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OUR NEWS SPRING 2010
NEWSLETTER




                       The
                       toughest
                       footrace
                       on Earth
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
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.
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.
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
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
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

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Seymourpwell Newsletter Spring 2010

  • 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