To bring new life to the Interflora marketing offering by refreshing their seasonal campaign guidelines.
We planned and implemented a photoshoot to capture beautiful and compelling brand imagery. Following retouching, colour palette development and asset creation, we built comprehensive campaign guidelines for the Christmas, Valentines Day, Mothers Day and All Year Round marketing activity.
Vibrant, exciting campaigns which have delivered great standout for Interflora in 2014.
To promote an exciting and strategically important tactical campaign on BP forecourts. Over a two month period BP offered a generous and genuine customer proposition; to reward them for making the choice to turn into a BP forecourt rather than their competitors, with a free meal at PizzaExpress.
Forecourts can be busy cluttered environments so it’s essential that the creative stands out whilst communicating the ‘what’ and ‘how’ – throughout the customer journey from roadside, pump to cashier – without reproducing images of real pizza’s.
We took a fresh approach by positioning the offer to the consumer with an engaging headline ‘Love free pizza?’ To build interest and appetite through the customers journey on forecourt we introduced products from the PizzaExpress menu into the point of sale, for example ‘Love free Sloppy Guiseppe pizza? The hierarchy of message and brands was treated with care as it was important that both the BP and PizzaExpress brands were clear and that the offer of a free PizzaExpress meal was well understood, together with how the free meal is redeemed.
The whole campaign has been supported with an internal launch – all staff nationwide received vouchers for a free PizzaExpress meal, which we designed together with promotional point of sale for the workforce in the offices.
To capitalise on existing Buxton partnership with the English Cricket Board to drive brand visibility, loyalty and sales uplift, via a fully integrated campaign around the Ashes Cricket in the summer of 2013.
We built a concise and engaging challenge strapline – ‘Who’s Got The Bottle’ – and rolled out a 360 degree activation, encompassing an on-pack promotion, national and tactical media, trade activation across all channels, interactive Twitter campaign and high visibility activity in the cricket grounds themselves.
A highly engaging AdMedia Award winning campaign, generating massive visibility for the Buxton brand.
To download the in-depth case study for this campaign, please click below.
The Pampered Chef
The Pampered Chef is the premier direct seller of kitchen utensils and bakeware for whom we have designed their UK seasonal catalogues over the last 3 years. Over time we have developed a more editorial style, which enables us to follow trends. The Spring/Summer 2014 edition set out to capture the nation’s fervour for baking popularised by the TV show ‘The Great British Bake Off’.
We sourced a suitable location with scope for the requisite internal/external shots and recommended props for a homely, stylish set. A pre-shoot recce enabled accurate scamps and a full shoot schedule to be produced. Clever lighting and art direction allowed both the functionality and style of the utensils to be captured. We planned and directed the photo-shoot, selected images and managed post production.
In addition, the colour palette we evolved was a fundamental part of the catalogue, defining product sections, creating a lighter, Spring-like feel by replacing existing shades with pastel tones.
“Thank you once again for delivering an outstanding catalogue! It’s stunning, the colours are sharp and really come to life. It’s a fabulous job!”
Vanessa Clayton – Director of Marketing & Communications UK, The Pampered Chef UK Ltd
Milton Keynes College chose Cygnus to produce their Higher Education Course Guide for 2014.
The brief was to produce a course guide that would work in conjunction with existing prospectuses, but also stand-alone from a design perspective. We proposed a series of campaign collateral to support the promotion of an Adult Learning Open Day, therefore the course guide needed a strong identity that could be applied to advertising materials. The nature of the Higher Education courses, open to any students aged 18+, meant that the target audience was difficult to pinpoint.
Our biggest challenge – to combine client supplied imagery with stock imagery to create a convincing bunch of students.
We developed the design for the course guide and associated advertising campaign, using the headline ‘Discover the New You’, supported by black and white photography, and a colourful ‘leaf’ pattern design. With a campaign live date of early January and the promotion of adult learning opportunities, the headline worked well on a number of levels.
The bright colour palette and fun monochrome imagery, provided a fun and eye catching identity used across all of the campaign collateral.
Cygnus were briefed to design and produce a brochure and sales flyer for Nestlé Professional’s Lobster Fumet product, these were to become the first pieces of collateral produced for this product in the UK. A key part of our brief was to uphold its premium market positioning, producing high-end pieces that communicated key benefits and product facts.
We worked closely with the client to select recipes and striking lifestyle photography which demonstrated the product’s breadth and versatility. A concise layout style was created to work within the clients brand guidelines, along with the use of key colours from their palette. We recommended the specifications for these print pieces, a stylish square format was adopted for the brochure to work alongside the standard A4 size sales flyers.
“I have seen the finished materials and they look fabulous. You did a great job and everyone who has seen them here loves them”
Claire Dolan – CHEF® Brand Manager Nestlé Professional
Whitworths is the UK’s leading supplier of healthier snacking, breakfast, baking and cooking products and it wanted a website redesign that reflected its premium brands. The content had to be manageable in-house.
We felt that developing a catalogue-style site was missing a community-building opportunity and proposed a digital strategy for improved engagement. We chose CMS Expression Engine platform as its customisable modules and plug-ins allowed complex permissions and display levels. Whitworths brand managers can now add or edit products, job vacancies, stockists, nutritional values and recipes.
We also incorporated a WordPress blog to seed news and articles to improve SEO and encourage repeat visits.
Each product range has its own URL to help monitor promotional activity. In addition to traditional drop-down menus, the homepage features an animated kitchen scene where users can scroll-over imagery to navigate the site.
To refresh the existing catalogue, keeping the overall brand style whilst ensure the 2014 brochure showed a step-change from 2013. Our brief included introducing new product flavours to broaden the product offering, to communicate the brand message but ensure the brochure sells the product.
By providing a page style for key spreads prior to rolling out the rest of the brochure, we worked with the client to incorporate existing key brand elements, making the brand’s visual cues more prevalent within the brochure, allowing it to strongly convey the Mövenpick brand look and feel.
A beautifully designed strong brand piece, communicating the Mövenpick brand’s heritage whilst showcasing the breadth of product.
Hyde New Homes
To develop a contemporary identity that stands out to the audience to set Hyde New Homes apart from other new home developers. The creative brief was to show an understanding of the location, reflecting existing architecture, culture, environments and styles. Greenwich is an important area of regeneration and the affordable home ownership schemes being promoted at the New Capital Quay development is vital to the local community.
A major part of the brief was to ensure the Hyde New Homes brand and communications attracted the target group of first-time buyers unable to enter the housing market. As the development is based in the heart of Greenwich, the home of Greenwich Mean Time, the Prime Meridian Longitude, steeped with maritime history, the design was based on a discovery theme.
Cygnus created a unique and distinctive theme of vintage maritime exploration twinned with local imagery, colours and font types. This echoes the prominent heritage and trendy ambience of Greenwich through its ability to connect seamlessly with the current fashions and lifestyles to appeal to our audience.
Imagery used included the Meridian line and old maps of the area linked to entice buyers into discovering Greenwich and its many attractions. Our objective was to transport them into another world and immerse them into the Greenwich culture so they could visualise themselves living within it.
The fresh look and feel of the new website displays properties to their full potential and allows users to easily find what they’re looking for. Since it went live, Hyde has seen a marked increase in online traffic compared to the former website.
Lifes2Good is a global nutraceutical business and its flagship brand Viviscal is the world’s best-selling hair supplement, recognised by A-list celebrities like Reese Witherspoon.
Viviscal was keen to further establish itself as the hair growth expert and wanted to undertake the world’s largest ever hair survey involving around 500,000 respondents globally. The primary objective was to secure editorial coverage from the results and support product marketing claims and acquire more customer insight. Secondary aims of the survey were to develop external partner relationships with retailers and the media and build the database.
We had already developed the new global website for Viviscal so were very familiar with its brand guidelines and tone of voice. For the ‘Hair Confessions’ survey we had to ensure that its look and feel had impact and was engaging enough to excite the core target audience into participating and sharing it.
We created a new identity for the survey where every entrant was entered into a prize draw to win a trip for two to Los Angeles, a make-over and hamper of Viviscal products. We had to build in capability to track the survey results and share them on partner sites. We had just a couple of months to design and produce the site.
The Hair Confessions site was launched in the US, UK and IE on September 1 and closed December 1 and received higher than expected interaction and overwhelming PR coverage. Over 6,900 women shared confessions like admitting to ‘big hair’ or the longest period they had gone without washing it.