Post on 20-Jun-2015
description
A Fresh Perspective
who we are
We are a brand consulting and design company with established credentials in strategy, design and communications. Founded in the year 2007
we are a team of experienced and diverse professionals coming from consulting, advertising and design backgrounds. We are strategy led and our thinking and actions are driven to drive growth for your business. Brand led growth.
about us
what we do
Brand Strategy
PositioningRe-brandingBrand architectureBrand idea development
Brand Design
Identity developmentBrand guides & systemsInteractive designPrint & environmental graphicsPackaging
Brand Communication
Marketing communicationInternal brandingStakeholder communicationIntegrated campaign
Brand Research
Brand perception studyFocus groups discussionsCategory and market analysisConsumer trends
expertise covering four disciplines
1 2 3 4
our clients
We have partnered with clients across sectors & categories which include multinationals, large and medium sized companies and smaller enterprises. The common aspect is the aspiration to build brands and connect with people.
diverse client profile
spanning multiple sectors
RetailTrent
ConstructionSaint-Gobain Gyproc
Eshan MineralsEnsemble, ESD
EngineeringGrindwell Norton
Goma EngineeringAtlas Copco
FinancialPrabhudas Lilladher
Bharti AxaTaxsmile,BP WealthMya Health
BankingICICI Bank
Media9X, Zee
FilmstreetLemon 91.9FM
DiversifiedRander Group
Indu GroupBBM Group
Real EstateOberoi Realty
LifescapesMyscape
legend EstatesBloomfield
Runwal GroupShopping MallsTreasure MallsProperty Zone
ChemicalsAtul Industries
SportsSalgaocar FC
Agri-logisticsShree Shubham
ITESWNS
SoftwareVerchaska
Patni
FMCGS M Fruit
TravelSkytes
Express Vacations
InfrastructureRenaissances Industrial park
Patel EngineeringIndu Projects
ConsultingABC Consultants
EducationAngle Engineering
Delhi
Jaipur Guwahati
Chandigarh
Mumbai
Goa
Pune
Gwalior
Coimbatore
Bengaluru
Guntur
Hyderabad
Nagpur
Indore
spread across the country
our workthree case studies
simplify travel
Overview:
Verchaska is a technology provider for the travel industry. Over a decade the company has been creating and delivering critical software solutions and services that range from web-based integrated business platforms to complex e–commerce solutions for travel companies.
The company has taken initiatives to double the team size and has ambitious plans in expanding the services to clients across the globe.
Challenges:
Travel is a very complex business with multiple products, services, tour operators, airlines, hotels and every other constituent playing a vital role. Verchaska’s products driven by technology cater to three segments within the value chain namely the travel agency, the corporate traveler and the individual pleasure traveler. The critical aspects was to understand from a branding perspective is to identify a common thread that connects with users across all the segments.
simplify travel
Solution:
Brand Harvest approached the challenge by initially conducting interviews with the key people within the organization to understand the core problems they are solving for the various segments. Secondly we looked at the complexity of the problems from a users perspective and what value did they derive out of the solutions verchaska provided and how it has benefited. Through our research we identified that the travel business is extremely complex with hundreds of airlines and thousands of hotels, multiple users needs etc. As a technology provider Verchaska essentially is providing solutions to ease the various processes, increase efficiency by automating and increasing ROI for their clients.
And simplifying the business process of travel across the value chain is verchaska’s forte. Our idea for the brand emerged from this truth and hence recommended a name change and positioning reflecting Simplify travel. We developed a unique verbal and visual language around the brand and created a whole new brand identity.
Across the globe the clients they have begun dealing with have welcomed the brand change in a remarkable manner. VE is perceived as an international brand and their website has 10 fold traffic coming from all over the world. VE received highest footfalls in WTF London (The largest World Travel Fair) among the technology stallls.
simplify travel
Result:
old new
3
Identity change simplify travel
brand architecture
verbal language
simplify travel
visual language simplify travel
website/digital stationarysimplify travel
applications and environmental graphicssimplify travel
merchandise
Overview:
Saint-Gobain Gyproc India Ltd. is part of the Saint-Gobain Group and a market leader in the gypsum based construction space in India for well over two decades. Saint-Gobain Gyproc India Ltd. has been a pioneer in introducing light weight interior construction practices in the Indian construction industry and is foremost in the minds of customers when they think of ceiling, drywall partition and gypsum plaster.
Gyproc India has many products, systems and applications that are suitable for the construction industry. However the associations for the company among all stakeholders was largely around plaster boards.
Opportunity:
The company had aggressive plans to move up the value chain in the construction industry from being seen as mere manufacturers of gypsum boards to providing a complete range of products and systems required for ceilings, drywalls and wall linings, besides value added services like Architectural design support, Systems Engineering, Quantity Surveying, Training and onsite technical support and performance warranties.
In order to achieve this, branding had a crucial role to play.
Solution:
Construction is a rapidly changing industry and the nature of the business ensures that companies that are future prepared are more likely to gain ground and establish brand preference. The need for moving up in the value chain was very critical in order to be seen as a company that offers solutions that are both technologically superior and products that are performance driven. The creative expression of this articulation was defined as “Gyproc – Built for tomorrow.” Because construction of the future should be sustainable, faster, lighter and innovative. The first step in the process invloved developing a simpler and more focused brand architecture.
Result:
Gyproc has clearly redifined the construction space with an increasing number of projects only using drw construction. Leading architects across tier I & II highly recommend the brand and thus enabling the brand to grow at over 20% year on year. With the category being accepcetd Gyproc is embarking on plans to enter the consumer segement in the coming fiscal.
VERTICLES
DRYWALLS LININGCEILINGS
MULTIPLE SUB BRANDS
GYPLINERDRYLINERCASOLINEGYPWALLS
GYPROCGYPBOARD
GYPSTEELGYPFRAME
UNIVERSAL
GYPREXCASAPRAND
GYPTONE, CELOTEX
CASAPRONOCETAINTEED
ACCESSORIESJOINTING
CEILING TILESMETALSPLASTERS
MULTIPLE SUB BRANDS
OLD ARCHITECTURE
LEVEL 1CORPORATE
BRAND
LEVEL 3PRODUCTS GYPROC
CATEGORYFUNCTIONALITY
VARIANT
LEVEL 5NEW
INITIATIVESNO CORE
PRODUCTS
GYPROCBRAND XVARIANTS
LEVEL 4THIRD PARTY
AQUIRED BRANDS
GYPROC
BRAND X
FUNCTIONALITY
VARIANTS
LEVEL 2SYSTEMS GYPROC
CATEGORYFUNCTIONALITY
VARIANT
NEW ARCHITECTURE
Duraline
Gyproc | Duraline
Product Headline
Fireline
Gyproc | Fireline
Product Headline
Moisture Resistant
Gyproc | Moisture Resistant
Product Headline
Ceiling Panel
Gyproc | Ceiling Panel
Product Headline
marketing collaterals
website
key brand messages
brand campaign
ceilings campaign
Ahead&Together
growth finds a way
Overview:
From its humble beginnings as a standalone brokerage firm in 1944 to offering the entire range of financial products and services through a nationwide presence, the Group has come a long way. Built on the core values of Integrity, Enterprise, Responsiveness, Expertise and Ambition, today PL is amongst India's leading Institutional broking services providers.
Brand Harvest is partnering PL in sharpening the positioning, aligning people and shaping the brand for the future.
Solution:Our approach was more internally focused rather than external. The fact that PL is an organization with over 60 years meant that that the culture is deep rooted and difficult to change. Through a series of in-depth interviews with the top management and several brainstorming sessions for which we shared rich stimulus we identified what values govern the organization. This besides we looked at some of their key achievements over the years that has built their reputation and credibility. Given this understanding we recommended that the brand be drive with a purpose idea rather than positioning idea. Purpose ideas are more deep rooted and stem from the verybelief system of the company. ‘Powering your financial growth’ through ‘wealth of wisdom’ is what we eventually articulated. Further to that we revamped their website, developed a brand campaign and roll out the communication.
Result:
Pl has increased its presence in the retail market over the last two year. The number of franchisee operators have grown from just around 50 to 350. Given the market condistions over the past two years, this is a good sign.
brand campaign
brand campaign
our process
discovery
process
articulation
expression
implementation
2
3
4
1
our process - four stages
businessobjectives
valueproposition
brandvalues
branddifferentiator
brandbenefits
internal perceptions& associations
categoryanalysis market mapping &
consumer insights
societal trends& observations
brand perceptions & associations
competitivelandscapeopportunities
& threatsresearch/data inputs
discovery
process
branddiscriminator
1
process/stage i/discovery/external and internal factors considered
current differentiation
internal external
research analysis & recommendations
positioning
architecture
brand idea personality
creative directions
defining objectives fine tune TG,
segments, insights
value proposition
strategy document
brand values
articulating the competitive advantage
articulation
discovery
2
process/stage ii/articulation
expression
articulation
3
process/stage iii/expression
identity design
brand look& feel
brand colours& typography
application design& expressions
advertising templates
print & collateraldesign
interactive design
signage & environmental graphics
packaging graphics
brandguidelines
print-readyartworks
final websiteHTML files
logoguidelines
final proofing
print/installation supervision
audio-visual
broadcast-ready digital files
Image processing
implementation
expression
4
process/stage iv/implementation