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Archive for the ‘Design effectiveness’ Category

I love this image from Business Link which illustrates the relationship between branding and design.

20111110-230741.jpg

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The picture before
Severn Trent needed to reduce expenditure on capital equipment and make existing assets and networks work much harder. One route was to establish and embed a cultural change of ‘Seeking and Sharing’ within the Severn Trent team and their One Supply Chain (OSC). The project Seek and Share was born and needed to be embedded in the organisation’s own way of working that engaged both its internal team and the OSC.

What our biggest challenges were
As always with a project of this nature and the number of different audience groups, we needed to understand:
• The way the different audiences work currently, how they engage with each other and the existing tools they use.
• What key trigger would encourage them to adopt ’Seek and Share’.
• The barriers to adopting the ‘Seek & Share’ due to the competitive element within the One Supply Chain.

What we wanted to achieve
Seek & Share was implemented in order to encourage Severn Trent and the One Supply Chain to find more innovative and cost effective ways of doing things (Seeking) and then to give that information freely to other parts of the One Supply Chain (Sharing) in order that both best practice and cost savings can be realised.

The service Smart Ideas Design provided
The brief for this project needed to be shaped and defined so we worked with Severn Trent and the One Supply Chain in a series of workshops to help them define the brief before we started any creative. We all needed to understand the nature and size of ‘the beast’ to be able to create the right look and feel for it.
Once the brief was shaped to Severn Trent’s ultimate goals, we started with the creative work. This entailed the design and development of a set of materials including the Seek and Share style, posters, literature and web portal. It took the form of a series of icons pictured here which are easy to understand, engaging and colourful. The icons were further added to with string men characters who are communicating via string and tin cans. The style is designed to be warm, colourful, friendly and engaging as well as completely different for a utility like Severn Trent Water. (more…)

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by Philippa Smart

Many times over the last twenty years, I’ve been commissioned to design new brands, literature, packaging, advertising and of course web sites. The brief could at best be described as ‘brief’ and it was always my mission to question, question, question.

Without me doing this, I could never have created and achieved the results we have for clients. The quality of the brief is paramount. Without the depth and background of what the business is trying to achieve how can this design gain tangible results? The return on investment for a design alert business is £225 for every £100 spent according to research by the Design Council. Design must be aligned to the company’s strategy – makes complete sense to me.

So this list is designed to help marketeers achieve a much better result in their dealings with design agencies.

  1. Business plan including vision and strategy.
  2. Marketing plan
  3. All existing marketing collateral
  4. Brand guidelines
  5. The purchasing procedure
  6. Contacts – who does what and full contact details
  7. A full written brief not a paragraph
  8. Any research or focus group feedback
  9. Product info and the product itself
  10. Budgets
  11. Examples of brands they aspire to and why
  12. Competitor analysis
  13. Holidays booked!

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It’s a breath of fresh air to see something promoted in a different way – this ad campaign sets itself apart from the normal ads promoting hotels that you see.

Corinthia Hotel London, a new luxury hotel which opened in April, has launched a press ad campaign. The campaign, made by WCRSandCo, uses 16 different print executions to highlight the unique elements of the hotel, which include the largest suite in London. The illustrations use a black background and vibrant colours to demonstrate facts such as that Corinthia Hotel and Renaissance master Michelangelo both used the same marble.

Thanks to Campaign Live.

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Over the last fifteen years or so there has been a steadily increasing desire for design to prove its commercial value, to demonstrate to clients that their investment is tangibly worth it.

This has been driven by a number of factors: the recession of the early 1990s demanded that design stake its claim to straitened budgets; above the line advertising reaches fewer and fewer people, so companies are looking for other routes to achieve a return on marketing investment; and perhaps design is growing up as an industry – recognising itself, and being recognised by clients, as a commercial tool, not just an exercise in beautifying. Other areas of marketing communications already operate on a strictly commercial basis, so why shouldn’t design? (more…)

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