The Frem Group has grown organically through business acquisitions. Cygnus came on board to advise on how the
wider group could bring together all its subsidiary businesses, companies and identities under a single group identity.
After thorough brand auditing and strategic planning, Cygnus established a brand plan and refreshed identity for Frem Group. This was activated across all brand touch-points, including web, social and showroom, together with integrated and product specific brochures.
“Working to extremely tight deadlines Cygnus have successfully transformed our marketing approach. A brand refresh has given our business a fresh, contemporary image and a new comprehensive product catalogue and web site has enabled us to set a marketing standard that our competitors and peers will find hard to match.”
Group Managing Director
As part of Buxton Water’s on going strategy to be the experts in natural hydration, in 2015 they continued their support and sponsorship of the Virgin Money London Marathon. Our challenge was to create maximum impact, exposure and engagement across all marathon activity, seeding the #withyoualltheway twitter handle and making Buxton Water integral to the Virgin Money London Marathon, the participants and spectators.
A 360° integrated campaign across social media, print and experiential activity. Tactical press and OOH in the run-up to, and following, the marathon. An impactful, destination, ‘experts-in-hydration’ stand at the Virgin Money London Marathon Expo at Excel, London. Continuous twitter conversation and a competition to ‘Run With a Loved One’ in a specially designed Buxton Water lane at mile 16 of the marathon course including VIP areas for runner’s families. Last, but not least, the 24 hour Tube station takeover of Canada Water with sampling activity – the first time TFL have allowed a brand such unprecedented access.
“All the visibility that we had was amazing – really pleased with everything”
Buxton and Nestlé Pure Life
Mercedes-Benz Dave Idents
Mercedes-Benz Vans were presented with an eleventh hour opportunity to secure a lucrative sponsorship of a new, peak strand of programming on UKTV’s Dave Channel.
A first for the brand. After a successful competitive bid, we were then challenged with the task of developing not only the creative execution, but to deliver a full production solution within a one month period, before launch on the channel.
Working to a very strict set of content guidelines, we rose to the challenge delivering a series of twenty 10 second idents in record time. From the initial creative concept, we developed storyboards for a series of fictitious and witty company names, with suitable variation to ensure the longevity of the idea.
Celebrating the personality and uniqueness of the van driving Great British public, we highlighted the stylish and practical Sprinter, Vito and Citan range. This addition of humour and personality but with a clear customer-centric approach aligned very effectively with the need for the brand to break down price premium perceptions as part of its wider UK strategy.
Working with our production partners we subsequently formed a team to shoot, edit and create the sound design to deliver a suite of idents that would befit the premium brand. As part of our remit, we added further upweight of the opportunity through Dealer communications and a programme of social activity to engage not only brand fans, but existing and potential customers.
A series of twenty idents for the six month sponsorship period. Covering 32 hours of programming per week on Dave Channel. With a reach of 56.6% in the UK (7.1m people), 37 OTS (opportunity to see), Male 25-54’s. Further engagement with social channels, securing new brand fans.
Saladmaster’s web presence was in dire need of an immediate redesign and refresh. Saladmaster also has the added challenge that Google searches threw up several negative comments about their products, which were unfounded. The new website has been born to encourage visitors to navigate through the website, learn about the products and discover the USP’s which gives this amazing cookware its high ticket value. The website is primarily a tool to help sell Saladmaster’s products. Its aim is to encourage more demonstrations of how well the pans work and perform against other brands that can be bought on the High Street. A set of pans from Saladmaster is a large investment, typically starting around £3,000. A particular challenge for Saladmaster is when a new customer decides to purchase a set, they are granted a cooling off period to decide if they definitely want to go ahead with the purchase.
Cygnus designed and developed a fully responsive website that can be updated through a solid and reliable CMS platform. The new website has been integrated with Dotmailer and encourages data capture that can be used for future marketing purposes and keeping in touch with their customers with news and special offers. It also encourages social engagement through Facebook, Twitter and YouTube and gets people talking about the products. The new website also promotes brand awareness. It gives dealerships the ability to market themselves independently with a link to their own white label website page. The site has been designed to encourage more visitors and to increase dwell time, with great recipes they can try, supported by impactful imagery and the ability to sign up for a free demonstration to experience, first hand, how well the products work.
The website will help reduce the number of cancelled orders during the cooling off period, post demonstration, as it will help to reaffirm the customers’ decision to purchase when they refer to the website and read and hear testimonials from other customers.
énergie’s websites were outdated and confusing for current and prospective members. They needed some love, attention and an injection of innovation to compete against competitor gyms and health clubs. They also needed to be built to work seamlessly with énergie’s own membership system, which they developed internally. énergie’s request was succinct; they wanted to leapfrog their competitors in terms of web presence and user experience.
Cygnus designed a responsive suite of websites. From a new Group website through to fresh, new, brand websites for énergie Fitness Clubs, énergie Fitness for Women and Fit4Less. The suite of websites can now be viewed on all screen resolutions and mobile devices. With an easy to use CMS, the websites needed the ability to be easily re-themed on an annual basis without having to rebuild them. The websites have a huge array of new functionality available to the Clubs, that were not available on their old website. These include secure membership management, an image and video gallery, 360 tours of each club, equipment videos showing the parts of the body they are used for, newsletter signup, full rotating imagery, social media, Google Maps integration and a powerful search function. Prospective members and club members are able to drill down to find any club within each brand. Browsers can find their nearest club and visit each one online to view the facilities, equipment and services, view and book classes, download guest passes and view opening times.
First time visitors to the Group website are directed automatically to a new parallax page which gives visitors all the information they need to know about énergie and its history and values. Potential customers can also learn about each brand to help with choices of Clubs. Members are also treated to a new Members Dashboard area. The Members page is fully bespoke and the Member can choose which information ‘pod’ they would like to have on their welcome page. The Members can choose to update their own page from an array of information ‘pods’ at any time.
Once the Member has logged in, they can also view their own personal information, their fitness goals, fitness achievements to date, book classes, see their weight plan, training videos on how to use apparatus, auto check-in to the gym and book training sessions with Personal Trainers.
BP Pump Up Your Points
We needed to unveil to new customers, and remind existing customers, that by shopping for fuel at BP, they’ll earn extra rewards with BP’s partnership with Nectar.
Collect 1 point per litre of regular fuel, Collect 2 points per £1 in the shop. Once points have been added up they can be redeemed at various high street retailers, on days out, entertainment, home & garden products, food & drink and on charities.
Some of our collateral features the 1 in 4 chance to win bonus points, these included a giveaway of 4 x 1,000,000 bonus points for 4 lucky winners as well as 1 million giveaways of extra points that come in denominations of 25, 50, 100, 250 and 500!
Cygnus produced a range of materials from Roadside Banners, Chip and Pin POS, Leaflets, Petrol Nozzle talkers, Digital Amscreens, Till headers and Counter Mats to greet customers at different touch points on the customer journey from roadside to till. The campaign also shows customers that BP offer more than just fuel.
The messaging behind this campaign is succinct and to the point, the more petrol you fill up with at BP, the more prizes and incentives will be available to you. The campaign runs through out January until the 2nd February 2015.
Certaslim is a leading, trusted and proven weight management brand that has changed the lives of tens of thousands of people. Certaslim, formerly known as All About Weight, marketed and sold their meal replacement programme through an older version of Magento’s Enterprise eCommerce website. The original website was only a couple of years old but the user journey was confusing to customers wishing to purchase a meal replacement program. There were too many choices and the customer ultimately gave up and abandoned their basket 9 times out of 10.
Certaslim approached Cygnus for help. Not only did they want a website that was easy to navigate, understand and purchase products on, they also wanted to rebrand the company and regain their status as one of the best selling meal replacement program providers in the UK and USA.
Cygnus designed and developed a new fully responsive Magento eCommerce website that can be updated easily by the client. The new website includes a new, intuitive, user journey that will help customers find their way around the site and help them purchase flexible ‘phases’ to meet their weight loss needs. With over 30 products to choose from, each has clear nutritional information, lists their allergens, their ingredients and how to prepare them. Website customers are presented with a choice of 4 phases: Fast, Steady, Diabetic and New You. They can decide how quickly (or steadily) they want to lose weight and how long they want to take to lose it. The customer is initially presented with a simple BMI calculator with which they populate with their statistics. The customer can then choose either a ‘fast’ or ‘steady’ weight loss plan.
The website will then work out what the customer needs. If the customers’ BMI is normal, they are advised that they do not need to diet. If the customer simply wants to maintain their normal weight, they are directed through to the single item shop page where they can buy healthy mealpacks and snacks. The diet is safe for diabetics too. There are also easy to follow exercise videos on the website to help customers with their weight loss journey. The exercises are adapted to help with weight loss and the quicker the required results are, the more challenging the exercises become. They are easily followed and come with step by step instructions.
Cygnus has delivered a completely dynamic user experience for Certaslim, all built on a Magento Enterprise server and utilising some new and exciting mobile technologies for order submission. This insures that no matter how Certaslim’s customers are viewing the website, they are able to order and manage their weight loss account. Certaslim now has a platform to support a great user experience for a very sensitive subject, and maximise revenue from a tuned in user journey to basket.
Marshalls Seeds Catalogue & Order Form[egg id="3"]
Marshalls Seeds challenged Cygnus with refreshing their Spring 2015 Catalogue and creating the accompanying order form. Having worked with their incumbent agency for a number of years, Marshalls recent catalogues and order forms had become stagnant and were in desperate need for an injection of life. Cygnus was briefed to design a series of master templates.
The talented Cygnus design team immediately streamlined the number of design devices (flashes and offers) and the colour palette used throughout the catalogue, to give a consistent and uncluttered look and feel. White space was optimised, to make the design fresher and give stand-out to the products on the page, where they previously looked overcrowded. To fundamentally underpin the new look and feel of the brand, Cygnus proposed a new logo for the Marshalls brand. A hybrid of the existing logo, it was respectfully evolved to fully show what the brand stands for and add prominence to the front cover.
Cygnus successfully delivered the new look catalogue with which the team at Marshalls Seeds were extremely happy with:
“To put this into perspective, we are very happy indeed with the outcome of the project. We do feel the new design for the Marshalls catalogue has helped us take a huge leap forward and brought the brand up to date.” Wendy Slater – Marketing Director
The client also loved the new logo and design so much, that both the look and feel, and logo have since been included on other pieces of marketing collateral and are now forming the starting point for a rebrand.
To create a new brand and packaging for a range of British premium cheeses from the Long Clawson Dairy. The brand had to reflect Long Clawson Dairy’s cheese-making heritage and yet be contemporary enough to have shelf standout alongside other premium cheeses.
We traced the village name where the Long Clawson Dairy is situated today, back to the Domesday book. The name of this medieval village was Clachestone. It is believed that this name is derived from a large piece of stone buried in the village manor house wall. It is understood that this piece of stone is part of a medieval Menhir that was being carried through the village. From this insight we developed the brand ‘Claxstone’ along with a premium packaging range. The packaging uses a dark stone texture and contemporary shapes to compliment and emphasise the colour and texture of the cheese. To reinforce the dairy’s connection with the region, each of the different cheese packs are printed inside with a photographic scene of rural Leicestershire. To further affirm the cheeses’ premium position, each pack carries a code which the consumer can enter online and trace the dairy herd at Long Clawson Dairy which produced the milk.
Brioche – Race for life
Brioche Pasquier approached Cygnus for their event space design and build at Race for Life, to enhance the previous year’s activities. The stand would travel to ten Race for Life events up and down the UK, with the aim of handing out more Brioche samples than the previous year, and a wider awareness of the Brioche Pasquier brand.
The creative process began with a scamp drawing of an event stand spanning 15 meters, consisting of a branded Citroën van, a seating area, a play area, and a competition zone. By creating clear zones made up of the various elements, the open plan stand could cater for the different sized events Brioche Pasquier attended
Bridgestone CV Show
To design and build a high impact stand for the CV Show, that delivered both the brand and the Total Tyre Care proposition, generated an on-event buzz and drove footfall.
The bespoke stand played visually on the DNA structure of the Total Tyre Care logo, which provided a creative glue, whilst two simple, clean structures and three plinths maximised space and showcased products and services. A golf simulator, running a ‘Longest drive’ competition, provided the desired buzz.
Visitor numbers increased by 42% on the previous year, attracting the following feedback: “by far the best show we have done” from the client and “the best tyre manufacturer stand at the show” from a customer.
Nestle Waters Expo Stand
To provide a striking brand space at the Virgin Money London Marathon (VMLM) Expo 2014 communicating Buxton as the official water sponsor of the Marathon.
We designed an interactive space comprising a seating area, hydration information, a map of the route and a live twitter feed. iPads on the stand hooked up to the live feed allowing visitors to engage with the stand and other Expo visitors.
The seating area allowed visitors to spend more time on the stand and provided a comfortable area for using the large map graphic; planning where their spectators would support them from.
Lit up podiums constructed from 50cl bottles of water provided strong brand visibility. This brought height, light and an interesting feature to the stand.
– 7000 visitors on day one. Between 15,000 and 25,000 visitors on Friday and Saturday.
– Gave away 9,216 bottles of Buxton
– Gave away 8,000 clap banners
“one of the best stands at the Expo!”
Visitors at the Expo – April 2014
“the layout of the stand was inviting and open – having the seating and being able to view the map was great. Overall the stand felt premium and clean and was a great success”
Hugo Moura – Buxton Brand Manager, April 2014