Creating a brand for a data led business.
Created by By Neil Steer
INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
tHe BRieF: the brief from CDmS transactis was to create a new brand based on the business requirements to become a data led business.
RequiRemeNtS: the enormous task ahead required the work to be broken in to various parts. Working alongside CDmS transactis internal marketing team a list of all the collateral was created.
BACkGROuND: CDmS restructured its business under the transactis banner in December 2009, taking the name of the transactional data company it acquired less than 12 months before.
1. Corporate iD: including new logo, stationary, visitor cards, calendar, mouse mat, parking permit, pens, coasters, refill pads, CD/DVD covers. 2. Building /Signage: including internal and external signage 3. Sales Booklet: Covering all products and offers transactis will sell 4. Sales Folder: Simple A4 folder to hold product sheets/business cards etc 5. Product Sheets: in depth look at each product, digital and paper format required 6. Case Studies: in depth look at projects highlighting successful jobs, digital and paper format required 7. White papers: in depth look at selected relevant subjects, digital and paper format required 8. Advertising: Various editorial pieces required. internal advertising at SDG. Web banners 9. email templates: New template required for all emails from staff. Campaign email template required 10. exhibition stand: Design the eCmOD stand for exhibition 12 Website: Comprehensive website required to be delivered in 2 phases 13. Blog: Blog website required to run alongside new website.
By merging the two operations it was possible to combine their complementary services and assets to create a powerful new offering. the new combined entity brings together the scale and range of secure database marketing capabilities that CDmS has established – it handles 1.5% of all uk mail and 7% of all B2C mail – with the retail transaction data pool transactis has built through the 200 home-shopping and online brands that make up its membership. We can trace the company history back to the earliest days of large-scale mail communication – printing and distributing pools coupons and customer mailing as J&C moores Ltd in the 1920s. A focus on continual improvement and investment in expertise and new technology has ensured that we have been able to do more than just keep pace with developments. By 2009, CDmS had grown to a £70m business – earning industry accolades for database management and marketing solutions for a diverse client base that includes Hm Revenue and Customs, Betfair and Shop Direct Group. the acquisition of transactis in December 2008 presented an enormous opportunity to enhance the existing capabilities in both companies and develop new services.
miSSiON StAtemeNt: Putting relevant data at the heart of organisations’ decision making – enhancing customer experience, business efficiencies, profitability and shareholder value
Launched in 2003, transactis entered the uk Dm industry with a ground-breaking concept that has transformed the way in which marketers can target their customers and prospects. High volume transactional data from over 26 million consumers integrated with key lifestyle and credit data has introduced new fresh insight and new possibilities when it comes to choosing who to contact, when and with what message. We are now shaping the future of how our clients operate by using the latest data management techniques to turn large volumes of data into actionable insight. using cutting edge content management, document development and cross channel communication we allow our clients to act on this insight to communicate and manage on a large scale at individual level.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
ReSeARCH: We analyse the industry to thoroughly understand market conditions and the business position within it.
CASE STUDY//TRANSACTIS BRANDING
ReSeARCH: these are only a selection of a 32 page document created to help produce the branding.
the company branding has undergone several changes in the last 4 years. the direction of the core business required the brand to be flexible enough to incorporate all its individual departments in one. the CDmS business encompassed everything from its traditional business of print and mail to creating single customer views fro blue chip companies. under the current CDmS transactis branding the image of the business had started to declined and become a hybrid.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CONCeiVe:
CASE STUDY//TRANSACTIS BRANDING
CONCeiVe:
We dive deep into your culture, using imaginative processes and questions, conducting site visits, looking at the competitive environment, users and nonusers and generally get our hands really dirty. elements of the final brand appear in these early ideas. Colours, fonts and images in this version appear in the final brand guide.
Although this idea was abandoned at an early stage, the overall feeling of quality and imagination, the use of an illustrated dandelion, the quality seal, was all received very well.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
CONCeiVe:
CONCeiVe:
Further development to image, website and tone of voice. even though at this stage none of the elements were confirmed, we had started building foundations that would eventually give us the answers. the image opposite illustrates the final colour pallet, this was work in progress.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
PRODuCtiON:
PRODuCtiON: these are the vital elements that were signed off prior to final production starting. the logo, initial website vision, colour palette and base stationary. this enabled my team to look at how these elements come together across the required brief. this was phase one of the website development. it would eventually take over 6 months to get the final content from the business.
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eight colours were selected as the brand palette. this give the use much more flexibility. using so many colours meant that it was vital they all worked on there own but also with any of the others colours. the stationary changed after this presentation, at the time of presentation the business cards were intended to be printed on different stock which would have held a solid colour better than the final choice.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
tHe FiNiSHeD ReSuLt:
CASE STUDY//TRANSACTIS BRANDING
tHe FiNiSHeD ReSuLt:
transactis profit through insight
the final logo. the font and colours had been decided gleaned through the natural creative process, the final piece was the slogan. Profit through insight. We had put forward several different slogans the business could use it was felt this was the best, however our choice would have been not to have one at all.
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the final design for the business card. the use of a 5th colour gives the card much more impact. A classic styled card that is very tactile and gives the audience the flavour of the brand without making a noisy statement.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
tHe FiNiSHeD ReSuLt:
CASE STUDY//TRANSACTIS BRANDING
tHe FiNiSHeD ReSuLt: We applied the branding across various material. this was used internally and externally to launch the new brand image.
A folder was created to hold all the product information, we produced over 30 different product sheets. the sales team used this pack to explain to prospective clients the business offer.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
tHe FiNiSHeD ReSuLt:
tHe FiNiSHeD ReSuLt:
www.transactis.co.uk
www.transactiscreative.co.uk
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
tHe FiNiSHeD ReSuLt:
tHe FiNiSHeD ReSuLt:
www.transactis.co.uk these are the web top banners we created to get the most relevant message across to the website visitor. i photographed these myself in manchester. the copywriting came from the internal marketing team. Not exactly punchy - however they are powerful facts.
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
POSteR CAmPAiGN:
POSteR CAmPAiGN: transactis profit through insight
these are the web top banners we created to get the most relevant message across to the visitor. i photographed these myself in manchester. the copywriting came from the internal marketing team. Not exactly punchy - however they are powerful facts.
profit through insight
transactis profit through insight
saving your pictures
signed, sealed & delivered
cleaned and scrubbed
(guaranteeing 100% colour match )
(we send out over 200 million communications every year for out clients)
(clean, accurate & optimized customer data with Datahealth®)
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
transactis profit through insight
campaigns run like clockwork
transactis profit through insight
transactis profit through insight
pulp to page
picture perfect
(we plan and execute multi-channel campaigns that deliver fantastic results)
(we buy around 30,000 tonnes of paper every year)
(retouching, colour correction and formatting for perfect product presentation)
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
transactis profit through insight
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transactis
transactis profit through insight
this is a poster campaign i produced to launch the new branding. We agreed with Shop Direct Group they would be used in their head office, Skyways. We also displayed them across the transactis offices.
transactis profit through insight
we are in the building
tailor your messages
storing you images
(your key transactis contacts are now based at Skyways - come and say hello)
(helping Shop Direct get up close and personal with customers)
(full control and visibility of your product images in our secure system)
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
Contact Transactis by calling 0800 073 0762 or email the team: SDG team@transactis.co.uk
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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com
CASE STUDY//TRANSACTIS BRANDING
Thank you for looking at my case study. I have 25 years experience in creating customer communications. My work has enabled me to gain experience in all sectors and all channels. From Art directing fashion photography to designing fully personalised emails, brochure design to rebranding blue chip companies. I enable companies to attract and retain their customers utilising modern technologies and good old fashioned ideas. I have achieved response rates in excess of 30%.
If you would like more information please call me directly on 0781 802 6023 or email: info@neilsteer.com.
my full portfolio is available to download at www.neilsteer.com
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Neil Steer STEER DESIGN, 25 Tatton Road North, Heaton Moor, Stockport, SK4 4QX 0781 802 6023 www.neilsteer.com