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Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012 An introduction to Playgroup

Playgroup Brand & Communication Case Studies

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Playgroup is an independent, creatively focussed, design agency based in Farringdon, London. Creativity lies at the heart of everything we do, it is our lifeblood. As individuals we are naturally inquisitive, imaginative and collaborative and we use these characteristics to really understand the challenges that we’re presented with. Combining these playful traits with insightful thinking and a professional, can-do attitude enables us to craft effective and often surprising creative solutions, both offline and online. We think that we’re a pretty nice bunch of people to work with.

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Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

An introduction to Playgroup

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Hello there

Playgroup is an independent, creatively focussed, design agency based in Farringdon, London.

Creativity lies at the heart of everything we do, it is our lifeblood. As individuals we are naturally inquisitive, imaginative and collaborative and we use these characteristics to really understand the challenges that we’re presented with. Combining these playful traits with insightful thinking and a professional, can-do attitude enables us to craft effective and often surprising creative solutions, both offline and online.

We think that we’re a pretty nice bunch of people to work with.

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Brand

Brand strategyBrand positioningBrand identityBrand booksBrand guidelines Comms planningInternal campaigns

Print

Corporate literatureMarketing literatureAdvertisingAnnual reportsEvent collateral

Digital

Website designInteraction designOnline strategyOnline campaignsMobile appsE-newslettersE-mailersAnimationVideo

Environment

Destination brandingBranded workplacesBranded environmentsInterior designSignageWayfindingExhibition design

We understand brand. We can help get a new brand off the ground, breathe life into an existing brand, or make that all important message really resonate with your internal audience. We can express your brand through carefully crafted words and stunning visuals; on paper, online or in the built environment.

Expertise

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Clients

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

With a new identity, a core strategy around sustainable living, and a bold ambition to double the size of the business whilst halving environmental impact, Unilever approached us with the task of bringing their brand to life through an extensive range of corporate and brand communications.

We developed an all-encompassing creative platform for both internal and external communications that formed the basis of a set of brand guidelines, delivered through a dedicated Brand Centre. These guidelines incorporate all aspects of print and digital media and include sections on packaging, branded environments and employee communications, amongst others.

The new brand epitomises a more connected world, where individuals come together to form communities that create positive change everywhere and where the small actions of everyone in the business can combine to make a big difference.

Playful characters, a bold use of colour and shape and genuine storytelling combine to give a more human face to the Unilever brand.

Bringing a brand to life

Client: UnileverProject: Brand ExpressionExpertise: Strategy, Brand Identity, Brand Expression, Internal Comms, Event Design

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

The Mercedes-Benz Driving Academy is a new kind of driving school where drivers start earlier and continue their education beyond the driving test. Working alongside the Mercedes-Benz team and applying extensive consumer research, we were able to define the brand; creating a visual expression and messaging that would appeal to both youngsters and parents alike. The Academy was launched to huge acclaim with a spectacular event at Mercedes-Benz World hosted by brand ambassador Lewis Hamilton.

Going forward, we helped develop a cross-media campaign with a strong social media bias that included email marketing, exhibitions, and print material. An innovative website allows students to access their lesson progress via a graphic visualiser linked to in-car cameras and instructor PDAs. The pilot launch has exceeded targets and is now being rolled out in Germany, Holland and the US.

www.mbdrivingacademy.com

Driving ambition

Client: Mercedes-BenzProject: Mercedes-Benz Driving AcademyExpertise: Brand Identity, Brand Launch, Print Design, Website Design, Social Media

To date the Mercedes-Benz Driving Academy has well over 5,000 members in the UK with a 77% pass rate.

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

To support the above-the-line ‘Do What You Do Best’ campaigns featuring Gordon Ramsay and subsequently, Peter Jones with the Gremlins we were tasked with informing, educating and engergising a somewhat sceptical internal audience so that they could live up to, and deliver the campaign promise.

We used ‘entertainment’ as the key hook on the path to advocacy and began a carefully planned cross-media campaign with some provocative viral videos, stunts and office branding. E-mails, competitions and a ‘Making of the ad’ film helped engender a sense of pride and inclusion in the workforce, prior to the TV commercials being shown. With 92% of respondents indicating that they were clear on the messaging and nearly 80% saying that the campaign stood out from other internal comms and had a positive impact on enthusiasm.

Winner DBA Design Effectiveness Award for Internal Communiations

Energising employees

Client: BT BusinessProject: Employee EngagementExpertise: Comms Planning, Internal Comms, Video, Viral Marketing, Corporate Literature

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

The spirit of the Adnams brand lies in it’s Southwold provenance. Bringing that spirit to life online, away from the Suffolk coastline, was our challenge.

In response, we created a lifestyle site, driven by stories, blogs, podcasts and videos that presents a clear definition between the different parts of the business; beer, wine, spirits, hotels and retail. This socially connected site (built in Wordpress) allows Adnams to speak directly to a growing consumer fan base and effectively manage stories, content and promotions in-house. As well as providing the perfect platform for expressing the personality of the brand, Adnams have seen a significant up-turn in online sales across all product categories.

www.adnams.co.uk

The taste of Southwold

Client: AdnamsProject: WebsiteExpertise: Strategy, Website Design, Social Media

“ Since the launch of the new site on the we have seen a massive uplift in online sales as a direct result. For the first quarter of 2011 Adnams online sales are up 167% on the same period last year. With traffic from the new site into the e-commerce store up 115% and accounting for 38% for the overall sales, a 72% increase YOY.”

Sean Clark Head of Web, Adnams plc

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

The regeneration of King’s Cross is arguably the most significant in central London since John Nash was plying his trade in the early 19th century. The development will deliver some 8 million sq ft of new and refurbished buildings over the coming decade. With its extraordinary transport links, public spaces and mix of uses, it will be one of the best places to live, work and shop in the capital. At it’s heart is the new University of the Arts, London that houses the famous Central Saint Martins School of Art and Design which opened in September 2011.

With the opening of the public spaces came the need for high quality estate management, public services and legibility. Working with the Argent delivery team, Playgroup were tasked with bringing to life the estate management function at King’s Cross to deliver an exciting, urban environment with a friendly welcome to everyone who comes to N1C. This included articulating the brand across all online and offline communications as well as in the physical environment. www.kingscrosscentral.com

King’s Cross Estate Services

Client: ArgentProjects: King’s Cross Estate ServicesExpertise: Brand Identity, Brand Expression, Identity Guidelines, Branded Environments, Wayfinding Signage, Uniforms

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

We’ve designed and managed the build of a number of microsites to support the BBC’s online remit and help extend the range of their broadcast services. We’ve given a visual expression and created a range of templates and guidelines for essential GCSE study resource Bitesize, created a distinctive ‘socially connected’ site to support the BBC3 show Lily Allen and Friends and developed multi award-winning online gaming experiences to accompany the Robin Hood TV series.

GI Jonny, an interactive campaign aimed at informing teenagers and young adults about HIV was particularly successful, achieving 3 million page impressions in the first two weeks. The site allowed users to create their very own customised action hero which could be shared through Facebook. The online campaign was supported by a suite of above-the-line materials including condom packaging, flyers, stickers, t-shirts, banner stands and posters. We even beamed GI Jonny onto various London landmarks the night before National Aids Day.

www.bbc.co.uk/schools/gcsebitesizewww.bbc.co.uk/lilyallenwww.bbc.co.uk/robinhood

Entertaining and educating

Client: BBCProject: WebsitesExpertise: Brand Identity, Website Design, Print Design, Digital Guidelines

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Kings Place is an award winning events destination in the heart of London incorporating two art galleries, the Rotunda Bar & Restaurant, Green & Fortune Café and a fantastic selection of event spaces with spectacular views over Regent’s Canal. We worked closely with the events team at Kings Place to craft a premium B2B website that reflects the high-tech and high-end nature of this modern conference, music and visual arts venue.

The site is aimed primarily at organisations looking to host their conferences or events, but also companies or individuals looking for a waterside venue for their special occasions, and tells the Kings Place story through vertical parallax scrolling which highlights the key features of the building. The website also acts as a tool for conference organisers to plan their event, with an interactive map that shows each room in the context of breakout spaces and food places. The website is built on WordPress, allowing the Kings Place Events team to quickly update or add content through an intuitive content management system and was delivered in collaboration with our good friends at We Are Human. www.kingsplaceevents.co.uk

Kings Place Events Website

Client: Kings PlaceProjects: Event WebsiteExpertise: Website Design, User Experience, Strategy

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

At Lakeside Theatre all are welcome and all who enter will discover a world of creativity, theatre, dance, music and comedy. This creative retreat encourages all to be curious, to be adventurous and to seek fulfilment. Situated by the lake at the University of Essex, Lakeside Theatre strives to be a home for brilliant contemporary performance and innovative well made plays.

To reflect a sense of wonder, energy and adventure and to cultivate both alternative and mainstream appeal, Playgroup have developed a new visual identity, working alongside the Artistic Director and his team at Lakeside Theatre. The new logo reflects the bold and distinctive building in which the theatre resides, with a bright, optimistic graphic language aimed at raising the profile of the theatre amongst the student body and the wider community. Application to a broad range of collateral including a new website, brochure, posters and signage has seen a successful launch of this exciting brand.

www.lakesidetheatre.org.uk

Take a bow…

Client: Lakeside Theatre, ColchesterProject: Brand IdentityExpertise: Brand Identity, Brand Launch, Brochure Design, Website Design, Signage, Poster Design

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Mountainfjord offer amazing experiences through a collection of historic hotels set around the majestic Sognefjorden in Norway. With glacier covered mountains and the tranquil fjord as the backdrop, Mountainfjord give their guests an unrivaled opportunity to experience the region on their terms, whether it’s adrenaline-fueled off-piste skiing or a relaxing, cultural break.

The brand identity was designed to reflect the natural environment, the peaks of the mountains, the depths of the fjord and the fantastic range of experiences available. The mark references the handcrafted Norwegian folk tradition, but with a contemporary twist. We have created a range of printed materials and worked alongside our digital partners We Are Human, who have delivered an online strategy centred around inspiring storytelling.

www.hotels.mountainfjord.com

Mountainfjord: Crafting a brand

Client: Mountain Fjord Project: Brand IdentityExpertise: Brand Identity, Brand Expression, Print Design, Copywriting

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

When Teachers TV migrated their content from a broadcast to wholly online service, there was a genuine need to inform teachers and education professionals about the considerable benefits of the content that they provide.

Our approach was to develop an overall creative concept that highlights the sheer wealth of resources on Teachers TV through an explosion of colour, image and words. This was tailored to a number of different campaigns, promoting everything from individual lesson plans to behaviour tools. A range of formats were used across a broad media schedule.

“ Playgroup did a brilliant job on this campaign. They took the time to understand the market and delivered an insightful, creative campaign that performed very well. They were also an absolute pleasure to work with. Highly recommended.”

Nathan Gaw Head of Marketing, Teachers TV

Attracting teachers

Client: Teachers TVProject: Online CampaignExpertise: Strategy, Brand Expression, Banner Advertising, Animation, Email Marketing

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Playgroup were appointed to bring Unilever’s brand values to life in their UK headquarters in Leatherhead. The brief was to engage customers (retailers) and consumers; and create an environment that staff would enjoy and could be proud of. Above all the building needed to express the real pride and passion that Unilever have in their brands, and needed to feel down to earth, real, energetic and vibrant.

The overall look and feel of the building is a neutral/fresh back drop with soft white desking brought to life with splashes of colour and timber cladding. Colour, vibrancy and buzz is brought into the space through an overt expression of Unilever’s brands, customers, consumers and heritage. Giant images of bouncing babies, huge jars of Marmite and towering deodorant sticks combine with energising copylines to give a rich tapestry of life at Unilever.

Passion for brands

Client: UnileverProject: Leatherhead HQExpertise: Branded Environments, Interior Design, Signage, Wayfinding, Print Design

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

The new Unilever Singapore office, a hub for the South-East Asia region, brings together all of the categories, functions and brands under one contemporary roof. Collaborating with both architect and client, Playgroup developed a creative proposal for branding the workplace that, as well as being sympathetic to the modern spaces available, also provides a platform to deliver messages in a beautiful and consistent way.

The overall scheme reflects the regional culture and vision whilst demonstrating a real sense of pride in Unilever’s global and regional brands, and contains a Ben & Jerry’s bar, Ponds Institute, hair salon, theatre kitchen and dedicated team areas for each category or corporate function. The branding reinforces Unilever’s sustainable growth strategy with a strong emphasis placed on agile working methods.

We managed all aspects, from defining the creative vision through to production and installation of each piece of artwork and signage.

Branding the workplace

Client: UnileverProject: Unilever SingaporeExpertise: Branded Environments, Interior Design, Signage, Print Design

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

We Are Human are passionate about creating innovative solutions that focus on the moments of engagement between brands and people through new technologies. They came to Playgroup with a brief to define a brand identity that echoes their creative, imaginative and down-to-earth personality.

The typographic logo and touchy-feely creative expression reflects a digital company very much in tune with the real world.

We Are Human

Client: We Are HumanProject: BrandingExpertise: Brand Identity, Brand Expression, Print Design

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Client: WSPAProject: Pawprint Campaign for Rio+20Expertise: Strategy, Website Design, Social Media, Facebook App, Viral Video, Offline Activity

The World Society for the Protection of Animals approached us about raising awareness of the plight of farm animals in the run up to the G20 Summit in Rio this June. We developed a campaign that leverages social media to mobilise public opinion around the issues, with a Facebook app that measures an individuals impact on farm animals based on their consumption – their ‘Pawprint’. Well over 100,000 people have taken the action to sign the Pawprint petition. The campaign is supported by a three minute animated video which, through an entertaining narrative, demonstrates the positive and surprising impact of kinder farming on the wider society. The video has a truly global feel and has been dubbed into a number of languages.

With over 500,000 brilliant WSPA supporters from across the world, an animal samba dance troupe and Brazilian superstar actress Alice Braga behind them, farm animals really were the talk of the town in Rio!

View the Pawprint launch video at: youtube.com/watch?v=we55M0lg7H8

See the WSPA Animal Samba Squad in action at Rio+20: youtube.com/watch?v=Z-ZM_tuOhQg

Kinder, clever farming: WSPA Pawprint

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com

© Copyright Playgroup 2012

We worked with WWF International on an online game and social media-based petition aimed at mobilising public opinion around environmental issues ahead of the G8 summit in Rome. Alongside a website with gameplay elements we also produced simple stop-frame animations and a tongue-in-cheek viral teaser.The teaser features the heads of the G8 in a humorous animation that challenged the viewer to see if they could deliver a better future on a range of sustainability issues. An interactive game allowed users to make their very own policy decisions and to see the effects of those decisions in the year 2059. As part of the campaign supporters were encouraged to add their name, and their face to an online petition. Users were able to upload their very own, personalised campaign poster to a dedicated Flickr stream, which created a highly visual and impressive format for the petition.

View highlights of the campaign at: http://vimeo.com/5553551

WWF Face the G8

Client: WWF InternationalProject: Face the G8 CampaignExpertise: Strategy, Website Design, Social Media

Steve Cluett Creative Director

Steve brings a wealth of creative experience to Playgroup, having worked in the industry for 20 years. Despite remembering when a Mac was a raincoat, he has managed to keep bang up-to-date with the ever changing communications landscape. A reluctant runner, Steve has, nevertheless, completed two marathons and would happily run to Wembley if his beloved Wolves ever reached the Cup Final.

[email protected]

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Play People

Mike Gowar Client Services Director

Mike’s list of responsibilities includes everything from running the business to buying the Krispy Kremes. He’s particularly focussed on business development, with a gregarious character that ensures we have a long list of ‘happy clients’. Mike takes responsibility for the overall relationship with the client and ensures that you receive the appropriate level of service at all stages of the project.

[email protected]

Dan Sly Designer

Dan joined Playgroup after a successful internship having been spotted at the D&AD New Blood show. Dan is a super-talented designer – he lists his interests as: reading, art, design, digital, science, technology, history, space and the universe. That just about covers everything, hopefully he’ll find time to do a little designing. Dan brings a youthful exuberance and real ‘can-do’ attitude to the creative team.

[email protected]

Jenny Sanderson-Byrne Designer

Jenny is the most recent addition to the studio, bringing with her a keen creative eye and design skills that compliment the rest of the team. Jenny’s interests include cooking, going to the cinema, badminton and netball - let’s just hope she doesn’t get the nets mixed up.

[email protected]

Alistair York Project Manager

As a project manager Alistair acts as the conduit between client and studio, always with one eye on the brief and the other on the budget. He shares a common passion for good, simple design and spends weekends enjoying his obscure music collection or a foreign movie – très cultured.

[email protected]

Linda Skoda Senior Designer

Linda simply lives for design. She can find beauty in the most unlikely places and is always one step ahead of current trends. A skilled designer and illustrator, Linda also has a passion for cutting-edge architecture, beautiful interiors and brilliantly simple objects. A passion that borders on fetishism when it comes to chairs.

[email protected]

Ben Sillitoe Business Development

Ben is that most unusual of creatures, a new biz guy from a creative background. Having studied Graphic Design and Illustration at NUCA, he’s now using his illustrative skills to draw up a list of potential new business targets. A lifelong rugby player, Ben’s now an experienced member of the Playgroup squad.

[email protected]

Alan Hynes Finance Director

Alan brings considerable experience and invaluable strategic support to all aspects of our finances. His geeky obsession with facts and figures extends to an over zealous knowledge of Northern Irish football. Did you know that George Best played for Bournemouth five times?.

[email protected]

Gemma Monk-Hartley Account Director

Gem has all the attributes of a great Account Director. She works closely with clients, taking a strategic overview and proactively advising where appropriate, she is supremely well organised and she’s got a really big notebook. Gem loves spending time trotting down the bridleways of Hertfordshire on her trusty horse Fiero

[email protected]

Ben Philp Senior Designer

Ben is our resident typophile, with a genuine enthusiasm for the craft of the graphic designer and an eagerness to deliver fantastic creative, both on paper and online. Perfectly qualified with a degree in Graphic Design and a 50m breast stroke badge, he likes to unwind with a fishing rod in one hand and a cold beer in the other.

[email protected]

Playgroup / 12 Greenhill Rents London EC1M 6BN / +44 (0) 20 7251 8096 / [email protected] / www.playgroup.com © Copyright Playgroup 2012

Contact

Thank you! Playgroup12 Greenhill RentsLondon EC1M 6BN+44 (0) 20 7251 8096

Please contact:[email protected]@playgroup.com