Spanner case studies

18
From the Vault Flat no. 601, 6th Floor Rocky Hill,Shirley Rajan Road Rizvi Complex Bandra west Mumbai - 400050

Transcript of Spanner case studies

Page 1: Spanner case studies

From the Vault

Flat no. 601, 6th FloorRocky Hill,Shirley Rajan Road

Rizvi ComplexBandra west

Mumbai - 400050

Page 2: Spanner case studies

From

the

Vau

lt

GODREJ LOCKS

ii

iii

iPackaging

(ii) The chic Mortise packaging addressed a more complex requirement for a box whose dimensions could be adapted to any number of product varieties.

(iii) Godrej’s first ever electronic lock was encased in an upscale and contemporary design that echoed the ‘young and experienced’ image.

One of India’s most legendary companies Godrej & Boyce approached us with their flagship brand, Godrej Locks following an advisory guideline that suggested a repositioning turnaround of the brand’s image from ‘traditional and old-school’ to ‘young and experienced’. Our first pitch was for a repackaging opportunity for the landmark Nav Tal (i) lock. India’s largest selling padlock had long been recognized for strength, durability and trustworthiness. We gave it a new visual appeal: a clean, smart and confident look that was sure to please the modern consumer.

Packaging

Negative spacing and clean lines did away with the previously cluttered look, now placing the product in the functionality-based Home and Garden segment.

GO

DREJ

LO

CKS

HARD

WARE

Page 3: Spanner case studies

Corporate Print Campaign

The corporate print campaign also replaced the utilitarian, hardcore approach previously used with a softer, more emotional appeal.

From

the

Vau

lt

ii

(ii) the soft board accessories comprising of the Mission/ Vision statements of the company.

Installation

The cube served as the common element in (i) the aluminum die-cast installations as well as

GO

DREJ

LO

CKS

i

Being Industry leaders, Godrej Locks, for the ease of consumer understanding, devised the 5 Levels of Security. Based on a market research finding, it was understood that the existing perception of locks was as a rational, practical, low priority purchase. Godrej decided to balance this with a more aesthetic, emotional approach.

HARD

WARE

Page 4: Spanner case studies

GO

DREJ

LO

CKS

ii

ii

Catalogue for Influencers

While the aesthetic for each book reflected a youthful vibrancy, the comprehensive technical guidance offered reinstated the brand’s 100 year old legacy as industry leaders.

From

the

Vau

lt

Comprehensive Catalogue

Consistency was the key element here as the cube was brought forth in the lines, tabs and icons designed to streamline information and make for easy browsing.

Reflecting the changing market dynamics today where B2B communication with the real estate players, influencers and consultants is of equal if not greater prominence, Godrej initiated a new marketing drive to specifically reach out to them. In addition to planning the company’s exhibition presence we also devised highly engaging print communication for the targeted, like the Comprehensive Catalogue, the Locking Catalogue for Homes and the Architects’ catalogue (i, ii & iii).

iii

HARD

WARE

i

Page 5: Spanner case studies

From

the

Vau

lt

Safety poster

Carrying the cube forward, we assigned game related elements to each communication keeping it light and direct.

The same approach was maintained in poster designs for the work force where direct messages and precise symbols were used.

Godrej Management have recently imbibed a TOC policy to improve effciency and output and coined the acronym IDEA to communicate the same to their various teams. We designed the IDEA is IDEAL campaign using a simple, fun and effective thought of equating work and play.

GO

DREJ

LO

CKS

HARD

WARE

Page 6: Spanner case studies

From

the

Vau

lt

GO

DREJ

LO

CKS

With a refreshed identity and influencers aware of the new stance, Godrej Locks launched Astro, a lock that is targeted at women. The contemporary design and trust of Godrej seal made Astro stand out as the first lock from the company that aimed to tease the senses and provide security at the same time.

HARD

WARE

A desktop acrylic display unit (Ills i-iii) along with posters (Ills iv) and leaflets were created (Ills v-vi)

Point of Sales

i

v vi

iv

ii

iii

Page 7: Spanner case studies

From

the

Vau

lt

VIV

ACIT

Y

Print Campaign

The first set of print ads to appear in trade magazines distinctly associated the brand with the sky promoting the advantage of size, space and limitless choice.

Identity

The various hues of the sky in the logo symbolize the brand promise of Endless Discoveries. The dynamic logo further adapts itself to multiple spaces and accentuates this concept.

VIVACITY

In 2010 Sheth Developers forayed into the retail space with Vivacity- a gigantic mall in Thane district, built up to an astounding 1 million square feet! The sheer size of the project posed a mammoth task of convincing B2B clients to share space with a mesmerizing array of brands as well as ensuring more than adequate footfall subsequently. We decided to convert the challenge into an advantage and proposed an entirely unique communication strategy.Firstly, a value of multiplicity was attached to the brand by connecting it to the most recognizable symbol of infinity ever- the sky! The tagline “endless discoveries” evolved from here and a dynamic logo was designed to represent an ever-changing brand value.

RET

AIL

Page 8: Spanner case studies

IRF Events

While the 3D walkthrough by Cineapolis entertained many, the quick puzzle game (i & ii) proved a huge success as more than 2500 people engaged in some fun!

i

ii

From

the

Vau

lt

IRF Events

Size and volume were amply hinted at by our unique promoters who exhibited the 7 large anchors (iv) and other highlights of the brand (iii).

iii

iv

India Retail Forum 2010: Vivacity’s first ever interface with the retail community had to be spectacular and the client brief was simple: to own IRF 2010. A 360 degree approach was planned with a spell-binding stall with theatrical abilities, brand engagement through a fun game, unique promoter ideas and a consolidated media kit.

VIV

ACIT

Y

RET

AIL

Page 9: Spanner case studies

Print Campaign

The print communication designed for press and EDMs pushed the ‘sky’ concept to new levels, cleverly juxtaposing whimsical visuals with a clear, concise message.

IRF Events

Cut outs smartly photographed to match viewing angle with the photographic angle gave an almost life-like 3D experience.

From

the

Vau

lt

For IRF 2011 the client decided to forgo a stall on the ground altogether and utilize the overhead space instead. Taking this idea further, cutouts were installed from the ceiling which left quite a few heads turned upwards! The aim was to encourage existing brand partners to expedite their fit-out processes to ensure the timely opening of the mall in December 2012 and this was effectively communicated with the ‘fit-outs have begun’ print campaign.Our carefully layered creative strategy through the various phases has ensured that Vivacity’s B2B clients experience the same sense of awe that B2C audiences are to feel in the final phase of promotion, boosting their confidence in the mall’s crowd-pulling ability and fixing the brand’s unique positioning firmly in industry and public memory alike.

VIV

ACIT

Y

RET

AIL

Page 10: Spanner case studies

INO

RBIT

From

the

Vau

lt

K. Raheja Corporation, after success of Inorbit, Malad aimed to build malls across India. The subsidiary Inorbit Malls Pvt. Ltd. was formed. We were approached to create an identity of this corporate brand.

We shaped it by extending Inorbit’s brand promise – ‘A million experiences’. We dug deep and to reach thecore of how experiences are created and positioned it as‘A million experiences for your senses’. This got implemented across all the touch points and a guidelinewas created for the brand.

INO

RBIT

INO

RBIT

The philosophy of the brand extended from all its collaterals to designof the office space. Standardization was the key. (Ills vii)

Office Reception

A corporate brochure was made to communicate the new positioning and Identity to the B2B target group.(Ills iv-vii)

Corporate brochure

It was all about extending the brand belief and creating a standardized look.(Ills i-iii)

Identity

RET

AIL

INORBIT

i

iii

ii

iv

v

vi

vii

Page 11: Spanner case studies

INO

RBIT

From

the

Vau

lt

We created various engagements for Inorbit, Malad which increased the foot fall at the mall.

RET

AIL

Page 12: Spanner case studies

INO

RBIT

From

the

Vau

lt

Inorbit, Vashi was launched with an outdoor campaign.

The launch was in two phases and the quirky teaser phase caught quick attention of people.

Launch Campaign

RET

AIL

Page 13: Spanner case studies

Identity

Narrowing down on the existing color red, the corporate identity for Smartlink and Digisol was synchronized and streamlined to create the umbrella brand.

Packaging

Consumer interface tools like packaging and collateral (i, ii & iii) were made more exciting with simpler, cleaner visuals and crisp technical detailing.

www.digisol.com

From

the

Vau

lt

DIGISOL

Digisol, a digital solutions brand of Smartlink approached us with a branding dilemma in 2011, peculiar to many older companies in the industry. Despite over 40 years of market history, Digisol lacked an independent identity as it had been overshadowed by the popular Digilink range, now taken over by a multinational. Without the popular name to piggyback on, Digisol and Smartlink partnered with us to explore a new strategy that salvaged the old. One that helped them ‘Own their history’. We thus set out to rebuild the brand lineage for Digisol.

DIG

ISO

L

NET

WO

RKIN

G

Page 14: Spanner case studies

Print Campaign

The ads asserted Digisol’s long held position as market leader and gave the brand its unique association with the brilliance and far reaching accessibility of Nature.

From

the

Vau

lt

DIG

ISO

L

A carefully structured communication approach for the print campaign, associated Digisol’s solutions to elements in nature, establishing values of excellence, superior coverage and overall reach.

NET

WO

RKIN

G

Page 15: Spanner case studies

Marketing Collaterals

Simplifying the brand’s communication with its end user by creating a clear thematic consistency across the board

Exhibition Stall

Digisol ‘cubes’ at various exhibitions draw the attention of crowds to a brand that has finally come into its own.

From

the

Vau

lt

Innovative exhibits, a uniform color code and establishing a tone of voice have brought a semblance of symmetry to the brand so that today Digisol is recognized by its bold and smart end-to-end design sensibility that have re-established the leader in a whole new avatar!

DIG

ISO

L

NET

WO

RKIN

G

Page 16: Spanner case studies

HCC

From

the

Vau

lt

Hindustan Construction Company wanted to change their image. They rebranded as HCC. Landor assisted them with it and an advisory guideline was put in place. Under guidance from Landor we implemented this guideline across all touch points. The new stance got communicated to the internal employees, associates, partners, existing clients and the future recruits.

Newsletter

Campus Recruitment Campaign

Brand Workshop Collaterals

A bi-monthly newsletter was introduced for all partners, associates and existing clients. It informed them of the new stance and the future and current projects of the company. (Ills v)

Various workshops were conducted to align employees with the company’s new stance. All collaterals were as per the new advisory guideline by Landor.

With the new image it was time to infuse young andfresh talent into the system. All communication reflected this new image of the company, be it the AV, brochures or venue design.(Ills i-iv)

i ii

iii

iv

v

HCC

INFR

ASTR

UCTU

RE

Page 17: Spanner case studies

HCC

From

the

Vau

lt

We created the logo and identity for the Rajiv Gandhi Sealink and designed the experience centre at the site.

INFR

ASTR

UCTU

RE

Page 18: Spanner case studies

HCC

From

the

Vau

lt

HCC’s entered the real estate business with ‘247 Park’. We were approached to create an identity for this new entity and inform people about it. We borrowed ‘the lineage’ of the mother company created an identity and communication around it.

HCC Real Estate booth at exhibition stalls got attentionof people as an infrastructure giant was entering the real estate business. (Ills iii)

Exhibition Stall

Both HCC Real Estate and the project identity was created with the lineage of the mother brand (Ills i-ii)

Identity

Double spread Ads in magazines and newspaper launchedHCC Real Estate and 247 park.

Print Campaign

REA

L ES

TATE

iii

i

ii