Your design agency will have handed over a comprehensive set of brand guidelines. The clue in in the name – they are there to guide you in implementing your brand consistently. But with the best will in the world, they cannot cover every scenario and detail.
We all know that it’s important to plan ahead. No doubt you will have already scoped various scenarios and may be working already with a brand implementation partner who has provided a full audit of your brand touchpoints.
Equipped with these insights, it’s now time expand on the guidelines and flesh out the rules and solutions in detail. Take signage as an example.
Consider how your design is specifically applied to a multitude of different real-life signage requirements. What is the signage hierarchy, what is the purpose – wayfinding or standalone? Pylon, monument or fascia, illuminated or backlit?
This is where it really pays to work with specialists who know the product field, but who also how to deliver solutions that will maintain your design integrity.
Developing your design and showing how it will be applied in the real world will be an ongoing feature of your rebrand. The way you capture the developments and nuances is also key and forms part of your brand governance strategy. But that’s a whole other topic for another time!
Once you have a full picture of what is required in each area, you can start to add all the finer details. The more detailed you can be, the better:
Let’s consider colour. There are nearly 2,000 Pantone colour references. Your design guidelines will be very specific about which colour to use, most often in 2D print. But it’s a whole different story when you have to achieve the exact colour match in your retail store, car dealership or workplace – be it graphics, tiling, wallpaper or paint.
Of course, product knowledge is important but what probably counts most is experience. What works on paper does not always translate in reality. Tried and tested solutions are worth their weight in gold.
Trusted sources
Designers, architects, interior designers, specifiers – they can all contribute to detailing and specifying the right materials and in the right quantities.
They understand how different materials work, which finishes or lighting solutions will give you the best result.
Remember to reach out to suppliers too – their technical teams are always happy to advise on the best solution. Obviously be aware that their advice will be restricted to their own product range.
To save doing the rounds with multiple suppliers in an attempt to find the best solution, consider using an independent adviser who has experience across the board.
Brand implementation companies undertake this exact task day in and day out – tap into their experience and product knowledge.
'Protect your design integrity - the more detail you can specify, the greater your chance of achieving your brand vision'
“We are drowning in information but starved for knowledge.”
I don’t think anyone reading this blog would disagree with this statement. There is more information, more choices, more sources of information than ever before and it’s more readily available than ever.
In Step 2 ‘Detailing & Specification’ you have honed down the many and often overwhelming number of choices available – to convert this ‘information’ into knowledge that can be shared with your team, it’s time to document and then test drive the solutions.
Many people will be involved in your rebrand – to keep them aligned and delivering against your specific objectives, it’s vital to pass on and share your knowledge.
ocumentation
The better the brief to all involved, including suppliers, the better the outcome. Leave no room for doubt – robust documentation results in consistent branding and eliminates the risk of costly mistakes or going over budget.
Create a comprehensive set of instructions that covers:
Prototyping
Particularly for larger branding programmes and the branding of physical environments or experiences, a pilot scheme will identify potential issues and pre-empt issues.
Often larger organisations have their own ‘dark’ sites where design concepts are tested, sometimes with customers.
This is your chance to try out options – experiment with different finishes, formats, lighting, layouts, materials and colours.
A pilot also provides the ideal opportunity to engage with key stakeholders. Chief Executives love to be involved at this stage and express their opinion. Getting them on side at this stage will smooth the way for the next step in your rebrand journey – your national or international rollout programme.
Your prototype site has turned your information into valuable knowledge – you know what works where. Now it’s time to share this knowledge with those who can deliver your solutions.
Armed with your guidelines and documentation, it’s time to create your ‘tender pack’ so that you can brief the best suppliers. Remove any room for interpretation – provide as much information as possible including visualised design concepts, graphic schedules, profile packages and architectural placement plans and elevations.
The process for finding, qualifying and appointing suppliers can be time-consuming. Don’t underestimate the time needed to prequalify, brief, evaluate, shortlist, listen to presentations, visit sites, select, negotiate and finally appoint suppliers.
You may want to involve your Procurement team and of course require input from the Legal team.
Our team of rebrand specialists is on hand to help with your rebrand, from strategy through to implementation. Contact us for an initial no-obligation chat.
The changing face of the workplace.
The digital revolution has changed the way we work, enabling an estimated 70%* of professionals to work from home at least once per week. The key drivers of change in the workplace:
01 Demographics – millennials now represent over half of the workforce
02 The digital revolution
03 New ‘social contract’ between workers and their employers
The explosion of shared offices, hot desks and co-working spaces stand as testament to the importance that people still attach to the workplace – put simply, people like to work with other people. No amount of technology – be it Skype or WebEx – can completely replace a face to face meeting or a quick chat at the water station. Let’s face it, this is often where deals are struck, positive relationships are forged, and creativity can flow freely. Our fundamental human desire to ‘press the flesh’ and be in the company of other like-minded people and fellow employees, is the number one reason why an investment in your work environment is a wise investment.
Given these changes, why is the physical workplace still so important?
THE MILLENNIAL FACTOR
The millennial-dominated workforce asks tough questions of employers – unlike previous generations, they have little expectation of a career for life and are comfortable moving jobs/organisations/countries to find work that is fulfilling. Accustomed to having the best digital devices in their pockets, they want to work somewhere that offers the same cutting-edge experience. They are also totally at ease with online collaboration or sharing, and like to work in a social, interactive way. For older generations, flexibility is vital. As more and more parents share childcare responsibilities, men and women are looking for opportunities to work from somewhere other than the office. It may be home, a remote office, or a co-working space.
MORE THAN A PLACE TO WORK
When workers are in the office, the priority becomes not sitting at a desk on their own, but instead catching up with colleagues who they may not see for the rest of the week. They also want to ensure that they cover enough ground to be able to work remotely. As it becomes less common for all employees to be in the office at the same time, your office must create a sense of connection and grounding for everyone – a kind of base camp to which everyone can return, creating a sense of unity and attachment. With so much remote working, an office has become more than just a generic place to work.
Coca-Cola workplace branding by Glimma
'There is a 25% difference in productivity between offices that are considered ‘comfortable’ over ‘uncomfortable’
How can your workplace deliver to your business?
Workplace design is complex, when taking into account people flow, use of technology, and availability of space. Branding enables you to make the most of your existing space, without the need for costly and disruptive architectural changes. This can be achieved by focusing on the look, feel and basic layout of the existing workspace.
Your branding toolkit includes:
01 Printed Wall Graphics
02 paint and Wall Coverings
03 Window Vinyls
04 Furniture
05 Signage and Wayfinding
06 Flooring & Lighting
07 Screen Dividers
08 Posters & Noticeboards
Effective branding of your workspace will create a deeper connection between you and your employees, leading to measurable improvements in:
— Productivity
— Employee and customer satisfaction
— Unity and sense of community
— Motivation
— Attracting talent
— Retaining staff for longer
— Reducing absenteeism
— Understanding of and alignment with your corporate mission/ethos
‘The employer brand provides a coherent framework for management to simplify and focus priorities; increase productivity; and improve recruitment, retention and commitment’
WORKPLACE BRANDING: THE 4 KEY STEPS IN DELIVERY
01 KNOW YOUR AUDIENCE
Where there is a disconnect between your external brand experience and internal employee experience, the result is demotivated, confused and distracted employees.
YOUR EMPLOYER BRAND
Larger organisations are likely to have identified their Employer Brand and articulated their Employer Value Proposition. This concept, first coined by Simon Barrow, helps to create consistency between customer-facing marketing and internal employee experience. Smaller companies may not have specifically created their Employer Brand, but it will exist – even if it is only in an intangible way through business processes and culture. Workplace branding offers you the most visual way of expressing your Employer Brand. It creates the ideal opportunity to openly share company values, aspirations and create the right culture for your employees. Start by understanding what you want to say, who you are speaking to, your tone of voice, and the level of ‘corporate feel’ you want to introduce.
'65% of respondents feel that if a company properly embeds its purpose in the workplace, it will have a positive effect on their work.'
CASE STUDY: HSBC
HSBC Group has an extensive and award-winning1 workplace branding program. With operations in 80+ countries and over 6,900 workplaces, their aim is to create unity amongst their 300,000+ employees.
—The multi-disciplinary workplace team includes Design, HR, Facilities Management and Marketing A brand blueprint for each workplace type is developed – from call centres to iconic head office buildings
— Using a variety of design options, they strike the right balance between global consistency and locally loved branding
— There are no logos! A central ribbon design theme, a palette of images, colours and designs are used instead
— Everything is documented in ‘best in class’ brand guidelines, ensuring that global standards are met, whilst also remaining easily adaptable
HSBC workplace branding by Glimma
02 GET THE RIGHT TEAM ON BOARD
Remember that employees are your most important brand ambassadors – they hold your reputation in their hands when talking to others. Set up a local team to brainstorm ideas and develop strategies together. For larger projects, multi-disciplinary teams from all functions (i.e HR, IT, Marketing, Ops, Real Estate, Finance, etc) will you help to understand the bigger picture. Engagement plans could even include staff competitions with the winning design being implemented. This level of engagement creates accountability and ownership of the project, meaning that all teams have a stake in its success.
Staff surveys and other metrics play an integral role, helping to establish baseline performance, and provide a way of measuring the effectiveness of the rebrand project when it comes to an end.
03 PLAN YOUR SPACE
01 What is it being used for?
02 Who will use it?
03 Will customers visit?
04 How do you want visitors to feel when they are there?
Office design itself is a specialist skill but a simple rebrand or refurbishment will have an immediate positive impact on your existing space – visually transforming your workplace. Clever design can be used to differentiate between social and work spaces, and create different ambiences. Think of your workplace as a giant advertising board – you can be as subtle or overt as you wish with your messaging to promote your business’s culture and values. As well as being aligned to your overall company mission, your workplace should place a premium on meeting and social space, and be well-equipped for both.
04 DEVELOPMENT PLAN
CREATE A CLEAR PROJECT PLAN
Specify objectives, metrics, timings, roles and responsibilities
OPERATIONS DOWNTIME
Often installations must be done during off peak periods or at night to avoid disruption to regular work patterns
COMMUNICATE
Make sure you liaise closely with everyone affected by the refurbishment
CELEBRATE THE NEW SPACE
Spread word of your new changes on social media. It will show the human face of your business and demonstrate that you care about your employees.
CASE STUDY: NATIONAL GRID
In 2014 the National Grid, owners of the UK’s electricity and gas transmission system, undertook a refurbishment of many of their properties. The results of their head office makeover speak for themselves:
— £20 million generated in increased productivity
— 16% saving in energy
— Staff performance increased by 8%
— 86% of staff preferred the new working environment
— Space for 900+ more employees with a 30% more informal meeting space
‘Happy employees are the best advocates for your brand – here are the 7 factors for turning that satisfaction into success.’
SEVEN SUCCESS FACTORS
START WITH YOUR EMPLOYEES
Often a work environment can seem sterile and corporate. Make the environment relatable to staff at all levels and allow it to express your culture.
KNOW YOUR SPACE
Think beyond the obvious meeting rooms and reception areas. Corridors, staff restaurants, rest rooms are all key areas. Consider how your space will be used and how branding can be used to differentiate between social and work environments.
KNOW YOUR DESIRED OUTCOME
Your corporate identity will be the backbone for your design but think about the end result – consider what atmosphere you want to create and how you will do this. In addition to corporate colour palettes, colour can be used to set and change ambience. This may give you a slightly different ‘twist’ on your visual identity in the workplace.
STAKEHOLDER ENGAGEMENT
The most effective workplace branding programmes involve a wide variety of staff. This helps with the practical rollout and with the levels of engagement and success. LOCAL SENSITIVITY If you are branding across different countries and cultures, be aware that certain design elements such as colour and imagery may not translate well. They could
do more harm than good. With a global programme, it is often wise to inject local influences into the design to help create relevance.
GO GREEN
Consider refurbishing rather than replacing, for example worn-out furniture that can be re-wrapped to look as-good-as new. As well as saving money, the environmental message to employees is strong. Use the latest technology: for example, we use theBreath® as artwork, a fabric that absorbs and breaks down harmful fine dust to reintroduce clean air. PROJECT MANAGEMENT A strong central project management team, backed by local implementors, will ensure that the refurbishment is hassle-free and delivered on time and to budget.
'An investment in the workplace is money well spent, even in times of austerity. It can quickly boost employee morale and productivity, increasing output and customer satisfaction.'
Small budget, big impact:
IT IS POSSIBLE TO UPDATE AN OFFICE SPACE ON A RELATIVELY SMALL BUDGET.
01 Existing furniture and fittings can be refurbished rather than replaced, limiting the cost of the transformation. This approach also has the advantage of minimizing waste.
02 Keep budgets low by sourcing suppliers and partners who will work with the whole of your estate. By negotiating better prices, economies of scale can be achieved.
03 This doesn’t necessarily mean a ‘one size fits all’ approach. It is often desirable, or even essential, to keep a local ‘flavour’ to a refurbishment – including the use of local contractors where possible.
04 Build on brand guidelines rather than recreate them. A good supplier will be able to interpret and flex existing brand guidelines to create a unique offering for the workplace. Resist the temptation to reuse or repurpose external branded collateral, as the employer brand is not the same as the customer brand. In many workplaces there are no logos featured at all, with far more emphasis on colours and imagery instead.
Kaplan workplace branding by Glimma
CASE STUDY: KAPLAN
Kaplan, a subsidiary of The Washington Post, operates specialist colleges in over 30 countries, reaching more than one million students globally.
— We helped to implement a workplace refurbishment programme for their London head office, various colleges across Europe and university halls of residence.
— The overall design reflected their corporate purpose but also embedded local culture to help enhance the learning environment.
— Iconic local scenes were portrayed in the graphics, helping to create and reinforce a sense of place for their foreign students.
— Each element was carefully selected – from big ticket items such as full height wall graphics, furniture and flooring to the smaller items such as notice boards and artwork.
'In a recent study, the workplace was considered responsible for 24% of job satisfaction. '
The workplace is the most tangible expression of your Employer brand. Think beyond the functionality and the bricks and mortar to harness what it can achieve for your employees and your business. By providing focus on this physical space, you are not only demonstrating your commitment to your team, but also creating the foundation for a satisfied and motivated workforce – the backbone of any business.
Speak to one our Expert team for advice and guidance on how you can quickly and cost-effectively refurbish your workspaces.
With offices in Europe, Asia and the Americas, we can help with single site or multi-site global programmes.
+44 (0)20 7043 1322
info@glimma.com
GEFGO and CEVA Logistics – Brand Integration Audit
STORE CONCEPT– “Life is Better with Friends and Ice Cream”
With a concept routed in the simple enjoyment we experience when eating an ice cream, instilled with memories of childhood, and the excitement and joy of the discovery of something new, Cream Bell ”CreamLand” provides a space where you can re-engage with that childlike wonder and discover the many flavours of Cream Bell.
Taking cues from the wave of experiential venues and the rise of gamification in the retail playground along with the ‘on trend’ design styling from the latest contemporary sweet treat retailers, the interior offers a sense of fun and curiosity with a bright internal palette, coupled with simple ‘soft’ and oversized forms to create a moment of childlike escapism balanced with a contemporary edge.
The interior palette was inspired by the colours and textures of the desserts themselves, the softer forms, the vibrant tones tempered by hues of vanilla and creams, with warm tones of the waffle, its regimented pattern rolled or fractured in to shards.
GLIMMA sustainability key strategic goals
Key strategic goals:
OPERATIONS
ECOSYSTEM
PRODUCT
01 MEGAWIND WIND TURBINES
An unequivocal first-sight marker that provides electricity. New Elium recyclable resin® in the manufacture of blades of Megawind turbines.
GLIMMA use water based latex inks or UV-based inks in all printing
GLIMMA use MEGAWIND wind turbines
GLIMMA use H-IONA® low carbon cement
02 H-IONA® LOW CARBON CEMENT
The first available low carbon cement on the European market for concrete massifs supporting totems, panels and wind turbines.
03 MATERIAL RECYCLING PROGRAMME
Pioneering a recyclable system that is zero waste to landfill or incineration and provides a complete sustainable lifecycle service through utilising existing materials.
04 WATER BASED LATEX INK & UV-BASED INK
Our use of water-based inks significantly reduces VOC emissions, these most often contain a maximum of 30% solvents in the formula. Not only does this reduction protect our planet from pollution, but it also makes for a safer and healthier working environment for operators.
PVC free films for Maersk trucks
05 PVC FREE FILMS
Wrapping for vehicles should be carried out with digital print with laminate (PVC free solution) from 3M MCS suppliers.
06 SUSTAINABLE SOLUTION 3M480
A completely sustainable, PVC free foil initiative. Though our Global network of trusted partners, we have access to the most innovative cutting-edge, sustainable solutions.
07 WOOD DISPLAYS AND RE-BOARD DISPLAYS
Our use of wood displays and Re-Board Displays encompasses the increasing demand for natural products over PVC materials.
08 THE ‘BREATH’ SOLUTION
The Breath is a sustainable solution that allows you to reduce bacterias, viruses, and pollution in the environment and at the same time allows you to communicate.
'One size does not fit all. We provide as much or as little support as you need, fully tailoring our brand implementation services to meet your specific requirements.'
How do you identify and quantify all your brand touchpoints?
A full audit of your assets will provide a bird’s-eye view of your brand landscape. This provides insights that will help us to plan the best strategic approach to your rollout and to estimate the resources required.
Using a variety of desktop or onsite surveys, we pinpoint exactly the type, location and condition of every branded asset.
This data is carefully captured into a Brand Asset Management system and analysed to provide the planning blueprint for your rollout.
Our detailed reports provide the foundation for your brand implementation. They also leave you with a legacy asset management system that can be easily maintained and kept for future use.
Expert programme management ensures your brand is safe in our hands
We act as the single point of contact for your brand implementation programme, co-ordinating with your internal team to manage suppliers, site planning approvals, brand applications and installations.
For complex branding programmes, our experienced Programme Managers draw upon a variety of project management methodologies such as Agile and Prince2 to ensure a seamless delivery.
Our central Project Management Office (PMO) becomes your engine room – a team of professionals who are driven by detail, devoted to quality control and dedicated to transparent and real-time reporting.
'Our global network and central project management ensures quality control. Local knowledge and implementation ensures fit-for-purpose solutions.'
How do you implement your brand consistently across the world?
Our global network provides the physical backbone to your rebrand – a scaleable quality-approved network of branding specialists.
Designers, strategists, graphic and digital solutions, uniforms, lighting, furniture, signage (the list is exhaustive!).
We continuously develop the network, to ensure we keep up with the changing demands of your brand.
Our Partners conform to environmental and health and safety standards and work to the highest global standards but with room for localisation.
With on-the-ground teams, we beautifully blend global expertise with local knowledge to ensure the smoothest implementation, ready for your brand launch.
Our PMO centrally manages your rollout, offering economies of scale and a bird’s-eye view which enables value engineering.
Our aim is to implement your brand as quickly and efficiently as possible, with full site handover and close-out, so you can concentrate on running your business.
A global rebrand offers the opportunity to refresh – but how do you keep it fresh?
A rebrand or refresh provides the ideal opportunity to set up an ecosystem for the ongoing management of your brand.
Our systematic approach includes:
The data we capture is carefully stored and analysed, becoming the driving force for your brand ecosystem.
Automation plays a vital role in auto-generating updates – renewal reminders, maintenance programme schedules, supplier orders. Our detailed reporting ensures that your team can efficiently manage your brand as you move forward.
With a greater dependence on digital solutions, updates are much easier. Where big ticket physical items are still needed, for example signage or wayfinding, we select modular product solutions that are easy to update, rather than replace. Helping to save the planet and costs.
'We can help you look up, look around and pinpoint everywhere your brand can be found, through our audit and evaluations services.'
EVALUATING VISIBILITY
Audits and evaluations can be carried out via traditional surveys or our self-survey tools. We will build your brand a customisable app which enables your teams, wherever they are in the world to simply photograph your brand in its location and location, dimension, composition and quantity data. It’s an easy operation that any smartphone user can perform, the clever part is in how the app and our Project Management Office team convert this data into valuable visualisations of how visible and compliant your brand is.
'Our technology- led solutions are reliable, economical, fast, less prone to human error and far more carbon neutral than an outsourced survey approach.'
The second facet of the audit evaluation is identifying where your brand isn’t located within your asset portfolio. Using our audit process to capture any physical asset location or mobile assets, such as fleet will enable you to determine whether to apply your brand to those assets and us to design a solution through our Brand Design services.
Manage Your Physical Brand – Brand Asset Database
Our PMO team create a customisable brand asset database for every client, showing the status of all brand assets. We can customise the database by asset type, location, region, continent and size, shape and style of your current brand assets.
You will be able to see how the world sees your brand.
Understanding, how and where you are physically presented will enable you to prioritise, plan and programme a revitalisation programme. It will also enable you to plan, how to better position your brand on assets that are currently under-utilised.
CREATE A BRAND ASSET STORE
The portfolio of your brand design is hosted at your Brand Asset Store. In simpler terms, this is an online store of every physical brand asset you will need. If there is demand for more bespoke brand assets based on regional requirements or promotional campaigning, these can be designed and added to the store at any point.
The Brand Asset Store enables your teams to plan and programme the procurement of brand assets from a regionalised or centralised perspective.
'Once we have designed your portfolio, we will work with international production partners close to your locations to agree cost, production, quality and supply expectations.'
Our global partner network ensures that we manage cost of production, supply and installation efficiently and appropriate to each market. It also means that we reduce our collective carbon footprint and we are collectively investing in businesses and people local to your physical assets, stimulating employment and economies.
BRAND PROJECT MANAGEMENT
We will act as the single point of contact for your brand implementation programme, co-ordinating with your internal team to manage Audit evaluations, local suppliers, site planning approvals, brand applications and installations.
For complex branding programmes, our experienced Programme Managers draw upon a variety of project management methodologies to ensure a seamless delivery.
Our central Project Management Office (PMO) becomes your engine room – a team of professionals who are driven by detail, devoted to quality control and dedicated to transparent and real-time reporting.
'Our global network and central project management delivers full transparency to all stakeholder levels and ensures brand compliance and quality control. Local knowledge and implementation always result in fit-for-purpose solutions, cost efficiencies and carbon neutral solutions.'
Once implementation programmes are complete, our team can monitor lifecycles of your entire portfolio ensuring that your brand is managed and maintained to a high standard, via the Brand Asset Database and Brand Asset Store.
It’s the combination of our unique technology, global partner network and PMO that ensures your brand is implemented consistently and to a high quality anywhere in the world.
BRAND DESIGN
Our design team will, from your brand guidelines, develop a suite of physical brand assets for use across your portfolio. We can design every physical touchpoint for your brand. We have designed global brand asset suites for aircraft, fleets, retail stores, airport terminals, workplaces through to personalised stationery for employees.
'We can join you at any part of your brand journey. You might have commissioned us to ideate and develop your brand or to implement your existing brand.'
Our team will also design bespoke solutions for those areas identified within an audit evaluation where your brand doesn’t currently exist. The Brand Asset Database and Audit Evaluation enable us to design bespoke brand assets unique to each location and asset class, these are then available to order through the Brand Asset Store.
Why does Brand Visibility matter?
In a hyper-digitalised world, real-world, physical brand visbility matters. it is often over-looked and opportunities to position and promote brands are missed.
Brands have an abundance of opportunities to maximise their real estate, work place and fleet assets, which have over the last 5 years becomein many cases neglected. We can make it very simple for brands to enhance their real world brand visibility.
How we can improve your Brand Visibility?
We can conduct a full audit of your current brand, where it is and where it isn’t, making recommendations on how to optimise visibility on a sequenced, efficient and economical basis that fit with your strategic brand programmes.
We blend digital, desktop and onsite surveys, pinpointing the exact the type, location and condition of every branded asset. This data is carefully captured into a Brand Asset Management system and analysed to provide the planning blueprint for your rollout.
Our detailed reports provide the foundation for your brand implementation. They also leave you with a legacy asset management system that can be easily maintained and kept for future use in brand management and mobilisation.
'From airline, automotive, medical, logistic sectors to retail, real estate and workplace environments our global team have enabled brands to be distinctive and create competitive advantage through well-thought through brand visibility programmes.'
Improving Brand Visibility in any Environment.
There isn’t a physical brand asset class that we haven’t designed and delivered for a client. From trains, planes, automobiles and power stations through to commercial real estate, workplaces, hotels and residential parks we’ve developed cohesive physical brand solutions that optimise consumer experience and enhance brand visibility.
Our auto, train and airline fleet services extend beyond simply replacing a fleet livery and vehicle wraps. We partner with clients to provide long term brand management solutions, harnessing the latest technology to improve the fleet management experience, on road, rail, sea and air.
Our team have significant senior management experience in both retail and real estate sectors, so we know intimately how to design-in the best consumer journeys and experiences for consumers in flagship retail stores, supermarkets, restaurants, bars and hotels.
'Our award-winning workplace environment services transform the place of work from a functional place where co-workers undertake tasks to an exciting space for collaboration and shared vision.'
We design workplaces for global businesses, tuned to regional cultures and hyper-localised through partnerships with local artists whose work resonates with the employees from that region.
Implementing your Brand Globally
We act as the single point of contact for your brand implementation programme, co-ordinating with your internal team to manage audits, suppliers, site planning approvals, brand applications and installations.
'Our global network enables us to search and select an implementation supply chain that is local to its destination, ensuring we leave a right-size footprint on the planet, stimulate local economies whilst hitting client deadlines and meeting economic expectations.'
And our on-the-ground team of local experts ensure that a myriad of mobilisation tasks such as:
Legal frameworks, local legislation, resource, machinery, plant, environmental and warranties are all built into the programme.
For larger scale projects we will prototype, create detailed specifications and manage tender processes to ensure we maximise the quality, compliance and consistency of outcomes and control expenditure diligently on behalf of our clients.
'It is the blend of end-to -end expertise and project mobilisation capabilities that enable us to get your brand to market, consistently, efficiently, effectively and economically.'
Maintaining Brand Standards
And when its implemented we can ensured its maintained. Our unique approach to Brand Visibility ensures you benefit from a legacy asset management system that can be easily maintained and kept for future use.
Automation plays a vital role in auto-generating updates – renewal reminders, maintenance and programme schedules. Our detailed reporting ensures that our team can efficiently manage your brand.
'We have unrivalled experience in global brand implementation programmes. Our international partnership network and unique digitalised platform enables us to survey, audit, design, plan, produce, mobilise and implement brand programmes efficiently and economically, providing you with a single point of global command and control.'
'We are equally at home in developing business or consumer strategies and the suite of tactics required to deliver on them.'
We enjoy immersing ourselves in each sector, developing a diligent understanding of the competition and the bases of competition. We’ve commissioned, briefed and analysed consumer research with leading research agencies to make sure we know our customers, how they live, think and what they need and what they want.
We are practiced and familiar with most models and frameworks your marketing teams will deploy and have worked with most media formats and multiple agencies. We relish the opportunity to bring creativity to the strategic table, from ideation, innovation and implementation perspectives.
'Our unique end-to-end expertise enables us to see the full trajectory of a strategy and add value to why and how your brand is idea played out in digital and physical environments.'
Marketing campaigns/tactics and the results — programmatic – cTR (%)
It doesn’t matter is we whether we are team contributor to your global positioning strategy or leading your creative social and influencer strategy implementation, we are guaranteed to bring creativity, innovation and collaboration to every single strategic mission.
WE CREATE CAMPAIGNS
You will have determined who you are talking to, when and how, so it’s now about delivering a range of dynamic brand stories that are engaging and authentic, championing your products and celebrating the benefits your products and services will bring to your customers.
'You know your place. You know your purpose. Now, let’s campaign, engage your audiences and compete to win and own that place.'
Working with your product, marketing and brand teams we will develop compelling creative campaigns, honed to places, tailored to people and loaded to perform, enabling your brand to have multiple mission campaigns running simultaneously, dialling them up and down, being everywhere you need to be, always elevating why you are the better brand.
With our network of production partners we will create hyper-localised and hyper-personalised campaigns, creating high quality, engaging content for all your audiences. We can create campaign content across the full spectrum of media, from TV, digital, press, OOH through to video vignettes of internal company champions and external brand influencers.
'Enable your brand to have multiple mission campaigns running simultaneously, dialling them up and down, being everywhere you need to be, always elevating why you are the better brand.'
'All Around the World' campaign
Our media partners can help plan how best to land these stories to maximise awareness and optimise engagement and we can work with your marketing and sales teams to ensure that the campaign objectives are planned to deliver the right level of economic performance at the right pace.
The campaign for a better brand begins here.
CREATING CONTENT THAT CONNECTS
We understand that the majority of consumer decisions are intuitive, so we aim to provoke emotional responses that open the gate to considering the brand and acting upon the message.
And as we dive into developing compelling creative content from our design studios we regularly partner with research agencies that can bring behavioural, demographic and socio-economic insights and specialist media partners to guide and develop the optimal integrated media plan that will hit all the right notes.
We generally work with market-based media partners who know the cultural nuances and consumption preferences in each region, ensuring our creative is hyper-localised and personalised, being global doesn’t mean you can’t be intimate and influential on a localised basis.
Digitally driven, but weighted and integrated media programmes are the best way to reach and engage. Programmatic offers such a good opportunity to mix in TV and OOH with more opinion driven influencer, social and consumer advocacy tactics and a focus on building communities.
Working in partnership with your public relations agency, we are likely to also advocate taking an editorial style to your content strategies, enabling richer formats and styles to tell your stories to your audiences, both inside and outside your organisation.
'Publishing your position on purpose, product and the people that make you the best organisation to work for and buy from is essential in enabling audiences to make informed decisions about who you are.'
How will you measure success? We will work with you from the outset to clearly define measurable strategic and campaign goals through the critical path from advertising to income and measure them on the way through to ensure we are engaging effectively, positioning for performance and being the best- brand you can be.
Nokia Example
We were asked to manage several global rebrands that resulted from mergers or acquisitions. Working closely with their Operations team, we adopted a phased approach to deliver all exterior and interior signage. We identified and prioritised 40 flagship sites which we delivered in a record-breaking two days. See Nokia project example here
For larger scale projects we will prototype, create detailed specifications and manage tender processes to ensure we maximise the quality of outcomes and control expenditure diligently on behalf of our clients.
It is the blend of end-to-end expertise and project mobilisation capabilities that enable us to get your brand to market, efficiently, effectively and economically.
'It is the blend of end-to -end expertise and project mobilisation capabilities that enable us to get your brand to market, efficiently, effectively and economically.'
'Our global network and central project management ensures quality control. Local knowledge and implementation always results fit-for-purpose solutions.'
Our central Project Management Office (PMO) becomes your engine room – a team of professionals who are driven by detail, devoted to quality control and dedicated to transparent and real-time reporting.
'Our design team will, from your brand guidelines, develop a suite of physical brand assets for use across your portfolio. We can design every physical touchpoint for your brand.'
Our team will also design bespoke solutions for those areas identified within an audit evaluation where your brand doesn’t currently exist.
The Brand Asset Database and Audit Evaluation enable us to design bespoke brand assets unique to each location and asset class, these are then available to order through the Brand Asset Store.
'Our central Project Management Office (PMO) becomes your engine room – a team of professionals who are driven by detail, devoted to quality control and dedicated to transparent and real-time reporting.'
Our global network and central project management delivers full transparency to all stakeholder levels and ensures brand compliance and quality control. Local knowledge and implementation always result in fit-for-purpose solutions, cost efficiencies and carbon neutral solutions.
Once implementation programmes are complete, our team can monitor lifecycles of your entire portfolio ensuring that your brand is managed and maintained to a high standard, via the Brand Asset Database and Brand Asset Store.
It’s the combination of our unique technology, global partner network and PMO that ensures your brand is implemented consistently and to a high quality anywhere in the world.
Brand Asset Store for AGCO
Brand Asset Store for AGCO
'In simpler terms, this is an online store of every physical brand asset you will need. If there is demand for more bespoke brand assets based on regional requirements or promotional campaigning, these can be designed and added to the store at any point.'
Our global partner network ensures that we manage cost of production, supply and installation efficiently and appropriate to each market. It also means that we reduce our collective carbon footprint and we are collectively investing in businesses and people local to your physical assets, stimulating employment and economies.
'We blend digital, desktop and onsite surveys, pinpointing the exact the type, location and condition of every branded asset.'
Moscow Jewllery store design
This data is carefully captured into a Brand Asset Management system and analysed to provide the planning blueprint for your rollout.
Our detailed reports provide the foundation for your brand implementation. They also leave you with a legacy asset management system that can be easily maintained and kept for future use in brand management and mobilisation.
From airline, automotive, medical, logistic sectors to retail, real estate and workplace environments our global team have enabled brands to be distinctive and create competitive advantage through well-thought through brand visibility programmes.
Our end-to-end expertise, global mobilisation capabilities and collaborative approach that will enable your brand to be everywhere it needs to be and very visible.
'Visibility matters. In a hyper-digitalised world, real world visibility is often over-looked and opportunities to position and promote brands are missed.'
'We design flexibility into our workplaces to optimise team productivities and individual personal performances.'
Developing and delivering the HSBC Employer Brand
We worked with HSBC to develop, design and implement a global branding programme that brought brand consistency to their work spaces but at the same time, allowed for local customisation. At the hub of this large-scale and award-winning programme, we provided central control and input in terms of design, rollout, material specification and installation.
Immersing teams in the purpose and culture of your brand will enable your values to be owned and shared more effectively, we design brand language into workplaces to encourage brand and purpose ownership. We are currently rolling out dynamic branded workplace programme for a global brand, who are blending local art and cultural notes into their designed spaces to elevate local team brand values.
'Immersing teams in the purpose and culture of your brand will enable your values to be owned and shared more effectively.'
Our experience in real estate, hotel and retail design enables us to think and plan for every step in an employees daily journey and translate an organisations values and purpose into a culturally resonant and engaging place of work, opportunity and ambition.
'Unlock the potential of your team. Create places that inspire ideas that make the right difference.'
'It's About You' campaign targeting specific audiences
'It's About You' campaign Instagram promotion
'It's About You' campaign targeting specific audiences
'It's About You' campaign targeting specific audiences
'It's About You' campaign targeting specific audiences
Caledonia Park Spring "It's About you' campaign
Tapping in to the noticeable change in buying motives. That magic moment at the end of 2021 of ‘buying for me’ for the Christmas party was sadly lost but there’s a noticeable pent-up desire to refresh wardrobes with new collections, accessories and cosmetics.
So, we’ve placed emphasis on buying for ‘you’ and proposed a two-tier approach to media making sure we retain and recruit both sets of consumers through our messaging and focus them in on buying for them.
Working with your product, marketing and brand teams we will develop compelling creative campaigns, honed to places, tailored to people and loaded to perform, enabling your brand to have multiple mission campaigns running simultaneously, dialling them up and down, being everywhere you need to be, always elevating why you are the better brand.
With our network of production partners we will create hyper-localised and hyper-personalised campaigns, creating high quality, engaging content for all your audiences. We can create campaign content across the full spectrum of media, from TV, digital, press, OOH through to video vignettes of internal company champions and external brand influencers.
Our media partners can help plan how best to land these stories to maximise awareness and optimise engagement and we can work with your marketing and sales teams to ensure that the campaign objectives are planned to deliver the right level of economic performance at the right pace.
The campaign for a better brand begins here.
'All Around the World' campaign
Steen&Strom 'Inspiration from around the world' campaign
The emphasis was put on the variety of brands Steen&Strom stocks and the various places of the world it takes its inspiration from. The campaign ran across social and paid media and print publications.
'Our award-winning workplace environment services transform the place of work from a functional place where co-workers undertake tasks to an exciting space for collaboration and shared vision. We design workplaces for global businesses, tuned to regional cultures and hyper-localised through partnerships with local artists whose work resonates with the employees from that region.'
Our end-to-end service expertise in brand environments enable us to create the vision with you and implement the experience for you.
'Visibility matters. In a hyper-digitalised world, real world visibility is often over-looked and opportunities to position and promote brands are missed.'
Delta brand visibility
Delta bag carts
Delta brand visibility
Delta sky zone
Delta brand at the gate
Delta brand at check-in
This data is carefully captured into a Brand Asset Management system and analysed to provide the planning blueprint for your rollout.
Our detailed reports provide the foundation for your brand implementation. They also leave you with a legacy asset management system that can be easily maintained and kept for future use in brand management and mobilisation.
If we’ve developed your brand, we will have created this legacy asset management system for you.
'In some client cases, the master-brand has already been developed and our role is to then work from the guidelines and extend the brand into new product services and new markets.'