In a competitive situation with one of the biggest agencies in the world, our solution was to go back to the truth. WVS is a charity that helps support vets care for animals around the world. The identity we created is simple and elegant yet powerful and flexible enough to grow as this emerging charity grows.
For over a year now we've been designing and creating a whole raft of internal communications for Rolls-Royce Motor Cars. From 'Business Update' to special commemorative publications and the pillar at the heart of them all, 'The Marque'. We understand the importance of internal communications and the key role it plays in any business, whether it's events, or in this case in print and on-line.
Natalie Ewens of MindWorks says: "We love working on 'The Marque' and try and put ourselves not merely in the place of the brand, but importantly we continually ask ourselves, as a reader, what would we want to know?"
We believe that it's only through this approach, and working so closely with the client, that Rolls-Royce internal communications have scored so highly in research and proved so popular with the team at the Home of Rolls-Royce Motor Cars Goodwood and beyond.
The RMCTF provides vital services and support to countless serving and retired Royal Marines and their families via the three pathways opposite, we are relied upon by our beneficiaries to be there when they need us most.
To allow us then continue this critical work and communicate with their target audience, we've created a brand and identity that we've then communicated both on-line and in print. We've also created a website that not only delivers all the information potential donors need, but also ideas for those wishing to raise money for the charity
Getting cut-through in the ATV market is always hard, but we discovered that Suzuki have a great story to tell. In the harsh uplands of the UK, where the terrain is toughest, Suzuki ATVs are in their element and in their comfort zone. Also in the comfort zone are Suzuki ATV riders, because their bikes have better seats, better suspension and now on some models, power steering.
So we've created 'the comfort zone' integrated campaign, that promotes both the rider comfort and how at home Suzuki ATVs are in the toughest terrain. So far it's featured in ads, on-line, POS and major regional shows... even with its own zone!
From the Antarctic to the Sahara, from Everest to the Amazon, Powertraveller products have been taken to some of the most remote and hostile environments on the planet and relied on by adventurers and explorers alike. Our task was to take this emerging UK brand, position them to both retail and business audiences and create a recognizable and unique identity for them.
The second phase has been to take the new Powertraveller brand and implement it across all aspects of their marketing from exhibition stands, brochures, POS, advertising, collateral materials to packaging and beyond.
Portsmouth is an extraordinary city that makes a great day out. Whether it's the views from the Spinnaker Tower the history of Portsmouth Historic Dockyard, the piers and beaches of Southsea or just great retail shopping, there's something for everyone. But this is a place that has another great difference, it's one of the country's very few waterfront cities. Sitting having lunch over looking the busy harbour within feet of the birthplace of Dickens or Isambard KIngdom Brunel and hundreds of years of this country's heritage makes this, a day out, of the ordinary.
Our task was to create a campaign that could be used in press, outdoor and online at a dedicated microsite all the time communicating the city's point of difference whilst delivering an informative spread of information.
Once Navy, always Navy, that's the thought at the heart of the Royal Naval Association. Its membership of 22,500 in over 400 Branches, both here and overseas has some of the most dedicated men and woman of any membership organisation . Our task was to refresh the RNA's branding and give it a new look that not only would they be proud of, but that also reflects their ever increasing relationship and relevance to today’s Royal Navy.
John Harris-Burland , MD, says "To work with the men and woman of the RNA is a real privilege. It was an honour to officially launch their new branding at their annual National Conference, and to receive such kind words from National Chairman, Chris Dovey : "I express my very sincere thanks and appreciation for the materials you provided for us. There is a definite feeling to me that RNA is alive and well and going places. Our decision to employ you has been wholly vindicated by the massive Conference approval. You have done us proud."
2011 was the second year of The South Coast Proms one of the UK's premier musical events. Created to support the works of the Royal Navy & Royal Marines Charity, this musical spectacular was held at HMS Excellent on Whale Island, Portsmouth, headquarters of the Royal Navy. It's a great evening of entertainment with proceeds going towards a great cause, with the superb music being provided by the world-famous Royal Marines Band Service.
MindWorks were appointed to create the branding and marketing campaign after a competitive pitch and to help oversee the roll out over the six months leading up to the event.
Michelle Leggatt , Account Director, says "This builds on previous prestigious work we've done with the Royal Marines Band Service and The Royal Navy & Royal Marines Charity, and puts to good use the agency's vast experience in event organisation and management".
Rolls-Royce Motor Cars has the reputation for quality in the automotive industry, so it's no surprise that when it comes to their annual family day they demand the same quality for all aspects of the event. Every single member of their staff and their families is invited along, to enjoy Phantom and Ghost rides, access to the assembly lines and even to see behind the scenes, where very few people ever go.
We worked with Rolls-Royce to create a truly memorable day that recreated a Victorian fun-fair, with everything from candy floss, hoopla and coconut shy to a massive Ferris wheel and a spectacular 100 year old merry-go-round.
Michelle Leggatt - Director says "Our events team has worked very closely with Rolls-Royce to create a relaxed and enjoyable family atmosphere. From 'grab and go' picnic lunches for 3,000 to the signage and risk assessment, every detail has been thought through and the feedback has been very positive, which makes the hours of preparation really worthwhile."
Working with a client to achieve the right result for their business is all important, as is understanding the consumer. That's why the new Suzuki ATV campaign really gets under the skin and into the mindset of the end user. Aimed directly at the small holder, the new ad will appear in farming publications over the coming months and aims to be as hardworking as the product it promotes. To complement the ad campaign the all-new consumer literature builds on the campaign message whilst delivering them with all the product information they need,
Managing Director, John Harris-Burland
, says, "Having the ability within the agency to not just plan and buy the media, but to create the ad execution and art direct, write and design the collateral, means we can ensure that the message and the media work hand in hand, creating the best results for the client's business".
Competition for the retail customer is fierce, so the way any shopping centrecommunicates its offering is vital. It could be argued that most retail websites seem to have fallen into a certain visual style - our task was to take the Belfry Shopping Centre, Redhill , and not only give it an online look and feel that was unique, but that also reflected its core values.
Working closely with the client we've created a website that's completely integrated, not merely with the look and feel of the above/below the line communications (also created by MindWorks ), but also the messaging.
The site delivers all aspects of the Centre in-depth, complete with an interactive store map, and is entirely built on our MindType content management system.
It's not often you get to work with a real design classic, well at MindWorks we're very lucky because we're delighted to be working with a real icon, the British deckchair .
Southsea Deckchairs are the custodians of the heritage and future of this landmark in furniture and it's fair to say they love the deckchair in all its forms. That passion has rather rubbed off on us and we've loved working on the complete suite of materials, from the new identity, brochure and website to a suite of promotional materials.
Michelle Leggatt , Account Director, says, "It's a huge responsibility working with something that everyone instantly recognises and feels a genuine warmth to, but we believe we've risen to the challenge and have a firm belief that the deckchair will continue to be around for many years to come."
Beneteau and Suzuki, two of the world's leading marine brands are working in partnership to provide top quality boat and engine packages. We've worked with them to create a new microsite that delivers some of the excitement the brands offer.
The site enables the consumer to download full product information, view videos and even book test drives. Web Director, Craig Morey said, “We designed the site to not just deliver the clients’ needs, but to recognise that consumers must be able to access it on a variety of platforms. From smart phones, through the iPad to widescreen desktop PCs each one delivers an experience worthy of both brands.”
It's 100 years since the Spirit of Ecstasy first appeared on a Rolls-Royce motor car, so to commemorate this milestone in the company's history, they needed a first class event. We helped create a day that saw 100 Rolls-Royces gather at the company's HQ and then move to the Goodwood Motor Circuit to complete a celebratory lap. We created the event branding from huge banners, to the bespoke bunting in the 120ft marquee; provided event management, film and video crews, catering, entertainment and even double decker buses .
Michelle Leggatt , Account Director, says: "To see one hundred of these magnificent cars courtesy of The Rolls-Royce Enthusiasts Club was an emotional moment. We worked long days to get every detail right in order to make it the success it was. The result was an historic event which we're immensely proud of and the enthusiastic reception from Club members, journalists and our clients at Rolls-Royce make all those long hours worthwhile!" http:// www.youtube.com/watch?v= l3HhgSeC_mY
Welbeck Defence Sixth Form college educates students from all backgrounds to achieve their ambition to become an Officer in the Armed Services or the Civil Service.
MindWorks have extensive experience of working with the military and education sectors and were well placed to create the new prospectus and marketing materials for this prestigious college. The end result is an attractive and clear document that shows off the class leading facilities that this college has to offer.
"During the photoshoot it was particularly rewarding to meet the students and experience the enthusiasm they show for the college". Gemma Bentley, Account Manager
We were delighted to win the advertising category in the 2010 Times Top 100 Graduate Employers recruitment awards and now it seems we've won it again in 2011. So why did our ad win?
"The students liked the fact that the advert was relevant and many said that it made a career in the Royal Navy seem exciting and challenging... Just less than two-thirds of finalists thought that the advert was ‘very effective’ in delivering its message...There were numerous positive comments about the headline message... "I love the slogan and the picture”. The comments indicate that many of the respondents felt inspired by the promotion – “a truly excellent catchphrase which draws people in. Highly energetic advertising”
John Harris-Burland MD, says, "We've always loved working on the the Royal Navy account and that's perhaps reward enough, but to pick up what's now three awards in two years, really is the icing on the cake!"
The latest campaign for Portsmouth Historic Dockyard (PHD), one of the countries leading visitor attractions, has been created by MindWorks to promote the six elements on offer. Building on the success of the agency's previous 'Remember when' creative for PHD, the new integrated campaign uses a mixture of outdoor, press and on-line media to promote this unforgettable day out.
Emma Harbison , Account Manager says, "It's fantastic to be working with Portsmouth Historic Dockyard again, to not only create and place the media for this campaign but also promote the spectacular one-offs that they feature within the dockyard.
In a competitive pitch, we were lucky enough to win Suzuki global campaign to advertise their outboard products for the third year running. The work built up on core truth for Suzuki in their focus on the consumers needs and understanding of their way of life.
Not only did the campaign cover advertising, but also all teh supporting collateral including POS and brochures. our production department also handles the translations and print production for many markets across Europe.
Havant Sixth Form College is one of the most successful colleges of its type in the south, with a tremendous reputation for its academic success. Sadly it's collateral materials didn't reflect the story of this educational establishment.
Our task was to get under the skin of the college and accurately position in not just in the minds of potentials students, but also their parents and guardians.
To do that we created an all new website, a new prospectus and collateral that included ads, posters and DM .
MindWorks has created not one but two new microsites for Suzuki GB PLC. To launch the new GSX-R600 and GSX-R750 supersports motorcycles effectively, the client needed to give the consumer all the product information they could possibly want, and then some. Our solution was to create two linked microsites that not only informed, but entertained. In just two weeks we created both sites from scratch including design, development, build, video editing, a unique product x-ray feature and a whole host of downloads from wallpapers for the latest iPhone 4, to a full 16 page brochure.
Britain’s Naval Service is ever changing, as is the recruitment process that is central to its success. For that reason a new set of recruitment materials was needed to accurately communicate the career offerings to today’s potential Sailors, Commandos, Bandies, Reservists and RFA personnel.
Every single aspect from co-ordination, focus group research, design, copywriting, original & sourced photography to obtaining the Royal Navy’s first ever ‘Crystal mark’ award was handled in-house.
The suite of materials lock together graphically, work at three levels (overview, specific service and job) and are now used as the source material for all careers communications both in print and on-line.
Recruiting Royal Marines is a highly specific task, the people for the job have a specific 'state of mind', none more so that Royal Marines Commando Officers.
This is a role for some of the most intelligent people around. Men that can weigh up a scenario, react and not only win the battle, but place the lives of their men in as little risk as humanly possible.
Working with WCRS, the lead agency, creative we developed the press, bus-back and ambient campaign with copy written to capture the spirit that is today's Commando Officer.
David Shepherd is known internationally as an artist and ambassador for wildlife. In his field he’s an icon. DSWF describes itself as an adaptable and flexible, non-bureaucratic fundraising organisation.
As web designers and developers we had to ensure that is exactly how the website felt and worked. Getting into the mind and under the skin of the organisation was our starting point. Then discovering what the user/donator needed was our next port of call.
The site that we’ve created was a natural evolution of that process. Easy for a charity on limited resources to operate and update and equally as easy for the consumer/donator to use.
Retail campaigns in the outboard motor market invariably shout loudly and really rather rudely. They demand nothing of the consumer and so can stay in the mind for a mere moment.
Our solution was unique in this market to say the least, it had the benefit of never having been tried before. Whether press ads, online or in-store POS, it made the consumer work, just a little bit, to get the message.
In this time of downturn it’s interesting to note that Suzuki are bucking the market trends.
Was it 81 or 82 Royal Navy charities, no-one really knew. One thing everyone knew though was that it couldn’t go on like that.
Working with the trustees and the CEO we created a single identity to bring all aspects of the Royal Navy’s charitable activities under one single banner. Research with servicemen, their families and the public gave us a whole new understanding and respect for what our service men are asked to do in their name.
The Royal Navy now has a charity and communications that are fit for its people and we’re proud to have played such an extensive part in that.
The results is a comprehensive set of materials including website, leaflets, exhibition stands that talk to servicemen and the public.
Who wants to be a submariner? Silence was the deafening reply. People’s perceptions of the role were all based on ‘Das Boot’ and black/white war movies. So it was hardly surprising that few thought it a great career.
Our task was to bridge the gap between the perception and the reality of the life, pay, status and conditions of the modern submariner. The take-out? “There’s no one above us.”
Both the 2008 and 2009 campaigns filled the recruitment pipeline to over flowing. As important to us is the buy in from serving submariners.
Research has proved that Suzuki has a closer bond with its customers that any of the other Japanese motorcycle manufacturers.
That’s all very well but just how do you bring it to life and in doing so maximise that fact? One of the biggest events in the off-road calendar is the ‘Weston Beach Race’. We created what was intended to be a one-off item that like the seaside attractions of yesteryear put the consumer where they aspire to be. In this instance in the Suzuki moto-x team. What was a one-off is now being rolled out across the entire dealer network.
One firm,12 offices,180 people; all saying the same thing but not with one voice. Without a major creative and cultural shake-up, one of the South East’s biggest accountancy firms might never realise its potential.
We went back to the beginning: researched and positioned the brand, encouraged people to buy into it, then gave them the tools and knowledge to present their growing company effectively and consistently, including an all staff conference to launch the brand.
As a result, Rothmans is now one brand that speaks with one voice.
The goal was simple: to increase submariner recruitment. By talking to submariners and understanding what sets them apart, we could clearly map the potential recruit's mindset and the core message required. This combined with the role's obvious benefits created a powerful offer.
Straightforward research and a clear understanding of the issues created a carefully targeted campaign applied across national and regional media, particularly in recruitment 'hot spots' plus online advertising, direct mail and posters. The key result was that the client filled recruitment numbers for the year.
The goal was to drive attendance for this prestigious event. Our strategy was to create a promotion campaign targeted at experienced, novice and would-be sailors of all ages, dripfeed stories to the press and; organised crowd-pulling events at the show.
We designed and supplied all marketing materials, including leaflets, tickets, press advertisements and posters. We also organised and administered the events programme and exhibitors’ stands.
“Design and the evolution of ideas are big strengths of the MindWorks
team. Visitor numbers are a key measure of MindWorks’
performance; we had three consecutive years of growth”
- Jenny Curry, Show Manager, RYA Dinghy Sailing Show.
'Gizzet' - Navy slang for give it to me.
The strategy was to use one image, in a fun way, to show everything the Royal Navy does, on land, at sea, under the sea and in the air. Time was very short for this project (three weeks), We used paper engineering and strong graphic, to engage the user and get across the information. The flyer was first used at the London Boat show and It literally flew off the stand.
Our job was to design and build a new website to bring the centre's web presence in line with its new corporate identity.
Shopping centres are about numbers and we created a site that not only projects the brand but also provides a marketing tool for centre management.
The site is based on MindType , our modular Content Management System that allows you to update and run the site yourself and for us to provide modules bespoke to your needs. The site accurately represents the centre's new corporate identity, is fast and easy to use, along with being cost-effective to maintain and update.
There were two clear objectives with this campaign: Raise awareness and increase recruitment.
The music is key to the strategy and must be heard from the words off the page. A 12 month campaign was booked over selected musical publications. Imagery focuses on the personal nature of music while the copy details benefits and strong call to action.
"It looks fantastic. Very pleased indeed." ( WO2 Ian Davies RM Royal Marines Band Service Recruiter).