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The Allotment

Case Studies

Bauer Media

Client

Bauer Media

Project Launch Date

November 2014

Design Disciplines

  • Branding
  • Graphic

Summary

Bauer city network identity

Local radio has a fiercely loyal listener base. So consolidating 43 local radio stations under a single brand proposition while retaining each station's individual identity and character is no mean feat. This was a complex, multi-platform rebrand with tight budgets and timescales. It also had to be cost effective and easy to implement by regional station managers. This was a very tough job indeed; one we relished.

Here’s how we tuned into Bauer’s challenge to grow listenership and loyalty.

Problem

Bauer Media UK reaches over 22 million consumers in the UK through a portfolio of multi-platform media and entertainment brands including Kiss, Heat, Grazia and Empire. As part of this it runs a family of 43 local radio stations located in the UK’s major cities. Stations in the Bauer City Network champion local communities and strive to deliver more relevant local programming and to unite listeners in the places they live. This is part of the wider strategy called ‘Closer To You’, which focuses on Bauer’s ability to tailor content to local listeners and thereby provide a more targeted offer to national advertisers.

Approach

The Allotment’s challenge was to bring all of the existing 43 radio brands into a more consistent identity architecture as well as creating a proposition that was inspiring and exciting. The solution had to work within a complex naming structure – the existing radio brands had significant equity – and across multi-platform audience channels. The solution also had to be adaptable so that the local radio marketing teams could leverage the individual brand identities to meet their own commercial objectives. The brands had to be applied to 43 different websites and a wide range of touchpoints from digital through to events.

It was a complex brief that needed a simple and clever solution.

Result

To reflect the overarching strategic proposition of ‘Closer to you’ our creative strategy focused on developing a unifying structure around the word ‘YOUR’ ie. Your Metro Radio, Your Clyde etc. The ‘YOUR’ element personalises each brand to the station’s locality and acts as a flexible graphic window to create a very ownable brand property. Each channel within each radio station has a distinctive tone of voice and uses different gradient colourways to create individual identities.

The project culminated in the provision of a comprehensive set of brand guidelines for the individual marketing departments in each of the radio stations.

Awards:
Gold Transform Award for Best Brand Consolidation

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Lucite International (Mitsubishi Rayon)

Client

Lucite International (Mitsubishi Rayon)

Project Launch Date

January 2016

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Internal
  • Other

Industry Sector

  • Business to business (B2B)
  • Industrials
  • Natural resources
  • Other
  • Utilities

Summary

Global employee engagement campaign for Lucite International, to instil pride and a sense of purpose in a global organisation.

Problem

Lucite International (LI), part of the Mitsubishi group, is the global leader in acrylic production with over 30% market share. Its world renowned brands include Perspex® and Lucite®. Originally part of ICI, the business has been through a number of ownership changes. Research indicated that, as a result, many of the 2,200 employees did not have a clear understanding of Lucite International’s vision and purpose.

Approach

We worked closely with LI’s global management team to create a simple empowering idea – ‘Shaping a future that’s lighter, brighter everywhere’.

To bring this idea to life we used Lucite International’s raw acrylic materials as simple shapes, these shapes act as the catalyst for the stories behind their amazing applications and innovations that shape their world, business and future.

Result

Research into employee engagement will be conducted in late 2016.


Awards:
Best Overall Creative Execution at the Employer Brand Awards 2016
Gold for Best Short-term Campaign at the Employer Brand Awards 2016.
Gold for Art Direction Craft at Roses Design Awards 2016
Gold for Illustration Craft at Roses Design Awards 2016

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Radical Sportscars

Client

Radical Sportscars

Project Launch Date

January 2017

Design Disciplines

  • Branding

Industry Sector

  • Automotive

Summary

Growing ambition for Radical Sportscars

Growing Radical Sportscars Iconic brands earn their wings by breaking the rules - by doing things differently.

Radical Sportscars set out 20 years ago to do just that. The rebrand, by The Allotment, needed to capture this attitude, evolve the brand and focus on communicating an ‘incomparable racing experience’.

Problem

Radical Sportscars was born 20 years ago with the simple vision of making motor racing more accessible and fun. Now with 2000 light-weight, high powered sportscars sold into a global marketplace, they are the world’s largest manufacturer of purpose-built, club racing cars.

But they are more than this. As well as making superb, British engineered racing cars, they also provide competitive, managed racing experiences that dreams are made of.

Drivers all over the world are able to compete in Track Days and the Radical Championship Series, wheel to wheel, at 180mph, in races of up to 30 cars. “Thrilling” and “incomparable” is what the drivers say!

Approach

Our challenge was to develop a modernised brand that retained some equity from their past but also reflected the exhilaration and unique experience of RACING supercars that can exert 2.5 ‘g’s’ of lateral acceleration on track corners. The new brand needed to be delivered in 6 weeks and had to work across a myriad of channels including exhibition stands, the website, car livery and the Championship/track day events around the world.

Result

To understand what Radical meant to the drivers of these awesome racing cars our creative director went to a Race Day at the Circuit De Jerez, Spain.

This insightful weekend led to the inspiration for the rebrand. The drivers, including Sir Chris Hoy and Jason Kenny (yes, the Olympians), and the Support Team believe that the Radical Racing experience is second to none. Heart pumping, adrenaline fuelled joy!

This thought led us to the brand proposition that ’Nothing Compares’ to the Radical experience. The identity with the ‘R’ racetrack and the red ‘Race line’ reflects Radical’s maverick spirit, and the uncompromising performance and thrill of the ride. The resulting brand feels premium yet authentic.

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The Donkey Sanctuary

Client

The Donkey Sanctuary

Project Launch Date

August 2012

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Interior
  • Internal
  • Packaging
  • Product

Industry Sector

  • Leisure
  • Not for Profit / Charity
  • Other
  • Tourism

Summary

The Donkey Sanctuary brand refresh and positioning

How do you rebrand the world’s largest donkey charity to capture the palpable love and devotion of staff, volunteers and supporters? How do you significantly grow their donations in the middle of a deep recession? How do you reach out to deeply loyal existing supporters as well as a new generation of donors? How do you manage change in a highly emotive organisation build on the incredible legacy of the founder who passed away three weeks into the project.

This is how ‘design for good’ can help grow charitable income by 26%, ease pain and suffering, and build on an incredible legacy to create much stronger emotional connection for The Donkey Sanctuary worldwide.

Problem

Charitable giving in the UK amounts to £11bn, of which 6% or £660m goes to animal charities. The charity sector in general began to show signs of stress due to the recession and its direct impact on disposable incomes.

In light of these challenges, The Donkey Sanctuary, realised that it needed to make a stronger emotional connection with its donors and seek to attract a younger and broader supporter group – the majority of its supporters are currently 45+ years old. Our brief was to help increase donations by 33%.

Approach

We wanted to take what was best from the current identity. Research showed that the supporters loved the use of illustrative donkeys. We built on this idea and developed an illustration that communicated a feeling of sanctuary, devotion and care. The resulting brand identity has created a clear and consistent badge and proposition for the charity that works internationally and across all media channels.

Extensive research by The Donkey Sanctuary showed that there was unanimous support for the change.

The Allotment were subsequently commissioned to develop every aspect of the brand including a revised monolithic brand architecture. As part of this we developed a clear tone of voice and clarity across branded literature, environmental graphics and way finding systems, livery, campaigns and point of sale.

We also created an extensive set of brand guidelines for use by the charity’s own design and marketing teams around the world.

Result

Overall since 2011 individual donations have increased by 101%.

Awards:
Gold Transform Award for Best Brand Evolution
Gold Transform Award Best Charity/NGO/Non profit Rebrand
Highly Commended Brand Impact
Highly Commended Marketing and Design Awards Best Charity/NGO Rebrand

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White Logistics

Client

White Logistics

Project Launch Date

May 2011

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Internal
  • Other

Industry Sector

  • Automotive
  • Business to business (B2B)
  • Other
  • Transport

Summary

Growing profit and difference for White Logistics

Problem

The haulage industry is so commoditised that there is little to differentiate one business from the other. Companies face daily challenges transporting things from A to B, but the skill, knowledge and dedication to service is often hidden. White Logistics wanted to change this and to grow the business.

Approach

The starting point for all our projects is to define the point of clarity for a business. For White Logistics this involved internal research to identify what makes them tick and a series of one-to one interviews with a number of customers. The findings gave us some resounding answers. Whites genuinely make a difference by going that extra mile to solve their customers’ challenges. Their emphasis is always the same.

Solutions not problems.

Result

Profit increase of 403% (4 years after rebrand).

ROI of 1:13 on their initial investment on rebrand.

Sales increased by £3,600,00 based on a £50,000 investment in rebrand.

New Business conversion rate increased from 8% to 43%

Awards:
DBA Design Effectiveness Gold.
Best in show at Design Week Awards 2012.
Winner of D&AD Pencil
Voted in top 8 at 'Age of Design' Awards; recognising the best design in the world over the last 25 years.

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