Ideas Group delivers successful launch event for new flagship bathroom brand.

On 6 May British and Irish bathroom retailers, international customers, partner-distributors and the media gathered at Brocket Hall to see the future plans of Bathroom Brands, said to be the fastest growing bathroom business in the country.

Ideas Group were commissioned by Bathroom Brands to help them realise the event at which they were to announce a £20 million investment, and unveil a total rebranding and new flagship brand – Arcade.

A demanding and evolving brief required Ideas Group to design and deliver an exclusive launch event to showcase a range of innovative bathroom products to over 250 UK retailers, distributors and international clients over 2 days at Brocket Hall, Hertfordshire.

The project involved the creation and installation of 16 individual room set displays, promoting four clear brand identities that would inspire and benefit high-end independent retailers and their customers. The design challenge was not only to create stunning looking displays, but also to achieve optimum space planning and build quality in the confines of a period country house, and ultimately uplift everything without leaving a trace!

As well as presenting Bathroom Brands as a market leader in innovation and quality, the overarching design needed to showcase their unique range of styles designed to enhance either traditional or contemporary interiors. Each set design needed to reflect the distinctive and individual styles of each range. For example the Arcade range, styled with a distinctly Belle Epoque air of pre first world war Paris, combines fascinating period detail with the latest manufacturing technology.

Bathroom Brands director Roger Cooper was overwhelmed with the success of the event commenting, “Ideas worked for us on our rebrand and effectively the relaunch of our Company. From start to finish they did a fantastic job of guiding us and helping us develop the event into a truly memorable moment in the history of our Company. I have worked in this industry for over 40 years and by working with Ideas this became the best launch event I have ever experienced.”

The project certainly required our considerable event design experience and flair, coupled with project management skills to ensure a compelling and successful result for our client. The event, and in particular the display designs, received immediate acclaim and demand from leading retailers for specific showroom displays.

Exhibition campaign success for Bestobell @ Gastech 2012

As part of our ongoing marketing support for Bestobell, the global leader in Cryogenic valve manufacture, Ideas Group were commissioned to create a new exhibition stand design and build up campaign for Gastech 2012, 8-11 October at ExCel London. The design was to reflect the Bestobell identity that we had refreshed in August 2011 together with an overhaul of their web presentation.

Although a regular exhibitor at Gastech, Bestobell were wanting to make an impact and engage with their customers with a more personal approach this year. We developed and designed a build up campaign including monthly advertising in the 2 leading sector publications and regular e-communications with targeted messaging over the 4 months leading up to the exhibition.

Keeping the approach ‘on brand’, we designed the stand to have a minimal but bold approach, incorporating large format imagery to form the backdrop. With the exception of the concealed storage and small catering area, the the stand space was kept open to allow for ease of customer engagement and hospitality, encouraging visitors onto the stand.

As well as a prize draw incentive of an iPad for all the customers who booked a consultation on the stand, a range of branded promotional items was also proposed from which the client selected three to give away to stand visitors.

Mark Henley, MD of Bestobell said; “Our exhibition build up strategy was effective, the stand design worked well and we were very pleased with the input from Ideas Group. A successful campaign and a ROI for Bestobell.”

York Sport Village – Interior Brand Expression

As brand creators and marketing and creative consultants for York Sport, we successfully integrated the brand identity into the new York Sport Village building. The process involved identifying and highlighting the key activity areas of the facility and creating visual expressions of the brand. All external and internal signage were coordinated into one cohesive solution.

With the secondary palette of colours defined as part of the brand identity, we created a simple graphic treatment to key areas, applying specific colours in a consistent graphic style to each function of front of house, café, gym, pool and fitness studios. This achieved a vibrant yet subtle enhancement to the interior that was echoed in all items of furniture and the staff uniforms.

Visual concepts were developed in detail and virtual ‘walkthroughs’ were created for display on the website prior to interior fit out.

Working closely with the York Sport team, together with their equipment suppliers Technogym, we also designed a unique ‘Wellness’ feature into the Fitness suite. Created to evoke a calming backdrop to a circle of exercise bikes, that includes colour changing ‘bubble tube’ water features.

As with the branding and marketing for York Sport (see our separate post Pre-opening membership sales target exceeded!), Ideas Group’s approach throughout the project was thorough and well considered both in creativity and delivery. From concept, through technical design and implementation we worked closely with client and contractors to manage the process and ensure a top quality result to reflect the first class facility.

Pre-opening membership sales target exceeded!

Following a credentials pitch, York Sports Village LLP, the partnership company of the University of York, City of York Council and Sport England set up to operate the new £9m community sports facility, set us the task of achieving 1200 members before opening on 31 August. We achieved 1600.

After customer and competitor research, which identified a diverse target audience, we developed and implemented a marketing strategy to deliver against the primary objective. We then structured a thorough approach to defining a clear and confident proposition with sufficient clarity to introduce a brand new player into a competitive market. Working with YMSL, sales management specialists, we jointly developed a specific sales strategy to achieve the target membership.

A programme of tactical communications activities was then designed and implemented ensuring a consistent approach across all channels and messages.

Ideas Group provided a comprehensive and coordinated approach to marketing strategy, brand development, visual identity creation and developed a full range of marketing activities and material including website, digital and printed media, signage, display material and press and radio advertising.

We produced 3D virtual tours of key areas of the yet to be completed facilities including the 120 station Fitness Suite, Fitness Studios, Swimming Pool, Reception and Café and presented them on the website.

Recognising the importance of integrating the identity into the new building our client commissioned us to enhance the interior design and apply the brand to staff uniform. See our separate post Interior Brand Expression.

An intense programme of strategic and creative work resulted in a rewarding project for the Ideas Group team but, crucially, it met the client’s objectives. Director of Commercial Services Jon Greenwood was more than delighted with the result, commenting; “The team at Ideas Group have been integral in the success of our pre-opening programme. From developing the initial strategy and planning, through to the design of all the creative elements, they have managed the marketing expertly, and helped us to deliver a world-class sports facility with over 1600 members on day one.”

A 360º view of York’s Science & Innovation

The York Science & Innovation Grand Tour 2012 has been a very exciting project to have been involved with, allowing all of us at Ideas Group to implement our experience and wide range of skills in the creative field, to make the outdoor exhibition a complete success. Towards the latter stages of the project, we were approached by the University of York, one of the larger contributors of exhibits and partner organisations, to create a 360º video presentation to be viewed in the university’s state of the art 3Sixty cinema in the Ron Cooke Hub.

Guests in the 3Sixty cinema at the University of York’s Ron Cooke Hub, immersed in stories of York’s Scientific and Innovative achievements and discoveries.

Our main objective was to reveal all sixty exhibits to the audience utilising the 360º canvas as creatively as possible, and then expand on the stories of 14 specific exhibits chosen by the client. After creating a static storyboard concept, we produced a skeletal framework from which the concept could evolve and be optimised for the 3Sixty presentation. It was important to demonstrate to the client how we aimed to immerse the audience in the experience from the beginning.

Early stages of production in the Apple Motion editing suite.

We have undertaken many video and motion graphics projects for clients in the past, but this was the first time working to a 360º video canvas. Production was processed in Apple Motion, which is capable of handling the huge 4x HD resolution of 7680 x 1200 pixels as one file.

The 360º canvas compared to video production at standard resolutions.

Making an early start on the framework before final images had been approved, allowed us to see what worked and what didn’t work when viewing footage around 360º, this helped set some clear goals during the development of the concept. As soon as the actual Grand Tour exhibits started to be finalised, the placeholders in the editing suite where replaced with the high resolution exhibit files. The subsequent application of a sound track then really brought the whole video to life.

You can experience the 360º presentation here with our unique virtual representation of the 3Sixty Cinema, which we created as the very final stage prior to the live showing on 30 May. Enjoy!

All sixty exhibits used in the production of this video can still be seen on The York Science & Innovation Grand Tour, on display in the streets of York until the end of August.

Integrated brand strategy pays dividends for York based Lynden Design

Following the successful rebranding carried out by Ideas Group in 2010, York based Kitchen and Bedroom specialists, Lynden Design has embraced the power of ‘brand expression’.  The Lynden name has long been established for unrivalled quality and has now been applied to an exclusive range of Lynden Kitchens.

Whether a family business or a large corporate, the importance of addressing brand and communication thoroughly should never be underestimated. Ensuring an identity will deliver a consistent image across all communication channels requires a well considered approach and an integrated strategy.

Part of our work with Chris and Colin, the driving force behind Lynden Design, involved us presenting their new identity applied to all manner of media and items, many of which would not be produced immediately. However, this process always provides us with the confidence that the proposed design has real strength and potential.

The Lynden Contemporary Living Spaces brand was originally rolled out across Website, stationery, marketing literature, advertising, vehicle livery and premises signage. Encouraged by the success of their reputation reflected in the new identity design Lynden embarked on a local marketing campaign to coincide with the launch of their new Lynden branded kitchens. The campaign included themed showroom events, radio advertising, mail drop and display banners resulting in a significant increase in the number of enquiries and visitors to the showroom.

A carefully orchestrated range of activities and consistent presentation that delivered an effective marketing strategy.

The importance of strong brand messages

Effective brand management by the owner will optimise the marketing mix. A good brand consultant will help establish and consistently communicate a range of positive attributes giving the brand a recognisable and unique quality.

A UK leader in the healthcare sector, Physio-Control has a real need to consistently communicate messages of confidence, quality and continuous investment in new product development. From the customer and consumer points of view the need for this is obvious but, crucially, without this the company is unlikely to generate long term wealth and value. Branding is one of the most effective builders of sustainable growth. As Physio-Control’s european marketing agency, Ideas Group provides this through carefully coordinated sales collateral, communication material, digital media, video and exhibition programmes.

There is a very strong case for maximising the impact of a brand on its audience including staff, customers and other stakeholders. A strong brand makes acceptance easier and encourages long term relationships.

This isn’t about cosmetics. It needs a top down, strategically driven plan that the business directors, managers and employees buy into. Marketing teams and brand consultants help to create and shape the plan and then implement it through a carefully orchestrated series of initiatives.

What is a brand?

A brand is a unique combination of physical attributes, beliefs and promises.

What makes a service offer distinctive from a competitor’s is the basis for success, and is also fundamental in creating a strong brand. Very few businesses give enough thought to what sets their business and brand apart from their competitors, and not just cosmetically but also in the way they do what they do. A strong brand should express and deliver a unique combination of physical attributes, beliefs and promises.

When Ideas Group engaged with Kelly & Co, one of the north of England’s leading property solicitors, their passion for their sector was obvious. Crucial to a successful outcome was a direct relationship with the senior partners in understanding the business and its objectives and in developing a strategy to express their passion and brand throughout all communication channels, internally and externally. A fresh set of brand values and a core proposition were developed around passion, enthusiasm, care and attention to detail. This formed the basis for a detailed marketing strategy designed to achieve very clear corporate objectives. As a result, the expression of the Kelly & Co brand through stationery, marketing literature, website and interior followed a simple and strategically driven brief.

‘The Father of Nuclear Physics’ now on DVD

The Department of Physics at The University of York approached Ideas Group to design and produce an Interactive DVD ROM to commemorate the centenary of the ‘discovery’ of the atomic nucleus by Ernest Rutherford. The DVD needed to offer an attractive, user friendly teaching resource for secondary school tutors and students to view and access a whole range of resources, from video and audio clips, full length TV shows, to powerpoint presentations and historic documents.

A very clear project brief, and immediate access to a comprehensive collection of Rutherford resources allowed us to create a clean, contemporary graphic approach that would appeal to students, as well as be intuitive to use. The challenge was to design an interface that would work seamlessly and be compatible with Apple Mac & PC operating systems.

We designed and implemented an effective solution that worked across all platforms. The resulting DVD ROM with an auto start feature allows the end user easy access to browse and preview a vast array of learning resources, as well as access the original documents to use in their own presentations and teaching material.