Creativity with Purpose • 2013
• 21.02.13
• 21.02.13
We build better brands. Alena Sleptsova Kavanagh Senior Account Manager
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At DesignTactics, we create tools so our clients can effectively and memorably connect with their audiences. Whether our clients are targeting consumers, other businesses, or key stakeholders we help their messaging to achieve more: we develop brand strategy and creative communications that deliver stronger customer relationships; we write and design corporate communication to engage and influence stakeholders. In summary, we build influence and win sales. We deliver these results with a service that is complete, efficient and clean - that’s why our clients ask us to resolve their marketing challenges: we have the expertise to suggest a solution, address the details, then execute the idea to completion. This combination of superb project management and highly effective creativity is our brand promise. It powers our clients to achieve great results, and it can do the same for you.
Brendan Donlon
Creative & Managing Director
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Who we are, and how we work. Consumer Established & Business 2000 Brands
DesignTactics was founded in June 2000 by Brendan Donlon, the Creative & Managing Director. DesignTactics was established with the aim of bringing branding best practice to a wider range of clients - particularly smaller entrepreneurs and government bodies. In its first five years, DesignTactics created and grew the Java Republic coffee brand, re branded Waterford Stanley into a highly successful offer, created a destination brand for Dublin Tourism, and ran the euro changeover communications for the CIE group of companies. DesignTactics also started long-lasting relationships with clients such as TidyTowns, Fáilte Ireland and Tourism Ireland.
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Award Winning
Strategic Approach
The business grew steadily in revenue and staff, and moved in 2005 to a purpose-built studio in Rathfarnham. The consumer brand side of the business continued to grow with the acquisition of Kerry Foods as a client - we created brands such as Freshways, Dawn Juices and Heavenly Desserts. We also continued to pursue our aim of bringing brand thinking to new audiences: We helped Bord Iascaigh Mhara to strategise and execute marketing and branding programmes for seafood producers, and turned the National Dairy Council from an industry-funded lobby group into a strong consumer brand. Through the early years of the recession, DesignTactics worked with suppliers and partners to deliver greater value.
Excellent Service
More importantly, our focus on “effectiveness” became more relevant: We’ve always argued that strategic brand communication was the oxygen for every organisation, and our experience in challenging times has proved this to be case. Entering our second decade in business, we now see renewed growth and activity: We have recently created and rolledout new brands for the Federation of European Aquaculture Producers (FEAP Belgium, Brussels), Irish TV Licence of RTÉ (Ireland’s National Television and Radio Broadcaster) and An Post (the state-owned provider of postal services in Ireland), the Jameson Dublin International Film Festival, as well as consumer brand packaging for Fruitfield and Old Time Irish.
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1 Analysis
We start by considering the client, and what they have to say. What can we learn about their products? Their competition? Their audience? Is there existing client or third party research? Should some be commissioned? Or, more simply - what is the brief?
2 Confirmation
Where we present our thinking. This can be in the form of a brand positioning workshop, an analysis document, or simply a contact report. They all serve the same purpose - define and agree objectives for the subsequent work.
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Analysis
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DesignTactics project process
To maintain the effectiveness of any communication, it should be regularly assessed - as both client objectives and creativity evolve over time.
Implementation
3 Creativity
The concepts - either visual or written are created, developed, and finalised.
Where the creativity is realised, and expressed through print, through packaging, through livery or signage, or through retail and event branding.
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L I N G E E S F
What makes a brand? Whether we’re creating an entirely new brand or simply working to improve the communications of an existing brand, we do so with the knowledge of best-practice brand positioning processes.
Perception of your Perception tone Perception of your of your customers customers Perception of your offer
Brand Vision
Many organisations, businesses, services and products use design to identify who they are - but they only become brands if they do so in the context of a fully considered and articulated brand vision. We use the brand positioning diagram shown here as a starting point to help define the vision for new brands - or to identify where an existing brand needs to be repositioned to gain greater traction or influence in a competitive sector. Even when creating ongoing communications, we refer back to these profiling questions. This ensures our work is on-brand, on-message, and that it works to maximise each brand’s unique appeal to it’s particular audience.
How your brand affects your customer’s brand
Your competition
What you offer
What makes your offer different
F A C T S 6
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Our Awards & Recognition • Featured in Creative Review (2010, 2011) • Two projects selected for inclusion in
“Really Good Packaging” book (2009) • Irish Design Effectiveness Awards 2007:
Category win under Project Management of Alena Sleptsova Kavanagh • In 2006, four of our projects were selected for
• Since 2004 we have been ranked amongst
the top ten Irish branding design agencies by Enterprise Ireland. • In 2003 and 2004 we were short listed in the
Design Effectiveness Awards. • We were included in Print Magazine’s Review of
the Top European Agencies 2003, and later that year we were awarded a Special Commendation in the Design Effectiveness Awards.
inclusion in Rockport Publishing’s “Bags, Tags & Label” - a review of the best in world-wide • Our work for Java Republic won both the print brand and packaging design. & packaging categories of the 2000 Design Effectiveness Awards, and was awarded the overall Grand Prix that year.
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Client Testimonials I chose DesignTactics because they see design - as I do - as fundamentally strategic. Their understanding made the creative process easy, and highly successful.
Their work on Heavenly Desserts allowed us to compete and win in sector dominated by own label: They created a major brand in a sector where previously there was none.
Helen Brophy - Chief Executive, National Dairy Council.
Liam Hennessy - National Sales Director, Kerry Foods.
DesignTactics complemented and facilitated our vision for TidyTowns. Their role went far beyond design, providing support and genuine partnership.
DesignTactics are as responsible as I am for the success of Java Republic. Without them, our coffee would never have made as much of an impact - the brand they created punches well above its weight.
David McLoughlin - Head of TidyTowns Unit, 2000-2008
I have the utmost confidence in DesignTactics to analyse what we need and come back with something wonderful - and that kind of trust can’t be bought. Eileen Slattery - Marketing Director, Waterford Stanley.
Java Republic - Founder, Java Republic Roasting Company.
I have worked with Alena several times and, while obtaining excellent professional results and products, have also developed a working relationship that allows creativity and solutionoriented answers to be developed. Top qualities: Great Results, Good Value, High Integrity Courtney Hough - General Secretary, FEAP.
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Recent brand identities
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DUBL N INTERNATIONAL FILM FESTIVAL
DUBL N INTERNATIONAL FILM FESTIVAL
New Identity for the Jameson Dublin International Film Festival 2013
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Identity for the FAI (Football Association of Ireland) Women’s National League - 2011
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Identity for the TV Licence, commissioned by RTE (Ireland’s Radio and Television Broadcast Authority) and An Post (state owned postal services of Ireland) - 2012
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Elverys Sports Identity (Ireland’s oldest sports store chain, founded in 1847)
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Corporate Identity for the Federation of European Aquaculture Producers (Brussels, Belgium)
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Brand Identity for the National Dairy Council (Ireland)
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Waterford Appliances as subrand of AGA company (London, UK)
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Brand Identity for European Aquaculture Technology and Innovation Platform (Brussels, Belgium)
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Recent Projects
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Tourism Ireland, Government body responsible for marketing the island of Ireland overseas as a holiday destination Marketing Plan 2012 and Launch Branding
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Tourism Ireland Marketing Plan 2012 Launch Event Branding 30
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Java Republic Roasting company - Packaging • 2013
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Java Republic Roasting company - Roastery Branding 32
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Discover Ireland, Failte Ireland’s (National Tourism Development Authority) initiative, special offers brochure, print run 1mil every month • 2013
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Unicef - Change for Good Campaign - in partnership with 34
Aer Lingus, airline and the flag carrier of Ireland
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Unit E7, Nutgrove Office Park Nutgrove Avenue Rathfarnham, Dublin 14 Tel: +353 1 207 9107 www.designtactics.net www.creativitywithpurpose.net
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