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* 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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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!
the "get the numbers up" challenge.
Challenge
Competition in the North West leisure market is fierce with many attractions vying for the visitor Pound. Open throughout the year, Blackpool Zoo has to ensure that footfall is buoyant especially during peak periods. ICG needed to find a way to build on the zoo’s position as a 'must see' destination, a fantastic family day out and great value.
Discuss
From the initial brief and right through the planning process, ICG and Blackpool Zoo had a frank and open dialogue about the attraction's marketing challenges. By developing a strong sense of partnership to meet these challenges, we were able to fully explore all the available communication options.
Solution
From Zoo keepers having makeovers on ITV’s This Morning to celebs such as Jonathan Ross and Paul O’Grady adopting animals, our PR team developed a strategy that focused on creating fresh and innovative media opportunities, supported key events and worked in wider partnership with the resort’s tourism stakeholders. ICG’s design team additionally devised a visual style for the zoo which was applied across all promotional material to capture the excitement of the zoo and key messages ‘Learn, Discover, Enjoy’ encapsulated its ethos.
Result
Over the past eighteen months since ICG was appointed by Blackpool Zoo, the attraction has reported a consistent increase in visitor figures and revenue.
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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!
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:
* Romy (9) made another little bag. She designed it herself and sewed in on the sewing machine. She had a little help from her dad (for the handle).
* Romy (9) heeft nog een tasje gemaakt. Ze heeft het zelf ontworpen en op de naaimachine genaaid. Ze heeft een beetje hulp van haar papa gehad (voor het handvat).
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:
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!
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.
the "improve how we communicate" challenge.
Challenge
Enterprise has a big job maintaining the UK’s infrastructure. The huge scope of its activities means that the company has to communicate to a lot of audiences – government and utility customers, the general public, investors and stakeholders, as well as 14,500 employees. Enterprise recognised that it needed more effective communication materials to fully engage and inform its publics and tasked ICG to help.
Discuss
A clear brief from Enterprise and probing questions from our design team helped us on the road to finding an effective solution. We were also able to bring to the table our experience of working with companies such as BAE Systems who require ‘brand integrity’ but also need ways of clearly communicating often heavy-weight and complex information on a world-wide basis to people working at all levels.
Solution
ICG developed a visual style for all literature that involved greater use of photography and white space, along with bold story headlines to give all material pace without undermining any serious business content. The design style guide that we created for Enterprise’s communication literature delivers a strong brand identity yet retains enough flexibility to tailor the presentation of content to the target readership.
Result
The new design style is reflected in all of Enterprise’s literature from tender bids to corporate brochures. Feedback has been extremely positive. In a recent employee survey, 80% said that company communications have greatly improved.
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:
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.
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:
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!
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.
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:
the "our corporate image is dated" challenge.
Challenge
W.T. SeaAir is a global logistics provider with an impressive portfolio of clients including many high street retailers and their suppliers. However, a period of significant expansion and acquisition had left the company with a fragmented corporate image, identity and proposition.
Discuss
It became clear that the company needed to send out a strong signal to the market place that it has the resources, people and expertise to provide sophisticated supply chain solutions. It was also evident that the company did not have the marketing tools and materials to support its growth ambitions.
Solution
Unite all W.T. SeaAir’s services under one umbrella - from a new logo to literature - even down to pens! Our designers and copywriters all got involved to ensure that visuals and copy were clear and consistent. The new logo provided industry synergy by using container shaped blocks to form the company name, whilst our writers delivered a suite of sales literature with concise content.
Result
The new brand and copy has now been integrated into all elements of the business - and the feedback has been positive. The company’s new corporate image and supporting materials reflect its position as one of the fastest growing global logistics providers in the UK - providing clear pathways to its services and expertise.
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, clay, ivory paint, varnish.
* Materialen: triplex, kippengaas, papier maché, klei, ivoorverf, lak.
the "engage our target audience" challenge.
Challenge
More than 90% of 16 – 18 year-old football league apprentices don’t get signed up by professional clubs - so what do they do when they are out of the game? Encouraging youngsters to pursue an education during their apprenticeship is the challenge for the League Football Education (LFE). However, with a passion for the game and eyes firmly fixed on football glory, how can the two be combined?
Discuss
We went back to basics with LFE - What? When? Why? Our team reviewed existing materials provided to apprentices and found them to be hefty tomes that would put anyone off! Digging deeper, we also learned that apprentices often received too much information at once, making them feel overwhelmed and uninspired.
Solution
The solution was to create exciting ‘educational opportunities’ not legal documents! Emotive imagery and photography, quirky illustrations and punchier copy were used to give pace. ICG also devised a communication strategy to divide the information into ‘bite sized’ chunks spread over the two-year apprenticeship in a variety of formats. This Information was picked up, read and easily understood.
Result
Youngsters now engage more fully in the ‘perceived’ less exciting aspect of their apprenticeships.
Visit League Football Education's website: www.lfe.org.uk
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 "our corporate image is dated" challenge.
Challenge
W.T. SeaAir is a global logistics provider with an impressive portfolio of clients including many high street retailers and their suppliers. However, a period of significant expansion and acquisition had left the company with a fragmented corporate image, identity and proposition.
Discuss
It became clear that the company needed to send out a strong signal to the market place that it has the resources, people and expertise to provide sophisticated supply chain solutions. It was also evident that the company did not have the marketing tools and materials to support its growth ambitions.
Solution
Unite all W.T. SeaAir’s services under one umbrella - from a new logo to literature - even down to pens! Our designers and copywriters all got involved to ensure that visuals and copy were clear and consistent. The new logo provided industry synergy by using container shaped blocks to form the company name, whilst our writers delivered a suite of sales literature with concise content.
Result
The new brand and copy has now been integrated into all elements of the business - and the feedback has been positive. The company’s new corporate image and supporting materials reflect its position as one of the fastest growing global logistics providers in the UK - providing clear pathways to its services and expertise.
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.
* Romy (9) made another little bag. She designed it herself and sewed in on the sewing machine. She had a little help from her dad (for the handle).
* Romy (9) heeft nog een tasje gemaakt. Ze heeft het zelf ontworpen en op de naaimachine genaaid. Ze heeft een beetje hulp van haar papa gehad (voor het handvat).
the "engage our target audience" challenge.
Challenge
More than 90% of 16 – 18 year-old football league apprentices don’t get signed up by professional clubs - so what do they do when they are out of the game? Encouraging youngsters to pursue an education during their apprenticeship is the challenge for the League Football Education (LFE). However, with a passion for the game and eyes firmly fixed on football glory, how can the two be combined?
Discuss
We went back to basics with LFE - What? When? Why? Our team reviewed existing materials provided to apprentices and found them to be hefty tomes that would put anyone off! Digging deeper, we also learned that apprentices often received too much information at once, making them feel overwhelmed and uninspired.
Solution
The solution was to create exciting ‘educational opportunities’ not legal documents! Emotive imagery and photography, quirky illustrations and punchier copy were used to give pace. ICG also devised a communication strategy to divide the information into ‘bite sized’ chunks spread over the two-year apprenticeship in a variety of formats. This Information was picked up, read and easily understood.
Result
Youngsters now engage more fully in the ‘perceived’ less exciting aspect of their apprenticeships.
Visit League Football Education's website: www.lfe.org.uk
the "present a consistent brand" challenge.
Challenge
When British Aerospace rebranded as BAE Systems, the company needed an agency that could handle a wide range of projects, with the ability to communicate complex information and operate as a ‘Brand Guardian’. With so many people within BAE Systems commissioning work, it was vital that ICG could help support and protect the integrity of the corporate brand.
Discuss
Since day one of our relationship with BAE Systems, ICG recognised that even the best guidelines are open to interpretation - so we talked to as many people as possible to ensure that our designs would shine as examples of good practise.
Solution
ICG established a dedicated account team to develop short lines of communication with our client, and we trained all our staff on the brand guidelines - so no matter what the deadline, there’s always someone who can help. We have also been given official access to their intranet style guide, so that we can double-check a design layout at any time.
Result
The projects that BAE Systems continue to commission are the result of a 15-year old relationship based on trust and quality of service. We have been consistently singled out for introducing creativity without compromising brand guidelines.
* Materials: plywood, chicken wire, papier maché, clay, acrylic paint, varnish.
* Materialen: triplex, kippengaas, papier maché, klei, acrylverf, lak.
* Materials: plywood, chicken wire, papier maché, clay, ivory paint, varnish.
* Materialen: triplex, kippengaas, papier maché, klei, ivoorverf, lak.
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
* Close-up of neckwarmer, knitted out of a yarn with 60% virgin wool, 30% polyamide and 10% alpaca.
* Close-up van nekwarmer, gebreid uit een garen van 60% wol, 30% polyamide en 10% alpaca.
the "get the numbers up" challenge.
Challenge
Competition in the North West leisure market is fierce with many attractions vying for the visitor Pound. Open throughout the year, Blackpool Zoo has to ensure that footfall is buoyant especially during peak periods. ICG needed to find a way to build on the zoo’s position as a 'must see' destination, a fantastic family day out and great value.
Discuss
From the initial brief and right through the planning process, ICG and Blackpool Zoo had a frank and open dialogue about the attraction's marketing challenges. By developing a strong sense of partnership to meet these challenges, we were able to fully explore all the available communication options.
Solution
From Zoo keepers having makeovers on ITV’s This Morning to celebs such as Jonathan Ross and Paul O’Grady adopting animals, our PR team developed a strategy that focused on creating fresh and innovative media opportunities, supported key events and worked in wider partnership with the resort’s tourism stakeholders. ICG’s design team additionally devised a visual style for the zoo which was applied across all promotional material to capture the excitement of the zoo and key messages ‘Learn, Discover, Enjoy’ encapsulated its ethos.
Result
Over the past eighteen months since ICG was appointed by Blackpool Zoo, the attraction has reported a consistent increase in visitor figures and revenue.