creating branded environments
DESCRIPTION
Creating Branded Environments - where people want to be!TRANSCRIPT
Creating Branded Environments Where people want to be!
May 2014
Changing consumers Market trendsSector convergence Retail… Banks… OfficesBrand Differentiation Inspire… Motivate … Engage
Agenda
2
Who we are...
and design consultancy
real estate and corporate sectors
Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2: The latin logotype in horizontal format within the exclusion area (freespace)
Yeni GLOBEX BANK logosu
Eski GLOBEX BANK logosu
Changing ‘Consumers’ Employers … Employees
“Attracting and retaining the best people”... and the best tenant companies
New Values... Lifestyles… Locations
Tech-savvyGrasp new concepts quicklyEnjoy changeLike personalisation & customisationSeek stimulation, get bored easilySocial, connected, consultativeCaring, motivated by their missionWant to make the world a better placeMajor influence on baby boomers
“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte
Key Influence
Creating “Delight” - a first choice perception
4 Environment - Green metrics
4 Economic - Developer criteria
? Social- Workplace changes
Environment Economic
‘The Balancing Act’
Social
The Consumer Driven Office
A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications
The Consumer Driven Office - Tea Building London
Images courtesy of Derwent London
The New ‘A’ Class
Sector Convergence
RETAIL … BANKS … OFFICES... HOTELS
Where you want to be … Work … Rest… Play
“Life is work... work is life”
lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...
FRANK (Singapore) “A brand new way to bank”.Aimed at young tech savvy ‘Millenials Has captured over 26% of Singapore’s youth market.
Pioneered removal of EPOS terminals and introduction of handheld systems for sta" to process transactions
An entirely di"erent store look and feel
“Technology is better if I feel that I’m working less. If I’m not having to think or do things or work, it’s a better product.” Apple co-founder Steve Wozniak
Interactive media wall and work benchesTouchscreen planning table Digital swipe service browserAssisted service at “360 StationLive video conferencing with a remote specialist
CitiBank smart banking concept
Sophisticated augmented reality appWhite walls, exposed ceiling, hard surfacesHigh tech toys in a spartan environment?
FNB - South Africa
Bright, fresh coloursEmphasis on relationships and face to face conversations
Peoples Choice, Australia
“Soulful” campaign with retro style illustrations.TV/ Piano lounge - like a hotel
Virgin Money, UK
“A green house concept, a place where plants grow and are nurtured.”Skandia Bank, Sweden
Brand differentiation
Inspire … Motivate … Engage KaleidescopeGroup MHSBC
#(23(-"3(5$Ə 1"'(3$"341$Ə�Ə+." +Ə+ -#, 1*
Kaleidescope Business Centre
“Space for Success”
Group M - Differentiated “Worlds”
• Group M • MEC• Maxus• Mindshare • Mediacom
5 levels... 9,500 sq metres
“Legenda Tsvetnogo” Business Centre, Moscow
Group M - Differentiated “Worlds”
Challenges Strategic • Brand differentiation• Reflecting vision, values, personality
Operational• Flexibility• Minimum disruption• Cost effective
Group M - &KHHGTGPVKCVGF�/QUEQY�CIGPE[�YQTMRNCEGU
Before & AfterGroup M - Before and after...
11 5 28
00
11 5 2800
4.1G
4.2G
4.3G
4.4G
4.45G4.45G
4.3G
4.5G
4.6G
4.7G
4.8G
4.9G
4.10G
4.1G 4.1G
4.11G4.12G
4.13G4.15G
4.27G
4.27G
4.33G
4.34G
4.20G
4.24G4.25G
4.26G
4.26G
4.29G
4.30G
4.31G4.32G
4.35G
4.37G4.38G
4.39G 4.41G4.42G
4.43G
4.44G
4.40G
4.36G
4.28G
4.21G
4.21G
4.22G4.23G
4.21G
4.16G4.16G4.17G
4.19G
4.19G
4.18G
4.14G
· Branded o!ce workplaces
· To engage... to motivate...
· 750 o!ces in 87 countries
· Strategic global graphics concept to reflect values and attributes: open, dependable, connected
· A unified look and feel adapted to suit market and cultural mindsets
· For head and general o!ces, data centres, call centres
New values – new environment
Creating Brand Synergy!
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com