1. OUR NEWS SPRING 2010
NEWSLETTER
The
toughest
footrace
on Earth
2. OUR NEWS
The toughest
INTRODUCTION
Welcome to the latest newsletter
from leading design and innovation
footrace on Earth
company Seymourpowell.
Throughout 2010 we look forward
to bringing you all the very latest
news and developments from
across the business, including
updates on work and projects
undertaken, as well as up-and- In April 2010, Seymourpowell’s
coming events.
in Ethiopia and Nigeria with a
very own Adrian Caroen and ravaging gangrenous infection
Most recently, you may have Ketan Mistry will take part in the called NOMA. They are hoping
seen media coverage for
Seymourpowell’s visionary work 25th Marathon Des Sables, also to raise £15,000 so that Facing
on the Aircruise concept. The
news has been highly successful
known as the ‘toughest footrace
on Earth.’ Lasting 6 days, the
Africa can provide much
needed supplies, doctors, Scorching
mid-day
and helped bolster our reputation
globally.
race involves running a distance plastic surgeons, drugs and
of 150 miles (equivalent to five medical equipment.
temperatures
Read on for more information
and half standard marathons!),
on Aircruise and the rest of our It’s a huge commitment and a
recent news. If you have any through the Sahara Desert
of up to 120
fantastic cause, so please join
questions or comments about carrying food and gear in
anything in the newsletter please us in giving Adrian and Ketan
backpacks. Competitors
degrees,
contact Nichola Rinks on any support you can.
nichola.rinks@seymourpowell.com will face scorching mid-day
or +44 (0) 20 7381 6433. temperatures of up to 120 You can find out more about
degrees, and a mix of testing
surfaces including salt flats,
the race, ways to donate,
Facing Africa and NOMA at
and a mix
rocks and endless sand dunes
– no mean feat!
www.facing150.com and
on facebook at http://
of testing
Adrian and Ketan are running
www.facebook.com/group.
php?gid=230218428847
surfaces.
for a charity called Facing
Africa that helps treat children
Lasting 6 days,
the race involves
running a distance
of 150 miles.
PHOTOGRAPHY (COVER/RIGHT):
MARK GILLETT, JUNGLEMOON IMAGES
3. OUR NEWS
Aircruise – a
clipper in the sky
On Aircruise, it is the
very abundance of time
and space that defines
the luxury experience. In February we unveiled Seymourpowell’s Aircruise
In a world where speed full details to the world of concept presents an alternative
take on the future, suggesting
is an almost universal our visionary transportation
concept, Aircruise – a giant, ‘slow is the new fast’. Nick
obsession, the idea vertical airship powered by Talbot, design director at
Seymourpowell explains, “The
of making a leisurely natural energy and designed to
carry travellers in style and luxury. Aircruise concept questions
journey in comfort is a Originally a self-generated
whether the future of luxury
travel should be based
welcome contrast. project, Seymourpowell’s
Aircruise is the concept design
around space-constrained,
resource hungry, and all too
for a hotel in the sky, with low
often stressful airline travel. He
passenger numbers and huge
continues, “On Aircruise, it is
internal spaces offering rooms
the very abundance of time and
for living, dining and relaxing,
space that defines the luxury
as well as scope for dramatic
experience. In a world where
and inspirational public spaces.
speed is an almost universal
The initial design proposes a
obsession, the idea of making
bar/lounge zone, four duplex
a leisurely journey in comfort is
apartments, a penthouse and
a welcome contrast.” Although
five smaller apartments.
only a conceptual proposal, the
The concept subsequently transportation design team at
captured the imagination Seymourpowell developed a
of Korean giant Samsung detailed and achievable technical
Construction and Trading (C&T). specification for the craft.
Driven by its interest in new
materials for building, Samsung
C&T appointed Seymourpowell
to refine the idea and produce
a detailed computer animation
slow is the
of the proposed experience to
illustrate this visionary approach
new fast...
to the future. The video can be
viewed at
http://www.youtube.com/
watch?v=bP15Vgt55Gk.
4. OUR NEWS
Designing to challenge Seymourpowell wins
OTC Marketing Award
for ‘Best New OTC
the market leader Packaging Design’
Seymourpowell is happy to
announce that it has won the OTC
Marketing Award for ‘Best New
OTC Packaging Design’. At the gala
event on 4 March, the award was
presented to Seymourpowell for
its packaging design of PediTech
ActiFreeze, a new generation wart
and verruca remover product by
Passion For Life Healthcare.
The winning Seymourpowell design
received high praise from the
panel of judges who awarded it 58
points out of a maximum possible
of 60. Other nominees in the same
category included Pentagram and
Rare Design. In another category,
‘Most Innovative New OTC
Product’, PediTech ActiFreeze also
came a close runner-up.
Matt Navier, Brand Manager at
Seymourpowell created a year old. Other goals were to Passion For Life Healthcare said,
“We’re delighted Seymourpowell
norm-breaking design for Lil-lets ensure that women became has been recognised for their work
compact applicator launched aware that Lil-lets produces an on ActiFreeze. The design team
in 2009. The distinctive, applicator product with superior created an identity that challenges
the category norms, giving us
tailored
contemporary presentation performance, understanding great brand presence at point of
elevated the brand presence on the existing customers as purchase.”
shelf with a bold and confident well as articulating the brand’s
for real idea of being part of essential
everyday items in a woman’s
personality attributes – savvy,
considered, confident and
women handbag.
Lil-lets tasked Seymourpowell
empowering. These ideas were
central to the formation of the
core proposition – ‘tailored for
with creating a packaging
real women’.
design that would establish
Lil-lets compact applicator as The result is sassy yet feminine
a strong challenger to Tampax. packaging, with strong product
The packaging needed to communication supported by a
give the range its own identity, direct challenge to Tampax with
appealing to a slightly younger Lil-lets ‘no leaks guaranteed’
user than the existing 20-plus seal of authority.
5. OUR NEWS
Embodying
Axe deodorant (Lynx in the UK) playful, tactile engagement with
had huge brand awareness the product. Most recently,
amongst consumers, thanks Seymourpowell used this
the essence
to a high impact advertising design language to create the
campaign. But what did structural packaging for a new
consumers really think of range of US hair care products
the brand? And how can for the brand. Best known for
of a brand
its attributes be consistently its body care range, Axe has
delivered again and again now expanded into hair care
through product design and with Axe Hair. The new range
retail packaging? includes a complete line of
shampoos, a conditioner and
Working with the Axe team,
styling products and is the most
Seymourpowell’s powerful
significant innovation since
Brand DNA tool revealed the
the brand entered the North
answers. The hugely successful
American market in 2002.
Brand DNA tool strips a brand
to its absolute essentials, Adrian Caroen, director at
using detailed ethnographic Seymourpowell, explains: “The
and product research to reveal Axe Hair range is extremely
what the product really means comprehensive and provides
to consumers. At the same solutions to specific hair needs,
time it builds up the visual making it easy for guys to
language needed to take navigate their way through
that brand promise forward the products. The packaging
through strategic product needed to reflect this and
innovation. The resultant Axe blends a sense of masculinity
DNA outlined how its existing with the confident look and feel
emotional qualities – humour, of professional hair care.”
sexual attraction and a play
The shampoo and conditioner
on male security – should be
structure utilises latest blow
reflected in the design language
moulded colour graduation
for the brand, and in the
technology for maximum shelf
ongoing design of the product
impact while the push button cap
packaging itself.
makes the product easier to use.
a twist cap that Axe’s products all now reflect
takes cues from the same personality, being
confident and mature whilst
zoom camera delivering a feeling of fun and
lenses and similar knowing playfulness. This was The hugely successful
reflected in the award winning Brand DNA tool strips
boy friendly Neutron can, with its twist cap
a brand to its absolute
gadgets... that takes cues from zoom
camera lenses and similar boy essentials.
friendly gadgets, encouraging
6. OUR NEWS
What We Do
INSIGHT STRATEGY DESIGN
We work with clients We work out possible We are ultimately about
and share our ability to scenarios to give our making things better: better
forecast and interpret the clients the confidence and for people, better for business
vital implications of human reassurance they are making and better for the world.
behaviour. the right decision.
FORENSICS FORESIGHT PLANNING STRATEGY CONCEPT & DESIGN DELIVERY
Business Forensics Ethnographic Studies Scenario Planning Business Strategy Ergonomics & Styling Interactive Animation
Design Forensics Observation Labs Commercial Planning Brand Strategy Concept Generating Supply Chain & Logistics
Technical Forensics Trend & Category Mapping Financial Modelling Portfolio Strategy Design Development Manufacturing Management
Manufacturing Forensics Consumer Segmentation Market Intelligence Design Strategy Prototype and Modelling
Out and about – events
MARCH JUNE the educational events team again
this year to deliver a DesignLab
Global Electronics Forum (GEF) Institute of Travel & Tourism workshop and teachers
in Singapore 2010 Conference symposium. We’ll also be present at
If you want to David Fisher presented on the future Nick Talbot will present on the future this year’s Creative Quarter event.
know more or join of technology. of travel and transport.
Extending our relationship with the
V&A, later in the year Seymourpowell
us, here is where Economist Conference:
The Big Rethink – Redesigning
THROUGHOUT 2010
will host a creative industries
we can be seen Business Summit
Seymourpowell will be collaborating
with the Design Council on a
event – an interactive evening
session in the V&A’s new
this year... Richard Seymour spoke on ‘the
design perspective’ case study.
number of forthcoming events Sackler Centre.
including Design Bugs Out II,
the Design Museum’s exhibition Finally, in the autumn Richard
Design Day Norway Seymour will host a conversation
on sustainable design and a
Richard Seymour travelled to Oslo masterclass on design-led with Design Museum director
in March to speak at Design Day Deyan Sudjic in the Sackler
innovation.
Norway, the annual event organised Centre’s brand new 250-seater
by the Norwegian Design Council. Further to our work with the V&A last auditorium. Details to follow soon.
year, Seymourpowell is working with
7. OUR NEWS
New product
Seymourpowell worked constellation to offer a cost-
alongside EMS Technologies effective terminal for tracking,
to design their first personal communicating and managing
development
tracking device. The product personnel in remote and
offers two-way communication, dangerous locations.
tracking and alerting for individuals
Using our experience from
and fleets across the globe.
for extreme
mobile communications projects
EMS Technologies are a global and previous waterproof
leader in tracking and search consumer devices we were
and rescue technology. They able to design a product that
environments
identified that there was a gap offers contemporary styling
in the market for a personal whilst being intuitive, robust,
tracking device that uses the lightweight and suitable for use
reliability of the Inmarsat satellite in all environments.
contemporary styling
whilst being intuitive,
robust, lightweight and
suitable for use in all
environments
Contact us
SEYmOuRPOwELL LTD
327 Lillie Road
London, SW6 7NR
United Kingdom
T +44 (0) 20 7381 6433
F +44 (0) 20 7381 9081
www.seymourpowell.com
nichola.rinks@seymourpowell.com