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BRAND TRANSFORMERS
EDITOR IA L
We live in a time where brands exert unprecedented power. Here and there, driven by visionary impulses, business models are changing; and consumer habits mutating. Function replaces property and artificial intelligence is a reality! Our customers-brands and their audiences-are catalysts of these developments. At Lonsdale, we put our energy into advising these brands so that they transform the world with strength and creativity. Proud to lead this agency since 2007, I subscribe to this vision of branding, as a driving force of evolution for our ways of living. By exchanging viewpoints and by putting our customers at the heart of our reflections; we find a new perspective that ensures the success of our clients in their market, and guarantees their longevity. F R É DÉ R IC M E S SI A N
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POSITIONING
BRAND TRANSFORMERS? Convinced that brands are the levers for company changes, we help them in their mutation so that they change the world with strength. Together with them we build the proof of their originality, that will ensure their relevance to their audiences. Branding and design are our preferred tools, because they encapsulate a business in its entirety and drive sustainable growth. Making brands the driving force for progress and creativity is the purpose of our work.
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OUR EXPERTISE
INSTITUTIONAL BRANDS PRODUCT BRANDS STORE BRANDS
STRATEGY & BRAND MANAGEMENT POSITIONING STRATEGY BRAND PLATFORM BRAND ARCHITECTURE INNOVATION BUILDING IDENTITIES & BRAND TERRITORIES NAMING VISUAL IDENTITY BRAND TERRITORY BRAND GUIDELINES STYLE GUIDELINES
PACKAGING & ACTIVATION
DEVELOP, DEPLOY & LEAD BRAND PRODUCTS PACKAGING IDENTITY BRAND ARCHITECTURE PRODUCT RANGES ARCHITECTURE PRODUCT DESIGN
DIGITAL
RECRUITMENT & LOYALTY CAMPAIGNS
DIGITIZING BRAND EXPERIENCES DIGITAL STRATEGY DIGITAL DESIGN
SHOPPER MARKETING BTOC/BTOB ACTIVATION PRODUCT LAUNCH RECRUITMENT & LOYALTY SHOP IN SHOP LICENSING & PARTNERSHIPS DIGITAL INCENTIVE TRADE FAIR SALES TOOLS CATEGORIY APPROACH
BRAND CONTENT DEFINE THE BRAND’S DISCOURSE CONTENT CREATION STORYTELLING EDITORIAL PLATFORM BRAND ENGAGEMENT PRINT DEVICE, DIGITAL, MOTION DESIGN & VIDEO BROCHURE, ANNUAL REPORT, INTERN COMMUNICATION COMMUNITY MANAGEMENT
ARCHITECTURE & RETAIL CREATE & DELIVERING EXPERIENCE RETAIL & NETWORK CONCEPTS WORKPLACE ENVIRONMENT COMMERCIAL REAL ESTATE MERCHANDISING CATEGORY MANAGEMENT ROLL OUT & IMPLEMENTATION
DESIGNER OF DIGITAL EXPERIENCES UX SOCIAL MEDIA STARTUPS LAB SITES & MAGAZINES WEB & MOBILE APPLICATIONS VIDEOS SOCIAL MEDIA & COMMUNITY MANAGEMENT
CREATION & DIGITAL INTEGRATION IN-STORE EXPERIENCES IN-STORE DIGITAL E-COMMERCE
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THE BR A N DS
LONSDALE BUILDS BRANDS THAT LAST
La Vache qui rit
Evian Bottle
“The new cow, younger and more cheerful, has passed several tests of acceptability.”
“The first Evian Mineral Water plastic bottle has been on the market since 1971 and is still effective in material weight. Selling more than 5 billion unites for 17 years.”
Press release – 1969
LU
Baccarat
“International Standardization of LU branding.”
“Where would Baccarat be without the red that will identify it forever?”
“To discuss better…” Lonsdale – 1984
Challenges – November 2002
Nicolas
Caisse d’Épargne Écureuil
“Nicolas’ wines proclaim their new personality through the creation of their brand design: logotype and sign.”
“From 1979 the squirrel symbol will always look to the right” Press release – 1980
Press release – 1988
Press release – 1987
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A DV E R T I S I N G BR E A K
WE WERE HERE
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In 1961, Lonsdale-Hands Organisation was a trailblazer. Emerging from the London fog, electrified by the swinging sixties, it was one of the first agencies to develop innovative concepts based on precise observation of consumer behaviour. The first to consider packaging design as a “psychological operation�, and to reproduce a miniature supermarket in its Westminster offices to test the design of its products. The first ever to ensure, with flair, a consistent visual identity for all products of the same client.
BEFORE MADMEN
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OH M Y G OD!
1961, FIRST DESIGN AGENCY
IT’S BEEN IN OUR GENES FOR 55 YEARS Thanks Richard, the agency founder.
2016, THE FIRST BRANDING & DESIGN AGENCY IN FRANCE
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Y ES!
THE STORY IN NUMBERS
COLLA BORA TORS
2015
100%
Top Com Gold - Orange Top Com Gold - Nesquik & Playmobil Top Com Silver - Havas Travels Top Com - Special Prize for Expression Top Com Bronze - BNP Paribas Pentaward Bronze - Ricoré (Nestlé) Janus Trade - Orange International Festival of Food Photography - Grand Prize - Nicolas Barret
INDEPENDANT
80 ACTIVE CLIENTS
2016
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WERE RECRUITED IN THE LAST 2 YEARS
90 D E S I G N E R S & A R C H I T E C T S
Elected Design Agency of the Year For the 2nd time in 3 years!
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OF WHICH 45%
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Growth
X 10 in 10 years
CA 25M€
SUPER EXPERIENCED MANAGERS WHO WORK TOGETHER AND ARE ALWAYS ATTENTIVE
PARTNERS
T H E M A NAGE R S
THEY ARE AT THE SERVICE OF YOUR BRAND TRANSFORMATION
LAURENT COLLANGETTES Consumer Branding
DOMINIQUE DESMONS Retail Branding
SANDRA JOLY Consumer Branding
FRANÇOIS LE PICHON Digital Branding
FRÉDÉRIC MESSIAN President
JÉRÔME PACAU Retail Branding
FLORENCE SCALIA Corporate Branding
FRANÇOIS VELIN Digital Branding
PASCAL BARRÈRE Retail Branding
CHRISTINE BUSSIÈRE Finance Manager
ARNAUD COSQUER Finance Manager
FRANCK CROATTO Retail Branding
MAXIME DEBEURY Consumer Branding
PHILIPPE DELMOTTE Consumer Branding
CAROLE DEO VAN Consumer Branding
FLEUR DU PASQUIER Retail Branding
IVAN FROMENT Corporate Branding
HÉLÈNE GOSSET Brand Director
THOMAS MOURRAT Make My Day
VINCENT LAMARCHE Consumer Branding
TANGUY RIOU Strategic Planning
SYLVIE VAREZ Consumer Branding
NICOLAS VENTURINI Retail Branding
JULIE VERDEAU Talent Director
CONTACT:
initialfirstname.lastname@lonsdale.fr
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UX
MANI FESTO
We believe that consulting and creation are inseparable. That’s why we infuse strategy into each of our creative responses. We are convinced that we must engage with talents beyond our expertise to enrich our understanding. Agility and daring creativity are at the heart of our commitment to transform brands, It’s this exchanging of views and expertises that helps them assert their difference. More than ever, it is with fluidity and consistency that the customer experience has to be considered, whatever the touch point.
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5 R E A L I SAT IONS
EXAMPLES OF TRANSFORMATIONS
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“Design is the way, through form, to change the content.”
R AY MON D L OE W Y
DEFIN E THE BR A N D’S DISCOUR SE
REFRESHING THE PROMISES SMARTBOX REINVENTING CONTENT TO GIVE LIFE TO THE EXPERIENCE Smartbox is the leader of gift boxes in France. A pioneer of the concept, the brand asked Lonsdale to revitalize their offer. The challenge was to translate all the intensity and diversity of the Smartbox experience through an original brand content. All contents are conceived to give life to the new brand signature “The Gift of Living”. Projective text, immersive illustrations, short stories and thematic areas set the tone for a brand that has become fully relational.
“An approach that re-enchants a brand and it’s business.” —
FLORENCE SCALIA Partner
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DE P L OY P L AC E S O F E X PE R I E NC E
SUPPORTING MUTATIONS ORANGE SMART STORE EMBODYING THE CHANGING WAYS OF COMMUNICATING When Orange questions Lonsdale, it is rethinking its offer and is setting a new strategic plan “Essentials 2020”. The company wants to launch a new concept store where the customer experience is transformed. In response, Lonsdale created a place of unprecedented experimentation; lively, free and inspiring: the Smart Store. This space embodies the best of the connected world. Each client can view the relevance of the brand’s products in familiar environments through 5 user-friendly themed areas(Home, Fun, Work, Travel and Wellbeing) meeting the plural usages of everyday life.
“A transformed client experience.” —
JÉRÔME PACAU Partner
A new warm, connected space of discovery reflects the ambitions of the group.
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DE SIGN ER OF DIGITA L EX PER I ENC E S
CHALLENGING THE NORMS BNP PARIBAS AVALON JOINING CORPORATE AND DIGITAL CULTURE Lonsdale has created a new kind of intranet for BNP Paribas, inspired by the universe of role-play and the logics of gamification. Avalon offers company employees a new collaborative experience to allow each person to share his knowledge. A strong and surprising narrative supports an outside of the box vision of social networks, making the user part of the game.
“An entertaining form at the service of a better cohesion.” —
FRANÇOIS VELIN Partner
the Great Master LONSDALE
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DEPLOY A N D L EA D BR A N D PRODUC TS
BUILDING TERRITORIES JACOB DOUWE EGBERTS TRANSFORM THE BRAND INTO A PURE PLAYER The coffee market is a business of 1,7bn € with crucial differentiation requirements. Facing strong competition, JDE (L’Or, Maison du Café, Senseo…) needed to convince its customers and clients (retailers) that it was an executive player on the market. To do this, Lonsdale has accompanied the brand in its rise to power with a comprehensive action plan. Revitalisation of the iconic brand L’Or and creation of two ranges, “Secrets d’Arôme” and “Secrets d’Origine”. Creation of an access brand, “Le Café”, to open coffee to a younger audience. Creation of a space of 500m2 of experience and learning in the centre of Paris, and the setting up of an activation plan called “Couleurs Café”.
“In 2 years, JDE has positioned itself as the commanding category of coffee market with the major distributors.” —
LAURENT COLLANGETTES Partner
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ENCODI NG DIGITA L EX PER I ENC E S
STARTING A CONVERSATION L’OREAL ACTIVE COSMETICS CREATING A DIALOGUE BETWEEN ALL VOICES WITHIN A DIVISION The active cosmetics division brings together the dermo cosmetics brands of the L’Oréal group. Lonsdale created a digital social wall for them, which combines all the facts and digital expressions of the brands in real time. Located in the main hall of the headquarters, it showcases teamwork and reflects the dynamism of their actions.
“Created in responsive design, it is available on all digital supports, and unites the voices of the division.” —
FRANÇOIS LE PICHON Partner
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NEWS
W H AT ’ S NEW?
“I am interested in the future, for that is where I am going to spend the rest of my life.” WO ODY A L L E N
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P U T T I NG O N I T S S U N DAY BE S T
CONSULTING & DESIGN AIMED AT PREMIUM BRANDS FINDING INSPIRATION AT THE EDGE OF OUR PLAYGROUND It is often worth it for our clients to get out of their comfort zone. To confront other worlds, and to find other influences, in order to stay inspired. Leveraging Lonsdale’s brand culture heritage, Trente Quatre crosses expert views, selected to create strategic, creative and innovative answers. Trente Quatre has a premium approach, enriched by the singularity of the Lonsdale’s historic know-hows.
They trust us: ÉDITIONS GALLIM ARD L ANCÔME GUERL AIN CHLOÉ HELENA RUBINSTEIN LOUIS VUIT TON MOË T & CHAND ON L A M AISON DU CHO COL AT RÉMY M ARTIN …
Trente Quatre also includes artisans and experts in brand-related sectors: semiotics, prospective, typography, film making…
“Open your eyes to gain acuteness!” —
TANGUY RIOU
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GET IN THE LOOP
SHOPPER MARKETING & PACKAGING MANAGEMENT A LEAP FORWARD!
SPEED & SIMPLICITY
Brands must act and react when facing shoppers who are becoming more and more active in their consumption. Lonsdale has thus added a knowhow dedicated to the commercial performance of consumer brands; thanks to a double expertise: shopper marketing and packaging management.
Accelerate your sales, cultivate your reputation, react to the competitor’s actions, capture and retain new target audiences, maintain the efficiency of your packaging, enrich your range, attack new markets while following a guideline and increasing your brand equity…
Shoppers have never had so much power to buy: the solutions offered by the new purchasing tools have never been so numerous, and encourages brands to be always more efficient. Retail, digital and packaging have never been so linked, to recruit and retain customers.
IT’S OUR MISSION IT’S YOUR MISSION Real-time marketing requires us to be close, agile and spontaneous.
“ Animating brand products and retaining new target audiences.” —
SYLVIE VAREZ s.varez@loop.fr loop.fr
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CLAP CLAP
MAKE MY DAY
BECAUSE A BRAND IS WHAT IT SHOWS AS MUCH AS WHAT IT SAYS, LONSDALE HAS CREATED MAKE MY DAY STUDIO FOR VIDEO PRODUCTION DEDICATED TO BRAND STRATEGIES. Because the majority of users welcome the idea that a brand creates content, and because the success of the video format is based on the power of emotion, demonstration and concentration; Lonsdale has created MakeMyDay, the video production studio that combines content and image for all brand strategies. MakeMyDay designs your films with responsive thinking, from the gigantism of a wall of in-store screens to the minimalism experience, web-series, corporate or of a connected watch. MakeMyDay produces and distributes films for all formats and streams for all of your audiences.
Because Instagram adapts to the extreme rapidity of our attention, by imposing video loops of 15 seconds, because Snapchat changes our perspectives by creating vertical formats, and because more than 4 billion videos are watched daily on YouTube; we guarantee the perfect integration of your content across your entire ecosystem. MakeMyDay produces at the service of your brands, brand content, motion design, augmented reality, live experiences.
lonsdale.fr/makemyday —
THOMAS MOURRAT t.mourrat@lonsdale.fr
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Credits: Istock / Getty / Smartbox / Orange / Cécile Gabriel / DR
WELCOME
GO TO 34 RUE PASQUIER An agency invented for you! We chose the heath of Paris to gain speed and efficiency. Be there where it all happends for our team and clients! FRÉDÉRIC MESSIAN President + 33 1 43 12 67 01 f.messian@lonsdale.fr HÉLÈNE GOSSET Brand Director + 33 1 43 12 67 09 h.gosset@lonsdale.fr
LONSDALE 34, rue Pasquier – 75008 Paris +33 1 43 12 67 00 hello@lonsdale.fr Follow us
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