About 'i-am' Beyond by 'i-am' Beyond

W E a re a n d we d el i v er

gre at b r a n d e xp er ien ce s london

wh at we d o

visual expression

brand definition

engagement & events

marketing

brand advocacy

application & documentation

brand image & identity

Awareness Strategy

product strategy

customer journey

format strategy

physical & virtual experiences

products & services

G reat brand exp erienc e

digital & interior design

Sales process

people & culture

proposition development

leadership moments of truth

merchandising

strategy

customer flow

people processes

innovation

mindset & behaviours

integ r ate d m arke ting Campaigns

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g pa e m o h

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AG E

IN &W

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HOMEP URL &

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360º CUSTOM E R JOURN EY®

w e lco

H ow we do it

ONE COR E CONCE PT VIP NIGHTS

PRODUCT SEEDING TO INFLUENCERS BUILDING BUZZ ONLINE

GUEST STYLISTS/COLLABORATIONS

SOCIAL MEDIA

BLOGGER ADVOCACY

INSTORE EVENTS

LINKED-IN VISUAL MERCHANDISING

THE CONCEPT PRESS DAYS

COMPETITIONS

PRODUCT PLACEMENT ADVERTISING

PR & MEDIA CAMPAIGNS

ALTERNATIVE ACTIVITES

AWARENESS IN FASHION WEEK SEASONAL STUNTS

THE b r a n d ke y

wh o we â&#x20AC;&#x2122; v e work e d with

CASE STUDI ES

Bri e f ‘i-am’ Beyond have been working hand in hand with Shaftesbury Plc to create compelling retail destinations and brand awareness campaigns for some time. Shaftesbury Plc commissioned ‘i-am’ Beyond to review Seven Dials, Covent Garden & generate an original destination retail area.

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B r a n d S t r ategy B r a n d i de n t i t y Re ta i l M i x Marketing Strategy E v en t s t r ategy & production » Co l l at e r a l de s i g n » P o p-U p s to r e s o u r c i n g & m a n age m e n t

so lu t i o n ‘i-am’ Beyond conducted a branding exercise to define the essence of the Seven Dials area culminating in a re-brand and re-alignment of the Seven Dials shopping area in Covent Garden, for the modern discerning consumer. With a new brand vision for the ‘discerning modern shopper’, the team have worked with Shaftesbury to roll out & apply the new brand proposition incorporating new collateral, website, Pop-Up store strategy, retail mix strategy and ongoing brand awareness campaigns that are fully in-line with this target audience as well as the retails brands that want to attract them.

SEVEN DIALS Brand Guidelines

01. LOGO & COLOURS DIAL BAR Co l l ate ral I nclude s: • • • •

LO GO DESIGN B rochur es S tat ionary w ebsite

Which version & when to use it… Full Colour with Crest – Use wherever possible THE MOUNTBATTEN Short HOTEL with URL – For sizes under 50mm wide & BRASSIERE Short – For sizes under 25mm wide

MURDOCK

MONMOUTH STREET

AHAVA

DRY CLEANERS

THE VENICE COLLECTION

THE CROWN PUBLIC HOUSE

THE LOFT

ORLA KIELY

KIEHL’S

Gold Tone CMYK : C 20 M25 Y60 K 25 Pantone: 871 U

02. FONTS

03.

LAYOUT

Fashion Seven Dials is home to some of London’s best independent boutiques and is quickly becoming a leading destination for vintage and heritage brands in the West End. On-trend vintage looks can be found at Mint and The Loft, a haven for second hand designer brands, are both treasure troves of one-off and affordable items for men and women. For menswear, stores such as Adolfo Dominguez offer both classic and informal looks, whereas Baracuta and Carhartt are reliable providers of cool casuals. For a well-loved brand with a modern twist - Fred Perry’s concept store houses their limited edition collections and a bespoke shirt service. Female shoppers can discover boutiques such as Orion, Orla Kiely, Glassworks Studio and Fifi Wilson for stylish contemporary designers, or get the latest looks from the likes of Urban Outfitters, Diesel, Firetrap and Miss Sixty.

Co l l ate ral I nclude s: • • • •

LO GO DESIGN B rochur es S tat ionary w ebsite

For those seeking cutting edge fashion, drop into Unconditional+, the unisex boutique for emerging designers. Once you’ve had your fill of fashion, treat your loved one at Coco De Mer – the luxury adult boutique that never fails to please. Whether you have just a few hours or the whole day to explore, each store promises an original, quality experience that will draw you back to Seven Dials time and time again.

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r e s u lt s ‘After the successful re-launch of the area and trade-focused events such as the Pop-Up Raffle incentive, i-am’ Beyond continue to work together with Shaftesbury Plc to communicate the brand essence through integrated marketing campaigns incorporating shopping nights, events, regular pop-up shops and international campaigns.

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B r a n d S t r ategy B r a n d E x p re s s i o n Re ta i l M i x Marketing Strategy E v en t s t r ategy E v en t p r o d u c t i o n Co l l at e r a l de s i g n

http:// vim eo.com/292 6 4 4 8 2

Bri e f “Build a buzz for the opening of Vero Moda’s new flagship store on Oxford Circus.” Vero Moda, part of the Bestseller group have over 1000 stores internationally. Shortly before the opening of their first London flagship store, the Global team approached ‘i=am’ Beyond to conceptualise and implement local London-specific activations, with limited time and budget, to quickly build awareness for their newest retail environment.

» B r a n d Awa r e n e s s » Ma r k e t i n g S t r ategy » S o c i a l Med i a S t r ategy & I m p le m e n tat i o n » Fa s h i o n B lo g ge r s o u t re ac h » E v en t M a n age m e n t » E v e n t Pr o d u c t i o n » G lo ba l D i g i ta l M a r k e t i n g S t r ategy

so lu t i o n ‘i-am’ Beyond created an instant awareness campaign to launch the flagship Vero Moda store in London. A central theme formed the nucleus for an integrated marketing campaign rolled out across social media platforms, conventional PR, print & online media, bloggers network, guerrilla marketing initiatives and a packed event schedule. In the three weeks proceeding the launch, 300 limited editions ‘Fill it for Free’ gold bag was seeded physically and digitally to fashion influencers and online fashion publications alike. On the launch day recipients of this bags and hundred more hopeful shoppers queued outside the store in anticipation for the treats awaiting them in-store.

r e s u lt s Within just a few weeks the team generated thousands of followers on Facebook and Twitter, hundreds of customers queuing down Oxford Street for the opening day, and hundreds of thousands of pounds of press coverage. Alongside coverage in the top 20 media titles, their product placement strategy to thirty key fashion bloggers yielded a 100% conversion rate to online coverage. ‘i-am’ Beyond are now working with the Vero Moda team to create a global digital marketing strategy to increase traffic to their new e-commerce platform.

“ ‘ i -a m’ be yo n d ge n e r ate d g r eat at ten t i o n a n d s to r e t r a f f i c t h at e xc eed e d b ot h o u r e x pec tat i o n s a n d t h at o f t he ot he r Bes t s e l l e r b r a n ds l au n c h i n g o n t he s a m e day. We we r e t h r i l le d w i t h t he h a r d wo r k a n d de d i c at i o n t e a m be yo n d s h owe d i n t h e Ox fo r d S t reet s to r e o p e n i n g, a n d wo u l d n ’ t he s i tate to u s e t he m aga i n ”

Jon Haug, Head Of Marketing, Vero Moda

Bri e f McArthurGlen Designer Outlets approached ‘i-am’ Beyond to generate an awareness strategy for their Spirit of Fashion awards in collaboration with the Royal College of Art and three emerging British Designers.

» B r a n d Awa r e n e s s » Ma r k e t i n g S t r ategy » S o c i a l Med i a S t r ategy & I m p le m e n tat i o n » Fa s h i o n B lo g ge r s o u t re ac h » Re ta i l Co n c ep t Des i g n » Lo c at i o n S o u r c i n g » NAt i o n a l E ve n t M a n age me n t » N at i o n a l E ve n t Production » PO p-U p s to r e m a n a n ge me n t

so lu t i o n ‘i-am’ Beyond generated an integrated strategy based around a touring pop-up store. Showcasing an exclusive collection of men’s & womenswear by award-winning fashion designers Carolyn Massey, Matthew Miller & Rachel Barrett the store popped up in key retail locations including London’s Covent Garden, Manchester’s Spinningfields and Glasgow’s Princes square. The touring schedule included four events over London Fashion Week, exclusive Bloggers events and private press & VIP events for McArthurGlen’s clients.

r e s u lt s The ‘i-am’ Beyond team not only generated an integrated marketing campaign but also implemented a complete strategy, production and roll out for the Pop-Up itself. ‘i-am’ Beyond we’re tasked with the entire project from conceptualisation to shops management, location sourcing, managing & promoting parties, collaborations with fashion bloggers, sourcing & managing staff, stock & sales. The team continue to work together on future pop-up concepts linked with the brand.

“T h e p o p- u p s to re s lo o k fa b u lo u s , B E TTE R THAN W e E ve r E x pec t e d ! a s a com pa n y We a r e THRILLED W ITH THE de s i g n .” Tr i c i a T r ay n o r , M a r k e t i n g M a n age r , Mc A r t h u rGl e n

Overvi ew – http:// v i meo.com/ 3 2 6 2 1 2 8 6 London – http:// vim eo.com/ 2 9 1 5 2 949 The coll ection e xpl a i ne d – h t t p : // v i meo.com/ 2 92 6 2 0 1 4

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E ve n t S t r ategy E ve n t P r o d u c t i o n E ve n t M a n age m e n t Lo c at i o n S o u r c i n g ta le n t s o u r c i n g & m a n age m en t » Ce l e b r i t y e n gage me n T

Bri e f Having previously worked with Nokia on a number of projects, ‘i-am’ Beyond were asked by their agency Touch Worldwide to create & deliver the ultimate party for 2,500 VIP’s attending the Nokia World annual summit. The event had to stay true to Nokia’s desire to “evoke the senses” through unique, personal and innovative experiences, and create maximum ‘talkability’ post-event.

so lu t i o n In two days ‘i-am’ Beyond completely transformed Debut the 30,000 sq ft club underneath London Bridge into an interactive, multi-zoned, sensory experience. The concept theme ‘A Night of the Senses’ has each room enlivening a different sense. ‘i-am’ Beyond bought on board Bompass & Parr to create a breathable gin & tonic vapour room, Hellicar & Lewis to provide 180º soundreactive visuals, stage acts from La Clique and live performances from award-winning beatboxer Beardyman & Ellie Goulding. Guests were treated to different culinary and molecular experiences in each of the themed rooms.

r e s u lt s On the night ‘i-am’ Beyond delivered a compelling experience for 2,500 guests encompassing: 4 rooms 3 construction days 100 waiters 25 event coordinators 10,000 cocktails 8,000 bottles of beer 15,000 canapés The team received amazing feedback after the event with many of the guest declaring it was the best Nokia World party they’d ever attended.

Bri e f Ketel One, Diageo’s reserve Vodka brand, resonates it’s brand values of heritage, tradition and craftsmanship but approached ‘i-am’ Beyond to generate brand awareness below-the-line to elevate Ketel One to being ‘the most recommended vodka in the world’.

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Marketing Strategy influencer program location sourcing talent sourcing & management » Co l l at e r a l de s i g n » Event production

so lu t i o n ‘I-am’ Beyond worked with the global Ketel One team to identify a new target audience - the ‘Modern Craftsman’ and set about creating a strategy to connect with these key influencers and collaborate with them to create global ‘wordof-mouth’ recommendation for the brand, As part of the integrated marketing camapign ‘i-am’ Beyond generated an series of events, ‘The Ketel One Sessions’, held in four fashionable cocktail bars all on one night. ‘i-am’ Beyond selected the most influential venues, twinning them with a select group of London craftsmen – artsists, writers, designers and mixologists who embodied the Ketel One values and came with a prerequisite sphere of influence. image © the selby

Res u lt s The Ketel One Sessions acted as a catalyst for rolling out a UK specific Influencer Program building recommendation by word-of-mouth for the brand on and offline. â&#x20AC;&#x2DC;i-amâ&#x20AC;&#x2122; Beyond are currently working on the strategy for phase 2 to be rolled out across the UK in 2012.

http:// vim eo.com/3 2 6 2 0 9 74

Bri e f “How do we make Newburgh Street a go-to destination shopping area...?” ‘i-am’ Beyond were given an open brief by Shaftesbury Plc to build awareness and footfall to Newburgh Street and its surrounding cobbled streets – a unique area of boutiques in the heart of London’s West End.

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n a me g e ne r at i o n B r a n d i de n t i t y B r a n d a p p l i c at i o n P h ys i c a l & E n v i r o n me n ta l re v iew Re ta i l M i x Glo ba l Ma r k et i n g s t r ategy E ve n t p r o d u c t i o n Co l l ate r a l d e s i g n In te r n at i o n a l P o p-U p S h o p m a n age m e n t

so lu t i o n

The team conducted several strategic workshops to identify the area’s true target market, which led to the creation of a new brand ‘Newburgh Quarter’ – a unique and identifiable retail community of emerging fashion & lifestyle brands in Central London. Following the name generation, ‘i-am’ proceeded to create a new brand identity, marketing collateral and a new strategy for selecting prospective tenants to the area. Alongside the local efforts, the team created a marketing strategy to build international awareness, specifically targeting New York... (See the Wish You Were Here case study for further info.)

“New b u r g h Q ua r te r h a s Ve ry r a p i d ly becom e a t e r m i n com mo n u se ( a m a z i n g ly q u i c k ly i n fac t ! ) . i t h a s becom e sy n o n ymo u s w i t h i n de p e n de n t s a n d co n c e p t s to re s .”

Simon Quayle, Director, Shaftesbury PLC

r e s u lt s ‘i-am’ Beyond continue to develop the brand identity, collateral, and advice on the marketing strategy and retail/tenant mix for the area. Following the success of this project, ‘i-am’ Beyond are currently also re-branding the Carnaby Street area.

Bri e f

Following on from the development of the Newburgh Quarter brand, ’i-am’ Beyond pitched the idea of the ‘Wish You Were Here’ experiential campaign to promote and build brand awareness of the Central London destination to target consumers in the USA.

so lu t i o n

Taking the form of two transatlantic popup ‘swap’ environments that transported each neighbourhood’s unique personality and lifestyle to the others’. Swapping 30 retailers between the 2 neighbourhoods, each city’s pop-up was supported by a series of imported events, performances and parties. Highlights include: the weekly New York food market in London and American BBQ from Bodeans; the Hendrick’s Croquet Tournament in New York; VIP parties in conjunction with ‘SUP Magazine; discount shopping evenings with live in-store performances; guerrilla fashion shows in both cities – with the London show taking place down the cobbled stones of Newburgh Street; and culminating with a street-wide American Halloween party to celebrate the end of the swap in London.

r e s u lt s Open for only 4 weeks in each city, this new approach to retail successfully built international awareness of the Newburgh Quarter brand and advocacy amongst consumers. Throughout the campaign, the partnering districts, retailers, and sponsoring brands all gained from extensive press coverage in the UK and the US, generating ÂŁ400k worth of press in the UK alone. Other outcomes include: increased footfall to the area; the retailers experienced sales growth both in store and online, as well as developing new international stockist; and all of the brands were exposed to new audiences. A great ROI, â&#x20AC;&#x2DC;Wish You Were Hereâ&#x20AC;&#x2122; successfully attracted the target trendsetting market to the Newburgh Quarter and LES.

Bri e f adidas approached ‘i-am’ to help them with their premium customised footwear VIP offer ‘mi adidas’. The team’s blue-sky thinking, concept creation and retail design was needed for the adidas flagshipIn-Store Experience: Mi Adidas store in the Champs Elysees, Paris. Configurator

so lu t i o n To build closer bonds between the mi adidas retail proposition and adidas brand loyalists, and add clarity to the offer. ‘i-am’ creates a unique mi adidas brand language and in-store customer experience to support the new proposition and designed to communicate its unique benefits to the wearer. At the same time ‘i-am’ beyond created future-proof concepts to market the range to a tech-savy generation.

relationship building ersonal onsumer loyalty » |B plu e-s keyxperience t h i n k i|n cg

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B r a n d E x p re s s i o n Re ta i l de s i g n future planning m a r k e t i n g co n ce p t s

r es u lt s

‘i-am’ worked in close partnership with the global adidas marketing and product development teams to develop a clear brand communication strategy and new visual language. The new concept is now 20 20 live in the adidas Paris flagship store.

Bri e f

Fashion forward label Aqua aims to push the boundaries, producing wearable stand out pieces. Never trend led, each season Aqua strives to create pioneering styles, forming a collection of unique pieces from jumpsuits to party dresses and statement jackets. Aqua approached ‘i-am’ Beyond to review their newly launched menswear offer and offer an overview of its full brand offer.

so lu t i o n ‘i-am’ Beyond are working with the Aqua team to identify what sits at the heart of the Aqua brand identity. This involves working together with the Aqua team to define both the external factors affecting the brand i.e competition, target consumers and insights as well as working to clarify the brand DNA across a series of workshops.

r es u lt s ‘i-am’ Beyond are still actively working with the Aqua team now the brand essence has been defined in he delivery of this across the product offer, brand identity and marketing strategy.

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