Redesign of creds as seen by Mark

1. Nov 2011
Introducing 1o1
A Free Range Creative Company
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2. About Us.
Our Work.
Discussion.
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3. Founded by people who
have seen what great brands
and great ideas can do.
Phil Rich Laurence Steve Mark
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4. The Business
Problem
People care more about which
yoghurt they eat than their mobile
phone network.
Organising Idea
Together we can do more.
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5. Brand tool kit:
Including: Design/art
direction/photography for character
based 3d toolkit/identity
system/digital/retail/posters/advertisin
g/en-code site.
5

6. Media.
Over 113 touchpoints; from TV to
cinema, print and online to in-store
(POS, window design), outdoor and
business cards, across 9 markets.
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7. Results. UK sales
+14%
Month on month (PAYM) and
13% (PAYG), and retail footfall
increased nearly 7% yoy.
In France, the campaign
increased propensity to join
Orange by 25%.
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8. The Business
Problem
Recover brand leadership in TV.
Restore brand halo beyond.
Organising Idea
Colour like no other.
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9. ???
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10. Results. Views
+20m
Brand leadership.
Commercial taken off air.
New factory built to
meet demand.
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11. More than an advertising agency.
We call ourselves
a free range Free to roam a business in search
creative of a problem or opportunity, then
to roam beyond traditional siloes
company. to solve it or seize it.
Intervening earlier, executing more
broadly than our peers.
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12. The brand and brand team’s
We pride
north star.
ourselves
on delivering Informing what a brand does and
not just what it says.
organising ideas.
Grounded in and serving the
business problem.
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13. United behind the brand’s
And we think of
fortunes.
ourselves as fellow
brand managers. Appraised and remunerated
‘as one’ wherever possible.
Enabled and driven by a
‘client inside’ mentality/spirit
of custodianship.
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14. Flexibility & Sized to reflect the task.
accountability are Based more on value to you than
at the heart of cost.
our approach to
remuneration. Shared ethic of risk and reward.
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15. We call ourselves More than an advertising agency.
a free range
Free to roam a business in search
creative of a problem or opportunity, then to
company. roam beyond traditional siloes to
solve it or seize it.
Intervening earlier, executing more
broadly than our peers.
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16. Our ambition is to
lend our collective
imagination to business
problems, rather than
just lend our creativity
to comms.
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17. Want a running mate.
Our ideal
partners: Want to make a difference.
Believe that creative imagination
should be used to solve business
problems rather than just a comms
brief.
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18. Founding clients/tasks.
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19. The Business
Problem
Supporter numbers stalling.
A cultural membership
scheme in denial.
Organising Idea
The National Art Pass means you
are ‘Never Without Art’.
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20. Branding and visual identity:
for the pass itself, membership packs
and beyond.
All launch materials:
partner collateral, online and offline
advertising, PR and sales promotion.
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21. Membership
Results.
+12%
Understanding
+11%
Fans
+93%
Followers
+181%
70,000
very warm prospects
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22. The Business
Problem
The long shadow of FCUK.
The tyranny of ‘the season’.
Organising Idea
Give the clothes personality:
‘I am the collection’…
in moveable parts.
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23. In-store, online and offline
advertising (film and print).
Any builds welcome, the more
we have done the merrier!
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24. Results. Sales
£400m
Company back in profit despite
difficult high street conditions.
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25. BBC Radio Idents.
Creating a clearly
identifiable suite of logos
that could work effectively
as a ‘favicon’ or as a
concert hall banner. They
also needed to hint at
content on offer by each
station.
For example: Radio 4 is a
speech station for curious
minds, Radio 3 is a
classical music station.
Incorporating a ‘speech
mark’ and a ‘bass clef
symbol respectively into
the logos helps to define
what is on offer.

26. BBC Radio Idents.
Each station was given an
illustrated ‘brand toolkit,’
which helps define the
brand’s distinct
personality even further.
These toolkits were used
across all forms
of media, from
animation, signage, statio
nery, to all digital content.
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27. BBC.
British Museum.
History of the World.
The logo reflects the
chronological spread
of the objects but
through typography.
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28. BBC.
British Museum.
History of the World.
Examples of the brand
toolkit applied in-gallery
and in print.
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29. BBC.
British Museum.
History of the World.
Examples of the brand
toolkit applied on-line.
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