Post on 20-Jan-2015
description
Storytelling that grows brands
Tuesday, 21 January 14
About usWe use storytelling to grow brands,
transform businesses and create
richer experiences. We are driven by
our passion to deliver tangible
growth for our clients.
Our work has covered global £1bn+
business-to-business companies,
brand packaging for world famous
FMCG clients as well as high growth
business-to-consumer start-ups.
As a team we have won over 90
design and effectiveness awards
nationally and internationally.
- Shortlisted for a Brand Impact
Award 2014
- Positioned 8th for creativity in
Design Weeks 2013 UK top 50
- Best in Show and Best Identity at
the Design Week Awards 2012
- Winner of Best Rebrand at the
Marketing Design Awards 2012
- Two golds, silver and bronze at the
2013 Transform Awards
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Our team
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We believe that...better communications built around strong and clear narratives help create
competitive advantage.
We unearth, design and communicate compelling brand promises and
stories for businesses. These promises are based on the authentic soul
of organisations - the unquestionable and irrefutable truth told as
a story that inspires ‘emotional’ connection.
We use storytelling to give meaning to brands. To create an emotional
connection that gives personal relevance.
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Why Storytelling?- Storytelling reflects and creates brand culture. It respects the listener.
It expects involvement. It does not sell an idea - it plants a sentiment.
- Storytelling supports ‘feelings’ which are more memorable than ‘facts’.
- Stories have predictive qualities. They help people create simple rules to
navigate a complex world.
- Successful brands create story consensus around a fundamental purpose.
We help businesses define and articulate their purpose.
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How we work
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TheAllotment Copyright 2013
We dig deep and unearth everything
about your business, markets and
audiences as well as the problem
you’ve asked us to solve.
Growing understanding is about
creating a rock-solid strategy on
which everything else is built.
Growingunderstanding
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GrowingclarityWe find the single, exceptional
idea that expresses exactly
what’s unique about your
business or brand.
It’s a collaborative process that
involves working with you to
agree and define your vision.
It’s about mapping out exactly
where you need to be heading
in order to thrive.
TheAllotment Copyright 2013
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GrowingdifferenceWe make you shine. Bringing ideas to
life in way that excites you and your
audiences.
Our work is never just eye candy.
Instead real difference is achieved
through clarity - building on something
essential at the heart of what you do.
TheAllotment Copyright 2013
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Our approachto storytelling -
Some case studies
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Growing White LogisticsRebrand and repositioning
‘To tell White’s story in a meaningful and distinctive way.’ To do this we needed to define their purpose.
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Research - What’s White’s point of difference and purpose?
“Our point of difference is our ‘extra level of service’ - we rarely say NO, we do whatever it takes to sort out issues for customers.”
“They are conscientious and they put themselves out. They’re problem solvers.”
“They offer solutions, not excuses.”
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White identity
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Truck livery
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Truck livery
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Truck teasers
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Truck livery
Copyright 2011TheAllotment
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Storytelling - Haulage heros
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Uniforms
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Website
TheAllotment Copyright 2011
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Brochure
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TheAllotment Copyright 2011
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Sales materials
TheAllotment Copyright 2011
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Results
Just 6 months after rebranding White’s secured over £600k of new business
Sales brochures increased the rate of proposals to wins from 8% to 43%
Sales revenue predicted to grow by 50% over 2-3 years following rebrandJudith Stracey - Managing Director
Best of Show at the Design Week Awards 2012
Best Identity at the Design Week Awards 2012
D&AD Award winner (In-book)
Winner of Best Rebrand at the Marketing Design Awards 2012
Winner of Best Corporate Rebrand at the Transform Awards 2012
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Growing ProximaBrand proposition development
‘Procurement sucks’ - find a clearer and better way to explain our value add.’
‘See the change’ - making the invisible, visible. Defining a path no-one can follow!
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I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick.
Prime Suspect written by Paul Billing
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I like to be called Governor or the Boss. I don't like Ma’am - I’m not the bloody Queen. So take your pick.
Prime Suspect written by Paul BillingCATALYTIC THINKING
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A series of six animations were produced which very simply explained Proxima’s Catalytic offer.
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Growing Wates GroupRepositioning and reporting
‘Give more depth to our stories’.
A brand that focused on people and their value, not buildings.
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Wates Group - Proposition creation
Above all, it’s about people.Brand/proposition guidelines Annual Report 2007
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Wates Group - Annual Report 2010
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Wates Group - Annual Report 2010
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Wates Group - Annual Report 2010
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Wates Group - Annual Report 2011
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Wates Group - Annual Report 2011
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“It has been a great pleasure to work with a team that combine challenge and creativity in such a positive way. Feedback on our annual reports has been excellent.”Paul Drechsler
Chairman & Chief Executive
Results
“This years report has surpassed our achievement last year. It’s more concise, clearer and continues to communicate our brand story in a compelling way. Importantly, the process was straightforward, low on business disruption and was delivered on time and on budget.”Gareth Coombes-Olney
Group Communications Director
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Growing Mansell Construction Services2011 Annual Report
‘Create strong, clever stories with a small budget’.An idea behind every message.
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Mansell Construction Services - Annual Report 2011
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Other clients
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First Direct ArenaSponsorship branding
‘3 weeks to create a cool brand extension to target younger audiences.’
An emerging and deeply immersive story all about the amazing acoustic quality of the arena.
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The Donkey Sanctuary Rebranding and fund raising
‘An award winning identity and a significant uplift in donations.’
A brand with a strong emotional connection to its loyal supporters.
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An identity for a famous writers agent
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A rebrand of an insurance business
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A series of new brochures for Cabe at The Design Council
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A set of new illustrations for Cable & Wireless to help them refocus their business on the Central American and Caribbean
markets
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Thank youThe Allotment
17-21 Emerald Street
London WC1N 3QA
Telephone: 07815 142035
Info@theallotmentbranddesign.com
theallotmentbranddesign.com
twitter.com/AllotmentBrand
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