Bottom up Rebranding session by Astrid Jacobs and Hans Leijdekkers on MuseumNext 2019
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Creating a new website inevitably raises all sorts of questions about the being of your organisation. What are the characteristics of our identity? What is the core of our activities and how can we cluster them? How do the sub-brands relate? The underlying question of all is: how to make this tangible to your audiences? During this presentation, Hans Leijdekkers and Astrid Jacobs show how insights from the website redesign worked as a catalyst for cultural organisations like the Design Museum, RADA and Somerset House to change their overall branding and reflect on their positioning.
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Bottom up Rebranding session by Astrid Jacobs and Hans Leijdekkers on MuseumNext 2019
- 1. Museum Next, June 3, 2019 Bottom-up rebranding Hans Leijdekkers Astrid Jacobs Creative Director Strategist
- 2. How to design a website that is both subservient and distinct? Design Museum, London
- 3. How to design a website that is both subservient and distinct? Design Museum, London About enriching and rejuvenating a visual identity for online
- 10. How to make inclusiveness tangible? Royal Academy of Dramatic Art, London
- 11. How to make inclusiveness tangible? Royal Academy of Dramatic Art, London About how visuals can express brand values
- 12. - Birkigt & Stadler - design communication behavior personality Identity Brand identity
- 13. - Birkigt & Stadler - design communication behavior personality Identity Brand identity Image - Albert Mehrabian -
- 14. #1: Make the inclusive exclusivity tangible #2 Show the continuous buzz. #3 Help making educated decisions #4 Create simplicity through consistency #5 Fortify the brand Design principles
- 20. BrochureApplying the identity PosterApplying the identity
- 21. RADA Fest
- 22. How to make sense of a wide offer by several sub-brands? Southbank Centre, London
- 23. How to make sense of a wide offer by several sub-brands? Southbank Centre, London About the balance between brand architecture and user experience in navigation
- 26. Mono brand
- 27. Branded House
- 28. Endorsed brand
- 29. House of brands
- 30. Yayoi Kusama 5 April – 20 July
- 34. How to move from facilitator to curator? Somerset House, London
- 35. How to move from facilitator to curator? Somerset House, London About getting the brand personality out of the shadows of its offer
- 38. Facilitator, curator or blue ocean Facilitator Somerset House SkateStudiosExhibits Tenants
- 39. Facilitator, curator or blue ocean Facilitator Somerset House SkateStudiosExhibits Tenants Somerset House Skate Studios Exhibits Tenants Curator
- 40. Facilitator, curator or blue ocean Facilitator Somerset House SkateStudiosExhibits Tenants Somerset House Skate Studios Exhibits Tenants Curator Somerset House Blue ocean
- 41. Design principles #1 Always show the unexpected, alongside what the visitor was looking for. #2 Showcase the creative process, as well as the end result. #3 Give the activities of Somerset House and its tenants the same weighting. #4 Inspire visitors through the diversity of the offer. #5 Be open and inviting: encourage visitors to participate.
- 46. External directional signs - totems ORIENTATION South Wing East Wing West Wing New Wing The Edmond J. Safra Fountain Court Exit to Lancaster Place Exit to River Terrace Stairs Elevator Toilets VISITOR INFORMATION Info Desk West Wing reception New Wing reception EAT DRINK AND SHOP Fernandez & Wells – café Hej Coffee– café Bryn Williams – restaurant Spring– restaurant Pennethorn’s - cafe bar Somerset House shop Somerset House Terrace - seasonal bar G SEE AND DO FACILITIES Toilet Change level Embankment Galleries and Screenroom Elevator 3. GET INFORMATIONS 1. 2. EAT DRINK AND SHOP Fernandez and Wells10. Shop11. Bryn Williams12. Hej Caffee13. Pennethorne’s14. Spring15. East Wing Galleries1. Courtyard Gallery2. Terasse Rooms3. West Wing4. Lancaster Room5. River Rooms Embankment Galleries Hall Screen Room 6. 7. 7 77. 8. 9. COURTAULD GALLERY COURTAULD SHOP NEW WING NORTH WING EAST WINGWEST WING SOUTH WING -2 EMBANKMENT LEVEL GROUND LEVEL 7 8 1 2 3 5 6 4 10 11 13 14 14 15 12 9 EAT DRINK AND SHOP Fernandez & Wells – café Hej Coffee– café Bryn Williams – restaurant Spring– restaurant Pennethorn’s - cafe bar Somerset House shop Somerset House Terrace - seasonal bar G SEE AND DO FACILITIES Toilet Change level Embankment Galleries and Screenroom Elevator 3. GET INFORMATIONS 1. 2. EAT DRINK AND SHOP Fernandez and Wells10. Shop11. Bryn Williams12. Hej Caffee13. Pennethorne’s14. Spring15. East Wing Galleries1. Courtyard Gallery2. Terasse Rooms3. West Wing4. Lancaster Room5. River Rooms Embankment Galleries Hall Screen Room 6. 7. 7 77. 8. 9. COURTAULD GALLERY COURTAULD SHOP NEW WING NORTH WING EAST WINGWEST WING SOUTH WING -2 EMBANKMENT LEVEL GROUND LEVEL 7 8 1 2 3 5 6 4 10 11 13 14 14 15 12 9
- 47. How to explain what business has to do with drama? RADA Business, London
- 48. How to explain what business has to do with drama? About the influence of brand positioning on sub-site approach RADA Business, London
- 49. RADA Business RADA Business helps people at work become brilliant communicators. They deliver world-class training programmes and coaching for organisations and individuals.
- 50. Positioning a brand Points of difference Points of parity
- 51. What category are you in?
- 52. Tea What category are you in?
- 53. Tea What category are you in?
- 54. Tea Soft drinks What category are you in?
- 55. RADA vs RADA Business RADA Drama schools Drama schools with communication training Communication training Business training I want to become an actor Acting is a good method to improve my communicative skills I am insecure about my communicative skills As a leader I want to be an inspiring communicator RADA in Business Current approach RADA Business Academy Future approach
- 56. User journey
- 58. RADA identity
- 59. How to shift the narrative from collection to artist Van Gogh Museum, Amsterdam
- 60. How to shift the narrative from collection to artist About the role of the website in the brand ecosystem Van Gogh Museum, Amsterdam
- 61. Ecosystem Building Physical space Website Online Social channels Own channels AppAudio tour Other channels Media Newsletter
- 65. How an audience focussed website can be utterly impractical Commes des Garçon
- 66. How an audience focussed website can be utterly impractical About going beyond the obvious Commes des Garçon
- 69. Thank you! Hans Leijdekkers Fabrique +31 6 29278702 hans@fabrique.nl Astrid Jacobs Fabrique + 31 10180685 www.linkedin.com/in/astridjacobs/
- 72. Window Shop floor Storage Not relevant for this platform Store model