big brand book by CMK1

CMK1 — brandbook version1.0 — introduction —

what we offer

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services brand insights and mapping brand strategy brand naming brand identity design

why a big brand book? We felt it was time to put all the branding work into one book so that you can get a feel of what goes on primarily behind the scenes as well as the content and design that our clients customers get to see. Each project has a specific story on how the project went and how we tackled specific brand issues. Enjoy the read!

advertising online brand management retail and office design internet design and digital media brand styling and photography photography concept styling concept and team production management retouching -

content for brands

CMK1 is a creative agency that specializes in creating content for brands. We design, style and art direct brands specialising in the fashion, beauty, interior and technology industries. Content is the creation of images, photography, logos, illustrations, videos and texts that create visibility and recognition for our clients. We focus on creating great content keeping brands fresh and inspiring. contact information www.cmk1.com info@cmk1.com herengracht 313 1016 av amsterdam tel: +31 20 3302109

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goosecraft superstar alan red steps reset hadac summumwoman forecast didi droog design nils kalf pebbelstone adam software mylab trind

what we do brand insights and mapping brand strategy brand naming brand identity design advertising packaging design online brand management retail and office design internet design and digital media styling and photography photography concept styling concept and team production management retouching -

CMK1 — brandbook version 1.0 — goosecraft — fashion — 6

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo Etiam adipiscing justo fermentum odio scelerisque feugiat. Vestibulum vel turpis sit amet nunc aliquam condimentum et vel sapien. Nulla fermentum iaculis venenatis. Vivamus pretium sollicitudin libero et commodo. Vivamus eget scelerisque tellus. Cras et tempor ante. Aliquam sagittis ultrices magna vitae interdum. Aenean ante metus, gravida et blandit.

Etiam adipiscing justo fermentum odio scelerisque feugiat. Vestibulum vel turpis sit amet nunc aliquam condimentum et vel sapien. Nulla fermentum iaculis venenatis. Vivamus pretium sollicitudin libero et commodo. Vivamus eget scelerisque tellus. Cras et tempor ante. Aliquam sagittis ultrices magna vitae interdum. Aenean ante metus, gravida et blandit a, imperdiet iaculis felis. Suspendisse ligula elit, scelerisque eget lobortis sit amet, pretium id leo. Sed sit amet dapibus lorem. Nam eu enim eu leo iaculis lacinia. Pellentesque viverra luctus lectus, in consectetur felis adipiscing vel. Pellentesque lacinia purus ac ipsum imperdiet vehicula dignissim magna elementum. Cras suscipit, odio ac dignissim pretium, nulla augue mattis neque, a congue est libero sed diam. Donec faucibus neque eget lectus mollis vitae interdum dolor pellentesque. Maecenas egestas nunc in augue tincidunt euismod. Vestibulum in ligula vitae enim pulvinar hendrerit vel in tellus. Integer cursus est eget nulla

consectetur dapibus. In et nisi felis, a bibendum leo. ed commodo turpis non elit sollicitudin ut pretium lectus dapibus. Quisque tristique tincidunt quam, ut sodales lacus elementum in. Nulla suscipit sem id urna gravida adipiscing. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In quis velit sem, vitae rutrum leo. Fusce mauris elit, cursus sed molestie non, egestas eu magna. Vestibulum nec orci nisl, ac commodo odio. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Suspendisse porttitor cursus neque quis ullamcorper. Mauris ligula dolor, placerat eget lobortis sit amet, bibendum ut urna. Aenean ullamcorper mattis tristique.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 8

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what we did for goosecraft brand insights and mapping brand strategy brand naming brand identity design advertising online brand management brand styling and photography photography concept styling concept and team production management retouching -

modern authenticity from goosecraft

1 jacket stud 2 brandbook 3 label design 4 brand image

Goosecraft is a leather jacket brand based in the Netherlands. It’s a young label wanting a strong brand identity. After two years of growth Goosecraft approached CMK1 and collaborate with them to develop a premium brand position in the leather goods market. The task was to create a total new design identity, develop guidelines and a photography style that expressed the new brand values - ‘modern authentic.’

Total Branding

Product coding and recognition

We work with them on all aspects of the branding, from label to brand book to the internet site. Its important to create a single brand feel, but its also important to keep the constraints flexible so that new innovative ideas and collections can be added later based on strong brand values. Centre to everything in the design was the creation of the Goosecraft emblem that contains the goosehead... or is it a hand making the shape of a goose head? Ambiguity creates attention.

The Goosecraft collection varies between 30 and 40 pieces per season. To emphasize the authenticity of the product we created a special product coding ‘Bomber 101’ for each and every garment. Every garment has a name related to the original jacket design template that it authenticates from such as the ‘Motor’ or ‘Trench.’ Collaboration Since our collaboration brands growth has been fast and Goosecraft is recognised as one of the European brands providing fashionable and authentic leather jackets.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 10

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

we designed the logo and emblem for goosecraft.

the cadillac eldorado used for the shoot the cadillac eldorado used shoot belonged belonged to one of for ourthe team to one of our team

CMK1 — brandbook version 1.0 — superstar — fashion — 12

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what we did for superstar brand insights and mapping brand strategy brand naming brand identity design advertising online brand management photography concept -

every girl wants to be a superstar

1 superstar logo 2 bag proposal 3 window display 4 brand guide

SPS Superstar is a well known high street brand in the Netherlands with over 90 stores selling a special kind of fashion to its loyal followers. CMK1 was asked by the management team to help them reposition the brand to appeal to a broader target group and improve the overall image of the brand.

big decisions

a sense of direction

The main decision on this project was how to reposition timeworn image towards new customers. SPS Superstar was the original name of the brand plus the fact that over the years a collection called ‘Watcher’ had started to cannibalise the name SPS within the store. The original name was Superstar, a strong name that conjures up images of celebrity, flashlights and parties – exactly the kind of clothing and garments that the brand attracts its customers with.

The new direction was applied to almost everything from online, in-store, window and in the labelling. Yet no brand is ever created alone. The clients courage to bring the name change in an already aggressive market is bold and daring. In this case it was not that the brand was suffering and needed a complete turnaround, more that by collaborating with the client, new achieveable goals could be set while keeping the existing heritage intact.

A return to the brands original name ‘Superstar’ brings a bold and sassy look to the branding and by using strong fat graphics it created the necessary impact in the high street window displays. The client took the rebranding strategy lock, stock and barrel implementing the new brand name immediately with the following season.

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EVERY GIRL WANTS 1 hangtag label 2 brand story 3 internet site 4 brand logo

TO BE A SUPERSTAR

CMK1 — brandbook version 1.0 — alan red — fashion — 16

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what we did for alan red brand insights and mapping brand strategy advertising packaging design brand styling and photography photography concept styling concept and team production management retouching -

alan red knows t-shirts inside out

1 advertising 2 shoot selection 3 t-shirt packaging 4 advertising Alan Red is one of the most well known t-shirt brands in the Netherlands as well as other major European markets. Sold in major dutch department stores and independent retailers the brand focuses on the male undergarment market offering a range of products, including the quality basics in O and V-neck.

we always believe that less is more One of our signatures, so people tell us, is that we always try to reduce our design and branding work to create the maximum impact. We proposed to simplify the packaging design to the minimum, a square, like the logo. We created a double front design that offers the retailer to a choice in which way the products are presented. Confusing you might think, but with the very different retailers, small independents to large department stores, sometimes flexibility in the packaging is important.

style comes in little packages Sometimes our branding work starts not with photography or a logo but with a medium, such as packaging. Such was the case with Alan Red. We were asked to help them design new graphics on an existing packaging that would promote the premium value of the brand and continue to establish a strong position in the market. After that, we co-developed a totally new packaging for Alan Red underwear that shows the new level of quality and commitment to the brand.

explaining the premium ‘ A good T-shirt basically never goes out of fashion and always fits your style. Alan red T-shirts are designed to be worn everyday. With 70 years experience in producing the finest cotton combed yarn, we know t-shirts inside out.’ This was our 90 second alan red sentence with brand message, which covers all areas of the brands value and premium.We felt it important to add a small but significant story on the front of the packaging to confirm Alan Reds knowledge and experience to their customers. Say no more.

good t-shirts are designed to be worn every day. www.alanred.nl

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introducing alan red underwear

1 hangtag label 2 brand story 3 internet site 4 brand logo

CMK1 — brandbook version 1.0 — steps — fashion — 20

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what we did for steps brand insights and mapping brand strategy advertising styling and photography photography concept styling concept and team production management -

steps likes to glow with the flow

1 cosmetic colours 2 brand mapping 3 photography styles 4 photography Steps is one of the best-known fashion chains in the Netherlands with over 95 stores. Steps is over 30 years old and was looking for a way to refresh its image. The collections were selling well but the overall brand image needed attention. It was time to look back at what had been achieved so far and help the Steps team define who there customers were, how they would like to be communicated to, and finally what would keep them interested in the brand.

what do women want from a brand?

the importance of branding sessions

glowing with confidence

In a series of work sessions, soul searching and presentations, CMK1 were able to redefined the brand, giving it new confidence, a new image and a new step forward. Branding work sessions do three things. It helps the members of the team to relook at how they feel about the work they do and the impact it has on sales and customer loyalty. It realigns the teams belief in the brand. And finally it gives direction to the next steps, plans and agreements.

To be fair, when a product and marketing team are sitting with a brand that’s also part of a bigger brand portfolio as with the Coltex group and its four distinctive formulas its slways important to bring confidence to the formula team as well as the brand. Like we always say “You’re the ones who will have to make it happen” as our collaborative role isn’t always needed in the daily operations and marketing production. So the final brand keywords ‘Glowing with confidence’ were perfect for the Steps brand to move forward in everything they do.

To give our brand sessions a focus, we looked at the 4 key interests of the ‘Steps’ woman highlighting the area of wellness, social responsibility, carefree and intensity. From one of these, beauty and wellness we were able to define a new colour palette for the brand coming from colours found in the beauty industry. Vibrant reds, skin metallic’s, shiny blacks all led to a new visual look and feel.

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1 hangtag label 2 brand story 3 internet site 4 brand logo

this shot for steps was taken not in morocco but in cape town where we do so many photoshoots these days.

CMK1 — brandbook version 1.0 — reset — fashion — 24

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minimum reset

what we did for reset brand insights brand strategy brand identity design advertising online brand management internet site design styling and photography photography concept styling concept and team production management retouching -

The branding project for Reset was special is many ways. This brand with a strong 30+ year commitment in delivering fashionable outerwear was expanding in the mens and womens ranges, while soft-launching its children’s collection – Reset Kids. We learnt a lot from this project as did the client. Happily at the end of the process we were pleased with the results.

when not to change, and when you should

the importance of a good photography style

By rule of thumb, we’re not in the business to bring change. That’s not a kick at creativity, but sometimes a brand analysis delivers as many reasons why not to change as throwing everything overboard. Brands spend a lot of time and effort over the years building loyalty and trust, so sometimes its best to make just the smallest necessary adjustments. After many design investigations into the possibility of changing its identity, Reset decided that a minimal tweak to the logo was enough of an improvement to satisfy the brands long term needs.

In fashion a brands image is made up of many different facets. The types of cusotmers who wears the brand, the price, the collection and the photography image. Setting out a clearly recognisable photography style brings uniqueness and clarity to the brand, helps to enhance the collections core strengths and should always be for more than just one season. With Reset we have set out a photography style which imporves and the collection defines itself every season and a photography that helps to lift Reset to their next level.

each area of the letter was reshaped

the â&#x20AC;&#x2DC;nip and tuckâ&#x20AC;&#x2122; of the revised reset logo

the designs that got away....

this is the collection brochure which was shot in new york in the summer of 2009

1 hangtag label 2 brand story 3 internet site 4 brand logo

and the kids brochure we shot locally just outside of amsterdam 1 hangtag label 2 brand story 3 internet site 4 brand logo

CMK1 — brandbook version 1.0 — hadac — fashion — 30

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what we did for hadac brand insights and mapping brand strategy brand identity design

supporting local heroes at hadac

advertising online brand management brand styling and photography photography concept styling concept and team production management retouching -

1 hangtag label 2 brand story 3 internet site 4 brand logo Hadac is the oldest women’s retail collective in the Netherlands, with over 80 years experience in providing centralized marketing and buying for over 25 independent stores, what we call, the ‘local heroes’ serving loyal customers with women’s hi-end luxury fashion. CMK1 was asked to manage the advertising account whereby each season 6 different mailings are sent to customers through the mailbox.

season in, season out

how do you brand 20 different retailers all at once?

Season in, season out, the importance of customer service and loyalty combined with trying to attract new customers is of upmost importance for these retailers. Centralised marketing is important to be able to buy a quality level that individual retailers couldn’t achieve alone. So each Hadac member has the opportunity to participate in each mail shot.

CMK1 has been their creative agency since early 2008 delivering campaigns through the use of personalized direct mail to their client’s database. As a brand design project the most important factor has been to create visual work that appeals to both the collective and the customers they serve. To enable this CMK1 decided to focus not on a unified design style, but by providing photography styling and copy that captures each seasonal trend. This approach means that the collective can be forever inspiring, new and impactful.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 32

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

this car is an cadalac eldorado that was our new business managers

CMK1 — brandbook version 1.0 — summum — fashion — 34

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what we did for summum brand insights brand strategy brand naming brand identity design advertising online brand management brand styling and photography photography concept styling concept and team production management retouching -

summum woman made by women

1 hangtag label 2 brand story 3 internet site 4 brand logo

Summumwoman is based in Amsterdam, the Netherlands. Their 10th anniversary was the catalyst for taking the brand to the next phase. CMK1 was asked to look into their identity and develop a brand book that could to be given to agents, so as they could easily remember and retell the Summum story to their customers.

why woman?

why woman part 2?

Why add the word woman to an existing brand name? Clarity and focus. Summum was suffering from a classic case of too many other companies having the same name. They couldn’t register the web address anymore, which was confusing for customers and had added the name womenswear to alleviate the problem but then had to continuously remind their customers that it was womenswear and not womanswear, but this was only part of the story.

Not unsurprising, what was wonderful about visiting the Summum office was seeing mostly women designing the clothes and collections, making stuff for exactly what women want to wear. And typical to Summumwoman they weren’t following trends, colours or fashion, but busy creating Summums’ unique style. brand book To celebrate the new identity and to confirm the Summums 10 years in existence a brand book was commissioned. Containing the story of Summum, the change to Summumwoman while showing the brand owners love of life the book also serves as a tool to support sales by confirming the brand endurance and future to come.

CMK1 — brandbook version1.0 — goosecraft — fashion

summumwoman, made by women. in the picture is the owner, the only man at the table and his wife who pours him a welcome glass of wine.

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

this car is an cadalac eldorado that was our new business managers

CMK1 — brandbook version 1.0 — forecast — fashion — 38

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a brighter future from forecast

what we did for forecast brand insights brand strategy brand payoff advertising online brand management brand styling and photography photography concept styling concept and team production management -

Forecast is a lifestyle brand aimed at men and women. Since 1999 the brand had grown to more than 70 stores in top high street A-locations in the Netherlands, Forecast had a core decision to build on the current brand awareness by adding extra brands to its collection offer. Combined with a strategy to build larger megastores in these locations, we were called in to position the Forecast brand from the bottom up.

collaboration We always believe in the power of collaboration with our clients, and together with the Forecast team we were there at the beginning, even in the development of the naming of the collection modules. By creating a brandbook, which described not only the brand but also the collections personalities it gave the whole team the focus to create and develop the brand further. bringing a little positivity to the brand The core value we wanted people to remember was that with a name like Forecast, which means looking into the future, that the brand offers its own vision of the

future, which is positive and real. This allowed us to create multiple payoffs that would help the brand to speak. This follows a current trend towards being positive that has grown out of online communities and the idea of togetherness. Freehugs.com is a good example of this, but also books such as ‘How to be nice’ and an artist driven online community that offers way to show your love.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 40

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

A LITTLE POSITIVITY GOES A LONG WAY

this car is an cadalac eldorado that was our new business managers

CMK1 — brandbook version 1.0 — didi — fashion — 42

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what we did for didi brand insights brand strategy brand naming brand identity design

the pretty and the different from didi

advertising online brand management styling and photography photography concept styling team production management retouching -

1 didi logo 2 campaign 3 brand book 4 brand logo

The great thing about any branding project is to identify exactly where and what needs to be improved. It’s not always the logo, or a radical turnaround, but often tweaking what’s already there into something more impactful, something memorable. Didi is such as case. All the elements of the brand were in place, firing on all cylinders but not able to get the brand message across strongly.

highlighting the key elements What we did was to concentrate all our efforts on a number of key brand elements. Pretty Different was one of the main payoffs, but it was hidden and used to corporate. The logo Didi was also tucked away and the essence of the brand, its colour, expression and vibrancy was only visible on the collection itself.

finding the origin of didi Most importantly, the roots of the brand and the way it creates it collections actually give it a strong basis to create new customers and markets as its roots lie not in a

product, or a history, or even a geographical place, such as many brands do, but in its constant, inspiring interpretations of fashions, cultures and historical references which creates a special blend of fashion, the Didi blend. Capturing this was at the heart of the brand project and collaborating with the Didi team in redesigning the brochure, styling the photography and creating the Winter 2009 campaign.

you are pretty

you are caring 1

you are pretty you are one of a kind

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Didi

1 hangtag label 2 brand story 3 internet site 4 brand logo

Didi

CMK1 — brandbook version 1.0 — droog — fashion — 46

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what we did for droog styling and photography photography concept styling team production management retouching -

droog design a new human touch Droog is internationally recognized as leading design collective that gathers, supports and promotes Dutch and international designers in its collection of products. For more than a decade its specific vision on design meant that yearly new products were added to the collection. CMK1 was asked together with the photographer Joke Robaarts to come up with a unique photography style.

everyday products for everyday people After a decade Droog of collecting products they needed to update all imagery of the collection into a single style since each product photo had been shot at the time of its release and there was no coherent link in the existing photography. Next to this Droog wanted to bring the relationship between the products closer to their actual usability. These sometimes difficult products together with the existing photography needed to be seen in situations where they could be understood in form and function. the making of... We developed a photography style using people from all ages and culture to communicate the value of the products. By asking on the internet site of Droog for people we received a vast diversity of participants who would be willing to be in the shoot.

This combined with the use of the making of pictures gives the whole image a human touch. In total we shot 80 products in 2 different sittings with over 30 people from different cultural backgrounds and ages. total identity To celebrate the new photography a book was commissioned by Droog and designed by Irma Boom. Within the book the photography was used to describe the products and their meaning. Later the photography was on the packaging as well as a product signifier so completing the projects goals.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 48

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

CMK1 — brandbook version 1.0 — nils kalf — fashion — 50

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what we did for nils kalf brand insights and mapping brand strategy brand identity design retail and office design internet design -

nils kalf. the sole of a craftsman 1 embossed logo 2 interior design 3 shoe bags 4 craftsmanship Nils Kalf is a small independent shoemaker in the heart of amsterdam. Over the years has built up a reputation for quality shoe repairs winning awards together with his team. At CMK1 is not always the big brands that make for a great project. Small retailers are important too. They have different challenges and need to react to market changes.

why the change?

the passion of a craftsman

In the past 10 years high quality shoes brands such as Church’s Santoni and Grenson have become available in exclusive locations in any major city. In Amsterdam this was no different. A special kind of clientele making a 400 euro or more investment in a pair of shoes expects that the shoes will last and be repaired with the same level of craftsmanship to which the shoes were made with in the first place.

For Nils the time felt right to rebrand himself as Amsterdams quality shoe repair service. To achieve this we needed to reposition him with a new name, new logo, a new shop interior, and to start communicating his own core craftsmanship principles. What always delighted us was that Nils lives and breathes a passion for shoes, wearing only handmade and exclusive english brand shoes. A true sign of a craftsman.

what we did for brand insights and mapping brand strategy brand naming brand identity design advertising packaging design online brand management office design theretail newand interior of nils kalf the shoemaker reeks of quality, internet design and digital for media craftsmanship and a respect the customers own love of shoes that they have especially brought to him to repair styling and photography photography concept styling concept and team production management retouching -

1 hangtag label 2 brand story 3 internet site 4 brand logo

CMK1 — brandbook version 1.0 — pebblestone — technology — 54

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what we did for pebblestone brand insights brand strategy brand identity design advertising online brand management -

making ripples at pebblestone 1 partner book 2 logo 3 material 4 car branding Pebblestone is one of the worlds leading software suppliers to the fashion industry. They provide software that manages the logistics and distribution of items and collections. With the company growing internationally and the partnership network expanding, it was clear that the company needed to review its brand proposition and overall identity.

brandbook as sales tool

making a ripple

When we tackle a branding project we know its not only about design, but also about providing tools that make a brand act faster, more intelligently, being more critical about their business offer and creating visibility. By providing a complete brand manual to partners, they are able to find answers to every possible question about the Pebblestone offer.

Like a pebble hitting water creating a ripple in the case of Pebblestone, the key to the software sell is to create, beyond the initial installation, awareness for the value and impact it has on an organisation. We took this visual metaphor to visually imprint on Pebblestone’s customers the impact of the softwares capabilities.

like a rolling stone What does a Pebblestone actually look like? Our simplicity radar always helps us in our design work. The design solution was simple, show the shape, the colour and put the name in it.

To complete the presentation, a brand manual was created containing all documents, testimonials, tools and guidelines for partners to be able to sell the Pebblestone software and services to clients.

ENABLING THE FASHION INDUSTRY TO EXCEL IN BUSINESS

CMK1 — brandbook version 1.0 — adam — technology — 56

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what we did for adam brand insights and mapping brand strategy brand naming brand identity design advertising online brand management office design internet design -

making adams media flow

1 logo 2 housestyle 3 data flow 4 brandbook

Adam is a software compnay based in the heart of Belgium. CMK1 was asked to help them rebrand their identity at all levels of the organisation. We even designed their office in order to bring the three core values of Intellligent, Intuitive and Organised into the working space. Adam was the candidate provides Digital Asset Management software so that companies like CMK1 and our clients can manage their brand assets online. how do you make a small company great? The value of technology companies is always based partly on what the software is going to do next. With Adam it wasn’t only a case of software but also positioning a small innovative company in the famous beer region of Belgium against the fast moving driven American competitors. Alfaprint was its original name but it quickly became the software name ADAM as the candidate for the new brand name. let the media flow Adam is in the business of Digital Asset Management, something actually close to our hearts as it deals with managing large amounts of media online branded content. One of the key communication themes that ran through the brand program

was to accentuate the idea of media flowing, both visually and as a key software benefit. belgian beer as inspiration Being based at in the heartland of famous Belgian beer brands, it seemed like an opportunity not to miss out on by capturing something of the cultural surroundings and creating a brand logo that could sit happily on a bottle label. The logo participates in the local heritage, while representing emerging technologies in the region. It gives the brand a sense of place, the beginning of its heritage and their pride in being unmistakably Belgian.

Media Intelligent

CMK1 — brandbook version 1.0 — mylab — fashion — 58

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what we did for mylab brand insights brand strategy brand naming brand identity design advertising online brand management internet design brand styling and photography photography concept styling concept and team production management retouching -

more awareness for wellness with mylab While we are all taking more interest in what we eat, how we exercise and our general well being, the actual measurement of our fitness is mainly external, by measuring weight for example. Mylab follows what sports people do frequently by checking one’s health by taking blood samples offered at sports schools and fitness centres. CMK1 was asked to create this brand from the ground up with nothing more than a business plan.

1 exhibition stand 2 logo 3 personal card 4 brochure

how it works Branding is also about explaining the service, so it was important to keep the human element to the offer. We realised that in the process of taking a simple blood sample needed some kind of security towards the customer so that when viewing results online they could be authenticated by some means more than a number. So we came up with the idea to use a business card scanner so that customers could draw their own heart on a card as their signature which would be viewable online when reading the results of the sample.

more selfcare than healthcare bloedmooi When creating a new service in an already overpopulated market its important to create your own unique category. With Mylab, the idea of selfcare, not healthcare switches the responsibility of care form the institution to the person. Instinctively we do this everyday by watching what we eat and with exercise. The branding project needed to tackle many issues, not only design, but clarifying Mylabs proposition to the market . The naming session came up with Mylab as a way to express the mindset change necessary to empower new customers towards the service.

The great thing about working in different languages is that some words just don’t translate. ‘Bloedmooi’ is one of them. A perfect dutch word which describes how beautiful someone or something can be, its worked perfectly on a t-shirt or a poster, perfect for Mylab, but sadly untranslatable to english unless one used ‘bloody beautiful’ which in this context belongs more to a horror movie than a wellness service.

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CMK1 — brandbook version 1.0 — trind — beauty — 60

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what we did for trind brand insights and mapping brand strategy advertising online brand management styling and photography photography concept styling concept and team production management retouching -

trinds unique natural beauty

1 key visual 2 storyboard 3 product usage 4 supporting image Trind was already being rebranded with a new logo and packaging design. Trind has been an existing brand on the market for over 30 years. With new ownership and restyling the nailcare brand was ready to penetrate new markets and build upon existing ones. What was lacking was the brand image.

global Image

choosing the right model and the right photography style

Sometimes on branding of the image makes it the most important part of the project. In the case of Trind, the positioning of the productswas important to influence the attention and buying decision against the competitors. Traditionally the beauty market is full of heavily airbrushed glamorous models and celebrities promoting the product. With Trind, together with its product strategy we decided to take the position of natural nail care as opposed to nail polish and colouring. This decision influenced the photography style immediately.

To get the best natural look we decided to move the shoot to Cape Town, South Africa that is well known for its light. A long and demanding model search continued until we found a new Swedish model who stood out between 30 other models at the casting. The model had the right balance between being natural and beautiful. the importance of hands Its been quoted that 70% of human interaction comes from body language in which hands play a big part. In the shoot we want to take care that when shooting the hands that they looked natural and not posed ensuring that Trind made the most of non-verbal communication in their images.

CMK1 — brandbook version 1.0 — goosecraft — fashion — 62

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what we did for brand insights and mapping brand strategy brand naming brand identity design

modern authenticity from goosecraft

1 hangtag label 2 brand story 3 internet site 4 brand logo

we shot this at the bree street studio in cape town which is famous for its natural light

un iq be ue au we find the insight that makes you unique

Itâ&#x20AC;&#x2122;s not easy being different. All that hard work getting yourself in front of people. And then what? You can only sit and wait. We help you find what makes you unique, by finding something truly special that will make you unforgettable.

ut ifu te l llig en t we keep you looking beautiful

we find new ways to make you intelligent

Fashions change. Tastes change. People change. Itâ&#x20AC;&#x2122;s the dynamic in which we live. CMK1 finds the best things about you and makes sure you look beautiful.

For real staying power you need to be constantly finding ways to improve what you do and how you do it. CMK1 makes sure that you become more innovative, inspiring and intelligent.

CMK1 — brandbook version 1.0 — who — CMK1 — 66

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what we did for brand insights and mapping brand strategy brand naming brand identity design

marjo kranenborg

advertising packaging design online brand management retail and office design internet design and digital media styling and photography photography concept styling concept and team production management retouching style director Marjo Kranenborg is responsible for style direction at CMK1 making sure that each photoshoot matches the clients’ needs. Having been a Stylist for over 20 years both freelance and internally at clients, Marjo understands the importance of directing photographers, stylists and finding the best locations for the photoshoot.

1 hangtag label 2 brand story 3 internet site 4 brand logo

cathal mckee creative director Cathal McKee is responsible for creative direction at CMK1 making sure that business goals are translated into memorable content. Having been a Creative Director for over 20 years with different agencies Cathal has the knowledge and experience in design, branding, art direction for print and internet to directing international campaigns. 1

big brand book credits creative direction cathal mckee image direction marjo kranenborg copywriting cathal mckee book design nanci zentveld femke verheuvel CMK1 photography femke verheuvel

all copyrights reserved ÂŠ CMK1 2009

image magazine Our Image magazine started in 2005 when we decided to publish our own magazine containing all our latest photoshoots. While we create over 20 shoots a year for our clients, it seemed appropriate to put them all in one magazine. Our Image magazine contains other clients which are not in this book. Recently we published Image 4.0, our latest publication in the series containing shoots from Hadac, Steps, Câ&#x20AC;&#x2122;Sense, Reset, Didi and Alan Red. Should you want to recieve a copy of Image 4.0 send an email to info@cmk1.com.

big brand book cmk1.com