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999 Design

Case Studies

Brand - Digital: King's College London

Client

King's College London

Project Launch Date

September 2012

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Internal

Industry Sector

  • Education

Summary

999 were set a challenge, to create a website that reflected King’s College position amongst the top 25 Universities in the world. The new website needed to stand out against its global competitors and showcase the prestige of the institution whilst remaining true to its heritage.

Problem

The existing website didn’t promote King’s core brand values or represent the stature of the organisation. The new website needed to further their global reach and attract the very best students and staff through the college’s strengths in research and teaching. Content was difficult to navigate and find, resulting in 66k pages to review and update.

Approach

The previous website was difficult to navigate and required an overhaul of the information architecture to create a site that was a lot more user centric in addition to being more visually appealing. We managed workshops for staff and students to determine the ambition of the new website and to encourage buy-in from a centralised brand perspective.

Our approach pushed the brand forward to create a bold, fresh and easy to navigate user interface that was engaging and accessible to UK and International audiences. We guided and advised on the impact of content, and put a focus on high impact imagery, ensuring it was more distinctive and relevant to the audience – supported this with a customisable feature homepage.

Result

The website was the winner of a CASE circle of Excellence Award.

The success of the new website led to 999 also creating the King’s intranet, as well as creating supporting digital guidelines to support the new design style we had established.

Incorporating this new style, 999 subsequently won a DBA Award for a bold student recruitment campaign for King's Florence Nightingale School of Nursing & Midwifery (see imagery).

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Brand Refresh: IOR

Client

IOR

Project Launch Date

January 2012

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital
  • Graphic

Industry Sector

  • Business to business (B2B)
  • Construction and property

Summary

After 25 years in business, IOR wanted to bring a renewed focus by repositioning their office interiors company within the marketplace; updating and refreshing their image with a clear marketing message that would place them as a premium design-led business, capable of delivering multi-million pound projects on an international scale.

Problem

IOR had been met with increased competition for smaller, mid-sized fit out projects. The challenge was to create a new compelling brand that would change the perception of the business and match their desire to obtain more ambitious leads on an international level. The design had to encourage a confident new global dialogue for IOR.

Approach

As part of our process we conducted a series of workshops to establish both internal and external perceptions of the company, and to gain some deeper insights from clients. This enabled us to clarify the company vision and values in order to define the overall strategy and direction of the brand positioning.

We identified that although the excellent service levels they provided were important, creativity and design would help set them apart from the competition. It was also vital to change the existing perceptions of the company without losing sight of their heritage. A renewed focus on their in-house creativity and premium design capabilities brought a new fresh tone and inspiring attitude.

Result

Sales in the first year saw a record high turnover of £17m in 2012 and a 62% increase in profits. This was projected to increase to 110% the following year.

The rebrand opened new opportunities and a global dialogue with projects in Switzerland, Russia and France in year one.

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Integrated Campaign: The National Trust Great British Walk

Client

The National Trust

Project Launch Date

May 2012

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Graphic

Industry Sector

  • Not for Profit / Charity
  • Tourism

Summary

The National Trust approached 999 Design to create a distinct identity and promotional campaign for the annual walking festival the ‘Great British Walk’. The campaign looked to celebrate the beautiful UK countryside and to realise the trusts ambition of getting more people outdoors and closer to nature.

Problem

The challenge was to not only create a compelling campaign that would get the British public on their feet, but to help fulfill the Trust’s wider strategic priority of getting people outdoors. It needed to shift perceptions away from simply being custodians of stately homes and towards providers of great outdoor experiences.

Approach

During 2012 when the campaign launched there were several British occasions including the Olympics, Paralympics and the Queens Jubilee that our campaign needed to cut through. Our approach was to establish a simple and flexible campaign identity based on the idea of ‘going your own way’ – encouraging personal exploration and the sharing of memories and experiences. Our creative approach appealed to a wide and diverse audience; showing that what makes walking really great is what you discover along the way.

Result

The Great British Walk saw 1.09 Million participants taking place, exceeding the target by 992,000.

399 National Trust properties took part exceeding their target of 250.

This in turn lead to a 30% increase in visitor numbers to the National Trust properties that took part during the campaign.

There was a 276% increase on the target for actual walking events taking place.

1,596% increase in number of participants on and offline compared to the previous years campaign.

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Packaging – Highland Spring

Client

Highland Spring

Project Launch Date

March 2012

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • FMCG
  • Food and drink

Summary

Highland Spring appointed 999 to re-design the packaging of their entire range of bottled water.

The aim was to increase the value and volume of sales and to position Highland Spring as the UK’s leading supplier of bottled water.

Problem

There were fifteen different bottles of all shapes and sizes to review - still and sparkling water varieties, all requiring new branding and labelling.

Our re-design involved taking the existing design elements but giving them greater prominence to the brands profile as a ’British’ water.

Approach

The way in which we treated each graphic element was key to the success of our final solution. The new label design introduced a fresh take on the unique Highland Spring Tartan sash without losing site of their heritage.

We focused on colour, exploring and supplementing the brand’s palette, undertaking an exhaustive colour selection process with the client and through consumer research which led to a dramatic and impactful vibrant purple that would have unique distinctive shelf presence.

Result

The re-brand led to Highland Spring becoming the No.1 brand of bottled water in the UK - a 1st for a UK brand.

Our re-launch of the packaging has proved to be Highland Spring’s most effective ever in terms of increase in retail sales, UK market and category growth and positive consumer brand appraisal.
There was a +2.9M increase in base value (non-promoted) sales.

+700,000 new shoppers to the bottled water category giving a 33% of total market growth with Highland Spring having the highest marketing penetration compared to any other brand of bottled water.

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Public Sector Campaign: NHS - NPSA

Client

NHS

Project Launch Date

October 2008

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Graphic
  • Internal

Industry Sector

  • Health
  • Public Sector

Summary

The National Patient Safety Agency appointed 999 to create Year 3 of the ‘Clean Your Hands’ campaign. The main objective was to re-engage and prompt staff to change their habits and tackle low hand hygiene compliance amongst NHS staff.

Problem

The brief was to re-energise the campaign, which after 2 years had lost momentum and impact. The previous approach was lighthearted in its tone and the serious nature of the message had become lost.

The central message was the critical importance of hygiene at the point of care, but the campaign also needed to encourage individual ownership and encourage busy staff to pause, review and importantly bring change to their routine.

A strategic review was also needed of the communication materials and the formats being produced, considering budget and distribution across hospitals in England and Wales.

Approach

We carried out extensive research into the reasons behind the poor compliance figures and developed a hard hitting campaign, using simple hand gestures and call to action messaging on a black background for maximum stand out and immediacy.

The communication strategy was direct; audience focused and addressed the ground-level issues behind the low compliance rates, resulting in a visually dramatic campaign that communicates the messages with impact and clarity.

Overall, 999’s approach was to create a distinct, hard hitting campaign would cut through and resonate on a more personal level.

Result

The campaign increased awareness and staff motivation, achieving behavioral change with 73% of staff agreeing that the campaign had been effective in directly prompting hand hygiene amongst staff and encouraging patients to ask healthcare workers about hand hygiene.

The campaign also secured local commitment to hand hygiene at individual trust level.

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