Brand strategy – check
New logo – check
CI manual – check
Photo shoot, ad campaign – check, check
Brochures, website, signage – check, check, check
Cheque – check!
Developing and building a brand is no shy investment of intellect, time and money. Breaking down a brand doesn’t demand the same amount of brain power (quite the opposite actually), doesn’t take long (sometimes a few seconds will do) but it costs more than you can imagine.
Why then do so many organisations neglect the most important aspect of branding; the internalisation of the brand strategy; turning brand values into brand behaviours?
We created an interactive, illustrated website for Filippo Berio, the top selling olive oil in the UK and US now available in South Africa. The site transports viewers into a Filippo Berio’s kitchen, illustrated by the talented Ralf Broemer. Find delicious recipes, health and nutrition advice or learn about Filippo Berio in an easy-to-read-and-share blog format.
For continuity and recall, we used the same illustrated look and feel in both the website and print advertisement.
Olive oil is by its very nature a partner; it is seldom, if ever, enjoyed on its own. Whether it’s an ingredient in a marinate, a dip, a dressing or whether it’s used in the cooking process to baste, roast, fry or bake it serves to enhance or complement another food type.
Filippo Berio brings good food and lovers of good food together; it introduces people to the tastes of myriad food products. On its own it is of little value; its role is to enhance and complement.
Our concept is ‘Fall In Love With Food’. In the advert we depict the ingredients rising from the bland salad to form a vibrant and colourful ‘person’ who embraces her olive oil lover in a passionate dance. Filippo Berio’s passion for food is captured in the flowing movement of both the dance and the oil and in the love affair between the two.
Monique started at Power of 9 in 2009. She loves popcorn, drinks way too much coffee and loves social media.
What did you want to be when you were a child?
I wanted to be different things at different times. When I was four I wanted to save the rainforests because I saw a TV show about it. I collected rocks at one time so I wanted to work in a museum or on an archaeological dig. By the time I was 11 I wanted to be a detective. It was never anything ordinary and I suppose that’s why writing appeals to me; I have a chance to investigate ‘stuff.’
March has been a busy month in the Power of 9 studio. We’ve had a lot of work to do from conceptualising a brand name and design of a new mini jam product, a product catalogue for I &J, to designing exhibition stands (three at my last count).
Here are some images from a productive design month.
The I & J product catalogue contains all their seafood products and services. The brief was to take the contents of the current catalogue and give it a fresh look in a new design format. I used Freehand, Adobe Illustrator and Photoshop to design this catalogue. When designing a brochure, the biggest challenge normally is to get the mechanics of the folder spot on. A designer cannot be a millimeter out so precision is crucial. The product catalogue will be launched at an international seafood expo in Brussels, Belgium this year.
This is a leaflet for AMERICAN shutters. I enjoyed the challenge of designing a leaflet that included a great deal of content while maintaining the brand’s sophisticated design integrity. This leaflet was designed using Adobe Illustrator. The leaflet will be distributed at design and décor exhibitions like the upcoming Decorex Cape Town.
We used caricatures of well known personalities to explore the main job types Quest Staffing Solutions offers. However, instead of going a great job, the characters depict how NOT to do a job.
We posted the videos on YouTube and Missy Quest, the social media butterfly for Quest, shares them with her online community of friends, fans and followers. The call to action is for candidates to visit the new acquisition site at www.quest.co.za/jobs and apply for positions offered via Quest.
The latest video shows candidates how NOT to serve customers in a front line banking position.
The videos were conceptualised in by the team at Power of 9, animation done by the award-winning animation studio Lung and sound by BigLeap.
The feedback on the videos posted has be great so far. What do you think?
A picture is worth a thousand … Rands? Many of our clients wonder how we charge for photography and why image prices vary so much. When sourcing photography for our clients’ campaigns and projects we typically use three types of photography: Rights Managed (RM), Royalty Free (RF) or a commissioned photography. How we choose between the three depends on the clients’ needs, production schedule and budget.
This blog post explains the difference between the three types of photography as well as the pros and cons of each. I also refer to a recent project where we used a client’s library of commissioned photography and a royalty free image to create a stylish design solution.
One of our clients, Hosaf asked us to design a striking exhibition stand for the 2009 PROPAK Africa Show at MNT Expo Centre, Nasrec, Johannesburg from 20 – 23 October.
The design brief specified the need to communicate that a large percentage of their fibre products are made from recycled plastics, known as ‘PET’.
The image above is a CAD drawing of the exhibition stand. Below is a photograph of the final product.
I used images of discarded plastic bottles and new PET manufactured plastic bottles to translate the theme of Hosaf’s recycling process into a 3-D 2.5m high and 6m by 5m exhibition space.
We were approached by Gulf Holdings to redesign their corporate identity. The key words in the brief which stood out to me included ‘strong’, ‘fearless’, ‘uncomplicated’, ‘loyal’ and ‘honest.’ The design concept had to mirror these qualities.
I started by redesigning their logo. The result is this strong, clean design:
We commissioned photographer Louis Heimstra to shoot some night-time landscape shots of the Western Cape and surrounds. The photos are going to be used in a brochure for Stellenbosch University Health Faculty. Watch this space for the final brochure designs, it’s going to be sic.
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