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* Heart keychain. Handsewn out of two layers of interfaced felt. Decorated on both sides.
* Hart sleutelhanger. Handgenaaid uit twee lagen vilt, verstevigd met vlieseline. Aan beide zijden gedecoreerd.
ICG is a multi-disciplined agency who solve clients communication and marketing problems. By having a fully intergrated offering, ICG’s client benefit from all the expertise they need under one roof.
The following pages outline in more detail the in-depth specialist disciplines that ICG offers.
• Brochures and Literature
• Identity
• Public Relations
• Copywriting
• Corporate Design and Bid Support
• Advertising and Marketing
• Website Design
• Digital Publishing
• E-Marketing and Social Media
• Search Engine Optimisation
• Insight and Planning
• Crisis Management
• Launches and Events
For more information, visit www.icgonline.co.uk
the "need more people to know we're here" challenge.
Challenge
When Blackpool Airport transferred from public to private ownership, attracting new passengers and new airlines was critical to any future success. It was essential that the airport created a niche for itself in an already strong North West air travel market.
Discuss
Our PR and design teams got out and about to learn more about other airports and the aviation market. From logos to signage, media targets to outdoor advertising - everything came under our scrutiny – and was up for discussion. We then blended our marketing expertise to create a truly hardworking solution.
Solution
Bucking the trend of corporate colours used by most other airports, we chose warm colours to make Blackpool's branding stand out from the crowd. Punchy strap-lines such as 'More holiday, less hassle' highlight the airport's unique selling points, and our PR team came up with a stream of story angles to generate ongoing media coverage.
Result
The result is an easily recognisable and vibrant brand that works on all levels. Marketing copy that gets to the point. Increased positive 'airport visibility' in the media – and most important – more passengers! ICG has now been working with the airport for 5 years.
Visit Blackpool International's website:
* Simple knitted bag, with polka dotted lining and button closure.
* Eenvoudige gebreide tas, met polkadot voering en knoopsluiting.
* Crocheted flower brooch, with see-through beads.
* Gehaakte bloem broche, met doorzichtige kraaltjes.
* Crocheted crafty journal, with little buttons on the front.
* Gehaakt creatief dagboek, met kleine knoopjes op de voorkant.
* Handcut, by Marc, out of one piece of faux leather and then glued to a store bought wooden mirror frame.
* Handgesneden, door Marc, uit één stuk kunstleer en daarna gelijmd op houten spiegellijst uit de winkel.
* Shoulder bag, out of two kinds of curtain fabric. Three pockets inside, button closure.
* Schoudertas, uit twee soorten gordijnstof. Drie binnenzakken, knoopsluiting.
* Crocheted out of a 40% wool yarn. Lightly stuffed. They are approx. 11 cm high.
* Gehaakt uit een 40% wol garen. Licht opgevuld. Ze zijn ongeveer 11 cm hoog.
* Free pattern (gratis patroon): www.flickr.com/photos/made_by_beag/3236914556/
* Materials: plywood, chicken wire, papier maché, metallic paint (bronze).
* Materialen: triplex, kippengaas, papier maché, metaalverf (brons).
* Crocheted out of a 40% wool yarn. Lightly stuffed. They are approx. 11 cm high.
* Gehaakt uit een 40% wol garen. Licht opgevuld. Ze zijn ongeveer 11 cm hoog.
* Free pattern (gratis patroon): www.flickr.com/photos/made_by_beag/3236914556/
* Button made out of one of those plastic raster buttons. First I wove cotton yarn through it, then I sewed on beads.
* Knoop gemaakt uit een van die plastic raster knopen. Eerst heb ik er katoenen garen door geweven, daarna heb ik kraaltjes opgenaaid.
the "attract leisure travellers into lounges" challenge.
Challenge
Servisair Lounges operates executive lounges for business and leisure travellers at airports across the UK, Europe and North America. Servisair has a robust business traveller customer base but wanted support to attract more leisure passengers to use its lounges.
Discuss
ICG’s design and marketing team went out to learn more about the layout of specific airports, scrutinised existing promotional and booking methods, and reviewed Servisair's interaction with its potential customers. It became clear that a sustained marketing activity would have to focus on changing perceptions that lounges were only for 'Executives'.
Solution
A marketing plan which identified fresh routes to improve brand visibility and targeted sales messages. New eye-catching promotional creatives were adopted for pop up stands, point of sale, animated web banners and other collateral which highlight the benefits of using the lounges to the leisure passenger. ICG’s PR team is also ensuring that all activity generates wider publicity in targeted consumer media.
Result
Increased visibility on a direct level at airports – plus more interaction with leisure customers through informative e-newsletters geared to this market. A redesigned customer feedback questionnaire is also providing insightful market intelligence to help refine ICG’s and Servisair’s strategy.
* Knitted necklace scarf. Can be worn once, twice or three times (in this picture) around the neck. Yarn/garen: Sorbé, Schachenmayr Nomotta.
* Gebreide kettingsjaal. Kan een keer, twee keer, of drie keer (op deze foto) rond the hals gedragen worden.
the "unite separate divisions under one brand" challenge.
Challenge
Central Sports is one of the UK’s largest training providers to the active leisure sector with three sub-divisions Central Sports, Central Skills and Central Fitness, each with a different offer and serving diverse audiences. ICG were tasked with creating a distinctive yet cohesive brand system that would work in harmony with a series of publications and marketing materials.
Discuss
ICG met with representatives from the different divisions to review and assess the ‘yearly cycle’ of materials that were required. Face to face meetings with the client also helped us to drill down and understand the profiles of the company’s target audiences.
Solution
Our design team produced a detailed strategic plan and production schedule for all publications to be produced over a 12-month period and key action points for each division. Our creative approach was to use consistent typography and imagery styles, tied with a strong colour palette for each division.
Result
A strong brand identity was launched which had synergy across the divisions and was adaptable enough for multi-purpose use from marketing materials, signage, gym membership recruitment campaigns, student workbooks to Ofsted inspection documents.
Visit Central Sports' website: www.centralsports.org
* Materials: plywood, chicken wire, papier maché, metallic paint (bronze).
* Materialen: triplex, kippengaas, papier maché, metaalverf (brons).
the "need more people to know we're here" challenge.
Challenge
When Blackpool Airport transferred from public to private ownership, attracting new passengers and new airlines was critical to any future success. It was essential that the airport created a niche for itself in an already strong North West air travel market.
Discuss
Our PR and design teams got out and about to learn more about other airports and the aviation market. From logos to signage, media targets to outdoor advertising - everything came under our scrutiny – and was up for discussion. We then blended our marketing expertise to create a truly hardworking solution.
Solution
Bucking the trend of corporate colours used by most other airports, we chose warm colours to make Blackpool's branding stand out from the crowd. Punchy strap-lines such as 'More holiday, less hassle' highlight the airport's unique selling points, and our PR team came up with a stream of story angles to generate ongoing media coverage.
Result
The result is an easily recognisable and vibrant brand that works on all levels. Marketing copy that gets to the point. Increased positive 'airport visibility' in the media – and most important – more passengers! ICG has now been working with the airport for 5 years.
Visit Blackpool International's website:
* Heart keychain. Handsewn out of two layers of interfaced felt. Decorated on both sides.
* Hart sleutelhanger. Handgenaaid uit twee lagen vilt, verstevigd met vlieseline. Aan beide zijden gedecoreerd.
* Pincushion, sewn out of two vintage fabrics. One 100% linen, the other a cotton mix. It can be used on either side.
The design is not my own and these type of pincushions can be found all over the internet. They are so cute that I couldn't resist making some too.
* Speldenkussen, genaaid uit twee vintage stofjes. Eentje 100% linnen, de ander een katoenmix. Het kan aan beide zijden gebruikt worden.
Dit is niet mijn eigen ontwerp en je kunt dit type speldenkussens overal op het internet vinden. Ze zijn zo leuk dat ik de drang om er ook een aantal te maken niet kon weerstaan.
* Change purse for cat lovers!
Made out of natural linen and lined with a creme-white cotton lining that is slightly padded.
The cat face is embroidered by hand (cross stitch).
It closes with a silvertone purse frame.
* Portemonneetje voor katten liefhebbers!
Gemaakt van naturel linnen en gevoerd met een crèmewitte katoenen voering, die lichtjes gewatteerd is.
Het kattenkopje is er met de hand op geborduurd (kruissteek).
Het heeft een zilverkleurige beugelsluiting.
the "consistent UK delivery of a global brand" challenge.
Challenge
Sodexo Land Technology a division of global food and facilities management provider Sodexo is a leading supplier of grounds maintenance services. The division needed an agency that could deliver ongoing projects from exhibition stands, brochures to news stories tailored to promote its services whilst retaining clear global corporate branding and core quality messages.
Discuss
ICG was able to draw upon its previous experience in this sector and of working with global brands such as BAE Systems. Our team ensured that we had all the available design and copy guidelines from the onset and engaged in regular dialogue with the client through each project so that the highest levels of creativity were achieved within the brand umbrella.
Solution
ICG established a core team of ICG 'Sodexo experts' across the design and PR disciplines to support the achievement of synergy between the creative graphics and copy required for all work produced. In addition, short lines of communication between ICG and our client supports the speedy and efficient completion of projects.
Result
ICG has worked with Sodexo for four years and requests for support has grown to encompass wider ranging projects – from the design and writing of newsletters and customer surveys to corporate presentations and commissioning photographers.
the "unite separate divisions under one brand" challenge.
Challenge
Central Sports is one of the UK’s largest training providers to the active leisure sector with three sub-divisions Central Sports, Central Skills and Central Fitness, each with a different offer and serving diverse audiences. ICG were tasked with creating a distinctive yet cohesive brand system that would work in harmony with a series of publications and marketing materials.
Discuss
ICG met with representatives from the different divisions to review and assess the ‘yearly cycle’ of materials that were required. Face to face meetings with the client also helped us to drill down and understand the profiles of the company’s target audiences.
Solution
Our design team produced a detailed strategic plan and production schedule for all publications to be produced over a 12-month period and key action points for each division. Our creative approach was to use consistent typography and imagery styles, tied with a strong colour palette for each division.
Result
A strong brand identity was launched which had synergy across the divisions and was adaptable enough for multi-purpose use from marketing materials, signage, gym membership recruitment campaigns, student workbooks to Ofsted inspection documents.
Visit Central Sports' website: www.centralsports.org
* Knitted necklace scarf. Can be worn once, twice (in this picture) or three times around the neck. Yarn/garen: Sorbé, Schachenmayr Nomotta.
* Gebreide kettingsjaal. Kan een keer, twee keer (op deze foto), of drie keer rond the hals gedragen worden.
* Change purse for coffee lovers!
Made out of natural linen and lined with a creme-white cotton lining that is slightly padded.
The coffee cup is embroidered by hand (cross stitch).
It closes with a silvertone purse frame.
* Portemonneetje voor koffie liefhebbers!
Gemaakt van naturel linnen en gevoerd met een crèmewitte katoenen voering, die lichtjes gewatteerd is.
Het koffiekopje is er met de hand op geborduurd (kruissteek).
Het heeft een zilverkleurige beugelsluiting.
* Heart keychain. Handsewn out of two layers of interfaced felt. Decorated on both sides.
* Hart sleutelhanger. Handgenaaid uit twee lagen vilt, verstevigd met vlieseline. Aan beide zijden gedecoreerd.
* Easter wreath, made with a combination of dried natural materials, plastic eggs and paper and fabric flowers.
* Paaskrans, gemaakt met een combinatie van gedroogde natuurlijke materialen, plastic eitjes en papieren en stoffen bloemetjes.
the "unite separate divisions under one brand" challenge.
Challenge
Central Sports is one of the UK’s largest training providers to the active leisure sector with three sub-divisions Central Sports, Central Skills and Central Fitness, each with a different offer and serving diverse audiences. ICG were tasked with creating a distinctive yet cohesive brand system that would work in harmony with a series of publications and marketing materials.
Discuss
ICG met with representatives from the different divisions to review and assess the ‘yearly cycle’ of materials that were required. Face to face meetings with the client also helped us to drill down and understand the profiles of the company’s target audiences.
Solution
Our design team produced a detailed strategic plan and production schedule for all publications to be produced over a 12-month period and key action points for each division. Our creative approach was to use consistent typography and imagery styles, tied with a strong colour palette for each division.
Result
A strong brand identity was launched which had synergy across the divisions and was adaptable enough for multi-purpose use from marketing materials, signage, gym membership recruitment campaigns, student workbooks to Ofsted inspection documents.
Visit Central Sports' website: www.centralsports.org
* Decorative balls, made with old book pages.
* Decoratieve ballen, gemaakt met paginas uit oude boeken.
The cornerstone of any business, ICG understands that branding is about more than just a logo with a strapline. A strong brand will not only reflect an organisation’s brand values, but also their tone of voice, how it communicates and how it wishes to be perceived, by customers and employees alike.
Following a period of in-depth discussion and market research, ICG devises brand strategies that demonstrate a creative execution, including effective roll-out in the form of a communication plan. This may include items such as sub-brands, stationery and printed materials, a digital presence such as websites, online media, as well as vehicle livery, building signage, promotional items and advertising.
As well as brand guardianship, we can also provide detailed brand guidelines on CD, ensuring internal consistency – and can also help or advise on producing electronic stationery templates.
ICG strength in this sector has been demonstrated in numerous international design pubications, including a six page case study in ‘Brand Identity Now!’ from Taschen Books.
For more information, visit www.icgonline.co.uk
the "increase our microsoft® sales" challenge.
Challenge
VIP Computers is one of several UK companies officially licensed to sell Microsoft® products to the trade. Its advertising had no point of differentiation from competitors on product or price, and was getting lost in a market place ringing with the same messages. Improved brand recognition was essential to drive up sales and inspire customer confidence.
Discuss
VIP Computers did not want a full blown rebranding exercise. The company’s logo and corporate colours of blue and yellow were to be retained - they just needed to work harder. New advertising styles would have to be approved by Microsoft®, and reflect their marketing objectives. Improved synergy between manufacturer and reseller branding, emerged as the best way forward.
Solution
Concise copy was a refreshing contrast to competitor adverts. Building block style graphics showed how IT solutions could be pieced together; and a mix of media channels including direct mail, wrap arounds, web banners and competitions ensured regular exposure and data capture.
Result
When Microsoft® praised VIP’s new marketing campaign as an example of best practise, ICG knew it had got it right. Positive feedback from a global player such as Microsoft® was a feather in the cap for both VIP and ICG. But the campaign wasn’t just great to look at – it was generating more sales and attracting new customers. Now, ICG has yet another happy client…and something great to talk about!
* Keyboard cuff links, designed and made by MarcB, out of recycled laptop keys.
* Toetsenbord manchetknopen, ontworpen en gemaakt door MarcB, uit gerecycleerde laptop toetsen.
* Inspired by several wonderful artists here on Flickr, I decided to make some pincushions in (espresso) cups.
* Geïnspireerd door diverse fantastische artiesten hier op Flickr, besloot ik een paar speldenkussens in (espresso) kopjes te maken.
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