SCG London introduction brochure to our services.

1. Delivering better value
through Brand Synergy™
SCG LONDON | 2011

2. We create powerful brands that We have one clear common
optimise return on investment purpose – to create outstanding
for our clients results for our clients
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.
We combine strategic expertise,
• Strategic & Marketing Consultants creative originality, commercial insight
• Business Consultants and practical knowledge to:
• Graphic, Interior & Digital Designers “Synergy is the working
• Optimise resources and return on investment
• Architects
• Project Managers • Create strong, differentiated brands together of all elements
• Achieve a co-ordinated approach to
converging media to achieve maximum
SCG London was established in 1991 and
is led by Managing Director and founder, “We are an • Build and sustain market advantage
effectiveness”
Clive Woodger.
independent company
with independently
minded individuals”
SCG LONDON | US

3. Services and Sectors
“Inspired ideas that
produce results”
Our portfolio is far-reaching and our work
covers all types of channels and formats - “Successful projects Implementation • Prototype Evaluation, feedback,
refinement & development
physical, human and digital.
result from good Working closely with client teams and with • Cost Appraisal & Monitoring
our international network of supplier
We work in a variety of sectors including all
key aspects of real estate – offices, business
intelligence combined partners, we facilitate the successful
• Site visits and on-site quality control
• Systematic Refinement and
centres, workplace campuses, shopping with fresh vision and implementation of our recommendations. Value Engineering
• Concept Application to Prototype
and leisure centres, retail, sports and
financial sectors. creative insight” Guidelines
• Brand Culture Guidelines – Vision, Values, On-going Consultancy
We tailor our services to best suit specific Business Principles, HR communications • Implementation Review
project requirements and complement • Brand Guidelines for Identity & • Roll-out Guidelines
available client resources. Communications • Roll-out Management
• Brand Guidelines for Architecture, • Brand Guardian Role
Strategy Design Exterior & Interior Environments;
specifications and design intent drawings
We undertake a wide range of strategic We create an original, imaginative response
“Delivering cost
Implementation Support
projects including: to the brief that shapes the response and
behaviour of the target audience.
• Implementation Programming effective design
Brand Strategy
and Overview
• Implementation Team Briefing including integrity”
• Brand Audit Brand Identity & Communication
local consultants & suppliers
• Research & Evaluation • Graphic Identity
• Contractor and Team Liaison
• Positioning & Values • Logotype, Colours, Symbols
• Naming Strategy • Brandmark
• Brand Architecture & Extension • Graphic Identity
• Advertising/ Marketing • Literature
Communications Strategy • Brand Collateral
• Marketing & Advertising
Commercial Consultancy & • Promotions & Sponsorship
Business Strategy • Digital Media
• Corporate Brand Culture • Packaging
• Internal Communications Strategy
• Customer Service Strategy Branded Environments
• Business Innovation Strategy • Architecture • Signage
• Alliance Strategy • Landscape Design • Point of Sale
• Interior Design • Merchandising
• Planning & Zoning • Lighting

4. Buna - Damascus, Syria
Real Estate
Enhancing experience through destination branding
Destination Branding is achieved through Our Real Estate work falls into three
the development of a distinctive creative main categories:
and commercial strategy that enhances the
end user experience, providing a • Shopping and Leisure Centres
differentiated ‘sense of place’. This strategy • Business Centres
acts as the driving force that guides and • City Developments
coordinates all the parties involved.
Smolenskiy Passage - Moscow, Russia
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.
Festival - Moscow, Russia Kaleidoscope - Moscow, Russia
SCG LONDON | REAL ESTATE

5. Malina - Moscow, Russia
Corporate
Commercial and Not-for-Profit Organisations
Positioning the brand at the centre of corporate strategy
Successful organisations recognise the role Initial concept
We work with our clients in the proactive
of the corporate brand as an organisational
principle for business. No longer Brand concept: Route 2 -Initial concept
process of brand management, helping
shape ongoing relationships with key
applications
just regarded as identifiers or trademarks, Brand concept: Route 2 - applications
audiences – customers, employees, Sakhalin Energy
corporate brands define who and what the investors, key influencers and opinion
organisation is and wants to be. formers.
We develop strong brands that: Our aim is to help our clients to:
• Enhance corporate profile • Strengthen financial performance
• Define distinctive characteristics & values • Build reputation
• Communicate a powerful message • Realise maximum value from their
externally corporate brands
• Promote sense of belonging, purpose &
commitment internally
Eksmo - Moscow, Russia
SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON
SCG LONDON | CORPORATE SAKHALIN ENERGY : 2.6.8 : BRAND CONCEPT : ROUTE 2 - APPLICATIONS 14 MAY 2009 © SCG LONDON

6. Moskommertsbank - Moscow, Russia
Financial Services
Turning financial brands into valuable assets.
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 Russian Standard Bank - Moscow, Russia
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 ФИНАНСОВАЯ ГРУППА LIFE BILL PAYMENT
their brand mission and values.
AI WIFAQ - United Arab Emirates Life Financial Group - Moscow, Russia
ФИНАНСОВАЯ ГРУППА LIFE CORPORATE STATIONERY
LIFE FINANCIAL GROUP : 591 : BRAND ARCHITECTURE : 9.4.1 : STATIONERY 24 SEPTEMBER 2
SCG LONDON | FINANCIAL

7. F.C Zenit St.Petersburg Football Club - Moscow, Russia
Retail
Retail success through synergy
We define retail brands for customers and Through effective branding, store design,
stakeholders. We focus retail brand merchandising and coordination of all
communications into simple, powerful and related media and delivery channels, our
effective messages. From marketing work positively impacts on retail
communications and internet to store performance and profitability.
design – we create a total customer
experience that is distinctively different from
the competition. Azbuka Vkusa - Moscow, Russia
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.
Karusel Brand and store concept - Interior Treatments - Elevations
Depstor - Ukraine
KARUSEL BRAND AND STORE CONCEPT PRESENTATION . JANUARY 2010 . PAGE 52
nt
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X5 Retail Group - Russia
SCG LONDON | RETAIL

8. Workplace Partners
Bringing offices in line with 21st century work styles International Expertise
New technology, economic pressures and Our design approach supports how people
Our work crosses many cultures and
continents - from emerging to mature
“Partnering suits our
higher staff expectations have led to a really work. For informal office environments markets – and we work on a global basis
throughout many different regions of
way of working - to be
rethinking of the office. this can involve accommodating a mobile
work style (‘hoteling’ or unassigned desks), a the world. transparent and to
Companies are taking a close look at their
use of workspace. They now need to get
focus on communal interaction zones (hubs
and break out areas) and other facilities Within our team there is a rich diversity of work as a team to
international experience and people with a
more out of office real estate which is often
the second largest expense after salaries.
(coffee bars and restaurants). This is balanced
by a more formal approach to client facing variety of skills and market knowledge from deliver the best
We create contemporary office
areas such as receptions, meeting and
board rooms.
different countries and backgrounds.
possible solutions”
environments that are flexible, efficient and Where required, our international network
that enhance the user and visitor experience. Whatever the brief, we reflect the brand of specialist alliances brings added
strategy and express the company culture international and local support to our range
within the workplace, creating inspiring of services. We often work as part of a
environments that motivate people. collaborative team and have built an
Gull - Russia international network that provides an
extensive resource structure. This opens up
opportunities for clients and enables us to
SED ELIT
RISUS, A EST.
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draw on a breadth of capability to match
project requirements.
+SED ELIT RISUS, A ALIQUAM EST.
VESTIBULUM ADIPISCING!!
Wall/column mounted directory sign
20MM solid acrylic fret cut lettering with flame polished edges
matched to pantone 166C with white vinyl text applied.
The sign is pinmounted directly off the wall surface on 10MM spacing pins .
SCG Case studies - Integral Business Centre
Integral Business Centre Building Facade by Day Integral Business Centre Building Facade by Night
Integral - Russia INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 23 INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 24
Prime Focus Building illumination concept ideas 2009 : Page 33
SCG LONDON | PARTNERS

9. Some of our clients include:
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: SCG London
sanjeev@scglondon.com 8 Plato Place
scglondon.india@gmail.com 72-74 St Dionis Road
London SW6 4TU
Please phone Anna Sadovnikova regarding speaking t. +44 (0)20 7371 7522
or editorial opportunities, news and events. f. +44 (0)20 7371 8351
Alternatively contact her at: anna@scglondon.com www.scglondon.com
SCG LONDON | 2011