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Master redesign creds

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Master redesign creds

  1. 1. Nov 2011 Introducing 1o1 A Free Range Creative Company 1
  2. 2. About Us. Our Work. Discussion. 2
  3. 3. Founded by people who have seen what great brands and great ideas can do. Phil Rich Laurence Steve Mark 3
  4. 4. The Business Problem People care more about which yoghurt they eat than their mobile phone network. Organising Idea Together we can do more. 4
  5. 5. Brand tool kit: Including: Design/art direction/photography for character based 3d toolkit/identity system/digital/retail/posters/advertisin g/en-code site. 5
  6. 6. Media. Over 113 touchpoints; from TV to cinema, print and online to in-store (POS, window design), outdoor and business cards, across 9 markets. 6
  7. 7. Results. 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%. 7
  8. 8. The Business Problem Recover brand leadership in TV. Restore brand halo beyond. Organising Idea Colour like no other. 8
  9. 9. ??? 9
  10. 10. Results. Views +20m Brand leadership. Commercial taken off air. New factory built to meet demand. 10
  11. 11. More than an advertising agency. We call ourselves a free range Free to roam a business in search creative of a problem or opportunity, then to roam beyond traditional siloes company. to solve it or seize it. Intervening earlier, executing more broadly than our peers. 11
  12. 12. The brand and brand team’s We pride north star. ourselves on delivering Informing what a brand does and not just what it says. organising ideas. Grounded in and serving the business problem. 12
  13. 13. United behind the brand’s And we think of fortunes. ourselves as fellow brand managers. Appraised and remunerated ‘as one’ wherever possible. Enabled and driven by a ‘client inside’ mentality/spirit of custodianship. 13
  14. 14. Flexibility & Sized to reflect the task. accountability are Based more on value to you than at the heart of cost. our approach to remuneration. Shared ethic of risk and reward. 14
  15. 15. We call ourselves More than an advertising agency. a free range Free to roam a business in search creative of a problem or opportunity, then to company. roam beyond traditional siloes to solve it or seize it. Intervening earlier, executing more broadly than our peers. 15
  16. 16. Our ambition is to lend our collective imagination to business problems, rather than just lend our creativity to comms. 16
  17. 17. Want a running mate. Our ideal partners: Want to make a difference. Believe that creative imagination should be used to solve business problems rather than just a comms brief. 17
  18. 18. Founding clients/tasks. 18
  19. 19. The Business Problem Supporter numbers stalling. A cultural membership scheme in denial. Organising Idea The National Art Pass means you are ‘Never Without Art’. 19
  20. 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. 20
  21. 21. Membership Results. +12% Understanding +11% Fans +93% Followers +181% 70,000 very warm prospects 21
  22. 22. The Business Problem The long shadow of FCUK. The tyranny of ‘the season’. Organising Idea Give the clothes personality: ‘I am the collection’… in moveable parts. 22
  23. 23. In-store, online and offline advertising (film and print). Any builds welcome, the more we have done the merrier! 23
  24. 24. Results. Sales £400m Company back in profit despite difficult high street conditions. 24
  25. 25. 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. 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, statio nery, to all digital content. 26
  27. 27. BBC. British Museum. History of the World. The logo reflects the chronological spread of the objects but through typography. 27
  28. 28. BBC. British Museum. History of the World. Examples of the brand toolkit applied in-gallery and in print. 28
  29. 29. BBC. British Museum. History of the World. Examples of the brand toolkit applied on-line. 29

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