Presentation given by Gavin Cawood at the TLIG 'Innovation and Communication' workshop

2. Brands, services and products: a perspective from Design Wales 14th February 2007 Coventry

3. What is Design Wales ?

4. Global interest in design: National and regional economic development policy is based on innovation & entrepreneurship. Design is a key element in the realisation of innovations by enabling new ideas to reach the market.

5. Design Wales provides design support for Welsh industry. Funded by the Welsh Assembly Government.

6. Based in Cardiff at the National Centre for Product Design & Development Research (PDR) All support provided free of charge. 10 staff.

7. LEVEL 1 ENQUIRIES Telephone and e-mail advice lines Minimum 200 enquiries p.a LEVEL 2 REGIONAL WORKSHOPS Brand Essentials regular and regional brand workshops Minimum 30 workshops p.a. LEVEL 3 SECTOR-SPECIFIC SUPPORT Branding and packaging for the Food Sector Colour & trend prediction for the Fashion & Textiles industry New Product development in the manufacturing sector Minimum 8 events p.a. LEVEL 4 ONE-TO-ONE ADVICE FROM SPECIALIST DESIGN ADVISORS Branding Packaging Product Design Eco Design Fashion and Textiles Graphic Design Website Design Minimum 800 advisory visits p.a.

8. Design process Consultant selection Sourcing finance Market intelligence/definition Project management Intellectual property Manufacturing options Licensing opportunities Design management Implementation of CAD Recruitment of in-house design staff Issues addressed

9. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Product Organic traditionally milled flours Target Market Whole food Distributors Restaurateurs Bakeries Retail outlets Brand Values Traditional Organic Artisan Premium

10. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Brand Values Traditional Organic Artisan Premium

11. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “ The whole business has just escalated in the last two and a half years… we have gone from doing a 1/4 of a ton a week to 6 to 8 tons a week” Matt Scott – Bacheldre Mill

12. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING We started off just supplying local stores and now we are available from Winchester down south, right up to Inverness Matt Scott – Bacheldre Mill

13. CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “ Every time that people see the brand in magazines and it is always linked to good quality products, your brand is strengthening and growing and so it just gives you more reason to stretch the brand and bring other products out”. Matt Scott – Bacheldre Mill

14. International & UK Networks of design support organisations

15. from cow to consumer Case studies for schools

16. A competition for students

18. Paul Bello - Orange Ralph Ardill – Guinness Storehouse Wally Olins Martyn Raymond – The Future Laboratory

19. Service Design

20. From packaging a single item to….

21. Being consistent with your brand and message to…..

22. Providing an experience and belonging.

25. An important difference between services and manufactured product is that services can’t be stored…. you have to get it right at the point of production

26. The five pillars: Systems, Value, People, Journeys, Propositions Source: Engine Group

27. Journeys Touchpoints Value Propositions

28. Journeys Mapping journeys for different customers

29. Source: Engine Group

30. Source: Engine Group

31. Touchpoints Advertising Other customers Self service Events Devices Answer phone Website Bill Events Shop

32. Value Understanding what customers value Understanding where your service can generate value

33. Propositions The packaging of a service Why What Where When For who With who helped by a consistent brand..

34. Brand Design

36. Personality What are the values of the company/product/service. (Make a list and try and group them to identify any common themes). The components of a brand...

37. Personality Promise What kind of experience/service can the customer expect? You should be able to reduce this to one or two sentences. This might become your strapline – used to endorse your brand identity. The components of a brand...

38. Personality Promise Performance If the performance does not reflect the Promise and Personality it will not be effective in retaining customers – customers will not trust the messages it portrays for long. The components of a brand...

39. Personality Promise Performance

40. Working with a designer

41. An appropriate process is important.

46. Example of service brands

47. case study: GREYMATTER Product/Service B2B support service offering advice on strategy and innovative thinking in business. Delivered through training and mentoring sessions. Target Market SME’s Directors Decision makers

48. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative

49. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative

50. case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative

51. case study: BODLON HAMPERS Product Welsh hamper company supplying quality welsh foods and offering an alternative to traditionally packaged hampers. Target Market Hotels Corporate gifts Tourist industry Welsh Tourist Board

52. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

53. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive business card, letterhead, comp slip

54. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive photography reflecting brand values

55. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items

56. case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items

57. case study: BODLON HAMPERS Swing tags. String options reflecting brand values Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

58. case study: BODLON HAMPERS Swing tags. String options reflecting brand values Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

59. case study: BODLON HAMPERS Tissue paper. Emphasis premium nature of hampers Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

60. case study: BODLON HAMPERS Tissue paper. Emphasis premium nature of hampers Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

61. case study: BODLON HAMPERS Stickers and seal to reinforce brand Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive

62. case study: LEAH PHOTOGRAPHY Service Candid and documentary style wedding photography Target Market Women 20-40 Project Objectives To develop the Leah Photography brand to reflect an aspirational, contemporary and quality service.

63. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural (in the nature of the service) Friendly and approachable Traditional Real

64. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 01

65. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 02

66. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 03

67. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real developed concept

68. case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real final artwork

69. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo

70. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo elements

71. case study: LEAH PHOTOGRAPHY Brand Guidelines Logo - greyscale

72. case study: LEAH PHOTOGRAPHY Brand Guidelines Typeface usage

73. case study: LEAH PHOTOGRAPHY Brand Guidelines Colour palette :: case studies list :: service case studies

74. Summary Think of your service in terms of a brand Service Journeys Touchpoints People Brand Personality Promise Performance (consistency)

75. Practical first steps Understand your audience / customers Define what you want to achieve & how you want to be perceived Map out customer journeys

76. Gavin Cawood [email_address] www.designwales.org www.seedesign.org