthen financial performance• Build reputation• Realise maximum value from their corporate brands

SCG LONDON | CORPORATE

Malina - Moscow, Russia

Eksmo - Moscow, Russia

Sakhalin Energy

Initial conceptBrand concept: Route 2 - applications

SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON

Initial conceptBrand concept: Route 2 - applications

SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON

Commercial and Not-for-Profit Organisations

Positioning the brand at the centre of corporate strategy

Moskommertsbank - Moscow, Russia

Russian Standard Bank - Moscow, Russia

Life Financial Group - Moscow, Russia

Financial Services

Forward thinking financial service businesses see change as an opportunity for growth and development. They recognise that delivery of the brand promise and development of a motivated brand culture is critical to success.

We create and develop financial brands to symbolise all that makes them different. We rationalise complex group structures to create clarity. Exploiting the brand’s potential value, we define the brand personality and relationship with customers, employees and all stakeholders.

Our clients achieve positive transformation through aligning communications, environments, service delivery and culture to their brand mission and values.

AI WIFAQ - United Arab Emirates

SCG LONDON | FINANCIAL

LIFE FINANCIAL GROUP : 591 : ENVIRONMENTAL LOOK & FEEL : 1.0.10 : BILL PAYMENT SEPTEMBER 2007 © SCG LONDON

ФИНАНСОВАЯ ГРУППА LIFE BILL PAYMENT

LIFE FINANCIAL GROUP : 591 : BRAND ARCHITECTURE : 9.4.1 : STATIONERY 24 SEPTEMBER 2007 © SCG LONDON

ФИНАНСОВАЯ ГРУППА LIFE CORPORATE STATIONERY

Turning financial brands into valuable assets.

SCG LONDON | RETAIL

F.C Zenit St.Petersburg Football Club - Moscow, Russia

Azbuka Vkusa - Moscow, Russia

Depstor - Ukraine

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Retail

We define retail brands for customers and stakeholders. We focus retail brand communications into simple, powerful and effective messages. From marketing communications and internet to store design – we create a total customer experience that is distinctively different from the competition.

We maximise retail opportunity by creating a leading edge competitive positioning that has strong appeal to target customers, providing a rewarding shopping experience and promoting loyalty and repeat purchase.

Through effective branding, store design, merchandising and coordination of all related media and delivery channels, our work positively impacts on retail performance and profitability.

X5 Retail Group - Russia

KARUSEL BRAND AND STORE CONCEPT PRESENTATION . JANUARY 2010 . PAGE 52

Karusel Brand and store concept - Interior Treatments - Elevations

Retail success through synergy

SCG LONDON | PARTNERS

PartnersInternational Expertise

Our work crosses many cultures and continents - from emerging to mature markets – and we work on a global basis throughout many different regions of the world.

Within our team there is a rich diversity of international experience and people with a variety of skills and market knowledge from different countries and backgrounds.

Where required, our international network of specialist alliances brings added international and local support to our range of services. We often work as part of a collaborative team and have built an international network that provides an extensive resource structure. This opens up opportunities for clients and enables us to draw on a breadth of capability to match project requirements.

“Partnering suits our way of working - to be transparent and to work as a team to deliver the best possible solutions”

Workplace

New technology, economic pressures and higher staff expectations have led to a rethinking of the office.

Companies are taking a close look at their use of workspace. They now need to get more out of office real estate which is often the second largest expense after salaries.

We create contemporary office environments that are flexible, efficient and that enhance the user and visitor experience.

Our design approach supports how people really work. For informal office environments this can involve accommodating a mobile work style (‘hoteling’ or unassigned desks), a focus on communal interaction zones (hubs and break out areas) and other facilities (coffee bars and restaurants). This is balanced by a more formal approach to client facing areas such as receptions, meeting and board rooms.

Whatever the brief, we reflect the brand strategy and express the company culture within the workplace, creating inspiring environments that motivate people.

Integral - Russia

SCG Case studies - Integral Business Centre

Prime Focus Building illumination concept ideas 2009 : Page 33

Integral Business Centre Building Facade by Night

INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 24

Integral Business Centre Building Facade by Day

INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 23

Gull - Russia

SED ELIT RISUS, A EST. VESTIBULUM ADIPISCING!!

+SED ELIT RISUS, A ALIQUAM EST. VESTIBULUM ADIPISCING!!

Wall/column mounted directory sign20MM solid acrylic fret cut lettering with flame polished edgesmatched to pantone 166C with white vinyl text applied. The sign is pinmounted directly off the wall surface on 10MM spacing pins .

Bringing offices in line with 21st century work styles

Inside Back Cover

SCG London8 Plato Place72-74 St Dionis RoadLondon SW6 4TUt. +44 (0)20 7371 7522 f. +44 (0)20 7371 8351www.scglondon.com

SCG LONDON | 2011

If you have a project you would like to talk to us about,

please phone us or contact the team at:

welcome@scglondon.com

In India we collaborate with international retail

consultancy Shopworks. The local contact is Sanjeev

Mehta, CEO Shopworks India:

sanjeev@scglondon.com

scglondon.india@gmail.com

Please phone Anna Sadovnikova regarding speaking

or editorial opportunities, news and events.

Alternatively contact her at: anna@scglondon.com

Some of our clients include:

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