Even today, we are actively engaged in a new project for Gate Gourmet, encompassing the branding of new trucks supplied by the company’s trusted truck suppliers in Germany and Northern Ireland, along with additional truck rebranding work in Switzerland. We have also ensured seamless brand maintenance through BrandEye’s bespoke ‘brand asset store’, offering Gate Gourmet the ability to promptly repair damaged branding across their global fleet.

As we embark on this journey of transformation with Gate Gourmet, we remain steadfast in our commitment to excellence, empowering them with effective brand management solutions that elevate their fleet’s visual impact across the globe.

The Brief

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 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.

The Brief

As part of Ford’s European Network Showroom Upgrade Programme (ENSU), we provided strategic input and managed the rollout of Ford Europe’s new branding at more than 350 Ford showrooms across 20+ European countries.

From design through to implementation

We worked hand in hand with Ford of Europe, their design agency, Imagination, and 3M to develop the optimum branding solution for their large-scale graphics.

Drawing on many years of expeience and technical knowledge, we recommended a 3M Clearview solution, one that could be delivered at a local level right across Europe.

It provides durability and high visual impact and also offers economic and environmental savings in the short to long term.

THE BRIEF

To implement Avianca’s new brand identity across airports and ticket offices globally.

When Colombia’s national airline took over TACA airlines and expanded their coverage in Latin Ameria, they decided to rebrand.

HOW DO YOU DELIVER A REBRAND IN 84 AIRPORTS IN JUST 180 DAYS?

Their new brand identity was created by Lippincott. Our role was to fully rebrand over 300 locations in the new brand identity, whilst keeping the design under wraps until launch day.

Working closely with their designated Rebrand team – HR, Marketing and Corporate Affairs – we started by undertaking a full audit of all their branded assets. This included real estate, fleet air, ground fleet and every brand touch point (including digital).

The rebrand covered every possible element – paint, digital screens, graphics, signage, point of sales materials, office branding and their entire ground fleet.

LOCAL KNOWLEDGE

We project managed the implementation of the rebrand from our offices in Mexico and Colombia.

The local knowledge of our network was critical in understanding cross-border restrictions, particulary given the senstive nature of airport environments. It also helped in providing multi-lingual signage solutions.

Avianca’s award winning rebrand and our role was featured in the UK’s top branding publication ‘Communicate’.

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 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,

Aura Brand Solutions represents our operation in the UK. Commissioned by DPD to rebrand their entire fleet in the United Kingdom, our team also drew upon its international expertise, as part of the GLIMMA network, to develop a specification for the rollout of the rebrand across the rest of the European fleet.

The rebrand was prompted by the need to consolidate the branding of 4,500 vehicles across multiple markets.

Given the international nature of the project, we started by examining the product options available in all markets.

Working closely with DPD’s creative design team and our global partners, our technical team helped to develop the optimum product solution – one that would guarantee consistency in all markets.

Once agreed, we advised on the different implementation options for the most efficient pan-European rollout in terms of quality, time and cost.

UK Fleet Rebrand

For the UK fleet rebrand, our team was responsible for managing the design, manufacture and installation of the new livery designs nationwide, across a spectrum of different vehicles.

A full audit of the UK fleet was undertaken and prototypes were developed to ensure the most appropriate technical design.  Significant prototyping and colour profiling was carried out to reach a final graphics specification.

This provided full warranty cover, achievable only thanks to Aura’s status as a manufacturer approved converter and installer.

The variety of vehicle types was matched by the variety of vehicle owners, adding a layer of complexity to the project. A large part of the project management role being liasion with the company-owned fleet managers, the franchise-owners and the individual owner drivers, to ensure brand consistency across the entire fleet.

To minimise the time that vehicles were off the road during the rebrand, we also undertook any existing accident damage repairs at the same time.

THE BRIEF

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.

ALCATEL-LUCENT REBRAND

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.

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.

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.

NOKIA HERE

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.

We were commissioned to revitalise this 1990s mixed-use city centre destination in Liège, Belgium. The refurbishment programme was driven by a strategic repositioning exercise that aims to attract a new tenant mix, increase footfall and time and spend per visitor.

Creating a sense of place

The name ‘Ilot’ (Little Island) reflects its location in the middle of the city centre. Comprising four separate buildings across three busy pedestrian streets, there was little to unify the space and create a sense of community and belonging. A strategic review by the mall owners identified the need for a full repositioning exercise. This included a strategic review of the indoor and outdoor space to attract the right retail mix.

We helped to develop the new brand proposition, working with the locally created brand identity, to develop a suite of on-brand wayfinding, signage and environmental solutions.

Improving the customer journey

During the initial site appraisal we identified circulation as a key issue and located the hot spots. Our wayfinding solutions have improved circulation from the basement levels and car park and improved general people flow throughout.

The suite of modern and complementary signs have improved the overall customer experience, successfully linking the internal and external spaces and creating a sense of place.

Creating the right ambience

Skilful use of exterior lighting, using up and down lights on the building facades, has significantly improved the ambience. It has also helped to extend the shopping day and tighten security.

THE BRIEF

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.

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:

• False ceiling with black mirror finish and a grid of LED lighting
• LED video wall
• Dark oak flooring to distinguish the zone from the rest of the retail space
• Neutral fixtures for merchandising so as to accommodate any genre of clothing as per the theme
• Elegant wooden furniture combined with black gloss
• Dedicated ramp for the mannequin clusters with high gloss black finish and LED lighting

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.

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.

We were asked to implement a new brand identity, including communications and engagement for internal and external stakeholders.

Formerly known as Atnahs, this UK based pharma company undertook a strategic repositioning exercise which resulted in a new name and brand identity to support its strategic vision globally.

STRATEGIC REPOSITIONING

Founded in 2013, the company has grown from a small family business operating solely in the UK to a global specialty pharma business of 200+ employees, marketing 20+ brands across 140+ markets.

Detailed research and benchmarking led to the development of a new name and brand identity which better reflects their position as the original medicines specialist globally and a progressive global specialty pharma business.

The new brand identity was developed by WhyBrand. 

IMPLEMENTATION PLANNING

Following sign-off of the new identity, we worked closely with the Pharmanovia team to set up a full physical audit to identify all their branded assets. Bringing together representatives from IT, HR, Finance, Marketing, Facilities and Legal, we helped to project manage the change of identity within a short timescale of just 12 weeks.

Reporting was co-ordinated through our online project management portal, accessible 24/7 and updated in real time.

SIGNAGE

Our UK team installed new signage at their head office in Basildon, including the painting of bollards, fascia branding and a brand new lit totem.

Three new digital screens, with remote Content Management System, welcome visitors and help the company to communicate more efficiently and in real-time with employees.

WORKPLACE BRANDING

To make the new brand come to life in the workspace, we used their company values and an update-able world map to convey their new global positioning.

Given that employees have been working from home for 12 months+ due to Covid, the branding of the workplace is a key motivator as employees return to the workplace and start to feel emotionally connected to the new brand.

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 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.

THE BRIEF

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.

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 :

— Seating
— Reception furniture
— Flooring
— Lighting
— Vinyl wall decoration
— A custom-made bar
— Digital Signage

THE BRIEF

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.

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.

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.

THE BRIEF

To roll out the strategic rebrand for Airbus, with a focus on signage and wayfinding, at 118 sites, across 26 countries in five continents.

THE AIRBUS GROUP

Airbus is a global leader in aeronautics, space and related services, offering the most comprehensive range of passenger airliners. It is also a European leader in tanker, combat, transport and mission aircraft, as well as one of the world’s leading space companies. In helicopters, they provide civil and military rotorcraft solutions worldwide.

UTILISING LOCAL POWER 

With carbon footprint front of mind in this rebrand, we adopted a sustainable approach, opting for local production to minimise transportation costs and environmental impact.

We started by technically translating their brand guidelines, to ensure the designs and renders could be used for local tender – reducing time, manufacturing and shipping costs.

Following the success of the rebrand, we continued to work with Airbus on the rebrand of 60+ Helicopter service centres across 17 countries, this time focussing on illuminated signage solutions too.

FLEXIBLE PROJECT MANAGEMENT

Using a flexible timeline, we adopted a phased approach, working with the Airbus branding and facility management teams to identify priority sites and ensure minimum disruption to day to day operations.

MAGNIFYING THE ICE CREAM EXPERIENCE

Creambell Ice Creams has a national presence with a disproportionate awareness and equity in North India. GLIMMA’S objective was to celebrate and magnify the ice cream experience through their parlours by creating fun & excitement that is driven through design and to design a unique visual identity for Cream Bell Parlors that will not only draw the consumers in but also set the brand distinctly apart from its competitors.

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 DELIVERED THE FOLLOWING:

1. Brand name & identity. 2. Outlet Space Design – Interiors, graphics, colors etc. 3. Signage 4. Uniforms design for crew members 5. Menu Board 6. Freezer Branding 7. Scoopers & Accessories 8. Franchisee Guide Book 9. Leaflet/Insert design 10. Offer design 11. Special event collaterals design 12. Menu Card

We reviewed the DP World brand and provided recommendations with regard to it’s identity and positioning to ensure it remains relevant in today’s market.

This international port operator was formed in 2005 after the merger of Dubai Ports Authority and Dubai Ports International.

BRAND REPOSITIONING

Since its foundation as an international ports operator, DP World has developed significantly both in terms of its geographic sphere and the services it offers.

The provenance of the name DP (Dubai Ports) is no longer as relevant, having extended it’s reach to more than 40 countries.  From port operator to an end to end global data-driven supply chain solutions provider, a more cohesive brand identity was required to better reflect the DP World of today and take it into the future.

FROM LOCAL TO REGIONAL TO GLOBAL 

Major acquisitions and organic growth had led to a diverse and sometimes disjointed brand landscape, with a decentralised approach.

A more unified approach and a new framework were required to bring consistency and clarity to the management of their brand.

RESEARCH-DRIVEN APPROACH

We conducted three way research to establish the widest possible perspective:

• Purpose and vision
• Values and mission
• Proposition and position
• Personality and audience
• SWOT
• Brand identity and applications

Starting with a comprehensive survey of key stakeholders, this primary research was undertaken by way of questionnaires, telephone and face to face interviews.

Secondly, we reviewed their online presence and finally we audited their physical brand touchpoints.

The results of this research programme provided us with a platform from which to make detailed strategic recommendations.

As a result of this strategic review, we delivered a roadmap for the future development of their: Brand positioning / Brand Identity /Brand Communications / Brand Applications / Brand Governance.

BRAND MANAGEMENT FRAMEWORK

The DP World brand is supported by Brandspace, their online brand management system or DAM (digital asset management) which sits at the heart of their approach to brand governance.

Home to all their brand assets –  guidelines, documents, templates – we reviewed the entire system and made recommendations with regard to access, clearer definition of roles and responsibilities, a revised marcomms strategy and improved demarcation between principles and application.

Lexus has consistently pursued its goal to build the world’s best cars, reflecting their brand values of design excellence and luxury.

This is achieved through the careful design and engineering of both their vehicles themselves, and through the creation of exceptional customer experiences with their dealership network.

One of our aims was to make the branded environments more resilient and robust.

By reviewing many of the materials that were originally specified, we achieved this.  Thanks to our buying power, we also delivered considerable cost savings.

We designed, manufactured and installed the highest quality graphics to reflect their premium market position.

This included:

• Design and materials specification
• Manufacture and application
• Site surveys and installation
• Interior branding, including 3D wallpaper, solar film, graphic prints, workshop banners, frosted vinyl and health and safety manifestations

The branding programme was intially rolled out across ten dealerships in the UK, Norway and Spain. Following successful implementation, it was extended to a nationwide programme across the UK, including 20 new sites and 20 refurbished sites.

The customer-centric approach to dealership design is evident, with graphics used to designate different customer zones to meet the needs of a variety of customer groups. We also installed and laid out furniture to facilitate the designated customer journey.