SMO Presentation
- 1. SUPPORTING YOU REACH YOUR DESTINATION through Corporate Identity, Brand Identity, Print & Digital Design chris smosarski corporate and brand identity
- 2. How? establish: • who you are, • where you are going, • what makes you different, • communicate and visually express with consistency
- 3. Corporate identity can • support a complete turnaround strategy • increase cross selling opportunities & add value to the share price • integrate acquired companies quickly & change culture • respond to competitive pressures & marketplace changes • prepare for social change in the future
- 4. Benefits • increased awareness and understanding by customers • internal alignment and buy-in from employees • people feeling and behaving in the same way
- 5. Why companies use us because of change & because we deliver • acquisition, demerger, • re-organisation, culture, IPO, buy-out • new product/service development • repositioning & because we deliver
- 6. Who we work for • aerospace, industry, manufacturing, building supplies, engineering, finance, service sectors • young specialists like Umeco plc • global names like Sodexo & Saint-Gobain • mix of national, global & start ups
- 7. The difference we make • how you look, feel & behave is made consistent • we look at every point of customer contact: • from stationery to signage, from print to digital channels • from packaging to livery • to help differentiate you from the competition
- 8. Our process • Phase 1: research, audit and architecture • Phase 2: design concepts • Phase 3: design development • Phase 4: master artwork • Phase 5: implementation • Phase 6: launch and ongoing communications • Phase 7: post launch evaluation
- 9. Our process Phase 1 Research, audit, brand foundations, architecture • research – internal and external • visual audit • Brand Foundations© Core values • what are the principles that guide your attitudes and behaviour? Customer value proposition • customers? • their needs and problems? • what can you offer them? • costs and benefits? • is your offer different/unique?
- 10. Our process Substantiators • what do you need to support the value proposition? • structure, skills, technologies, assets, know how, geography Personality • what is your style, ethos, way of seeing and doing things? • what are the feelings people get from their relationship with you? Brand essence • what are the one or two words that capture the key benefit that the brand promises to deliver Brand architecture • design the brand architecture
- 11. Our process Phase 2 Design concepts • create a variety of visual concepts for the brand identity • Illustrate how the concepts would work with a division, subsidiary company, strapline/descriptor • Illustrate how these concepts work on a selected range of applications • test concepts if appropriate Phase 3 Design development • following selection of one concept we will fine tune the selected option • produce final detailed designs of the brand identity • illustrate how the final detailed design of the brand identity works on a selected range of applications Phase 4 Master artwork of the brand identity • convert the visuals to artwork and prepare master artwork • produce the relevant files
- 12. Our process Phase 5 Implementation • design all applications for the guidelines • printed or on-line guidelines or both • manage help desk if required Phase 6 Launch and communications • create all launch collateral • communications campaign Phase 7: Post launch evaluation • internal and external • undertake research to establish the impact of the new identity • evaluate the implementation of the new identity
- 13. Experience Industry/Manufacturing Ashland Inc BPB plc including British Gypsum Faber Blinds Fenner plc Gypsum Recycling International Isowool Low & Bonar plc Lucy Lighting Matroc Saint-Gobain Staveley Industries plc Services Action Consulting Flour Power City Bakery Broughton Healthcare Business Co- Pilot Sodexo Tillery Valley iPP – Integrated Pathology Partnerships Yoga Angels Telecommunications Nortel BT plc Aerospace & Defence Apollo Aerospace Components BBA Aviation plc Ontario Airports Investments Pattonair Umeco plc Financial Eagle Star Gulf Bank Kuwait Hawksford International National Commercial Bank, Saudi Arabia Scottish Widows
- 14. Ontario Airports Investments • to create a new brand identity for the point of completion of the acquisition • to develop concepts and artwork for the new brand identity in 10 days • to produce business cards and letterhead for day 1 of business trading
- 15. Lucy Lighting: Strategic repositioning and brand rationalisation • Lucy Lighting acquired Zodion Street Lighting Controls • Overnight a dramatic increase in the brand portfolio • The brand architecture became confusing – see opposite Background
- 16. Lucy Lighting: Strategic repositioning and brand rationalisation • Development of a umbrella brand strategy • Brand portfolio rationalised • Values, Customer Value Proposition, Personality and Essence created
- 17. • Terreal were bought by a Private equity company • New strategy for major growth • Existing identity lacked clarity in hardworking merchant environments Terreal
- 18. The old disparate brand identity: • group • divisions • subsidiary companies • services Umeco plc
- 19. Chief Executive, Clive Snowdon “the new corporate identity which we created is a really finely judged way of saying that what we do is about Innovation and stretching performance. But there’s a restraint in it too – nothing flamboyant. I believe it’s Superb. Unmistakable. World class”. Umeco plc Communicating strategy • a unifying theme for the group as a whole, focusing on Umeco and its 3 divisions, but allowing the flexibility to retain existing brand names. • divisions carry the divisional descriptor and the subsidiary companies carry the group and • divisional descriptor - raising the profile of the group.
- 20. • The unified group corporate identity • Only one subsidiary, for commercial reasons, has retained their existing identity colours. Umeco plc
- 21. Communicating strategy • The rollout of the identity was fast-track - we designed an online guidelines manual and downloads site for instant access to logotypes, artwork and templates. • “These have proved to be enormously practical tools that have helped the companies make the transition with minimum pain”. Umeco plc
- 22. Communicating strategy In addition to the guidelines and downloads we also provided support in the form of a hotline for the initial implementation stage, as well as designing brochures, advertisements, website, presentations and other materials for the launch. Umeco plc
- 23. Strategic repositioning of a division – Umeco components Soon after the introduction of the new group brand identity Umeco sold it’s Repair and Overhaul division to focus on supply-chain management and advanced composite materials. This led to a review of the components division which specialised in supply-chain management. Umeco plc Components division
- 24. Strategic repositioning of a division By creating many different options for service branding including the name of the division and the service brands we were able to contribute to the strategic thinking process. The result led to a restructuring of the companies in the Umeco Components division into one global brand, Pattonair, with three distinct service brands. Umeco plc Components division
- 26. Their corporate identity not keeping pace with the strategy. BPB has a portfolio full of disparate subsidiary company identitities. Global identity developed to reflect vision to become a global leader BPB plc
- 27. BPB plc were acquired in a hostile takeover by Saint-Gobain. Post acquisition a regional brand strategy was created with a vision to develop one global brand. Gyproc BPB plc acquired by Saint-Gobain
- 28. Re-positioning to align to new vision and business strategy apollo was an established company in the aerospace and defence markets. New senior executive management undertook a major change programme with a focused vision and business strategy. Apollo Aerospace Components The old apollo visual identity
- 29. Re-positioning to align to new vision and business strategy apollo was an established company in the aerospace and defence markets. New senior executive management undertook a major change programme with a focused vision and business strategy. Apollo Aerospace Components
- 30. Supporting international expansion The new positioning and corporate identity was highly successful in signaling major change at apollo. The next phase is expansion into Poland and India. Apollo Aerospace Components
- 31. • a Sodexo company • brand repositioning • new name and brand identity Tillery Valley Foods
- 32. • a Sodexo/Labco joint venture company • brand positioning and customer value proposition • new name and brand identity
- 33. • BBA Aviation plc • Demerger of non-core business • New name and brand identity BBA Aviation plc
- 34. In 1986, the world of financial services was changing and becoming more competitive. Our response was to review every aspect of our business, including how our company was promoted and our values maintained. This strategy was, at the time, probably the boldest marketing move the financial market had ever seen. The Scottish Widow was created as an icon that confronted all the negative values associated with the word ‘widow’ and presented the positive values – strength, reliability, integrity, innovation and heritage. Scottish Widows
- 35. Chris Smosarski • An independent corporate and brand identity designer. • BA Hons in Communication design from Leeds and a distinction in Advanced typography from the London College of Communication (Printing). • Chris studied the highly disciplined and structured Swiss School of typography under the guidance of Brian Grimley. • Most of the work undertaken by Chris is driven by change such as growth through acquisition, de-merger, repositioning, rationalisation, new culture, new products and services. Chris helps companies build their brands by developing brand design strategies. Clients are mainly b2b and operate in the aerospace, industrial, manufacturing, financial and service sectors. • A huge rugby fan who supports his beloved country Wales with a huge passion, runs, does Iyengar yoga and his favourite typographer was Jan Tschichold and painter is Bridget Riley.