client profile: Newsprinters
introduction
the client
Newsprinters, a division of News International, is made up of three state-of-the-art manufacturing plants and is responsible for printing The Sun, The Times, The Sunday Times, The Telegraph and The Sunday Telegraph. A project completed with a £650 million pound investment, it has revolutionised the newspaper printing industry. It’s thrown out the rulebook and created a company that harnesses the very latest technology to become the industry model for success.
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introduction
our role
For the initial part of the project we worked closely with the project HAL team at News International to deliver a strategic roll out of materials over a two-year timeframe. Once Newsprinters were up and running we then worked directly with the client and have enjoyed an ongoing relationship since 2007. The following pages show how we have built up the Newsprinters brand across all media: • Identity and branding • Cultural change communication • External signage • Internal signage and wayfinding • Interior graphics • Marketing material
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client name here Newsprinters
Newsprinters
the identity
The logo we designed communicates the company’s core business by reflecting the revolutionary and seamless autonomous process they use to print newspapers. Part of the brief was to have synergy with the identity of the parent company, News Corporation, which we achieved by designing a globe made from a free-flowing, continuous stream of paper. The traditional typeface reflects the heritage of News International and is balanced alongside the modern globe and the use of the fresh, contemporary green colour. This also demonstrates the eco-friendly credentials of the company (News International were the UK’s first major newspaper group to become carbon neutral). Although there are three sites it was imperative to have one identity for one company working together. The introduction of colour coding, and the underpinning of the logo with site locations, created a starting point for site differentiation.
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Newsprinters
cultural change: brand workshops
Creating a new company and relocating some of the reduced workforce to new sites meant the need for research and dedicated staff workshops. The overriding message from staff was ‘pride in their work’ and this formed the backbone of much of the change messaging. The inherited mentality of simply working for one of the newspaper titles rather than News International was another major focus of the programme. The primary aim of the workshops was to introduce the new identity and brand values of Newsprinters to the workforce, in order that they could feel proud to be part of something new. Aside from stands we also put together a digital presentation which was an introduction prior to the address by the Manufacturing Manager. Individual packs were also given to each employee consisting of branded merchandise and used to launch their new uniform. play
SMUDGER
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Newsprinters
external signage
All three sites required consistent branding across external signage and wayfinding systems. External signage consist of branding for the building, directional totems for traffic, wayfinding for visitors and building vinyls that enhance the brand whilst also providing navigation for deliveries. The large building logo signs are constructed of two parts – the word ‘Newsprinters’ is 3D steel-based individual letters in a new material that is black during daylight hours and turns to white when illuminated which solved the problem of legibility in both day and night conditions. The globe part of the logo is constructed of internal LEDs which animate to show the continuous rotation of the paper/process. The environmental impact was also taken into consideration in using these materials. The tone of voice used on the building vinyls fit within the overall concept of the interior graphics to create a unified approach both inside and out. Each key area for deliveries/ services starts with ‘Where the…’ View the animated logo signage at: http://www.youtube.com/watch?v=0K6sjg28iVg
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Newsprinters
internal wayfinding
Broxbourne was the first factory where we implemented the internal wayfinding solutions. This is the largest of the three sites and is equivalent in size to 23 football pitches so it was imperative that navigating your way through the building was easy to follow. We recommended that the factory be divided into various working zones. Each zone was colour coded so easily identifiable when travelling from one area to another. The colour palette is bold and industrious – key walls and doors within each zone were painted in the relevant colour which really lifted the internal environment. All of the internal signage was also colour coded to enhance each zone. We produced bold, large scale numbering to indicate floor levels on stairwells which adds visual interest in addition to being a functional item. Colour coded floorplans placed at strategic points around the factory translated the system into an easy guide for visitors.
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Newsprinters
interior graphics
Strong messaging has been a key element in our thinking for the interior environment. The concept is simple in its execution yet also thought-provoking for both employees and visitors. And above all, it adds character and personality to what is otherwise, a relatively bland building. A theme runs throughout the entire building that adds visual interest and provides a stimulating working environment. Each graphic is centred around describing a working area or task and is titled ‘Where the, Where we, Where it...’ and so on... This straightforward, no-nonsense tone of voice is an integral part of the brand and reflects perfectly the people that work in this company, and this industry. Newsprinters’ core aim is to simply be ‘the best newspaper manufacturer in the world’. No corporate waffle, no longwinded mission statements, just straight to the point. Each ‘strapline’ is illustrated in a strong, bold and modern font and accompanied by an image of an object that then brings another meaning to that task/area, and in turn, adds a lighthearted element. The work provides an exciting environment that offers the unexpected but also brings a wry smile to those that see the theme unfold as they go from area to area within the huge plant.
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Newsprinters
interior graphics: the longest corridor
One of the main corridors at Broxbourne is a staggering 220 metres long! Part of our interior branding came to life through adding visual interest to what was perceived by the staff as the drabbest (and lengthy) area of the factory. As Broxbourne is the largest print factory in the world our idea was to reflect on other largest, biggest, longest records so we chose to display imagery alongside key facts along the corridor, relevant to their size and the distance walked. The project has proved so successful that employees now use the references as points of wayfinding. For example, it’s not uncommon for a visitor to be directed to the IT room opposite the hot dog! These graphics were also ‘shrunk’ to a scaled graphic 2m wide, mounted in acrylic and displayed at the start of the corridor so that everyone could view without having to do the entire walk!
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Newsprinters
display & marketing
The numbers involved in an ordinary working day at the factories were too impressive not to use – from the speed the presses run at to produce millions of copies of newspaper titles to the more technical information of what went into constructing the site. Plus highlighting the green credentials of the company which are unprecedented in their industry. These facts and figures have been used to promote Newsprinters both onsite and through marketing materials aimed at attracting new customers – in 2009 they won another first – to print a competitor’s title. They are now also responsible for printing The Daily Telegraph and The Sunday Telegraph.
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company info
for further enquiries
Simon Hutton Managing Director simon@tothepoint.co.uk tothepoint 5 Maidstone Buildings Mews 72 –76 Borough High Street London, SE1 1GN, UK t +44 (0)20 7378 6999 f +44 (0)20 7378 7399 www.tothepoint.co.uk
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