To develop and deliver a global branding programme across 85 countries, including workplace branding, wayfinding and external signage.
HSBC Group Design sought to create individual designs for their workplaces around the world, to reinforce the Employer Brand and to enrich the workspace.
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.
The implementation strategy was based on central control but delivered by our local project managers and our local network.
This provided HSBC with the scope to deliver consistent but customised designs internationally, resulting in better engagement, lower costs and quicker delivery times.
The environment’s important
An environmental approach to signage was adopted. To minimise costs and carbon footprint, all the specified materials were sourced locally, environmentally friendly and recyclable.
Through careful choice of innovative mechanical sign designs, we helped to reduce the on-going cost of ownership by allowing maintenance staff to easily carry out day-to-day additions, moves and changes.
We’re proud to have won three international awards for our global branding programme for HSBC.
We created brand experience that is rich in quality, impact and emotion across the entire customer journey on behalf of Delta Air Lines in over 275 airports worldwide.
More than 4,000 Delta Air Lines flights take off every day, connecting people across more than 275 destinations on six continents. Delta’s 80,000 employees serve over 200 million customers annually.
'We worked collaboratively to design, produce and install visual brand assets in all 275 airport destinations around the world.'
We manage an extensive range of brand assets for Delta globally and frequently complete on-site surveys, track completed projects and gather specific brand data to feed it into our brand asset database to help track Delta’s branding and in-market messaging for their teams.
Our design team interpret Delta brand guidelines to create consistently effective visual signage, wayfinding, and marketing communication assets across the entire customer travel journey and we are constantly innovating with the Delta teams adding new services to the solution portfolio, including vendor network management, technology services, fleet services and product specification,
Delta Sky Lounge
We were asked to help with the global implementation of Alitalia’s new brand identity across 22 international locations. A wide variety of brand touchpoints were identified and replaced across different locations such as ticket offices and airports, helping to create a consistent customer journey.
Rebranding on airport busses
Rebranding in offices
THE BRAND TEAM
We assigned a global team to Alitalia to support their daily needs, offering technical advice, in addition to project managing the implementation programme. Our team very quickly became brand gurus!
Our role also included detailed site surveys which ensured that every element was designed and specified correctly and subsequently, produced and installed to the required standard.
TRANSPARENCY AND CONTROL
With 24/7 access to our project management tool, real-time updates were available throughout the rebrand, helping the Alitalia brand team to track and monitor progress at all times.
By setting up standard procedures and adhering to a structured approvals process, we ensured that all sites and brand touch points were delivered on time and to the right specification.
To manage several global rebrands that resulted from mergers or acquisitions.
Nokia is one of our longest-standing clients. We have managed the rebrand of several companies to the Nokia brand, including Siemens, Alcatel-Lucent, Comtel and HERE.
In what was one of the largest M&A deals of 2015, we managed the rebrand of over 400 Alcatel–Lucent sites globally.
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.
For maximum cost and time efficiency, we developed a bespoke on-line self-survey tool. This empowered local teams to provide site information quickly and also helped to improve engagement in the rebrand process.
'I would like to thank the entire GLIMMA team for their tremendous support in ensuring that our kick-off events were such a success. The signs look fantastic and the feedback has been very positive. The energy created from the Day 1 activities was inspiring and the new signage at our key sites made everyone feel like they were a big part of the new organisation.'
TAKING CARE OF THE ENVIRONMENT
To address Nokia’s sustainability agenda, we use our technical and materials expertise and local knowledge to ensure that all brand solutions are planet-friendly: reusing and refurbishing instead of replacing signage. Local production also helps to reduce carbon footprint, time and manufacturing costs.
'Thanks to their on-the-ground presence in key markets, GLIMMA was able to superbly handle the practical challenges such as time zone differences and local market requirements. With their support, we achieved a smooth brand rollout at 400 sites in more than 20 countries.'
NOKIA SIEMENS NETWORKS
We handled the rebranding of the European fleet of vehicles when Nokia and Siemens merged their telecommunications infrastructure units to create Nokia Siemens Networks.
In 2012 Nokia acquired Navteq, a global leader in mapping and location intelligence services. We managed the global rebrand of their specialist fleet of 100+ data capture vehicles from Navteq to HERE.
Working within short time frames, in some cases as little as 3 weeks from concept to installation, our aim was to ensure the new branding was visible as quickly as possible. This included specialist airplane applications that required aviation regulatory approvals.
Subsequently we became their long term partner, drawing on our in-depth brand knowledge to control brand design and to project manage the rollout of wider fleet branding programmes globally.
A long-standing client; we’ve worked with Heineken over many years to deliver various branding programmes, including a rebrand and to support their sponsorship programmes.
When the iconic green bottle became central to Heineken’s design approach, their European fleet of vehicles was one of the most prominent items to be rebranded. With an extensive distribution network, comprising a wide variety of vehicles types and sizes, this was quite a challenge.
We were appointed as their branding partner, to centrally co-ordinate the rewrapping of their European fleet. Through our local network, we used the latest digital technology and latest generation UV curable inks to reduce environmental impact.
Having become very familiar with the Heineken brand over the years, we continue to advise, develop and support the rollout of their fleet branding across new and replacement vehicles in Europe.
Heineken was an official sponsor to the UEFA Champions League and we have helped to brand their event villages and to temporarily rebrand their fleet in sports livery.
Branding solutions in support of sponsorships or events is all about speed – a fast turnaround to make sure you make the most of the short ‘window of opportunity’. We used specialist graphics that can be removed easily and act swiftly, using our on-the-ground network to deliver quickly.
As football mania reaches fever pitch, Heineken is ready at the airport to greet and transport their VIPs and guests to the Cup Final in true style, using fully branded luxury coaches.
In Berlin we designed and delivered 20+ coaches, 8+ mini buses and 40+ Trabants.
We also helped Heineken to paint the town “Heineken green” for the final in Lisbon, Portugal.
From the airports to the city centre, we produced and installed various branded banners and signage graphics, as well as branding the Tuk Tuk taxis to carry supporters around the city.
To deliver new brand experiences within Shoppers Stop department stores through the design, manufacture and installation of their lounge and promotion display areas in prime stores across India.
These include dedicated and targeted concepts, such as the ‘Personal Shopper Lounge’, the ‘Show Stopper Zone’ and the ‘Suits & Jackets Zone”.
Shoppers Stop is one of the largest department store chains in India, selling international and national brands for clothing & accessories, cosmetics & fragrances, as well as home décor and furnishings.
PERSONAL SHOPPER LOUNGE
In 2019 Shoppers Stop undertook a repositioning exercise to help promote their instore premium offer ‘Personal Lounge’ to their First Citizen customers.
A key element of the repositioning was to make their premium personal shopper experience more prominent and engaging within stores.
'We helped to redesign and rebrand their existing lounges, creating a more sophisticated ‘Personal Shopper Lounge’ with new finishes, decorative elements, new furnishings, wallpaper and floor finishing, as well as amenities for guests.'
SHOW STOPPER ZONES – ENCHASING THE CUSTOMER EXPERIENCE
With a clear brief to create an elegant premium retail experience, our aim was to redevelop the existing space in order to attract, engage and convert more customers.
Drawing on their design principles, we developed new layouts and introduced new signage, wall graphics, lighting and furniture.
The signature black and white colour palette of Shoppers Stop was retained, introducing a variety of textures and finishes to create the premium experience:
This concept has been successfully executed across several large stores in four metro cities.
It provides an opportunity for brands to showcase their new lines and promotions at the very entrance of the store, improving their visibility and increasing sales.
'The promo area has turned out to be a real 'SHOW STOPPER', exactly what we wanted. Our customers and staff are very happy with the work. Good Start team.;
With different size spaces available for the Show Stopper Zone in each of the six stores, we delivered a pilot store first.
This provided us with a blueprint for detailed space planning which allowed for customised solutions within each store.
Once the design had been signed off, we were responsible for both the manufacture and installation.
Detailed project management ensured that the right resources were in place, shopping mall permits were successfully acquired and the installation team could work efficiently.
To keep disruption to a minimum, we cordoned off the zones, using professionally branded boarding that included a teaser about the upcoming changes.
All installation work was carried out over the weekend.
SUITS & JACKETS ZONE
The creation of bespoke lounges at specified points has helped to improve brand experience within stores. Targeting professionals who are purchasing more formal wear, these spaces have provided the opportunity for customers to relax, sit and discuss options with the sales staff before investing in more expensive ticket items.
Shoppers Stop Fitting Room Concept
FITTING ROOM CONCEPTS
A revamp of fitting rooms is designed to provide a more pleasant experience for customers. We are enhancing the fitting room experience by adding:
CUSTOMER SERVICE DESK
In keeping with other instore improvements, we are developing a refreshed look and feel for the customer service area.
Used when returning or exchanging items or for redemption of promotions, this area of the store is important for reminding customers of the level of service they receive at Shoppers Stop, and helping to improve loyalty.
We were asked to manage the rollout of JACK & JONES’ latest window displays in over 450 stores and to create a compelling and consistent retail experience across Europe, the Middle East and Canada.
With more than 1,000 stores across 38 countries, they are one of Europe’s leading men’s fashion retailers.
DRIVING SALES THROUGH RETAIL DESIGN
Visual merchandising is key to high street sales success. The Interior Store Design team commissioned a bespoke racking system that can be used in a versatile way to display both their Spring and Summer collections in a variety of ways.
'The team at GLIMMA co-ordinated and installed the new racking system in 450+ retail stores globally. They successfully overcame the challenges associated with global supply chain, variances in store layouts and different cultures, delivering the entire program on time. The result is magnificent – with the support of GLIMMA we now have the perfect communications platform to attract and excite our customers.'
THE NEED FOR SPEED
Having secured the design and manufacture, JACK & JONES commissioned our team to manage the installations globally. Within two weeks of receiving the brief, our implementation team, working together with the manufacturer and in close liaison with each local store, completed the entire project in just 17 weeks.
ADAPTING THE LOCAL ENVIRONMENT TO ACHEVE GLOBAL CONSISTENCY
No store is the same – dimensions, architectural considerations, materials, local working restrictions – they all differ from store to store.
Our central project management team co-ordinated the rollout to achieve maximum cost efficiencies, using site surveys from the stores, to plan and implement the refurbishment.
This included the removal and disposal of old systems, posters and mannequins, as well as the construction and installation of the new racking system. Faced with a wide variety of window layouts and dimensions, our team often had to think on their feet to adapt the new system and make it fit-for-purpose.
To develop a new modular retail design concept which can be scaled to fit any size store. This concept is to design and implement the retail space in Moscow Jewelry’s flagship stores in Moscow.
With over 300 stores across 104 cities, Moscow Jewelry is one of Russia’s leading jewellers. Selling more than one million items in-store every year, their retail network is critical to their success.
Central to success was an in-depth knowledge of their brand proposition and how this is reflected across their different product ranges.
The 1000m2 store in Moscow’s AFIMALL is laid out in zones, one for each product range.
Every zone is designed with specific customer profiles in mind.
The design concept considers every aspect, from lighting, fittings and finishes to carefully planned seating areas with handpicked furniture.
THE INVESTMENT PAYS OFF
We implemented the new design concept in two of Moscow’s top shopping malls – Metropolis and AFIMALL. Since then, sales at their stores have grown by 30-35%, bucking the retail trend for luxury items in this market.
The design concept is now being rolled out at future stores.
BRAND INSIGHT IS KEY TO SUCCESS
Our aim was to successfully translate their brand proposition into the retail environment, ensuring that the interior design and architecture engage every customer in the right way. The design incorporates a high level of digital interaction, with high quality video used to actively engage visitors.
The result is a welcoming branded space where every customer feels comfortable browsing and is motivated to purchase.
'The new retail concept has provided an incredible boost to our brand’s image. Our customers and staff have truly welcomed the flagship concept and this has been reflected in our sales, which have grown by 30-35%. The combination of planning, product display and digital presence has helped us move our offer beyond what we had anticipated.'
Glimma was asked to rebrand and refurbish the reception area at the head office of Coca-Cola HBC.
As the largest Coca-Cola bottling company in Europe, they operate two plants in Hungary, employing in excess of 1,000 people.
'The GLIMMA team came up with comprehensive branding solutions for our office refurbishment, creating a vibrant and cohesive welcome space. From large scale graphics to finer details such as choice of furniture, the thought that has gone into the design and execution has been impressive at every stage.'
WORKPLACE BRANDING — DELIVERING THE EMPLOYER BRANDING
This workplace rebrand was part of a renovation programme which also included the factory.
The design centres around the classic Coca-Cola bottle shape. With this central theme, we adopted a holistic approach to create an immersive environment for employees. We helped to design, specify, source and install on-brand items to create a positive employee experience :
— Reception furniture
— Vinyl wall decoration
— A custom-made bar
— Digital Signage
The 80m2 reception is the welcome and transit area for more than 500 employees and visitors daily.
From brief to installation, the refurbishment was delivered within 4 weeks. To minimise disruption we completed the installation within two days.
To breathe new life into the Mander Centre, a 1960s retail destination in Wolverhampton, UK. To create a new tenant mix that will attract a different profile of shopper and encourage them to stay longer.
At 52,500 m2 gross leasable area, the Mander Centre is the largest shopping centre in Wolverhampton, a lively city with a catchment of over 584,000 residents and attracting over 17 million visitors a year.
The centre was purchased by Benson Elliot in 2014. They commissioned the most significant redevelopment programme to date. The £35 million investment includes a new flagship Debenhams department store of 9,400m2, along with 10 other retail stores.
Mander Centre entrance vibrant lighting scheme
The key design features are the main entrances. The introduction of new signage and a vibrant lighting scheme ensures that the centre stands out and is welcoming, attracting visitors both day and night.
The dramatic transformation continues inside with contemporary and intuitive wayfinding signage to enhance the visitor experience, strategically located by newly installed lifts and escalators.
'The design team at GLIMMA immediately understood the brief and ran with it, producing design concepts that hit the mark with all stakeholders, from architects to the individual retailers. Their innovative ideas were readily translated into signage and lighting solutions that have dramatically transformed the Mander Centre, making it the retail destination of choice for the people of Wolverhampton.'
Contemporary and intuitive wayfinding signage to enhance the visitor experience
A customer journey with impact
These environmental enhancements have not only transformed the appearance of the centre but also helped to change shopper behaviour. The customer journey is carefully managed, encouraging visitors to stay longer and enjoy the wider food and entertainment experience that the Mander Centre now has to offer.
To create and deliver a new brand identity and store concept for Rive Gauche, a leading cosmetics retailer.
With 250+ stores across Russia, Rive Gauche is one of Russia’s largest beauty retailers, selling brands such as Chanel, Givenchy and Dior, in addition to their own brand make-up.
BRAND STRATEGY AND DESIGN
Working with Rive Gauche’s brand and marketing leaders, our G CREATIVE team in London helped to define a new brand hierarchy. Following indepth analysis – market and brand position, target audiences, tone of voice and extensive retail benchmarking – we developed a new brand identity and retail concept.
EVERY BRANDED ITEM IS DESIGNED TO MAKE A STATEMENT
The new identity has been applied across all product ranges, merchandise and instore.
Bags are important merchandise – we designed them with everyday luxury in mind. This was incorporated into the shopping bag design, strongly implying the quality of both the products and the customer experience.
The Customer Loyalty cards are clearly distinguished through choice of colour. A variety of card holders help to personalise the experience, allowing individual customers to choose the design that best suits their personality.
TRANSLATING THE BRAND DESIGN INTO THE PHYSICAL RETAIL SPACE
The brand vision was encapsulated into our store designs: clear and spacious floor plans, differentiated brand zones, focused promotional areas, unified graphics and formats and consistent clear signage to create a pleasant and easy customer journey that is appealing to the eye. Brand colours were implemented throughout.
Digital was a key element, creating energy and movement to catch the eye of customers and draw them into the store, into particular zones or to specific products.
We implemented the new retail concept at their 600m2 flagship store in the AFIMALL shopping centre in Moscow.
'Our new brand positioning represents a big step towards achieving our marketing goal of strengthening our leadership position. The G Creative team were able to quickly and precisely understand our objectives, translating them into a vibrant and relevant design. But perhaps more importantly, they have succeeded in making the new brand become alive instore, to create a unique customer experience.'
The end result is a warm welcoming environment. The openness encourages visitors to linger and browse.
The use of natural finishes and clean lines, the careful choice of lighting and illumination… all these elements help to create a ambience and look that ensures Rive Gauche stores will stand out from its competitors.
Hello Day is a luxury stationery brand based in the uk. Aimed at women who want to get things done, the hugely popular hello day planners are designed as a reminder that each day we can turn over a new leaf, literally and figuratively. With sections for goal setting, mindfulness and health, the planners are designed to accompany and encourage the user through everything they do.
We were appointed by Hello Day to help launch their 2020 planner collection through a series of stills and videos on Instagram. We directed, styled and shot the launch campaign in locations that were in keeping with the luxe feel of the products and encompassed the brand’s ethos. We also supported with the management of the Instagram account, contributing to a hugely successful launch period.
'The team have exceeded our expectations. What i loved most is that they ‘got’ my brand straight away. Their proposal was exactly what i was hoping for, and they didn’t disappoint with the delivery. Their communication has been excellent and the quality of the launch media was superb.'
We were commissioned to develop a brand identity and campaign style that capture the ‘duality and essence’ of Beaudurof – Modern Minds/Traditional Values, Analytical/Creative, Corporate/Artisan, Work/Leisure. We created a new brand identity, guidelines, campaign styling and creative art direction for the product, stationery and stores.
Beaudurof Brand Identity Elements
Beaudurof Brand Identity
Beaudurof OOH Advertising
Beaudurof OOH Advertising