Brand application for large format retail design

2D/3D visual expression / 22-11-2012

2D/3D visual expression

Shopping Centres &
Large Format Retail Environments

Who we are

CampbellRigg is an independent retail design Brands
agency based in London, internationally The management team of CampbellRigg understands
the importance of brands and the role strong brands
renowned for its work in the field of retail play in the lives of consumers.
interiors and retail communications.
Retailing Expertise
The company provides strategic and creative
We work with management teams of leading UK and
design solutions to some of Europe’s most European retailers. Our retail design and branding work
successful businesses. enables our clients to boost their revenues and
revitalise their trading formats. With a solid understand-
We have significant experience in adding ing of what works and what doesn’t work in retail envi-
ronments, the company partners with businesses with
economic value to our clients’ businesses the vision of obtaining the best returns on capital em-
by designing store environments, developing ployed.
retail formats, graphic communication suites
Strategy
and producing innovative merchandising
Our approach means the project objectives are aligned
solutions for their retail outlets. with the vision and strategy of the client retail company.
We aim to understand the company’s core values and
Our core company competencies lie in our its vision, before we attempt to interpret “or” create the
knowledge of brands and how customers brand “or” format essence.
behave within a retail environment. Independence
We are an independent agency and are not tied to any
third party suppliers. We work with incumbent suppliers
of client companies or can recommend suitable agents.

campbellrigg international ©

Branding Services we can offer

Signage Identity

– Fascia Design – Name Generation
– Exterior Banners Signage Brand – Logo Mark
– Exterior Navigational Signage & Navigation Identity – Strapline Development
– Interior Navigational Signage – Typography & Secondary Fonts
– General Directional Signage – Colour Palettes
– Totems – Photography Styling
– Directories – Character Creation
– Tone of Voice
– Brand Guidelines

Design Planning RETAIL Extension
Interior Brand
– Architecture – Store Planning – Bags
– Shopfront Design – Format Development
& EXTERIOR Extension – Uniforms / Name Tags
– Interior Design – Shop in Shop Design STRATEGIC – Vehicle Livery
– Lighting Design CUSTOMER FOCUSED – Loyalty Card
– Fixture Design – Stationery
– Visual Merchandising
SOLUTIONS – Private Label
– Furniture Design Process – Promotional POS
Environment Graphics – Informational POS
– Research & Insight – Packaging
– Brief Development / Definition
– Design Concept Exploration
– Detail Design
– Implementation

Digital Digital Digital
In-store
Marketing
– Interactive Information Kiosks Digital – Website (Template)
Material
– Promotional Plasma Screens – Phone App (Template)
– In-store TV Channel (Template)

Events Print
Print based
– Promotional Events Events Marketing – In-store Communication
– Product Launches / Activation Material – Leaflets / Flyers
– Pop-up Shops – Brochures / Magazines
– Newspaper Advertising


Our Process Working Process

Stage 1: Familiarisation and Strategy

Stage 2: Concept Design

Stage 3: Design Refinement

Stage 4: Detail Development

Stage 5: Implementation


About Us Biographies

Campbell Rigg Dorota Czernuszewicz Neil Clayton
Chief Executive Officer Design & Retail Planning Director Design Director

Campbell set up his first business at the age of Dorota joined CampbellRigg in October 2000. She Neil came to Campbell Rigg in 2010, having
24 and has over 25 years experience in retail and has over 25 years of experience in retail and leisure previously been a director of his company
leisure design and marketing sector. design, working on a wide variety of projects in Adcock Clayton. He has 30 years experience in
several countries. commercial retail and catering design working
In 1987 he founded his own design consultancy on a range of projects for many wellknown blue
and has been responsible for developing the At CampbellRigg, Dorota has been responsible for chip companies.
company’s international role with many European delivering projects for Tesco Stores (UK, Europe
retail groups. and Asia), Dixons Retail Stores, Argos plc, Safeway During his time at Campbell Rigg he has worked
Stores plc, Woolworths plc, Comet Group plc, as design director for variety of projects from
He has consulted to Metro AG (Germany), Harrods, Blockbuster, Kesko Food Ltd (Finland), ICA Tesco Stores plc, M.Video, to a range of projects
Interspar AG (Austria), ICA OY (Sweden), OY (Sweden), Adler Modemarkt GmbH (Germany), in the Russian market including Hypermarkets
Musgrave (Eire), Bacardi Global Retail, Kesko OBI GmbH (Germany). and banking groups.
Food Ltd (Finland), Hammerson GmbH
(Germany), Woolworths plc, Safeway Stores Most recently she has worked as design director on During his time at Adcock Clayton, Neil delivered
plc, Unilever plc, Marks and Spencer plc, Asda a variety of projects in Russia including VTB, Snow numerous projects for Harrods, Wedgwood plc
Stores plc, Abbey National Bank, Whitbread plc, Queen, Demix, InCity and Enter. (Global), Links of London (Global), Argos Stores
Harvey Nichols Limited, Debenhams Stores plc, plc, Asda Stores plc, Fenwicks, Co-Operative
Hennes and Mauritz Ltd, Arcardia Group plc, Dorota was previously with the international design Department stores, McDonalds, Welcome Break
McDonald’s Restaurants Ltd, Courtaulds Textiles consultancy RPA (Europe) Ltd where she managed Motorway services, Kenco, Moto Motorway
plc and Dixons Stores Group plc. retail projects for Tesco (UK), CRS (UK), Jeronimo Services, Coca Cola, BAA and Intel.
Martins Group (Portugal and Poland), Spolem Co-
Campbell was formerly with Fitch RS plc where operative (Poland), City Sokos (Finland), Mamas His experience prior to this covered many high
he gained experience working with textile retail and Papas (UK), Osh Kosh B’Gosh (UK, France street fashion brands, including Miss Selfridge,
groups Arcadia Group (Topshop, Topman, and USA), Singer (Portugal, Italy and Spain), Banco Wallis, Jones Footwear and Safeway Stores plc.
Principles, Champion Sport) and Boots plc. Popular (Spain) and Bristol & West Building Society
(UK).

In 1999 she co-ordinated and directed 24 individual
projects at the Millennium Dome in London, including
all Dome retail outlets, wayfinding/orientation
signage, exhibits and reception areas.

Her experience prior to this cover many departments
stores including Fenwick (UK), Stockmann (Finland)
and concourse and catering designs for BAA Plc.


Building your brand


Building your brand

Your brand or corporate identity Branding refers to much more than designing a logo
for a company. It is the overall image and message
Knowing what you want your brand
to say
communicates your unique promise that communicates your brand’s personality and
attitude.
Consider the core values of your company and the
of value. It provides the customer A strong identity will reinforce your message and personality that you want to communicate through
differentiate your company and products from your your brand. Simply, what would you like consumers
with an immediate impression of competition. Your customers will begin to see you in to think when they perceive your brand? A feeling
a refreshing new way and potential clients will have that your company is dynamic, progressive, es-
who you are and what you stand for. confidence in your product or service. tablished or exudes quality? Or is it young, trend-
setting or savvy and sophisticated? When custom-
It adds instant credibility, recognition The value of good branding is immeasurable. ers choose you, it’s because they resonate with
what your brand stands for. Your brand helps them
and familiarity to your business. The process of building further define themselves. By communicating who
you are in a powerful way, it lets potential custom-
a successful brand ers build a relationship of trust with you.

There are some simple principles to consider when
creating a brand or visual identity for your company. Create consistency
These guidelines form the crucial foundation that
helps ensure you build a successful brand. The fun- Once you are clear of your target audience and
damental work for developing a successful brand company message, your branding will be more fo-
takes time - it is an investment of effort and team cused. All your marketing and communication ac-
work. tivities should reinforce the same visual image and
brand message. Consistency cannot be stressed
enough in the development of your brand. Consis-
Know your target audience tency ensures recognition, familiarity and embeds
your brand in the customer’s consciousness.
You must have a thorough understanding of your
target audience. Place your audience into a cat- A brand works hard to build your company over
egory. No company can serve everyone. What time.
demographic information do you have about your
client (based on age, gender, cultural background,
geographic location, socio-economic group etc,)?
What is the psychographic description of your client
group? What are their core characteristics or per-
sonality types? their values? their motivators?
These are the things that are not so easy to mea-
sure! The more you know about your ideal client,
the easier it is to reach and appeal to them. What
type of image would your audience respond to…
corporate, funky, elegant or contemporary, just to
name a few?


Building your brand

Brand Layers Brand Suites

C O N SIS T E N C Y INSPIRATIONAL SUITE
S TO RY
BRAND
ND MESSAGE
BRA
S O N A LIT Y
PER
SITIO NIN G
PO
‘inspire’

BRAND

Appling each of these BRAND
layers accross all of your
branding will add...
= more value
= more loyalty
=
=
more trust
more recognition
‘promote’ ‘inform’
= increased market share
= more memorable
= increased reputation
= increased brand equity
= attracting & retaining
the best people
= New customers
= interna; & external advocates
= empowered terms
promotional suite INFORMATION SUITE
‘living and breathing’ the brand


Building your brand

Customer Brand Journey
Site
entrance

NEW

centre Exterior
approach

Promotions
welcome

orientate
centre interior

invite / entice

highlight
ZONES

sell

serve Beacons

thank
features

service

inspire

inform

promote


Work Examples

Example 1: Port City

Example 2: Tesco

Example 3: Kesko


Example 1: Port City


Brand

PORT CITY SHOPPING CENTRE, ZAPOROZHYE - UKRAINE,
CONTINIUM HOLDINGS

The brief
A spectacular new architectural landmark for the city of Zaporzhye in the south of Ukraine. The interior design pushes the boundaries
of destination retail design. The centre successfully combines retail and leisure to offer a day out destination.

Including 12 screen cinema complex, ice rink, licensed bars, café, restaurants, with four shopping malls.

What we did
We produced the concept for all interior design, wayfinding and signage. The interior has been conceived in a distinctive modern style
influenced by Ukraine culture, folklore and the local countryside. In this spirit, all gateways into this virtual city are designed to enhance
the uniqueness of each threshold with emphasis on the strong Way-finding qualities of the civic art.

Each ‘welcome hall’ is themed from one of the four elements leading to one of four Malls:- Earth, Wind, Fire, Water. The design takes
into account changing customer needs and trends. “Everything just for me”. Putting the customer first, treating every visitor as an
honoured guest is the civic contract that Port City forges with its community.

Project details
2008

Total area of shopping centre is 74,000sqm. Local population of 800,000. Site area 7.4 hectares.


Graphic Design Guidelines
Brand The Brand Marque
Бренд

Crane Medium - MODIFIED


3D Form, Shape and Samples of Application
Brand Ballustrades


Brand Totems and Lightboxes


Brand Totem Details
Бренд


Brand Opening Hours
Бренд

часы работы
8:00 - 23:00

Конотеатр: 9:30 - 01:00
Ледовая Арена: 9:30 - 01:00
Боулинг: 10:00 - 16:00


Brand External Application
Бренд


Brand Lightbox Details
Бренд


Brand
Бренд

Превосходное качество обслуживания

Добро пожаловать в торгово-развл
екательный комплекс ПортCity!

Мы превзойдем ваши ожидания!

Все под одной крышей
Promotional Materials / Banners

Brand PortCity
Бренд
Информационная доска и камеры хранения
Information Board and Lockers
Г по графическому дизайну
ид
Graphic Design Guidelines }B
Information Board and Lockers
11


Brand Signage
Бренд


Brand Materials and Finishes
Бренд

Дерево
Wood


Бренд

Металл
Metal


Бренд

Кафель
Tile


Бренд

Стекло
Glass


Brand Totem Details
Бренд

C C

CC

D D

DD

EE
B
E E

A
A AA BB

B


Brand Totem Details
Бренд

B

A
A
B


Brand Totem Details
Бренд

Плащик
Luminary

вход

2

вход

2

Brand Stationery
Бренд

www.portcity.ru - info@portcity.ru - Офис №1: Екатеринбург, ул.Пушкина, д.4, Телефон/факс: +7 (343) 381-81-81, 235-00-00

www.portcity.ru - info@portcity.ru - Офис №1: Екатеринбург, ул.Пушкина, д.4, Телефон/факс: +7 (343) 381-81-81, 235-00-00

Конверт - Envelope

VIP бланк - VIP Form


Brand Stationery
Бренд

Елена Макарова
проект-менеджер

Елена Макарова
Офис №1: проект-менеджер
Екатеринбург, ул.Пушкина, д.4 Офис №1: Екатеринбург, ул.Пушкина, д.4
Телефон/факс: Телефон/факс: +7 (343) 381-81-81, 235-00-00
+7 (343) 381-81-81, 235-00-00 www.portcity.ru - info@portcity.ru
www.portcity.ru - info@portcity.ru


Example 2: Tesco


Brand

TESCO

The brief
A major project to create a new brand ‘look and feel’ for their store portfolio in the UK including the hypermarket, supermarket and
convenience store formats. This included all interior and exterior design and a complete redesign of all way finding signage and
communications.

What we did
We created a new brand ‘look and feel’; a more customer focused in-store experience for Tesco which involved creating the overall
brand environment for all of their store formats:- a new Hypermarket store at Accrington, and a new superstore at Welshpool including
its petrol forecourt, city centre and convenience store formats.

Our work featured interior & exterior design for all signage, way finding and point of sale communications.
Total store design including lighting systems, merchandising systems solutions, shop fronts, landscaping and car park. We worked
very closely with Tesco’s signage contractor to develop new signing systems and methods of applying the new Brand pattern.

Project details
2010-2011

Project implemented in under 9 months.

Independent research by Tesco showed that customer feedback was extremely positive.


Brand Totems & External Signage


Brand Signage & Wayfinding


Brand In-store Branding & Concept Application


Example 3: Kesko


Brand

KESKO

The brief
An overarching project covering strategic brand positioning and all aspects of how this translates into the store layout,
environment including signage (internal and external), and communications.

What we did
CampbellRigg worked through all project phases from strategy through to implementation. Key features created in the
course of the project were:

• A bold, new inspirational communications package to help reinforce the ‘New’ and ‘Fresh’ positioning

• A more intuitive and organic customer journey with different departmental layouts giving a fresher perspective of the entire store,
raising customer awareness of product groups and aiding the customer journey

• ‘Emotional zones’ in which the shopping experience is influenced by variations in environment, lighting, colour, fixtures and flooring

• New store lighting principles with warmer task lighting being increased and ambient lighting reduced

• New merchandising systems and emphasis on variation of the height of fixtures enabling better sightlines across to other
areas of the store

Project details
2003-2004

10-month programme from concept, to completion of all implementation information.

Project landed in store 4 months later.


Thank you

For more information on this document, or campbellrigg,
please contact Philip, philip.henry@campbellrigg.com
+44(0) 207 284 1515


Brand application for large format retail design

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (14)

Ähnlich wie Brand application for large format retail design

Ähnlich wie Brand application for large format retail design (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Brand application for large format retail design