CASE STUDIES
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Beyond Branding...
The following case studies illustrate how our 'through brand' approach helped our clients with 'best in class' solutions. Each project required a multi-disciplinary approach and methodology including strategy, consumer understanding, futurology and pure design.
N | British Airways 'Espace'
'An Attitude for Altitude'
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My experience with British Airways covers projects and initiatives over the past
20 years. The most notable examples include ‘Espace’ the complete Onground experience worldwide and ‘Well-being in the Air’ inflight health programme. These projects included global strategies, consumer insight, flight audits, passenger experience, cabin interiors, lounge consultation, global signage strategies and inflight ‘well-being’ movie.
ESPACE
The complete on strategy for the ‘Entire on ground experience for BA’.
WELL-BEING IN THE AIR
The strategy & collateral for the ‘Well being in the Air’ programme including Well-being Essentials Pack and Well - Being inflight Movie.
My international clients insights within hospitality and the travel sectors to help articulate this knowledge meaningfully in other ‘consumer’ retail experiences.
BRAND PRODUCT AUDIT + CONSUMER STRATEGY + INFLIGHT MOVIE ART DIRECTION + SIGNAGE STRATEGY + COPY STYLE + DESIGN LANGUAGE + GLOBAL BENCHMARKING + ++++
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N | Monarchy London
'Haute Maroquinerie'
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The luxury goods market is worth billions of dollars. Consumers desire and engagement with products has changed radically meaning brands without dynamic social engagement fail.
Monarchy was created from the platform of consumer/social engagement. Created by influencers for influencers with the design, exclusivity of products and story at its core. I worked closely with the team and investors to develop the brand platform, marketing story, designs language, finance and launch the brand.
Central to the success of this strategy is the creation of CONTENT to build TRACTION. ‘The shoot’ and the movie’ was based in London, being the home of the brand. I produced, art directed, styled the shoot, utilising a hand picked film crew, models and a high end fashion photographer.
The launch of the brand was carefully ‘stage’ managed to release only limited amounts of products through celebrities social media and to encourage pre-registration to invitation ONLY sales events.
BRAND CREATION + NAME GENERATION + IDENTITY + PRODUCT DESIGN + PACKAGING, WEBSITE + SOCIAL MEDIA + LAUNCH
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N | Princesse D'isenbourg et Cie
'Royal Sustainability'
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BRAND CREATION + NAME GENERATION + IDENTITY + PRODUCT DESIGN + PACKAGING, WEBSITE + SOCIAL MEDIA + LAUNCH
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N | Ritz Carlton Jakarta
'Vanity of Wishes'
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The biggest challenge in the territory of the true luxury consumer is how to keep delivering beyond their expectations.
We worked with Ritz Carlton, Fairmont Hotels and other boutique independents hospitality destination to develop strategies for the discerning luxury traveller, the subtle art of tailoring experiences which feels personalised yet professional, unique even for the well travelled.
SERVICE STYLE + INTERIOR STYLING + TRAVEL TRENDS BENCHMARKING + LUXURY CONSUMER DIMENSIONALISTION
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N | Dunhill (BAT)
'Dimensionalising Luxury'
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Understanding what drives the ‘ultimate luxury consumer’ to desire products and make purchase is not only based on pure price.
I was commissioned by Grey advertising (G2) to define, understand and covert the ‘true luxury’ consumer to the DUNHILL range of products including Single Leaf, Bespoke and cigars primarily in the ‘dark markets’ of the globe.
The key drivers for this discerning consumer being provenance, expertise, rarity and ultimate product delivery but has subtle difference in markets such as Asia.
This marketing and design language strategy formed the basis for retail media, events and cross channel communication
GLOBAL BENCHMARKING + CONSUMER DEFINITION + LUXURY DRIVERS + DUNHILL LUXURY EXPERIENCES + DESIGN LANGUAGE + BRAND WORKSHOPS
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N | Waitrose UK
'The New Food Culture'
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Many years ago I met the board of Waitrose and was presented with a book The ‘Waitrose Constitution’. Waitrose is a different breed of company with the most amazing set of values and provenance at its core. Unfortunately at the time the stores felt like a Hospital... The project was to update Waitrose...
My strategy was to bring alive ‘joy of food’ to differentiate Waitrose as the leader in ‘new food culture’ and the issues of sustainability, provenance and convenience. This was something more ‘Waitrose’ and not about ‘colour and cardboard’.
The ongoing projects including the Waitrose identity, along side Pentagram (John Lewis), sensitive signage application of the brand to a wide variety of UK locations. Using a ‘Waitrose’ gentle authoritative tone of voice and design language across supplier stories, packaging to ‘refresh’ the interior.
My experience in the Supermarket and food retail sector includes other projects for Interspar in Austria, SPC Bakery Cafés in Korea, China an the USA.
BRAND STRATEGY + MARKETING PROPOSITION + IDENTITY + COMMUNICATION DESIGN STRATEGY + SIGNAGE STRATEGY + STORE FORMATS + ART DIRECTION + COPY STRATEGY + IDENTITY APPLICATION GUIDELINES + ARCHITECTURAL PRINCIPLES
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N | Espoir Cosmetics (Amore Pacific)
'Urban Cosmetica'
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BRAND CREATION + NAME GENERATION + IDENTITY + PRODUCT DESIGN + PACKAGING, WEBSITE + SOCIAL MEDIA + LAUNCH
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N | RBS Emergent Brand Strategy
'From Vaults to Values'
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Our relationship with RBS started 20 years ago with the first rebrand and flaghship store in London opposite the Lloyds architectural icon. Since those heady days banking has lost the trust of the consumer since the banking crisis and further compounded by the range of consumer friendly credit.
Our emergent brand strategy sought to recapture the spirit of banking for the modern world. Banks were once trusted institutions, the bank manager the bastion of the commuinity. The strategy and brand collateral utilises sensorial imagery, art, clarity of architecture, a gentle authoritative tone of voice and design language both digitally and physically yet feels accessible to the masses.
Our experience in the investment and banking sector covers with major projects for Sparkasse (Erstebank) in Austria, the Arab bank of Australia, property investments companies and agents in London, Berlin and Zurich.
EMERGENT STRATEGY,+ GUIDELINES + DESIGN :LANGUAGE + ART DIRECTION + COPY STRATEGY + DIGITAL
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N | Patch & Scott Luxury Accessories
'True Luxury Pedigree'
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Bespoke components, handmade, polished and painted edges, Italian patent finishes, french calf leather, drawstring bag, luxury papers and sold in discerning boutiques to the glitterati. Capri, Amalfi, Sevilla and the Hamptons...
Maybe Hermes, Tods, Goyard or ST Dupont? We created, designed and manufactured Patch & Scott to enter into the multi billion dollar pet industry. Using only the finest materials and manufactured exclusively in Europe by the factory that produces for Coach and Mulberry.
Patch & Scott was launched at the Cartier Polo and was sold internationally in luxury boutiques and stores including Harrods.
'True pedigree for our four legged friends'
BRAND CREATION + NAME GENERATION + IDENTITY + PRODUCT DESIGN + PACKAGING, WEBSITE + SOCIAL MEDIA + LAUNCH
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N | Parlour, Seoul
'Fashionista feast '
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In the destination of Seoul, Hannam is the most exclusive area, frequented by celebrities, creatives and the glitterati of one of the worlds most vibrant cities. The black glass monolith (Spc head quarters) of Passion 5, provides the perfect backdrop to 'Parlour', the new standard of cuisine, glamour and style for fashionistas of food.
Orienated towards ladies that lunch and brunch.
We collaborated with executive chef Michael Wëiss of Coq D’argent, to create an exclusive menu of chic treats and trend inspired creations including desserts, afternoon tea and signature cocktails served on eclectic 'mix 'and match' crockery.
The bespoke enrolment features a grand entrance with 10m chandler, italian marble, bespoke furniture, commissioned artworks and fashion antiques. Parlour is one of the most well known and exclusive restaurants in Seoul and hosted with events with Jo Malone and Alexander McQueen.
CONCEPT + STRATEGY + CONSUMER ANALYSIS + ARCHITECTURE + INTERIORS + IDENTITY + MENU DEVELOPMENT + MARKETING + EVENTS + STYLING + PACKAGING + AMBIENCE + MUSIC + RECRUITMENT + EVENTS
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N | SPC Square, Seoul
'Gangnam Style'
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Showcasing Spc's international expertise and innovation in urban casual fine dining and food culture. Set over four floors in bespoke architectural icon in downtown Seoul....
We designed the architecture, interiors, counters and circulation including feature glass lift, canterlevered stair case to create a through building experience.
Spc square featured new international food concepts and restaurants including La Grillia (italian), Coffee @ Works (Boutique coffee), StrEAT (asian fast food), Passion 5 (patisserie) and 4F rooftop event bar.
