Sundae Images - Cost effective imagery with strategic brand integrity.

1. Sundae

2. A thought..
Would you ever send out for ‘stock’
product copy or a ‘stock’ pack design or a
‘stock’ endline...?

3. Another thought..
In these economically challenging times,
which sounds most shrewd;
... pay someone else to go to the shops for
you, find a frock that will just about fit,
get you to pay for it, you wear it once, and
then find you have to pay again if you
wanted to wear it next year?
Or better to order something made to
measure, that is delivered to you & yours
forever...?

4. Food for thought ...
Sundae is a photography consultancy, working with
brands to develop and support strong brand
identities.
Founded by brand management experts with years
of blue chip client & agency experience, Sundae
understands both the operational and strategic
demands of photography for brand
communications, and how the two often clash.
The philosophy and visual identity of your brand
should define all your imagery, always. It should
always be at your fingertips, and not cost an arm &
a leg...
Easier said than done?..

5. Business as usual…
Company wide, people want ‘pictures’, all the time,
a leaflet, a sales stand, a website, a promotion,
annual report, internal comms…
At best they all use the same tired image that they
know is approved, even though it’s out of context &
dated, (not to mention out of usage licence
agreement) or at worst they go off and spend a
fortune on completely average & inappropriate
stock stocks.
Wouldn’t it be easier for everyone to have a bank of
bespoke images, that were designed specifically to
encapsulate your brand identity and tone of voice,
available online and copyright bought out?

6. Imagery - challenges for brands
• Consistency - all touchpoints
• Integrity - with brand values
• Recognition
• Quality
• Internal /external credibility
• Cohesion with core offering and ATL activity
• Operational demands
• Cost
• Control
• Freshness/ regular updates
• Relevance

7. Making imagery work for you
No logos - but you can tell the brand a mile off …

8. Making imagery work for you

9. Making imagery work for you

10. Brand realities
Tone of Voice
• How a brand expresses itself, the manifestation
of its core philosophy, its personality. The words
and pictures it uses must have integrity with that
personality.
Perception is reality
•Brands only truly exist in the minds of the
consumer.
•Brand communications and brand behaviours
create a perception in the heart of your customer.
Everything they see, everything you do, not just
the TV stuff.
3 dimensional branding
•To be convincing - you have to be convinced
yourselves.
•Internal branding is vital. Staff must believe the
brand is as slick and as meaningful as your
customers - or it will show…

11. Hierarchy?
Every brand marketeer knows this inside out and
back to front...
words & pictures
Brand
communications Communications
strategy
Design elements
guidelines
Logo
Behaviours
Product
Brand
Brand values
Brand Philosophy

12. Hierarchy?
words & pictures We believe that it is more like this ...
Communications From a brand management point of view, the final
touches, the topping, the actual words and pictures
strategy used to communicate with customers are maybe
not so strictly governed, but make up the largest
volume, most diverse and most frequent touch
Design elements points.
guidelines
Brand If they are not balanced with the apex, the crux of
communications the brand - the philosophy - the brand architecture
Logo can topple.
Often ‘guidelines’ stop at Design Elements
guidelines, sometimes even with the Logo …
Behaviours
Product
Brand
Brand values
Brand Philosophy

13. Good things about Sundae imagery
• Bespoke & unique to you
• Relevant to your business
• Consistent and meaningful brand building - across
everything you produce
• Operational efficiency whilst maintaining brand
affectivity
• Reliable resource - there when/where you need it
• Controllable - cross market / dept access
• Peace of mind re copyright buyout
• Cost - smart agency model; minimal overheads, in-
house level costs for specialist resource.

14. Consolidate - get more out of your cash
Cumulative cost of individual, uncoordinated activities Cost of bespoke, relevant & recognisable brand shoot
1 weeks shoot & production management
Leaflet - 4 stock shots, one off use ! £800
Research & guidelines development
Annual report & accounts - designer sourced
imagery! ! ! £10000 Buyout in perpetuity of c.50 shots
Website refresh - R.F. stock used ! £500 Delivered, scanned, styled & retouched, low and high res.
Captioned and documented.
DM campaign - agency specific shoot ! £7000
Brochure - graduate recruitment ! £5000
! ONE OFF cost c.£3,000
3 product leaflets ! ! £3000
3rd party promotion ! ! £500
Exhibition stand - stock licensed 1yr ! £1500
Product launch comms! ! £10000
Internal magazine! ! £2000
Customer magazine ! ! £5000
Sales
materials! ! ! £5000
Retail
interiors! ! ! £10000
All costings are approximate and subject to brief scope
! ANNUAL cost c.£60,300

15. What will Sundae bring …
•Specialist expertise, brand identity, photography
and brand delivery in a unique and efficient unit.
•Bespoke imagery creation to your existing or our
developed style guidelines. Creating, refreshing, or
evolving your brand image library.
•Analysis and development of brand imagery style,
content and properties
•Creation and publication of imagery usage
guidelines
•Partnership & integration with existing comms
agencies
•Digital/online library solutions and hosting.
•Retained partnership in general imagery
consultation and brand guardianship.

16. Practicalities
•Images can be provided on CD or direct to an
online library hosted by you, or us.
•We provide buyout agreements for all our bespoke
brand imagery - one cost - usage for life.
•All documentation and copyright agreements are
provided
•Model & location release permissions are
documented.
•Categorisation and key wording of library for
maximum efficiency
•High and low res files for ease of working.
•Master files held in case of disaster!

17. Who are we?
Our founders are commercial photographers and
artists who have a background in Brand and or
communications, including major brands such as
bmi, Hilton, and Orange.
This unique position gave rise to Sundae.
A core group of Photographers work regularly for
Sundae, under our creative and strategic direction.
However we operate a smart virtual agency, and
are always expanding our international network.
This allows us to research and commission specific
to brand needs and sector expertise.

18. Case study - Osh Kosh
Brief
•Rough & tumble; real kids in real mess, having
fun wearing real, robust & cool clothes by Osh
Kosh.
Developed style definition
•Grainy, earthy, rich saturated colours, low depth
of field to throw the attention on to the clothes.
Close in crop - a childs eye view.

21. Case study - Eurostar
Needs - Brand
• Consistency, with brand values and offering
• Cohesion with ATL and current design style
• Recognisable and ownable style within imagery
created
Needs - Operational
• Flexible – for use in range of applications / layouts
• Differentiated from ‘ Stock shot’ wallpaper
• ‘Starter pack’ for an ongoing library of general
destination images
• Provide breath and depth to visual description of
destinations
Needs - Content
• Graphic and design conscious but not gratuitous
• Evocative elements of a place; Descriptive, not just
illustrative.
• Create desire, interest, a taster
• A new angle / intrigue from ‘overshot’ destinations.

22. Case study - Eurostar
Distilled brand elements
• Dynamic
• Speed
• Accessible
• Freedom
• Adventure
• Close / Near
Style definitions
• High contrast
• Dynamic strong perspectives, indicative of speed/
movement
• Dramatic wide angle
• Graphic composition
• High depth of field.

28. Case study - Wysing Arts
Needs - Brand
• Visual representation of the centres unique offering
• Recognisable and ownable style to take through all
new corporate comms
Needs - Operational
• Create a sense of ‘latent potential’ to encourage
investment
• Create a sense of the centres ambience & qualities
Needs - Content
• Activities, atmosphere, physical space, context,
facilities, areas needing funding

29. Case study - Wysing Arts
Distilled brand elements
• Grass roots
• Community
• Hands on
• Rural/ rustic
• Space
Style definitions
• Hazy, sunny light
• Yellow/ warm tonality
• Soft
• Graphic, close in (inviting) compositions

33. Case study - Guest Invest
Needs - Brand
• Design conscious
• Reflective of the target market trends but with an
individual edge
Needs - Operational
• Create atmosphere
• Reflect finishes & quality
Needs - Content
• Specific and generic illustration of the offering

34. Case study - GuestInvest
Distilled brand elements
• Intimate
• Exclusive
• Stylish
Style definitions
• High key
• Low depth of field
• Abstract details
• Cumulative / grid image use

38. Case study - Network Rail
Needs - Brand
• Credible, design led imagery - move away from poor
operationally led comms of past
• Specific styling - recognisable and consistent
• Brand essence & assets - defined and aligned across
activity/ depts
Needs - Operational
• Bank of fully owned imagery for general use - evolved
from the RUS imagery
• Flexible multi purpose imagery - b/w , col/ cropped

39. Case study - Network Rail
Distilled brand elements
• Movement
• Light
• Speed/ Dynamism
Style definitions
• High key
• Acute perspectives
• Strong graphic lines and blocks of colour
• Extreme highlights

42. Case study - Cable & Wireless
Needs - Brand
• Total re-brand of international business
• Stand out in sector
• Warm, fresh, vibrant, uplifting, humorous
Needs - Operational
• Bold cut-outs for entire customer experience usage
• Full bleed with iconic details on corners / edges to
accommodate typography style

43. Case study - Cable & Wireless
Brand elements
• Fresh / vibrant
• Green/ environmental
• Communications/ infrastructure
Style definitions
• High key
• High colour
• Details / icons off centre

48. Case study - Ultissimo
Needs - Brand
• Authentic ‘Italianness’
• Selling a lifestyle , not just property
Needs - Operational
• Create pull & desire for the dream
• Demonstrate the properties, the approach and
finishes / quality that differentiates them
Needs - Content
• Italy, Umbria, the developments, and the individual
properties, their feel and style in one branded coherent
way.

49. Case study - Ultissimo
Definition
Authentically captured moments.
Stylistic rules
Close, textural.
Strong, atmospheric light
Strong use of identity colour palette
Low depth of field
Content
Evocative - mood, sound, smells
Traces of humanity - not literal
Experiential - being there , not viewing from afar
Authentic - not staged.
Warm Italian sunshine

57. Case study - Livewire
Needs - Brand
• Selling a life of extreme style, not just the technology
which facilitates
• Stand out from visually unsophisticated competitors
in the audio visual market
Needs - Operational
• Describe very high end, quality products as well as a
bespoke service and attention to detail
Needs – Content
•Illustrate the products, but also the seamless,
unobtrusive integration of them into a home.

58. Case study - Livewire
Distilled brand elements
•Sensory
•Slick
•Refined
Style definitions
•Close, textural, abstract.
•Using the style and ergonomics of the products to
create striking graphics that are not literal or
obvious.
•Subtle colour palette
•Low depth of field (area of focus)
• emphasising the subtlety and recessive
nature of the installation
•drawing attention to the concept of being
‘heard, but not seen’

62. Case study - Dine Asia
Needs - Brand
• Not just a meal. An experience. An event, an
atmosphere.
• Capture an essence of venue , but also the cultures it
represents
• Differentiated & impactful within the sector
• Avoid clichés in imagery - smiling waiters etc
Needs - Operational
• Evocative, sensory.
• Non literal & applicable across multi applications
Needs – Content
• Design, style & ‘flavour’ of the restaurant, food and
the service.

63. Case study - Dine Asia
Visual strategy - Inspiration
• Heat
• Dynamic, energetic
• Richness
• Spices
• Jewels
Stylistic rules
Macro, very low area of focus
Colour and light - creating ‘be-jewelled’ atmospheric
abstract ambience
Strong, rich, deep - ‘spice’ colours
Blur & movement
Very high highlights and very deep shadows
Acute attention on small detail - placing you IN the
scene
Content
Evocative - mood, sound, smells
Details that build a sense of place - rather than
literal documentation - that does not capture the
imagination

67. Case study - Decadence
Needs - Brand
• Create a new and meaningful clubbing brand in a
jaded market place.
• Exercise global brand credibility
• Create instant stand out & a stylistic hook to own
ongoing, and grow
Needs - Operational
• Above the line launch campaign with impact
• Continued consistent imagery across all applications
Needs – Content
• Conceptual illustration of ‘Decadence’
• A poster ‘people would buy to put on the wall’

68. Case study - Decadence
Distilled brand elements
• Indulgence
• Excess
• Revelry
• Indulgence
• Sensual
• Narcissistic
• Voyeuristic!
• Forbidden
Visual identity styling
• Cacophony of texture and luxury /!pleasure!
richness /intensity
• Muted deep tones or black&white with spot /
splash of intense colour.
• Voyeuristic, edgy.
• Strong , spacial, very graphic!composition!
non obvious framing using bed / furniture / mirrors

72. That Sundae feeling
Sundae is a brand image consultancy.
Providing cost effective bespoke brand
image libraries.
We create imagery that strengthens your
brand, and saves you time and money.

73. So,
Call us, and let us strengthen your brand &
save you some time, cash and aggravation
at the same time.
UK +44 (0)207 722 0712
SA +27 (0)79 913 5893
enquiries@sundaeimages.co.uk
www.sundaeimages.co.uk
Sundae Brand Imagery © Nicky Willcock 2004- 2009