Presentation by Clive Woodger, Chairman of SCG London at the inRetail Congress, Lisbon, Portugal, November 2012.

1. Retail Brand Development
Challenges and Opportunities - a Russian Perspective
October 2012
SCG London Page 1

2. SCG London - Strategic, Branding & Design
SCG London – Strategic, Branding & Design
Мы ‐
SCG London Page 2
SCG London Page 2

3. Our Clients Include
SCG London Page 3

4. Agenda
• Brand definitions
• Brand experience
• The Russian market
• Brand creation
• Some case studies
• Rebranding
• What, Why, How
• Some case studies
SCG London Page 4

5. Definitions - Who are your... ?
Customers
‘A person who buys goods and services from a shop or business’
Shoppers... Visitors... Clients... Individuals... Groups... Organizations...
Audiences
‘Spectators, Listeners, Viewers, Onlookers...’
Competitors... The media... The community... Interest groups... Politicians...
Inner customers/audiences
Investors... Management... Staff... Tenants... Partners... Suppliers...
Needs... Expectations... Aspirations?
SCG London Page 5

6. What is Branding?... Definitions
Image... Promises ... ‘What you say’
Reputation... Behaviour ... ‘What people say about you’
= experience
Now marketing, communication and experience are totally integrated
Who is talking to who?... Who is listening?
Who is targeting who?
SCG London Page 6

7. Social Media Challenge
“A brand is the sum
of all conversations happening
around the brand”
SCG London Page 7

8. Social Media Challenge
Social Media Challenge
• Russia is second place in Europe in terms of Internet access.
• Russia is in the first place in Europe in terms of Internet access.
• 57 million Russians use Internet at least once a month (43% audience increase in last 2 years)
• 22 million users access Internet via their mobile phones.
• 22 million users access Internet via their mobile phones. street’
‘Apps are the new high
SCG London Page 15
SCG London Page 8

9. Branding = The Brand Experience
Products
Place
Brand Touchpoints
Technology
People
SCG London Page 9

10. Brand Experience Challenge
“Building a great experience
is everyone’s responsibility
and nobody’s job”
SCG London Page 10

11. Shopping Modes - Formats
• Shopping centres
• Hypermarkets
• Supermarkets
• Convenience stores
• Discounters
• Online
“MULTI CHANNEL”
SCG London Page 11

12. Asset
Management
…
Brand
Touchpoints
Asset Management - Brand Touchpoints
Brand Experience ‘crea%ng
desire’
Image
and
Reputa%on
Brand
Equity
Income
/
Value
Awareness
Customer
Journey
A]erglow
Promise
Visit
Sa%sfac%on
Equity
word
of
mouth,
sms…
customer
journey…
collateral
…
adver>sing,
direct
an>cipa>on
…
moments
of
truth
bags,
cards,
leaflets
marke>ng
first
vistas,
approach,
process,
assurance,
memories
web
site,
social
media
layout,
environment,
products,
reminders,
triggers,
promo>onal
publicity
Income
staff,
facili>es,
exit
experience
…
aier
service
…
posters,
street
signs
…
Brand
Touchpoints
Asset
Management
…
Brand
Touchpoints
…
H
Physical... Digital
Aligning experiences... Human..
uman
…
Technical
Managing
the
Process
–
Physical
Rethinking opportunities ... Reinventing experiences
Asset Management - Brand Touchpoints
coordina%on
…
consistency
…
control
…
‘crea%ng
desire’
Image
and
Reputa%on
SCG London Page 14 Brand
Equity
Income
/
Value
SCG London Page 12
Awareness
Customer
Journey
A]erglow
Promise
Visit
Sa%sfac%on

13. Touchpoint Synergy
Food Retail
‘Customer Journey’
Identifying opportunities… Solutions
SCG London Page 13

14. Touchpoint Synergy
People
‘Our people make the difference’
SCG London Page 14

15. The ‘Russian’ Market
Moscow... Cities... Regions... Ukraine... Kazakhstan...
SCG London Page 15

16. RUSSIAN FEDERATION - FACTS:
Population: 142.9 million (UN, 2010)
160 ethnic groups
83 federal entities: republics, regions, autonomies
Area: 17,075,400 km²
Moscow – largest city in Europe
“Millionniki” – 13 regional capitals (population 1m+)
SCG London Page 16

17. Moscow
Moscow - 12m+ population
20 years building programme
SCG London Page 17

18. Consumer Boom... Pre Financial Crisis
30 years in 3 years… retail market revolution
fast-track development - from open markets to modern retail
international retailers vs fast-developing locals
Emergence of affluent middle class - conspicuous consumption!
SCG London Page 18

19. Post Crisis... Getting back on track
2009
A dose of reality - tough times - consumers and retailers in survival mode
2010
Market consolidation - the big get bigger
Russia is the biggest retail market in Europe... ...
Consumers sharper & more demanding - want it now... better... cheaper
Retailers and developers more cautious
2011
Confidence returns - ‘a second renaissance in retail’
70% of retailers predict pre-crisis sales levels by Dec 2011
2012
Retail rents increased by 10-15%
Supply shortage (1% increase in the last 5 years!)
SCG London Page 19

20. Modern Russia
15-16m credit card users out of 90m economically
active population
Broadband penetration - 65% of the population
E-commerce transactions doubling each year
SCG London Page 20

21. Infrastracture - Logistics Challenge
Issues - security... logistics... distances... border controls
Major international Russian operations forcing logistics development ....
local resourcing... quality supply chain networks
Multichannel growth demands
SCG London Page 21

22. Brand Creation - Brand Strategy
Brand Vision - Market opportunity...
- Aims... Audiences
What - The offer?
Products... Services... People
How - How will it be delivered?
Media... Formats... Multichannel
Why - Why will it succeed?
- Differentiation attributes
- Added value - Rational... Emotional
SCG London Page 22

23. Brand Creation
Some case studies
SCG London Page 23

24. Retail – 36.6 - Pharmacy Retail Brand Chain Development.
Brand Identity, store design, graphics & communications, marketing
Retail: 36.6: Pharmacy Chain
SCG London Page 24
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

25. Retail – 36.6 - Pharmacy Retail Brand Chain Development.
Brand Identity, store design, graphics & communications, marketing
SCG London Page 25

26. Retail – 36.6 - Pharmacy Retail Brand Chain Development.
Retail: 36.6: Pharmacy Chainstore design, graphics & communications, marketing
Brand Identity,
SCG LondonSCG 26
About Page London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

27. Retail – Clover & Co - Farm Stores
Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 27

28. Retail – Clover & Co - Farm Stores
Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 28

29. Retail – Clover & Co - Farm Stores
Retail: Clover & Co:Brand Identity, storestore graphics & communications, packaging
Naming, Natural food design,
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 29

30. Retail – Clover & Co - Farm Stores
Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 30

31. Retail – Clover & Co - Farm Stores
Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 31

32. Retail – Winelab - Wine & Spirits Supermarket
Retail: Winelab: Alcoholic Beverage Hypermarket
Brand Identity, store design, graphics & communications
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 32

33. Retail – Winelab - Wine & Spirits Supermarket
Retail: Winelab: Alcoholic Beverage Hypermarket
Brand Identity, store design, graphics & communications
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 21
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 33
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 33

34. Retail – Winelab - Wine & Spirits Supermarket
Аксонометрия
Brand Identity, store design, graphics & communications
основной атриум
зона промо
зона ожидания
винный отдел
шахта лифта
входная зона
разливное пиво и вино,
бэк офис
folded metal panel
entrance arch - semi
matt powder coat finish
основной вход
дегустации
SCG London Page 34
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 35

35. Retail – Depstor.com - Young Fashion Store
Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 35

36. Retail – Depstor.com - Young Fashion Store
Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 36

37. Retail – Depstor.com - Young Fashion Store
Naming, Brand Identity, store design, graphics & communications, marketing
Retail: Depstor: Fashion chain
SCG London Page 37
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

38. Retail – Plan
MTR - Brand
Depstor.com - Young Fashion Store
Naming, Brand Identity, store design, graphics & communications, marketing
Женские примерочные
Window Kenvelo 9%
кассы
Broadway 6.5% Tom Taylor 9.5%
Greytone 4.5%
Buyung 4.5%
Ж
Madonna 9% Lounge
Motop 11%
Mavi 4%
Innovation area
Buyung 4.5%
Broadway 6.5%
Window
Kenvelo 9%
Мужские примерочные
Greytone 4.5% Tom Taylor 9.5%
M
Планированеи согласно брендов
SCGMTR BRAND PROPOSITION . MARCH 2010 . PAGE 25
London Page 38

39. Retail – Depstor.com - Young Fashion Store
Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 39

40. rporate Business Card
Retail – Decorona - Homes & Gardens
Brand Identity, store design, graphics & communications, marketing
Corporate Business Card
86 mm
40.8 mm
10.5 mm
123242, Êàïðàíîâà, ä.3, ñòð.1 123242, Êàïðàíîâà, ä.3, ñòð.1 Text: Avant Garde CCT Regular 6pt
Ò: +7 (495) 777-01-04, äîá. 123 Ò: +7 (495) 777-01-04, äîá. 123 Pantone: 2623 C
F: +7 (495) 777-01-06 F: +7 (495) 777-01-06
www.decorona.ru www.decorona.ru Text: Avant Garde CCT Bold 6pt
Pantone: 2623 C
44.5 mm
86 mm
39
40.8 mm
20479
øåëüô
ðóá
10.5 mm
123242, Êàïðàíîâà, ä.3, ñòð.1 123242, Êàïðàíîâà, ä.3, ñòð.1 Text: Avant Garde CCT Regular 6pt
Ò: +7 (495) 777-01-04, äîá. 123 Ò: +7 (495) 777-01-04, äîá. 123 Pantone: 2623 C
F: +7 (495) 777-01-06 F: +7 (495) 777-01-06
www.decorona.ru www.decorona.ru Text: Avant Garde CCT Bold 6pt
Pantone: 2623 C
44.5 mm
5250 ðóá
Inter DECORONA System B.V.2012 110235
Ìåáåëü ïïó
Lorem ipsum dolor sit amet, consect
etur adipiscing elit. 24250 ðóá
ñòîë
40
2012
2012
Is ne delectur aturemo et, sum ex etur alic tendus mo essus et Is ne delectur aturemo et, sum ex etur alic tendus mo essus et
occatur, volupit faccatibus enet utem volo dolor reium fugit. occatur, volupit faccatibus enet utem volo dolor reium fugit.
5250 ðóá
4250 ðóá
All catalogue prices are maximum prices valid until 22 July 2012 For directions and opening times of your local DECORONA store, visit
our web at www.decorona.ru All catalogue prices are maximum prices valid until 22 July 2012 (prices are subject to any alteration in VAT) www.decorona.ru
2479
ïîäóøêè
ðóá
Is ne delectur aturemo et, sum ex etur alic tendus mo essus et Is ne delectur aturemo et, sum ex etur alic tendus mo essus et
occatur, volupit faccatibus enet utem volo dolor reium fugit. occatur, volupit faccatibus enet utem volo dolor reium fugit.
3000 ðóá
5680 ðóá
05 06
SCG London Page 40

41. Retail – Decorona - Homes & Gardens
me page
Brand Identity, store design, graphics & communications, marketing
department
Ïîèñê ìàãàçèíà Ïîèñê Ìîÿ êîðçèíà
ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
ÏÎÑÓÄÀ
Ñòåêëî
Ïîñóäà
Ñòàêàíû
Õðàíåíèå
Ìû
Ïðèãîòîâëåíèå íàêðûâàåì
Ïîèñê ìàãàçèíà Ïîèñê Ìîÿ êîðçèíà
Êåðàìèêà, ôàðôîð
Ïîñóäà
ñòîë!
Ïðèãîòîâëåíèå
Õðàíåíèå
Ìåòàëë
Ïðèãîòîâëåíèå
ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
Ïðèáîðû
Õðàíåíèå
Ïîñóäà
ÍÎÂÈÍÊÀ
Ñòîëîâûå ñåðâèçû
Âñå òîâàðû Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
÷àéíûå
- 30% ÷àøêè
14175 ðóá
Lorem ipsum dolor sit amet,
Âåñíà
consect etur adipiscing elit.
24250 ðóá
12250 ðóá
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
Products department
Íîâàÿ êîëëåêöèÿ
Decorona B.V. 2012 /2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè
Decorona B.V. Ïîëèòèêà êîíôèäåíöèàëüíîñòè
Lorem ipsum dolor sit amet
consect etur adipiscing elit. ÌÅÁÅËÜ
Ïîèñê ìàãàçèíà Ïîèñê Ìîÿ êîðçèíà
ÍÎÂÈÍÊÀ
ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
Ïîñóäà Ìèñêè Ñòîëîâàÿ
ÑÊÈÄÊÈ
Lorem ipsum dolor Lorem ipsum dolor ïîñóäà
TOP10 Çàðåãèñòðèðóéòåñü sit amet, consect sit amet, consect Lorem ipsum dolor
etur adipiscing elit. etur adipiscing elit. sit amet, consect
ÏÎÑÓÄÀ 12250 12250 etur adipiscing elit.
ñåé÷àñ, ÷òîáû
ðóá ðóá
12250 ðóá
Ñàäîâûå ãîðøêè ïîëó÷èòü íàøó
Ñòåêëî
Ïîñóäà
Ïîäóøêè Ïðèáîðû ðàññûëêó è âàó÷åð íà
Ñòàêàíû
Õðàíåíèå
Càëôåòêè 10% ÑÊÈÄÊÓ íà
Ïðèãîòîâëåíèå
Öâåòû ïîëîòåíöà Lorem ipsum dolor
sit amet, consect ñëåäóþùóþ ïîêóïêó!
Êåðàìèêà, ôàðôîð
Ïîñóäà
Ñâå÷è etur adipiscing Ïðèãîòîâëåíèå
16175
Lorem ipsum dolor ðóá
Õðàíåíèå
Áóòûëêè sit amet, consect
Ìåòàëë
30%
-
10%
etur adipiscing Âåí÷èê Ñîëü è ïåðåö Êàñòðþëÿ
×àñû Ïðèãîòîâëåíèå
Ïðèáîðû Lorem ipsum dolor
sit amet, consect
Lorem ipsum dolor
sit amet, consect
Lorem ipsum dolor
sit amet, consect
Ïèêíèê
2250 14200
Õðàíåíèå
Ñêèäêà
etur adipiscing elit. etur adipiscing elit. etur adipiscing elit.
ðóá ðóá
ÂÀÓ×ÅÐ ÍÀ
Ïîñóäà
12250 ðóá
12250 ðóá
12250 ðóá
Øòîðû Lorem ipsum dolor sit amet, consect etur adipiscing elit.
ÑÊÈÄÊÓ Âñå òîâàðû
Èíñòðóìåíòû
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / ÍÎÂÈÍÊÀ
Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
Ïîñóäà Ìèñêè Ñòîëîâàÿ
Lorem ipsum dolor Lorem ipsum dolor ïîñóäà
sit amet, consect sit amet, consect Lorem ipsum dolor
Decorona B.V. 2012 /2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè
Decorona B.V. Ïîëèòèêà êîíôèäåíöèàëüíîñòè
etur adipiscing elit. etur adipiscing elit. sit amet, consect
Decorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè 12250 ðóá 12250 ðóá etur adipiscing elit.
12250 ðóá
30%
-
Âåí÷åê Ñîëü è ïåðåö Êàñòðþëÿ
Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor
sit amet, consect sit amet, consect sit amet, consect
etur adipiscing elit. etur adipiscing elit. etur adipiscing elit.
12250 ðóá 12250 ðóá 12250 ðóá
SCG London Page 41

42. Retail – Decorona - Homes & Gardens
Brand Identity, store design, graphics & communications, marketing
SCG London Page 42

43. Retail – Mall Street - Online Retailer
Packaging tape
Brand identity, web design, graphics, communications, packaging
3
Carrier bags
UNIFORMS
Promotional accessories
Caps and T-shirts/Polo shirts
with service and promotional
messages and grahics
Navy blue workewear (eg. Dickies)
SCG London Page 43
IVA
SE

44. Retail – AKIT - Association of Internet Trade
Brand Identity, communications, website
АКИТ
АССОЦИАЦИЯ
КОМПАНИЙ
ИНТЕРНЕТ
ТОРГОВЛИ
АКИТ
АССОЦИАЦИЯ
КОМПАНИЙ
ИНТЕРНЕТ
ТОРГОВЛИ
АКИТ
АССОЦИАЦИЯ
КОМПАНИЙ
ИНТЕРНЕТ
ТОРГОВЛИ
SCG London Page 44

45. Retail – AKIT - Association of Internet Trade
Brand Identity, communications, website
SCG London Page 45

46. Real Estate – Kaleidoscope - Shopping Centre
Kaleidoscope,
Moscow
brand positioning, communications, signage,
Brand Identity,
centre design (interior/exterior), website, marketing
SCG London Page 46

47. Real Estate – Kaleidoscope - Shopping Centre
Brand Identity, brand positioning, communications, signage,
centre design (interior/exterior), website, marketing
SCG London Page 47

48. Real Estate – Kaleidoscope - Shopping Centre
Brand Identity, brand positioning, communications, signage,
centre design (interior/exterior), website, marketing
SCG London Page 48

49. Real Estate – Kaleidoscope - Shopping Centre
Brand Identity, brand positioning, communications, signage,
Kaleidoscope – Marketing & Communication Strategy
centre design (interior/exterior), website, marketing
Always New. Always Different
SCG London Page 49

50. Real Estate – Kaleidoscope - Shopping Centre
Kaleidoscope,
Moscow
…
Media
positioning, communications, signage,
Brand Identity, brand
centre design (interior/exterior), website, marketing
SCG London Page 50

51. Real Estate – Kaleidoscope - Shopping Centre
Brand Identity, brand positioning, communications, signage,
Kaleidoscope,
Moscow
…
Marke>ng
centre design (interior/exterior), website, marketing
SCG London Page 51

52. Real Estate – Kaleidoscope - Shopping Centre
Brand Identity, brand positioning, communications, signage,
Kaleidoscope,
Moscow
…
Brand
Characters
centre design (interior/exterior), website, marketing
SCG London Page 52

53. Rebranding
Challenges and Opportunitites
SCG London Page 53

54. What is Rebranding?... Definitions
Re Branding
once more… - image and reputation
afresh… - creating an added value perception
anew… - differentiation
re accustom… - memorability
re activate… - signalling change
SCG London Page 54

55. What is Rebranding?... Definitions
Signalling change - Cosmetic or Real?
Rebranding is not just new lipstick ...
Can be a catalyst for real change ...
in attitudes, performance,
quality, value...
SCG London Page 55

56. How much? Who for? - Rebranding Strategy
From Change but no change’... Maintain heritage...
Refine/Refocus...
To ‘New name/New brand’... Complete change
Levels of development and change need to reflect
Brand Vision, Resources and Target Market realities.
Issues... Credibility... Impact... Cost...
Implications... = Operations, people, competition...
SCG London Page 56

57. Rebranding
Some case studies
SCG London Page 57

58. ew concept…
New concept... Logo
1994
logo
1994
2004
2004
SCG London Page 58

59. New concept... Entrance New concept…
entrance
Before Before After After
Khimki
SCG London Page 59

60. New concept... Service Desk New concept…
Service desk
Before Before After After
SCG London Page 60

61. ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS 4.3
5m
Стелы
Totems
Размеры и строение
1500mm Dimensions and construction
Helios Regular, Заголовок Helios Вold, Стэнд для рекламы
Белый, центрирование текст: Helios Light, в формате А2
Helios Regular Пантон 188, A2 Poster Box Здесь приводится руководство строения двух
White, aligned centre левое центрирование вариантов стел. Первая – пять метров высотой с
Heading: Helios Bold приветствием и вторая 2.5 м стела при входе в
Text: Helios Light магазин.
100mm Helios Regular,
Пантон 188, центрирование Pantone 188
Важно, чтобы все изобразительные элементы
490mm Helios Regular aligned left
оформлялись брэндом «Старика Хоттабыча»
Pantone 188, aligned centre последовательно.
130mm
Illustrated on this page are the construction guides
500mm for two example exterior totems. The first is a 5m high
2.5m welcome totem and the second a 2.5m entrance
Заголовок: Helios Вold,
100mm добро Текст: Helios Light, белый, 320mm
totem.
пожаловать!
60mm It is essential all artworks follow this style guide to
100mm левое центрирование
Heading: Helios Bold carry the Starik Hottabych identity in a consistent
120mm
Text: Helios Light manner.
160mm 480mm
Часы работы White, aligned left
140mm понедельник 00 - 00
вторник 00 - 00
60mm добро пожаловать!
60mm
среда 00 - 00 Часы работы
понедельник 00 - 00
четверт 00 - 00 вторник
среда
00
00
-
-
00
00
пятница 00 - 00 700mm четверт
пятница
00
00
-
-
00
00
1100mm суббота 00 - 00 суббота 00 - 00
воскресенье 00 - 00
воскресенье 00 - 00
680mm
400mm
200mm 200mm
80mm 1520mm 80mm 50mm 1600mm 50mm
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
SCG London Page 61

62. X5 Perekrestok
Before After
SCG London Page 62

63. etail: Green Perekrestok: Supermarket and convenience chain
Green Perekrestok
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 63

64. Green Perekrestok
tail: Green Perekrestok: Supermarket and convenience chain
SCG London Page 64

65. Green Perekrestok
SCG London Page 65

66. Blue Perekrestok
Retail: Blue Perekrestok: Supermarket and convenience chain
Retail: Blue Perekrestok: Supermarket and convenience chain
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 66

67. Yellow Perekrestok
Retail: Express Perekrestok: Supermarket and convenience chain
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 67

68. Retail – Azbuka Vkusa - Premium City Supermarket
Retail: Azbuka Vkusa: store design, graphics, department concepts & merchandising
Brand Identity, Fine food supermarket
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 68

69. Retail – Azbuka Vkusa - Premium City Supermarket
Retail: Azbuka Vkusa: store design, graphics, department concepts & merchandising
Brand Identity,
Fine food supermarket
SCG LondonSCG 69
About Page London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

70. Retail – Azbuka Vkusa - Premium City Supermarket
Brand Identity, store design, graphics, department concepts & merchandising
Retail: Azbuka Vkusa: Fine food supermarket
SCG London Page 70
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

71. Retail – Azbuka Vkusa - Premium City Supermarket
Brand Identity, store design, graphics, department concepts & merchandising
SCG London Page 71

72. Retail – Econika - Fashion Shoe Retailer
Brand Identity, store design, graphics, communications, merchandising
Before After
SCG London Page 72

73. Retail – Econika - Fashion Shoe Retailer
Retail: Econika:Identity, store design, graphics, communications, merchandising
Brand Shoe store chain
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 73

74. Retail – Econika - Fashion Shoe Retailer
Retail: Econika:Identity, store design, graphics, communications, merchandising
Brand
Shoe store chain
SCG London Page 74
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

75. Retail - Fashion Galaxy - Fashion Shoe Retailer
Brand Identity, Store Design, Graphics, Communications
& Merchandising
Before
SCG London Page 75

76. Retail - Fashion Galaxy - Fashion Shoe Retailer
Brand Identity, Store Design, Graphics, Communications
& Merchandising
After
SCG London Page 76

77. Retail - Fashion Galaxy - Fashion Shoe Retailer
Brand Identity, Store Design, Graphics, Communications
& Merchandising
SCG London Page 77

78. Retail - Fashion Galaxy - Fashion Shoe Retailer
Brand Identity, Store Design, Graphics, Communications
& Merchandising
SCG London Page 78

79. Retail - Fashion Galaxy - Fashion Shoe Retailer
Brand Identity, Store Design, Graphics, Communications
& Merchandising
Logo section -
logos must be white or gr
and must be no bigger th
of Fashion Galaxy logo.
WIN
SEA
Европейский, пл. Кие
Г
ww
40% of spre
brand band
message, s
and websit
SCG London Page 79

80. Существующие Форматы Фасадных вывесок М.Видео
Крышная Установка Вывеска Арендатора Вывеска на Фасаде
на Фасаде Отдельного Здания
SCG London Page 80

81. М.Видео иерархия оформления На этой странице: мы рекомендуем использование
единого варианта логотипа и дескриптора для
оформления всех основных фасадов
на настоящий момент существует непоследовательность в использовании дескриптора
ГИПЕРМАРКЕТ АУДИО ВИДЕО БЫТОВАЯ ТЕХНИКА
ЭЛЕКТРОНИКА ЭЛЕКТРОНИКИ NO DESCRIPTOR
рекомендуемый
универсальный вариант
SCG London Page 81
ЭЛЕКТРОНИКА

82. ail: M.Video: Electrical and digital
M.Video - Concept
SCG London Page 82

83. tail: M.Video: Electrical and digital
M.Video - Concept
SCG London Page 83

84. Smolenskiy Passage - Reconception
2009
2009 - Challenge
Phased upgrading of a well-known
city centre venue. Replanning
tenant space to ‘open up’ complex
vertical mall.
2012
SCG London Page 84

85. Smolenskiy Passage - Build on the name
SCG London Page 85

86. Smolenskiy Passage - Brand Message
SCG London Page 86

87. Smolenskiy Passage - New Planning
10
First floor plan option A
not to scale
Key
1 SCP banquette seating
Info lectern
SPW - 5010 2 Champagne bar with moveable screen
3 Champagne bar table seating with moveable screen
4 Info reception
5 Advertising
1 6 Graphic wall treatment
SPW - 5004
SPW - 5011 7 ATM
8 Parking ticket machine
8 6 10 9
7 10 Secondary promotion
5
10 11 Segis bench
SPW - 5001 12 Toilet wall graphic
2 13 Floor standing lamp
14
14 Big event / exhibition
3
10
4 SPW - 5001 Main totem directory
10 SPW - 5001
SPW - 5002 Freestanding - floor directory
1
SPW - 5003 Wall mounted - floor directory
SPW - 5004 1 SPW - 5004 Ceiling sign 1500x300 - directional
SPW - 5005 Wall/column 400x300 sign - directional
SPW - 5006 Wall / column 200x200 sign - directional
10 WC cube SPW - 5010 Info lectern
SPW - 5011 Business directory
13
Note
11 All furniture elements (including champagne bar) to be
SPW - 5004
SPW - 5006 12 moveable to allow for special events, i.e. fashion show
5 5 5
SPW - 5005
door info stickers to
toilet doors
SCG London Page 87