SUPPORTING YOU REACH YOUR DESTINATIONthrough Corporate Identity, Brand Identity, Print & Digital Design

chris smosarski corporate and brand identity

How?

establish:• who you are,• where you are going,• what makes you different,• communicate and visually express with consistency

Corporate identity can

• support a complete turnaround strategy• increase cross selling opportunities & add value to the share price• integrate acquired companies quickly & change culture • respond to competitive pressures & marketplace changes• prepare for social change in the future

Benefits

• increased awareness and understanding by customers• internal alignment and buy-in from employees• people feeling and behaving in the same way

Why companies use us

because of change & because we deliver• acquisition, demerger, • re-organisation, culture, IPO, buy-out• new product/service development• repositioning & because we deliver

Who we work for

• aerospace, industry, manufacturing, building supplies, engineering, finance, service sectors

• young specialists like Umeco plc• global names like Sodexo & Saint-Gobain• mix of national, global & start ups

The difference we make

• how you look, feel & behave is made consistent• we look at every point of customer contact:• from stationery to signage, from print to digital channels• from packaging to livery• to help differentiate you from the competition

Our process

• Phase 1: research, audit and architecture

• Phase 2: design concepts

• Phase 3: design development

• Phase 4: master artwork

• Phase 5: implementation

• Phase 6: launch and ongoing communications

• Phase 7: post launch evaluation

Our processPhase 1 Research, audit, brand foundations, architecture• research – internal and external• visual audit

• Brand Foundations©Core values

• what are the principles that guide your attitudes and behaviour?

Customer value proposition• customers?• their needs and problems?• what can you offer them?• costs and benefits?• is your offer different/unique?

Our process

Substantiators• what do you need to support the value proposition?• structure, skills, technologies, assets, know how, geographyPersonality• what is your style, ethos, way of seeing and doing things?• what are the feelings people get from their relationship with

you?Brand essence• what are the one or two words that capture the key benefit

that the brand promises to deliverBrand architecture• design the brand architecture

Our processPhase 2 Design concepts• create a variety of visual concepts for the brand identity • Illustrate how the concepts would work with a division,

subsidiary company, strapline/descriptor• Illustrate how these concepts work on a selected range of

applications• test concepts if appropriate

Phase 3 Design development• following selection of one concept we will fine tune the

selected option• produce final detailed designs of the brand identity• illustrate how the final detailed design of the brand identity

works on a selected range of applications

Phase 4 Master artwork of the brand identity• convert the visuals to artwork and prepare master artwork • produce the relevant files

Our process

Phase 5 Implementation• design all applications for the guidelines• printed or on-line guidelines or both• manage help desk if required

Phase 6 Launch and communications• create all launch collateral• communications campaignPhase 7: Post launch evaluation• internal and external• undertake research to establish the impact of the new identity• evaluate the implementation of the new identity

ExperienceIndustry/ManufacturingAshland IncBPB plc including British GypsumFaber BlindsFenner plcGypsum Recycling InternationalIsowoolLow & Bonar plcLucy LightingMatrocSaint-GobainStaveley Industries plcServicesAction ConsultingFlour Power City BakeryBroughton HealthcareBusiness Co-PilotSodexoTillery ValleyiPP – Integrated Pathology PartnershipsYoga Angels

TelecommunicationsNortelBT plc

Aerospace & DefenceApollo Aerospace ComponentsBBA Aviation plcOntario Airports InvestmentsPattonairUmeco plc

FinancialEagle StarGulf Bank KuwaitHawksford InternationalNational Commercial Bank, Saudi ArabiaScottish Widows

Ontario Airports Investments

• to create a new brand identity for the point of completion of the acquisition• to develop concepts and artwork for the new brand identity in 10 days• to produce business cards and letterhead for day 1 of business trading

Lucy Lighting: Strategic repositioning and brand rationalisation

• Lucy Lighting acquired Zodion Street Lighting Controls

• Overnight a dramatic increase in the brand portfolio

• The brand architecture became confusing – see opposite

Background

Lucy Lighting: Strategic repositioning and brand rationalisation

• Development of a umbrella brand strategy• Brand portfolio rationalised• Values, Customer Value Proposition, Personality and Essence created

• Terreal were bought by a Private equity company• New strategy for major growth• Existing identity lacked clarity in hardworking merchant

environments

Terreal

The old disparate brand identity:• group• divisions• subsidiary companies• services

Umeco plc

Chief Executive, Clive Snowdon“the new corporate identity which we created is areally finely judged way of saying that what we do is about Innovation and stretching performance. But there’s a restraint in it too – nothing flamboyant. I believe it’s Superb. Unmistakable. World class”.

Umeco plc

Communicating strategy• a unifying theme for the group as

a whole, focusing on Umeco and its 3 divisions, but allowing the flexibility to retain existing brand names.

• divisions carry the divisional descriptor and the subsidiary companies carry the group and

• divisional descriptor - raising the profile of the group.

• The unified group corporate identity• Only one subsidiary, for commercial

reasons, has retained their existing identity colours.

Umeco plc

Communicating strategy

• The rollout of the identity was fast-track - we designed an online guidelines manual and downloads site for instant access to logotypes, artwork and templates.

• “These have proved to be enormously practical tools that have helped the companies make the transition with minimum pain”.

Umeco plc

Communicating strategy

In addition to the guidelines and

downloads we also providedsupport in the form of a

hotlinefor the initial implementationstage, as well as designingbrochures, advertisements,website, presentations andother materials for the

launch.

Umeco plc

Strategic repositioning of a division – Umeco componentsSoon after the introduction of the new group brand identity Umeco sold it’s Repair and Overhaul division to focus on supply-chain management and advanced composite materials. This led to a review of the components division which specialised in supply-chain management.

Umeco plc Components division

Strategic repositioning of a divisionBy creating many different options for service branding including the name of the division and the service brands we were able to contribute to the strategic thinking process. The result led to a restructuring of the companies in the Umeco Components division into one global brand, Pattonair, with three distinct service brands.

Umeco plc Components division

Their corporate identity not keeping pace with the strategy.BPB has a portfolio full of disparate subsidiary company identitities.Global identity developed to reflect vision to become a global leader

BPB plc

BPB plc were acquired in a hostile takeover by Saint-Gobain. Post acquisition a regional brand strategy was created with a vision to develop one global brand. Gyproc

BPB plcacquired by Saint-Gobain

Re-positioning to align to new vision and business strategyapollo was an established company in the aerospace and defence markets.

New senior executive management undertook a major change programme with a focused vision and business strategy.

Apollo Aerospace Components

The old apollo visual identity

Re-positioning to align to new vision and business strategyapollo was an established company in the aerospace and defence markets.

New senior executive management undertook a major change programme with a focused vision and business strategy.

Apollo Aerospace Components

Supporting international expansionThe new positioning and corporate identity was highly successful in signaling major change at apollo.

The next phase is expansion into Poland and India.

Apollo Aerospace Components

• a Sodexo company• brand repositioning• new name and brand identity

Tillery Valley Foods

• a Sodexo/Labco joint venture company• brand positioning and customer value proposition• new name and brand identity

• BBA Aviation plc• Demerger of non-core business• New name and brand identity

BBA Aviation plc

In 1986, the world of financial services was changing and becoming more competitive. Our response was to review every aspect of our business, including how our company was promoted and our values maintained. This strategy was, at the time, probably the boldest marketing move the financial market had ever seen. The Scottish Widow was created as an icon that confronted all the negative values associated with the word ‘widow’ and presented the positive values – strength, reliability, integrity, innovation and heritage.

Scottish Widows

Chris Smosarski

• An independent corporate and brand identity designer. • BA Hons in Communication design from Leeds and a distinction in Advanced

typography from the London College of Communication (Printing). • Chris studied the highly disciplined and structured Swiss School of typography

under the guidance of Brian Grimley.• Most of the work undertaken by Chris is driven by change such as growth

through acquisition, de-merger, repositioning, rationalisation, new culture, new products and services. Chris helps companies build their brands by developing brand design strategies. Clients are mainly b2b and operate in the aerospace, industrial, manufacturing, financial and service sectors.

• A huge rugby fan who supports his beloved country Wales with a huge passion, runs, does Iyengar yoga and his favourite typographer was Jan Tschichold and painter is Bridget Riley.