Irish TV is a brand new TV channel that will serve the global Irish diaspora. And we were asked to brand it, starting with a new logo.
I’ve got some quick captions on each picture to talk you through the process.
The chosen route was ‘Global’. That started off with my art director and I searching to find another Irish symbol as useful as the shamrock, but not as exhaustively used. It led us to the triquetra, a beautiful piece of Celtic art that has been used to symbolise trinities of different sorts on the island for thousands of years. We immediately started to play with it to see what it could be made do.
The breakthrough was seeing that the three sides of the triquetra could be stylised to look like pin drops for an online map. And that led us to see them as petals - almost enough to reference a shamrock shape, if we wished.
And we captured that in the colour scheme too. A rich pink for local stories, green for national stories and blue for overseas stories. A trinity that together make up the global Irish community.
Contemporary. Real. Globally-minded. And not a hint of paddywackery.
Here’s a little taste of something that’s been brewing for a while.
Arla is the huge Danish dairy behind household brands like Cravendale, Anchor and Lurpack. And they wanted to rethink how they attracted all the dairy technicians and business brains that have made them a global leader.
With one raw material - milk - they have created dozens of world-leading products. And they are rightly proud of having a small business feel - and an artisan’s ethics. They have realised the full potential of milk and have done so naturally, with no funny business with chemicals. So we came up with a campaign inviting candidates to ‘Realise your natural potential’.
Prisoner rehabilitation is always a lightning rod topic in the press. Are prisons too soft? Do the prisoners have it too easy?
Well, the truth is, prisoners are expected to work. And it’s the job of Prison Instructors to put them through their paces. They run the factory line in the prison, making sure that their team of inmates delivers on whatever contract they have that week – whether it’s creating Christmas cards, sewing pillows, threading fishing lures, or stuffing envelopes. Whatever the job of work, their job is to make sure the prisoners work.
We were asked to come up with a small campaign to attract them. Here are the three routes – press, HTML email, and skyscraper.
National Grid set us a bit of challenge here. They wanted a new microsite – and supporting campaign – concepted, designed, written, coded and live in just four weeks. Over Christmas. Yes. They had to start getting candidates in for some very important roles in the transmissions part of their business - that’s the part that pipes the gas and electricity from the power companies to homes and businesses around the UK. So we came up with ‘Make the Connection’, a concept built around making striking connections between everyday life and the work the teams do. This is a video overview of the microsite, connectwithnationalgrid.co.uk
Here’s a nice one. EDF Energy is big on graduates. You would be too if you were regularly looking for nuclear engineers and the like. So they wanted to engage with them earlier and give them a real insight to what life at EDF Energy is like. So we created this app to do just that.
How does it work? Simple. We gave out a batch of iOS devices to 15 current graduates at EDF Energy with the app preloaded. Then, at different times through the day, the app prompts them to capture what they’re doing in a short video, text or picture. That content is then feed through to a special page on EDF Energy’s graduate site. There are 15 different graduate programmes and the page lets you filter the content by what’s most relevant to you. Here, have a poke about: http://careers.edfenergy.com/graduates/hear-from-our-graduates
Those 15 graduates are featured throughout the broader graduate campaign we created for them. So they pop up in profiles on the careers site, and in brochures and leaflets. Making them the face of the campaign. Which ties it all nicely together I think.
It’s just started to do the awards rounds (hence all the little red badges on the artwork) and has already won Best Use of Mobile at the 2014 RAD awards, which doesn’t hurt.
Here’s a new B2B brand we created. Hyphen does recruitment outsourcing. That’s where a big corporate brings them in to take care of all their recruitment needs. In fact, from the point of view of anyone applying for a job, Hyphen is the client – they use their emails, their branding, the lot. So it’s imperative that they have a Zen-like oneness with their clients. They need to understand everything about them. To the point that they are living and breathing them.
And that’s the heart of the new brand: Living. Breathing. We developed it on the back of research with their clients and their employees and completed the strapline with one of six keywords that reflect what they offer the market. That led to the tree device, which has the legs that’s needed to run across everything from a new website (which is in the works) down to business cards and PowerPoint templates. The ten images are selections of the work we created. It was great to get a recruitment consultancy that was willing to break away from the smiling people photos that dominate their market. Thinking a little bit differently pays off, I say.
More Deutsche Bank. They look for the sharpest of the sharp students each year for their graduate programme. Agile minded young people, who can look at the world from a variety of angles, understand complex points and see the big picture. So when Deutsche Bank visited campuses in 2013, they played this video before their presentations to lay out their stall.
Often times, clients have shot their corporate videos in their mind before they ever brief their agencies. And talking heads is usually what they come up with. Not so here. We showed EDF Energy how we could bring their Feel Better Energy brand to life for graduates with something more creative. More fun. More engaging. It was delivered in a creative way too – a Videopak brochure.
Creating an employer brand for a revolution in biomedical research
The Francis Crick Institute is currently being built in North London. When opened, it will be a world-leading centre of biomedical research and innovation. It will promote connections between researchers, disciplines and academic institutions and between healthcare organisations and businesses. They want it to have the scale, vision and expertise to tackle the most challenging scientific questions underpinning health and disease.
It is a genuinely fresh development for the UK and global biomedical research community, so we felt it was important that we told its story in a fresh way so that it stands out. Not the usual smiley people in lab coats stuff that the sector is plagued with. Luckily, the client was on the same page – they’d had their fill of lab shots too.
And so we created this striking new employer brand for them. Here are some selections from the brand guidelines I wrote to give you a flavour of the look and feel and the messaging.
King.com makes games. Social games. Little addictive treats played on Facebook and on your phone. In fact, they are the number one games developer on Facebook. Which is why they are expanding. Massively. To help grab some of the smartest and most creative techies in the world, they booked themselves in at the annual Games Developer Conference in San Francisco. And then turned to us to create a branded experience to wow the visitors at their stand.