Transform: implementantion, Stuart Youngs

© PURPOSE 2011

PURPOSE20/10/11

WorldSkillsLondon 2011

What is WorldSkills?

– Think of it like the olympics for skills.

– Young people from around the world compete to be crowned the best in the world.

– It’s the biggest competition of its kind with 51 countries competing across 47 different skills.

– Skills include everything from plumbing to fl oristry, cooking to graphic design.

– The event takes place every two years in a different country. This year London played host at ExCel and the 02.

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WORLDSKILLS LONDON 2011A TRANSFORMATIONAL EXPERIENCE

Why are we showing WorldSkills today?

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– As an event and ‘brand experience’ it has gone through a radical transformation.

– Illustrates the importance of having robust and distinctive building blocks.

– Highlights the need for creativity through an effective implementation process.

– Demonstrates how an idea can be fl exed to meet the needs of different channels and audiences.

– It illustrates how to maintain a coherent identity through implementation.

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The last event:Calgary 2009

The challenge

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Create an engaging careers experience for 150,000 young people alongside the biggest skills competition on earth.

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Our ‘big’ idea

Your vocation is very personal to you.

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Your interests.Your skills.Your ambitions.Your pride.© PURPOSE 2011

We created a ‘big idea’ that is all about you and your expression.

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The ‘I am...’campaign

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‘I am...’ gave us a huge amount of fl exibility to communicate effectively with everybody from delegates to those who have no idea what to do in their future career.© PURPOSE 2011

© PURPOSE 2011

Core identitycomponents...


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WorldSkills London 2011Component parts

© PURPOSE 2011


WorldSkills London 2011Component parts

Typefaces

Colour palette

Messaging

I AM...RITA

I Am...Frutiger

I AM... THE MAIN EVENT THE TALK

OF THE TOWN

THE ICING ON THE CAKE

A CUT ABOVE THE REST

THE star of the show

A HIGH FLYER

© PURPOSE 2011

LARGEstever event at ExCeL

70,000meals served

35,000m2of carpet

5000mof low level walling

800mains pools

ThiThis is is an extremeemee lly ly excexce itiit ng event to be part of. It’s a oa oo oncenc in a liflifetietime m oppopportunity for these talented andandandand en e thuusiaastitic hc hairrdred ssers. We are looking forwardto to t wworking aaloongsiside de theth make-up team from West ThaThaThhammesmm Collegege to shoshowcase the hair and make-upindindddustus ry on whawhat wt wwillill bebe an enormous world stage.

Stuart Chapman id artist Programme Manager,L’Oréal Professionnel

Southuthwark wark EIS CChildrhild en’s Choir

SouthSoutht wark wark SplasSplash

2011 2011 has ahas alreadlready prop ved ted o be a busy yearfor Sfor Southwouthwark ark EIS ChS ildreldr n’s Choir withSouthSouthbank bank CentrCentre performaor nces in Aprilat that the Quee Queen Elen E izabeizab th Hath ll and in Juneat that the RoyRoyal Feal Festivastival Hall l.

Such Such high high profiprofile ele eventsvent help the the hundreds fiof yoof young sung ingerngers taks taking ping part ft rom Southwark schooschools tols to devedevelop tlop their heir self-e esteem and conficonfi dencdence aloe alongsidngside theheir singing and fifiperfoperformancrmance skie skills. lls WhileWh the young peoplelove love to sito sing, tng, these ese projeprojects acts lso offer aninvalinvalinvalinva uableuableuable expeexpep riencrienir e whiw ch helps to preparethem them themt for lfor lfor for ife aife aafter fterte schoosc l. The Choir is delighted to beto bebet perf perfeperforminmorminor g tong t ight g as part of WorlW dSkills LondoLondoLondod n 201n 2012011 Ope1 Opening ning CeremCeremony and thank the othe oe ohe organrganirgaag sers ers for tfor he inhe vitatvitation to appp earat that tht e icoiconic 0c 02 AreArena.a

The 3The 3Thehe 00 si00 singersgersr aged age fromfrom eigheighht to t to 18 yearsare dare ddrawn rawraw from fromf ten Sten Southwouthwark srk choolch s and startstartstaar ed reed red ree hearshearsals fals four wur weeks eeks ago working with with twith a wona wa derfuderfuderful teal team of m of vocalvocal trainers, Kate Kate KaKate HayesHayesHayesHay , Lea, Leaaeaea Corn CornCo thwaithwaite, At nna Corcoran and Rand Rand Ross Poss PPower.ower.er.

London Soloist

Marv-ill

Marv-ill Superlungs is a unique and exciting rising star in the Beatbox Scene. He is known for his loud and powerful beats and bass as well as his unique beatbox style. He alsocombines rapping and beatboxing in live shows and recording.

Marv fi rst began rapping when he was ten fiyears old, producing at 12 and beatboxingat 13. Although still in his early 20s he has a wealth of recording, performing and teaching experience and talent. During this time he has supported and worked with numberone artists and Hip Hop legends alike.

Marv-ill is now bringing all his skills togetherand making his first CD, the all-vocalfi

“Big Mouth Promo” He continues to do ”live shows and workshops and is writing and recording material for his first EP.fi

It is a rrrealealeala pr pr prprpriviiviivivilegleglegleglege te te te to ro ro ro ro reprepreprepreprp eseeseeseesees nt nt ntnt nt NorNorNorNorNorNN thethethethetthern rnrn rn n Irelannd ad ad ad ad at tt tttt he he he he he OpeOpeOpeOpeOpeninninninninng Cg Cg Cg Cg Cereereereereer monmonmonmonmony oy oy oy oy of f fff fWorldSldSSSd kilkilkilkkills ls ls lsls LonLonLonLonLondondondondondon 20 20 2020 201111.1111.11. We We WeWeWe ar arar araa e ae ae ae aabsobsobsobsobsobsolutlutlutlutlutu elyelyelyelyely delighhhhtedtedtededed th th th ththat at aata ththeththe hahahh rd rdrd rd worwoworwo k ak ak ndnd crer atititive vetalentntentnnn of of ofoff th th thth t e ce ce ce hahharharha ity’s s youyoung ng peopeoplep is being recrececcognogoognogniseiseiseised ad ad ad t at at at an n inn nteernarnatiotionalna level.

JennJenny CookeChiehief Executive, Music Theatre 4 Youth

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ChoiChoirs frs from rom LondLondonn

WorldSkills Londndo on 2011on 20on 2011 on 2011 on 2 1 OpeniOpening O Ceremony

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LondoLondoLondoon is n is n consiconsio stentstentsten ly voly voted tt he bestcity city cityy in thin thn e wore woro ld told too do b do bbusineus ss and our stronstronstrong skig skig sk lls blls bl ase iase ise ia s a ks a ks a key faey ctor behind this.this.this.t In 2 In 2 In 2011 i011 i011 i011 t wilt wilt wilw l be l be be our hour hooo onour to hostWorldWorldWorldorldWoo SkillSkillSkills, whs, whs, when ween weenen wil willi not n only show wthe wthe wthe whe orld orld orld the gthe gthe ge reat reat reat pool pool po of taof lent in oun o r countcountcountcouuntry anry anry anr d in d in d in our cour cour cur apitaapitaapitatal, bul, but also ourou brillbrillibrillr ianceiancence in s in s in stagintagintaging g greg greg greg at evat events.e

Boris JohnsonMayor of London and Ambabassadors for WorldSkills London 201111

The O2, London Venue for the Opening Ceremony

WorldSkills Londs Lols London 2011on 2011on 2011 on 2011 on 2011 Opening OpeninO Ceremony

Programme St Start time 19.30 hrs– W– elcome to the UK– S– Speep ches– – SkiSk lls shape our city,

skis lls shape our worldp y

– P– arade of Nations– The WorldSkills Oath– – Offi cial Opening offi

WorldSkills London 2011 EnE ds 21.00 hrs

TheThe Op Openiening ng CerCe emony celcelebrebrateates cs commommuniunitiet s sfrofrom am acrocross ss thethe woworldr coming togtogethether er to to shashare re knok wledgeandand co compempetete inin thethe biggest WorWorldldSkiSkillsllss Co Compempetitt ion on earth. PerPerforformanmancesces re reprepresene ting thefoufour nr natiationsons of of th the Ue UK (in order of f appappeareaa ancan e);e Scotland, Wales, Northern Ireland andEngland,will first welcome ourfiinternational delegates, then introduce a day in the life of London, showing how skills shape the world around us.

Tonight’s show will be deliveredby over 600 young contributorsfrom colleges and schools fromacross the UK. Enjoy the show!

worldskiorldskio llslondollslondondd n2011.con2011.co011.co2011.commmm 08 – 09

We aWe are dre delightedhte that Lot ndon is host to oto our 5ur 8 Me8 Membermber cou co ntries/regions thathat rep represeresent ant appropp ximam tely 70% of tof the whe worldd’s populp atioa n.

The The truetru stastars hhere ere are are the e Competitors – eachch one of themem is alreal ady a Champion, havihaving bng been en seleselectedcted from amongst their peerpeerrrs tos tos rep represeresent tnt heirh countries/regions on ton the whe worldorld s stage.

I woI would uld likeike to to thanh k ouour Hosts, and best wishwishes tes to alo a l Col Competmpetitorito s, Delegates,ExpeExpep rts,rts, obsob erveervers, voluo nteers and visivisitorstors for for a w a wondeonderful Como petition.

TjerkTjerk Duss DusseldoreldorppPresiPresident,dent, Worl WorldSkildSkills InI ternate tional

WorldSkills Londls London 20on 2011on 2011 on 2011 0 OpeningOpening O Ceremony

OpenO ing Ceremony4 October 2011TheTh O2, LondonThe T O2, London

© PURPOSE 2011

Transform: implementantion, Stuart Youngs

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