Brand Achievement"Brand Development. Branding Strategy. We call it Brand Achievement, and for good reason.
We do lots of clever things here at 10, but the end goal couldn’t be simpler: we call it Brand Achievement.
Brand Achievement is about guiding our clients to a very special place. It’s a place where all the elements that make up a highly successful brand come together perfectly. And it’s the point at which that brand takes on a magnetic personality, and a commercial invincibility, all of its own.
At 10 we’ve got the vision, courage and talent to take our clients to the point of Brand Achievement by the most direct and enjoyable route possible. That’s because many years in the business has given us genuine understanding, creativity and commercial insight, as well as the confidence to really use them.
We may have said it before. But it’s worth repeating. We don’t just work with some of the UK’s best-loved brands, we’ve actually helped to give them their unique desirability. By spotting potential that others miss, and by pushing them that little bit further, we’ve helped our clients do the one thing that delivers lasting brand equity: achieve true Brand Achievement."
Branding Projects
"Keystone’s success had been largely down to the fact that they were genuinely lovely people, honest and professional in everything they did. Our vision was to ensure that this personality was transferred to the web."
FrogTrade Ltd produces the most advanced learning platform for schools available in the UK. This may sound fairly straightforward but the diverse portfolio of products had created much confusion in the clarity of the Frog offering.
10 looked at competition within the marketplace and soon had the realisation that Frog had a truly unique offering. As a client they were driven to find the right solution as much as we were and it became a true collaboration of minds. Although Frog is currently used in secondary schools and colleges within the UK, the potential to take the business into other areas in addition to their current market position was where we all saw the brand’s advantage; it was vital the new brand strategy grew with the brand.
Creating an iconic (we believe this little fella will one day be a well recognised brandmark…) logo, and simplifying the name from FrogTeacher to Frog, gives the name/brand much more flexibility for possible new future markets.
The bigger challenge for the project was to clarify the products that Frog offer.
10 organised and implemented a brainstorming session and with pen and paper arrived at the ’perfect’ solution. The client started drawing the products as pieces of Lego and how they fitted together in different permutations, this gem of an idea developed into Frog’s ‘building blocks for platforms and portals.
With the legal landscape changing law firms need to up their game and that’s why Last Cawthra Feather came to us. They needed a rebrand that brought them up-to-date, gave them stand out and made them feel accessible to everyone; that would fundamentally attract clients of all kinds.
Now called LCF Law, the brandmark feels fresh, clean and clear and the Law, Fair + Square positioning creates a point of difference in an increasingly competitive marketplace and is a rallying call for law to be accessible, uncomplicated and honest.
LCF Law are now celebrating their 25th year in business so have the heritage and expertise clients require from a law firm. However, we needed to change people’s perceptions to communicate that they are the law firm for this and future generations – a truly customer-centric modern proposition.
“We immersed ourselves in the client’s business, their values and their customers for over three months before presenting back the creative to the full legal team. This has been a superb example of changing the culture in an established business. At the beginning of the process, the lawyers couldn’t visualise the change and needed persuading. Involving them in our Brandschool was key to our approach and now they can’t imagine ever going back.” – David Worthington, MD at 10 Associates
Leeds Bradford International Airport launched its exclusive Premier Lounge for passengers – a brand and experience created for them by us here at 10 Associates.
The prestigious project saw a restyle of the existing lounge facility including renaming it ‘Yorkshire Premier Lounge’ and creating a new identity; producing literature in the style of a passport explaining the facilities available; we also suggested the Lounge be used to showcase some of Yorkshire’s finest chefs, starting with Life and Fork (http://www.lifeandfork.co.uk).
“At 10 we pride ourselves on brand achievement and how we can impact business through design. We are confident that the work we’ve done with Leeds Bradford Airport on the Premier Lounge will do just that. The new design is aspirational, sophisticated and appealing. The colour palette is aubergine and silver and incorporates ‘travel stamps’ which show the airport’s audiences.
One of the key things was incorporating ‘Yorkshire’ into the name so we could ‘own’ that special uniqueness of the county and its people. We even suggested that we showcase Yorkshire food companies within the Lounge to drive even more people there. We expect to see a dramatic increase in awareness, and use of the Premier Lounge facilities over the coming months.” - Jill Peel, Creative Director
The Harrogate Brewing Co. is a new microbrewery based in the famous spa town of Harrogate, North Yorkshire. Brewing traditional cask conditioned beers, with a nod to the past and an eye to the future, using the finest ingredients and hops from around the world.
Our brief was to create a brand that shone in the drinking circles of Harrogate, embraced by locals, bars and restaurants in the region which is already famed for great names such as Bettys and Taylors Tea.
Welcome to our delicious brand solution...
The finished creative is confident, striking and takes its inspiration from the wonderful art deco rail travel imagery which is prevalent in Harrogate with its outstanding and iconic architecture. The brandmark itself is aligned with the traditional railway destination signs and the pump clips and bottle labels utilise a train ticket shape and language inspired by the great rail posters of the 1930's - 'it's quicker by ale'. The website also reflects the essence of a railway station and provides the perfect platform (!) for our striking brand… with bags of personality, stylishly executed.
'Having been a supplier and collaborator with 10 Associates for several years, it was great to turn the tables and have them working for me. They maintained the friendly and professional manner I'm used to, and produced creative ideas to my my brief, as well as surprising me with avenues I hadn't thought of.
The whole process was a fun, creative journey and I couldn't be happier with the result. Cheers!'
- Anton Stark
"Horsemeat is a difficult sell, tax avoidance is hard to stomach and phone tapping to get a scoop is a bridge too far… so what happens when a brand finds itself in a scandal.
In the US TV series Mad Men, 1960s ad man Don Draper is asked what a client should do when a brand of dog food is found to contain horsemeat - “Change the name,” he says. “The name has been poisoned.”
While we would never wish to contradict the infamous Don Draper we should be mindful that unlike the golden era of the Ad Man businesses face far more competition than ever before and the investment to get a brand known, trusted and liked isn’t small change. Consumers are more savvy and a simple name change wouldn’t disassociate a business from it’s misdemeanour.
Brands which find themselves in crisis and come through the fall out find that what sticks in people’s minds is the way the company responded. Saying sorry, taking responsibility and making visible changes to improve goes a long way. As consumers, we understand mistakes happen and are good at forgiveness, if we’re shown genuine remorse and the brand makes real changes to rectify the error.
Take McDonalds they have suffered the wrath of consumer outrage and media frenzy more than most and have had their ups and downs in the public eye, yet seem to escape relatively unscathed.
Super Size Me came out in 2004 a year later Premium Salads were launched and two years after that the fast food giant implemented a series of environmental initiatives such as, turning its spent cooking oil into biodiesel fuel to power its vans in the UK, swapping over to non-hydrogenated cooking oil, the introduction of sustainably grown coffee, organic milk and toasted deli sandwiches and raising the awareness and profile of the local farmers who supply the restaurants.
Not content with that, the company also went through a full makeover, redesigning restaurants to be more enticing to consumers, replacing black and red with shades of green and yellow.
The revamped menus, the rebranded stores, the company’s more progressive stance on the environment all had a positive influence on consumers and helped them to disassociate themselves with the image of an evil and greedy corporate giant. Of course damage was done to the brand, and naturally there is still a stigma to the McDonalds brand and it’s product, in some consumers eyes, claiming that ethical policies don’t change with a lick of paint. But the McDonalds re-positioning in the market has been considered a success and the sales reflect this.
So what this tells us is that a successful comeback campaign requires more than a revamped logo or a name change. It demands a long term vision that inspires customers, investors, and others to see the company in a new light and needs to accept that the comeback is a marathon not a sprint. A brand which finds itself in trouble can ride the fall out if they pay attention to what the public says and responds with products and services that counteract those accusations."
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