PETROC

East and North Devon Colleges were merging. They originally asked for a new identity, but we believed the merger was so transformational it needed a new name which we would then use to drive a completely new brand.

We ran workshops with students, staff, governors and local employers. We set a rule that the name had to work without adding ‘Devon’ or ‘College’. In that way the name becomes a unique category of one.

The name Petroc originates from the Saint who ministered to Devon and Cornwall around 564 and to whom the flag of Devon is dedicated. Who better to look after students?

HAYS RECRUITMENT

For one of the world’s largest recruiters, a new tone of voice was central to its rebrand and essential to bring about change.

With offices everywhere, a tone of voice system was also devised to work in any language.

Implementing it involved changing business operating processes, training the consultants who ‘write’ the recruitment ads to really write.

The new tone and writing ability freed the ads – the most important brand touch point of all – from the patronising, cliché hell that is the job industry’s default setting.

It also transformed the Hays business, making it more efficient, effective and profitable.

ERICSSON

As Ericsson expanded it worried that too many people were losing touch with the company’s heritage, character and values.

Researching the company we found an incredible array of great stories, pretty much from day one. Tapping into the Scandic love of folk tales, we created the first brand story telling project.

We appointed story guardians in every department and every level. Toolkits showed how to find, write and use stories.

Interactive sessions with actors taught people how to choose and tell stories for maximum impact and enjoyment.

Once upon a time sometimes isn't made up.

INTERCONTINENTAL

InterContinental’s ‘in the know’ positioning expresses the changed ethos of luxury travel. Now what matters are the things that make a destination and the experience of it authentic. Not how fancy or indulgent the trappings are.

We made this ‘in the know’ positioning real by asking every concierge in every Intercontinental hotel to make a film about his or her city. Each film included ideas for what you should see and do in their city. Implemented online, guests could access the films on the hotel’s website once they’d booked their stay.

This campaign made concierges feel valued, guests more attuned to the destination, InterContinental more accessible and a lot of cities more popular and understood.