Weitere ähnliche Inhalte Ähnlich wie Playgroup Brand & Communication Case Studies (20) Kürzlich hochgeladen (20) Playgroup Brand & Communication Case Studies1. An introduction to Playgroup
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
2. Hello there
Playgroup is an independent, creatively focussed, design agency
based in Farringdon, London.
Creativity lies at the heart of everything we do, it is our lifeblood.
As individuals we are naturally inquisitive, imaginative and
collaborative and we use these characteristics to really understand
the challenges that we’re presented with. Combining these playful
traits with insightful thinking and a professional, can-do attitude
enables us to craft effective and often surprising creative solutions,
both offline and online.
We think that we’re a pretty nice bunch of people to work with.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
3. Expertise
We understand brand. We can help get a new brand off the ground, breathe life
into an existing brand, or make that all important message really resonate with
your internal audience. We can express your brand through carefully crafted
words and stunning visuals; on paper, online or in the built environment.
Brand Print Digital Environment
Brand strategy Corporate literature Website design Destination branding
Brand positioning Marketing literature Interaction design Branded workplaces
Brand identity Advertising Online strategy Branded environments
Brand books Annual reports Online campaigns Interior design
Brand guidelines Event collateral Mobile apps Signage
Comms planning E-newsletters Wayfinding
Internal campaigns E-mailers Exhibition design
Animation
Video
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
4. Clients
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
5. Client: Unilever
Project: Brand Expression
Expertise: Strategy, Brand Identity, Brand Expression, Internal Comms, Event Design
Bringing a brand to life
With a new identity, a core strategy
around sustainable living, and a bold
ambition to double the size of the business
whilst halving environmental impact,
Unilever approached us with the task of
bringing their brand to life through an
extensive range of corporate and brand
communications.
We developed an all-encompassing
creative platform for both internal and
external communications that formed
the basis of a set of brand guidelines,
delivered through a dedicated Brand
Centre. These guidelines incorporate
all aspects of print and digital media
and include sections on packaging,
branded environments and employee
communications, amongst others.
The new brand epitomises a more
connected world, where individuals come
together to form communities that create
positive change everywhere and where
the small actions of everyone in the
business can combine to make a
big difference.
Playful characters, a bold use of colour
and shape and genuine storytelling
combine to give a more human face to the
Unilever brand.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
6. Client: Mercedes-Benz
Project: Mercedes-Benz Driving Academy
Expertise: Brand Identity, Brand Launch, Print Design, Website Design, Social Media
Driving ambition
The Mercedes-Benz Driving Academy is a
new kind of driving school where drivers
start earlier and continue their education
beyond the driving test. Working
alongside the Mercedes-Benz team and
applying extensive consumer research,
we were able to define the brand; creating
a visual expression and messaging that
would appeal to both youngsters and
parents alike. The Academy was launched
to huge acclaim with a spectacular event
at Mercedes-Benz World hosted by brand
ambassador Lewis Hamilton.
Going forward, we helped develop a
cross-media campaign with a strong
social media bias that included email
marketing, exhibitions, and print material.
An innovative website allows students to
access their lesson progress via a graphic
visualiser linked to in-car cameras and
instructor PDAs. The pilot launch has
exceeded targets and is now being rolled
out in Germany, Holland and the US.
www.mbdrivingacademy.com
o date the Mercedes-Benz Driving
T
Academy has well over 5,000 members
in the UK with a 77% pass rate.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
7. Client: BT Business
Project: Employee Engagement
Expertise: Comms Planning, Internal Comms, Video, Viral Marketing, Corporate Literature
Energising employees
To support the above-the-line ‘Do What
You Do Best’ campaigns featuring
Gordon Ramsay and subsequently,
Peter Jones with the Gremlins we
were tasked with informing, educating
and engergising a somewhat sceptical
internal audience so that they could live
up to, and deliver the campaign promise.
We used ‘entertainment’ as the key hook
on the path to advocacy and began a
carefully planned cross-media campaign
with some provocative viral videos,
stunts and office branding. E-mails,
competitions and a ‘Making of the ad’
film helped engender a sense of pride
and inclusion in the workforce, prior to
the TV commercials being shown. With
92% of respondents indicating that they
were clear on the messaging and nearly
80% saying that the campaign stood out
from other internal comms and had a
positive impact on enthusiasm.
Winner DBA Design Effectiveness Award
for Internal Communiations
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
8. Client: Adnams
Project: Website
Expertise: Strategy, Website Design, Social Media
The taste of Southwold
The spirit of the Adnams brand lies in
it’s Southwold provenance. Bringing that
spirit to life online, away from the Suffolk
coastline, was our challenge.
In response, we created a lifestyle site,
driven by stories, blogs, podcasts and
videos that presents a clear definition
between the different parts of the
business; beer, wine, spirits, hotels
and retail. This socially connected site
(built in Wordpress) allows Adnams to
speak directly to a growing consumer
fan base and effectively manage stories,
content and promotions in-house. As
well as providing the perfect platform for
expressing the personality of the brand,
Adnams have seen a significant up-turn in
online sales across all product categories.
www.adnams.co.uk
“
Since the launch of the new site on the we
have seen a massive uplift in online sales
as a direct result. For the first quarter of
2011 Adnams online sales are up 167%
on the same period last year. With traffic
from the new site into the e-commerce
store up 115% and accounting for 38%
for the overall sales, a 72% increase YOY.”
Sean Clark
Head of Web, Adnams plc
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
9. Client: Argent
Projects: King’s Cross Estate Services
Expertise: Brand Identity, Brand Expression, Identity Guidelines, Branded Environments, Wayfinding Signage, Uniforms
King’s Cross Estate Services
The regeneration of King’s Cross is
arguably the most significant in central
London since John Nash was plying his
trade in the early 19th century. The
development will deliver some 8 million
sq ft of new and refurbished buildings over
the coming decade. With its extraordinary
transport links, public spaces and mix of
uses, it will be one of the best places to
live, work and shop in the capital. At it’s
heart is the new University of the Arts,
London that houses the famous Central
Saint Martins School of Art and Design
which opened in September 2011.
With the opening of the public spaces
came the need for high quality estate
management, public services and
legibility. Working with the Argent
delivery team, Playgroup were tasked
with bringing to life the estate
management function at King’s Cross
to deliver an exciting, urban environment
with a friendly welcome to everyone who
comes to N1C. This included articulating
the brand across all online and offline
communications as well as in the
physical environment.
www.kingscrosscentral.com
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
10. Client: BBC
Project: Websites
Expertise: Brand Identity, Website Design, Print Design, Digital Guidelines
Entertaining and educating
We’ve designed and managed the build
of a number of microsites to support the
BBC’s online remit and help extend the
range of their broadcast services. We’ve
given a visual expression and created
a range of templates and guidelines for
essential GCSE study resource Bitesize,
created a distinctive ‘socially connected’
site to support the BBC3 show Lily Allen
and Friends and developed multi award-
winning online gaming experiences to
accompany the Robin Hood TV series.
GI Jonny, an interactive campaign
aimed at informing teenagers and
young adults about HIV was particularly
successful, achieving 3 million page
impressions in the first two weeks. The
site allowed users to create their very
own customised action hero which could
be shared through Facebook. The online
campaign was supported by a suite
of above-the-line materials including
condom packaging, flyers, stickers,
t-shirts, banner stands and posters.
We even beamed GI Jonny onto various
London landmarks the night before
National Aids Day.
www.bbc.co.uk/schools/gcsebitesize
www.bbc.co.uk/lilyallen
www.bbc.co.uk/robinhood
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
11. Client: Kings Place
Projects: Event Website
Expertise: Website Design, User Experience, Strategy
Kings Place Events Website
Kings Place is an award winning events
destination in the heart of London
incorporating two art galleries, the Rotunda
Bar Restaurant, Green Fortune Café
and a fantastic selection of event spaces
with spectacular views over Regent’s Canal.
We worked closely with the events team at
Kings Place to craft a premium B2B website
that reflects the high-tech and high-end
nature of this modern conference, music
and visual arts venue.
The site is aimed primarily at organisations
looking to host their conferences or
events, but also companies or individuals
looking for a waterside venue for their
special occasions, and tells the Kings Place
story through vertical parallax scrolling
which highlights the key features of the
building. The website also acts as a tool for
conference organisers to plan their event,
with an interactive map that shows each
room in the context of breakout spaces
and food places. The website is built on
WordPress, allowing the Kings Place Events
team to quickly update or add content
through an intuitive content management
system and was delivered in collaboration
with our good friends at We Are Human.
www.kingsplaceevents.co.uk
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
12. Client: Lakeside Theatre, Colchester
Project: Brand Identity
Expertise: Brand Identity, Brand Launch, Brochure Design, Website Design, Signage, Poster Design
Take a bow…
At Lakeside Theatre all are welcome
and all who enter will discover a world
of creativity, theatre, dance, music and
comedy. This creative retreat encourages
all to be curious, to be adventurous
and to seek fulfilment. Situated by
the lake at the University of Essex,
Lakeside Theatre strives to be a home for
brilliant contemporary performance and
innovative well made plays.
To reflect a sense of wonder, energy
and adventure and to cultivate both
alternative and mainstream appeal,
Playgroup have developed a new visual
identity, working alongside the Artistic
Director and his team at Lakeside
Theatre. The new logo reflects the
bold and distinctive building in which
the theatre resides, with a bright,
optimistic graphic language aimed
at raising the profile of the theatre
amongst the student body and the wider
community. Application to a broad range
of collateral including a new website,
brochure, posters and signage has seen a
successful launch of this exciting brand.
www.lakesidetheatre.org.uk
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
13. Client: Mountain Fjord
Project: Brand Identity
Expertise: Brand Identity, Brand Expression, Print Design, Copywriting
Mountainfjord: Crafting a brand
Mountainfjord offer amazing experiences
through a collection of historic hotels
set around the majestic Sognefjorden in
Norway. With glacier covered mountains
and the tranquil fjord as the backdrop,
Mountainfjord give their guests an
unrivaled opportunity to experience
the region on their terms, whether it’s
adrenaline-fueled off-piste skiing or a
relaxing, cultural break.
The brand identity was designed to reflect
the natural environment, the peaks of
the mountains, the depths of the fjord
and the fantastic range of experiences
available. The mark references the
handcrafted Norwegian folk tradition,
but with a contemporary twist. We have
created a range of printed materials and
worked alongside our digital partners
We Are Human, who have delivered an
online strategy centred around inspiring
storytelling.
www.hotels.mountainfjord.com
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
14. Client: Teachers TV
Project: Online Campaign
Expertise: Strategy, Brand Expression, Banner Advertising, Animation, Email Marketing
Attracting teachers
When Teachers TV migrated their content
from a broadcast to wholly online service,
there was a genuine need to inform
teachers and education professionals about
the considerable benefits of the content
that they provide.
Our approach was to develop an overall
creative concept that highlights the sheer
wealth of resources on Teachers TV
through an explosion of colour, image and
words. This was tailored to a number of
different campaigns, promoting
everything from individual lesson plans
to behaviour tools. A range of formats were
used across a broad media schedule.
Playgroup did a brilliant job on this
“
campaign. They took the time to
understand the market and delivered
an insightful, creative campaign that
performed very well. They were also
an absolute pleasure to work with.
Highly recommended.”
Nathan Gaw
Head of Marketing, Teachers TV
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
15. Client: Unilever
Project: Leatherhead HQ
Expertise: Branded Environments, Interior Design, Signage, Wayfinding, Print Design
Passion for brands
Playgroup were appointed to bring
Unilever’s brand values to life in their UK
headquarters in Leatherhead. The brief
was to engage customers (retailers) and
consumers; and create an environment
that staff would enjoy and could be
proud of. Above all the building needed
to express the real pride and passion
that Unilever have in their brands, and
needed to feel down to earth, real,
energetic and vibrant.
The overall look and feel of the building
is a neutral/fresh back drop with soft
white desking brought to life with
splashes of colour and timber cladding.
Colour, vibrancy and buzz is brought into
the space through an overt expression
of Unilever’s brands, customers,
consumers and heritage. Giant images
of bouncing babies, huge jars of Marmite
and towering deodorant sticks combine
with energising copylines to give a rich
tapestry of life at Unilever.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
16. Client: Unilever
Project: Unilever Singapore
Expertise: Branded Environments, Interior Design, Signage, Print Design
Branding the workplace
The new Unilever Singapore office, a hub
for the South-East Asia region, brings
together all of the categories, functions
and brands under one contemporary roof.
Collaborating with both architect and
client, Playgroup developed a creative
proposal for branding the workplace
that, as well as being sympathetic to the
modern spaces available, also provides
a platform to deliver messages in a
beautiful and consistent way.
The overall scheme reflects the regional
culture and vision whilst demonstrating
a real sense of pride in Unilever’s global
and regional brands, and contains a Ben
Jerry’s bar, Ponds Institute, hair salon,
theatre kitchen and dedicated team
areas for each category or corporate
function. The branding reinforces
Unilever’s sustainable growth strategy
with a strong emphasis placed on agile
working methods.
We managed all aspects, from defining
the creative vision through to production
and installation of each piece of artwork
and signage.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
17. Client: We Are Human
Project: Branding
Expertise: Brand Identity, Brand Expression, Print Design
We Are Human
We Are Human are passionate about
creating innovative solutions that
focus on the moments of engagement
between brands and people through new
technologies. They came to Playgroup
with a brief to define a brand identity
that echoes their creative, imaginative
and down-to-earth personality.
The typographic logo and touchy-feely
creative expression reflects a digital
company very much in tune with the
real world.
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
18. Client: WSPA
Project: Pawprint Campaign for Rio+20
Expertise: Strategy, Website Design, Social Media, Facebook App, Viral Video, Offline Activity
Kinder, clever farming:
WSPA Pawprint
The World Society for the Protection of
Animals approached us about raising
awareness of the plight of farm animals
in the run up to the G20 Summit in Rio
this June. We developed a campaign that
leverages social media to mobilise public
opinion around the issues, with a Facebook
app that measures an individuals
impact on farm animals based on their
consumption – their ‘Pawprint’. Well over
100,000 people have taken the action to
sign the Pawprint petition. The campaign
is supported by a three minute animated
video which, through an entertaining
narrative, demonstrates the positive and
surprising impact of kinder farming on the
wider society. The video has a truly global
feel and has been dubbed into a number
of languages.
With over 500,000 brilliant WSPA
supporters from across the world, an
animal samba dance troupe and Brazilian
superstar actress Alice Braga behind
them, farm animals really were the talk
of the town in Rio!
View the Pawprint launch video at:
youtube.com/watch?v=we55M0lg7H8
See the WSPA Animal Samba Squad
in action at Rio+20:
youtube.com/watch?v=Z-ZM_tuOhQg
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
19. Client: WWF International
Project: Face the G8 Campaign
Expertise: Strategy, Website Design, Social Media
WWF Face the G8
We worked with WWF International on
an online game and social media-based
petition aimed at mobilising public opinion
around environmental issues ahead of the
G8 summit in Rome. Alongside a website
with gameplay elements we also produced
simple stop-frame animations and a
tongue-in-cheek viral teaser.
The teaser features the heads of the G8 in
a humorous animation that challenged the
viewer to see if they could deliver a better
future on a range of sustainability issues.
An interactive game allowed users to
make their very own policy decisions and
to see the effects of those decisions in
the year 2059. As part of the campaign
supporters were encouraged to add their
name, and their face to an online petition.
Users were able to upload their very
own, personalised campaign poster to a
dedicated Flickr stream, which created a
highly visual and impressive format for
the petition.
View highlights of the campaign at:
http://vimeo.com/5553551
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
20. Play People
Mike Gowar Steve Cluett Gemma Monk-Hartley Linda Skoda Ben Philp
Client Services Director Creative Director Account Director Senior Designer Senior Designer
Mike’s list of responsibilities includes Steve brings a wealth of creative experience to Gem has all the attributes of a great Account Linda simply lives for design. She can find Ben is our resident typophile, with a genuine
everything from running the business Playgroup, having worked in the industry for 20 Director. She works closely with clients, taking beauty in the most unlikely places and is enthusiasm for the craft of the graphic
to buying the Krispy Kremes. He’s years. Despite remembering when a Mac was a a strategic overview and proactively advising always one step ahead of current trends. A designer and an eagerness to deliver fantastic
particularly focussed on business raincoat, he has managed to keep bang up-to- where appropriate, she is supremely well skilled designer and illustrator, Linda also creative, both on paper and online. Perfectly
development, with a gregarious character that date with the ever changing communications organised and she’s got a really big notebook. has a passion for cutting-edge architecture, qualified with a degree in Graphic Design and
ensures we have a long list of ‘happy clients’. landscape. A reluctant runner, Steve has, Gem loves spending time trotting down the beautiful interiors and brilliantly simple a 50m breast stroke badge, he likes to unwind
Mike takes responsibility for the overall nevertheless, completed two marathons and bridleways of Hertfordshire on her trusty horse objects. A passion that borders on fetishism with a fishing rod in one hand and a cold beer
relationship with the client and would happily run to Wembley if his beloved Fiero when it comes to chairs. in the other.
ensures that you receive the appropriate level Wolves ever reached the Cup Final.
gemma@playgroup.com linda@playgroup.com ben@playgroup.com
of service at all stages of the project.
steve@playgroup.com
mike@playgroup.com
Dan Sly Jenny Sanderson-Byrne Alistair York Ben Sillitoe Alan Hynes
Designer Designer Project Manager Business Development Finance Director
Dan joined Playgroup after a successful Jenny is the most recent addition to the studio, As a project manager Alistair acts as the Ben is that most unusual of creatures, a new Alan brings considerable experience and
internship having been spotted at the DAD bringing with her a keen creative eye and conduit between client and studio, always biz guy from a creative background. Having invaluable strategic support to all aspects
New Blood show. Dan is a super-talented design skills that compliment the rest of the with one eye on the brief and the other on the studied Graphic Design and Illustration at of our finances. His geeky obsession with
designer – he lists his interests as: reading, team. Jenny’s interests include cooking, going budget. He shares a common passion for good, NUCA, he’s now using his illustrative skills facts and figures extends to an over zealous
art, design, digital, science, technology, to the cinema, badminton and netball - let’s simple design and spends weekends enjoying to draw up a list of potential new business knowledge of Northern Irish football. Did
history, space and the universe. just hope she doesn’t get the nets mixed up. his obscure music collection or a foreign movie targets. A lifelong rugby player, Ben’s now an you know that George Best played for
That just about covers everything, hopefully – très cultured. experienced member of the Playgroup squad. Bournemouth five times?.
he’ll find time to do a little designing. Dan jenny@playgroup.com
alistair@playgroup.com ben.sillitoe@playgroup.com alan@playgroup.com
brings a youthful exuberance and real ‘can-do’
attitude to the creative team.
dan@playgroup.com
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012
21. Contact
Thank you! Playgroup
12 Greenhill Rents
London EC1M 6BN
+44 (0) 20 7251 8096
Please contact:
ben.sillitoe@playgroup.com
mike@playgroup.com
Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / info@playgroup.com / www.playgroup.com © Copyright Playgroup 2012