diageo1.jpg midImage Diageo !startGrey!Melting the ice!endGrey! When Diageo wished to explore the feasibility of launching a portfolio of premium spirit brands, The Partners was asked to help research the notoriously difficult luxury audience, prepare a series of strategic recommendations for the marketing of such a portfolio and, critically, to present these in a way which would help 'get the Board on-board'. challenge diageo2.jpg midImage !startGrey!Mixing with the best!endGrey! We drew on our network of luxury brand cognoscenti in London and New York to explore the target consumer, luxury trends and marketing strategies through interviews, workshops and 'out and about' consumer observation. Research identified 14 areas where Diageo could adopt a new strategy for the luxury market with specific recommendations for each. These included brand attitude and approach, and the consumer's experience of the brand. strategy diageo3.jpg midImage !startGrey!Bring it to life!endGrey! Next we had to sell the implications to the Board. We used our imagination to bring the envisioning work to life in the form of a fictional trade magazine published by the client some four years hence. We wrote 25,000 words of original copy describing the results of each of the 14 initiatives as though they had been successfully implemented – the strategy translated into actionable brand ideas. This was issued to the Board as a key component in their decision-making. creative diageo4.jpg fullBleedImage !startGrey!The strategy in action!endGrey! We then worked with Diageo to launch their first luxury vodka: Smirnoff Penka. This is designed to become the jewel in the Smirnoff brand family, to create a positive halo over the brand as a whole and to promote more sales of Smirnoff Red. We created an edgy personality to appeal to the target consumer and defined the world of ‘Penka-cut brilliance’, which included applications to experience how the brand would be enjoyed by consumers, as well as brand films for internal and trade audiences. creative diageo5.jpg fullBleedImage result casa1.jpg fullBleedImage Casa Loreto !startGrey!Liquid gold!endGrey! Casa Loreto is a luxury Tuscan olive oil of exceptional quality, regarded in its home region as ‘oro liquido’, which translates to English as ‘liquid gold’. Our challenge was to package Casa Loreto in a way that would express this whilst creating stand out within a highly saturated marketplace. challenge casa2.swf fullBleedImage !startGrey!Pure simplicity!endGrey! The solution evokes a single drop of the liquid gold escaping down the side of the bottle towards the label in three dimensions. creative casa3.jpg fullBleedImage result qin1.jpg midImage QinetiQ !startGrey!A well kept secret!endGrey! What do the jet engine, microwave and radar have in common? They were all invented by DERA, the MoD’s Defence Evaluation and Research Agency. The end of the cold war created the opportunity to expand such inventiveness beyond defence of the realm and into commercial organisations. And so, a unique science and technology consultancy was born. challenge qin2.jpg midImage !startGrey!Scientific breakthrough!endGrey! The Partners’ challenge was to create the name, brand and core communications for the new enterprise. We named it QinetiQ (derived from kinetic energy), defined the brand architecture and created the visual identity system and personality. strategy qin3.jpg midImage !startGrey!Communicating the new brand!endGrey! We created QinetiQ’s first corporate brochure and annual report, and produced multimedia, internal and external communications pieces. We designed signage, product literature, exhibition materials and a full suite of brand management tools. creative qin4.jpg largeImage !startGrey!Teamworking!endGrey! Launching QinetiQ was testament to a truly integrated team. We worked alongside specialists in advertising, PR, research, strategy, digital design and internal communications. creative qin5.jpg fullBleedImage result allen1.jpg midImage Allen & Overy !startGrey!Creating law and order!endGrey! A decision to convert to LLP status on 1 May 2004 gave Allen & Overy the opportunity to reconsider how its communications were presented and The Partners was appointed to create a new identity for the firm. Allen & Overy’s objective for this project was simple: to portray the firm in a consistent, modern and distinctive way. The delivery of this brief, however, was far more complex, due to the scale of the business; one of the world’s largest law firms. challenge allen2.jpg midImage !startGrey!Bringing values to life!endGrey! We began with an extensive communications audit and from this developed a new visual strategy. This defined how the redrawn logotype, colours and imagery could be combined using a simple and modern ‘mosaic’ system. The identity brings to life Allen & Overy’s values of a united firm dedicated to excellence and entrepreneurialism, for both clients and staff. strategy allen3.jpg midImage !startGrey!Bringing values to life!endGrey! We began with an extensive communications audit and from this developed a new visual strategy. This defined how the redrawn logotype, colours and imagery could be combined using a simple and modern ‘mosaic’ system. The identity brings to life Allen & Overy’s values of a united firm dedicated to excellence and entrepreneurialism, for both clients and staff. strategy allen4.jpg midImage !startGrey!A modular solution!endGrey! We worked closely with the client team to implement key applications for each office in order to make a smooth transition to the new look, meeting both the LLP requirements and aggressive deadline. By adopting a modular approach to the rollout of the new standards, we could pilot and complete the project stage-by-stage, testing the flexibility of the solution and ensuring that people had the tools they needed to implement the new system. creative allen5.jpg fullBleedImage result ford1.jpg midImage Ford Motor Company !startGrey!Overhauling an 'old classic'!endGrey! In 1903 Henry Ford started a motor company in Detroit. In the 100 years since then, Ford has become one of the most famous brands in the world. But a brand of this magnitude can be complex to manage. challenge ford2.jpg fullBleedImage !startGrey!Hundreds of previous owners!endGrey! Our brief was simple: restore pride in the Blue Oval and ensure consistency and impact wherever it appears. Challenge ford3.jpg fullBleedImage !startGrey!Restoring a classic!endGrey! We created a new standard for the Blue Oval – the first revision since 1961. creative ford4.jpg fullBleedImage !startGrey!A new owner's manual!endGrey! Comprehensive guidelines and launch workshops supported the implementation of the new Oval which has become the global standard for the Ford brand and also for the Ford Motor Company corporate brand. creative ford5.jpg fullBleedImage !startGrey!Stong framework!endGrey! We devised a comprehensive brand architecture and a visual system to help the brand communicate more powerfully. creative ford6.jpg fullBleedImage result saks1.jpg midImage Saks Fifth Avenue !startGrey!Creating a stampede!endGrey! Saks Fifth Avenue is one of the most famous retail destinations in New York, and with a further 57 outlets in 24 states, a major American retail brand. Its challenge is simple, how to inspire its customers to regularly revisit the store, and to surprise and delight them with the breadth of its offer. challenge saks2.jpg midImage !startGrey!Letting ideas loose!endGrey! The Partners are retained as creative catalysts to Saks’ in-house team to create a series of ‘big ideas’ for promotions to work across product, audience and media. One brief involved promoting one of the world’s most luxurious fibres, Cashmere. Inspired by the characterful goats that produce the wool and Saks’ reputation for great style, we combined the two and conceived the ‘Wild About Cashmere’ campaign. creative saks3.swf fullBleedImage !startGrey!Bags of fun!endGrey! We created the core idea, name and graphic icon to integrate the promotion with Saks’ identity along with fantastic black and white photography. creative saks4.jpg fullBleedImage result jag1.jpg midImage Jaguar !startGrey!The cat out of the bag!endGrey! With a rich heritage as a producer of some of the world’s most beautiful performance cars, Jaguar is a truly world-class British brand. But keeping the brand relevant to contemporary audiences is an ongoing challenge. challenge jag2.jpg fullBleedImage !startGrey!Shifting gears!endGrey! To increase the contemporary appeal of the Jaguar brand, The Partners was tasked with restoring an iconic brand identity. Working with Young & Rubicam, we looked at ways to communicate the brand attributes of performance, luxury and sensuousness. A new brand model was developed to capture this strategic work, around the core brand idea of beautiful fast cars, desired the world over. The next challenge was to create an icon that captured this core idea... strategy jag3.swf largeImage creative jag4.swf fullBleedImage !startGrey!Capturing the brand!endGrey! We created an on-line brand management resource covering all aspects of the new identity. creative jag5.swf fullBleedImage !startGrey!Gorgeous executions!endGrey! The identity worked across a broad range of applications from the high impact of F1 branding, powerful advertising and beautiful luxury marketing communications. The Partners worked with all of Jaguar’s internal and external partners to deliver the executions, including RKCR/Y&R and Fitch in the UK, and Young & Rubicam in the US. creative jag8.jpg fullBleedImage result national1.jpg midImage The National Gallery !startGrey!The restoration of an old master!endGrey! The National Gallery houses one of the finest collections of paintings in the world. Yet in comparison to some other London galleries, it lacked awareness and appeal amongst key audiences. challenge national2.jpg midImage !startGrey!The heart of the matter!endGrey! We undertook a series of workshops and interviews with key stakeholders to understand the nature and diversity of the problem. These ranged from curators and visitors, to front of house staff and security. Commonly, the preservation of the paintings and the engagement of the public were seen as separate functions, and often pulled in opposite directions. !startBold!The key to the brand was putting the public’s experience at the heart of all Gallery activities.!endBold! strategy national3.jpg midImage !startGrey!Unifying the brand!endGrey! A comprehensive and inspiring brand strategy was developed. We created a comprehensive set of definitions and standards that, for the first time in recent history, were enthusiastically accepted by all of the Gallery’s key stakeholders. !startGrey!Pictures in words!endGrey! To communicate the strategic thinking, we created a list of evocative and powerful words, encouraging people to think about the richness of the Gallery experience. creative national4.jpg midImage !startGrey!Unveiling the work!endGrey! The list became an identity tool across posters, literature, banners and uniforms. creative national5.jpg midImage !startGrey!The Gallery of the Mind!endGrey! We told stories and created moods to fire the public’s imagination, unrestrained by specific images. We call this approach ‘The Gallery of the Mind.’ creative national6.jpg midImage !startGrey!Different tones, one palette!endGrey! The Partners created guidelines outlining both strategic and graphic principles. These have been used to create promotional materials, advertising campaigns and literature. The principles have also informed key decisions across the Gallery including standards of behaviour, recruitment, merchandise, publishing, and even the selection of appropriate restaurant partners. creative national7.jpg fullBleedImage result natWest1.jpg midImage NatWest !startGrey!High street institution!endGrey! NatWest is one of the biggest names in retail banking in the UK, with 1,600 branches across the country. But, in a competitive market driven by increasingly retail-savvy consumers, NatWest was fighting for attention on the high street. Despite brand recognition of over 90%, it was viewed as faceless and institutional and its retail environments were confusing and cluttered. challenge NatWest2edit.swf midImage !startGrey!Making a mark!endGrey! Our role was to identify the core equity in the NatWest brand and make this relevant and compelling for contemporary audiences. Building on M&C Saatchi’s ‘Another Way’ campaign, our challenge was to get people to look again and think again, about NatWest. strategy natWest3.jpg midImage !startGrey!Standing out!endGrey! We identified the key points where we could exploit NatWest's existing strengths to create a simple but powerful Visual Strategy and an engaging retail experience, which makes it easier for customers to navigate products and services. creative natWest4.jpg midImage !startGrey!Customer touch points!endGrey! The revitalised identity was carried through all marketing communications and customer literature, as well as environments, including signage and uniforms. creative natWest5.jpg midImage !startGrey!Everyday scenarios!endGrey! The tone of voice was ‘everyday’, so language and imagery reflected this wherever possible. The photographs were even processed at an ‘everyday’ lab for consistency of the idea. creative natWest6.jpg fullBleedImage result slide1.jpg midImage We create new brands. slide2.jpg midImage !startGrey2!We create new brands.!endGrey2! We re-energise brands. slide3.jpg midImage We work across the full range of customer touch points. slide4.jpg midImage Our work spans industries, sectors and markets across the globe. slide5.jpg midImage We’re proud to work with some of the world’s biggest brands slide6.jpg midImage !startGrey2!We’re proud to work with some of the world’s biggest brands!endGrey2! and equally some of the smallest. slide7.jpg midImage We believe that creative thinking is the best way to crack strategic challenges. slide8.jpg midImage We believe that clients individual needs should drive our processes, not a one size fits all approach. slide9.jpg midImage We believe partnerships with our clients and their other agencies is the only productive way to work.