Hoardings
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clear concise communication • Design Consultancy established in 1991 • Independently owned • 12 full-time staff • Top 100 UK design consultancy • Clients range from start-ups to corporates • We consider the environment in all that we do
introduction
our process
We tailor our approach to suit each individual client but having a clearly defined process ensures appropriate and effective solutions.
1> 2 > 3 > 4 > 5 Evaluation where are you now?
The brief where should you be?
Creation how far will you go?
Delivery what do you need?
Management who is in control?
We need more than a written brief and current materials. Through meetings, research and contact with the key stakeholders, we will gain a deeper understanding of your business, from company background to vision and aspirations. This can require workshops and interviews as well as competitor and customer research.
Your vision and our design thinking are at the heart of our approach. Based on our evaluation we will challenge any preconceived ideas and develop the brand strategy, ensuring it is achievable and sustainable. This strategy will be agreed in partnership with you and forms the basis of the brief and the goals that we will set to bring your vision to life.
We believe in pushing the boundaries but know that our concepts are for you and not our portfolio. We recommend developing ideas across three levels: safe, step change and cutting edge. All approaches will be creative and appropriate but will aim to differentiate your business from the competition.
Following development and agreement of a creative approach we will plan, agree and develop the deliverables. We will also advise on other brand touchpoints that may be outside the current remit but of benefit – from designs in the workplace environment to promote staff buy-in, to a generic digital presentation of the key messages to engage both customers and staff.
Establishing clear but flexible guidelines and templates will ensure a freshness is retained but consistent brand execution needs to be controlled. Keeping guidelines simple will ensure they can be managed and are used, both internally and externally. Your brand should engage, inform and inspire but also be organic to adapt to changing circumstances. We can remain on hand as brand guardians to consult, support and even evolve your guidelines to meet any new requirements.
case studies
overview
With over ten years of hoardings experience with market leading clients, we understand that developments have to engage and inform the local community whilst also being cost effective and resilient to the elements. It’s essential to combine creativity and marketing needs with a sound rationale and return on investment. This may sound obvious but not every design agency does this. Most design practices can create attractive hoardings but very few can also produce materials that can change perceptions, build awareness and raise the profile of an organisation. Hoardings are not only a safety and security necessity, they are also a fantastic platform in which to engage with the public about a forthcoming development and its benefits, whilst also bringing the construction site to life in an attractive and engaging way. The following case studies are just a few examples of our hoardings work and experience.
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Carillion Richardson
5
case studies
Carillion Richardson: St Martin’s Quarter
tothepoint were commissioned to develop the naming and branding for a new shopping centre in Worcester, ‘St Martin’s Quarter’ – which provides new food and retail areas for the city. Part of the logo’s inspiration was taken from the cities own coat of arms which features the Worcester ‘black pear’. New client Carillion Richardsons also asked us to develop leasing materials, signage and wayfinding for the scheme. To watch the videa and read more about the project, visit: www.ttp-design.blogspot.com/2011/09/some-moreworcester-sauce.html
case studies
Carillion Richardson: St Martin’s Quarter
The graphics installation at St Martins Quarter in Worcester includes signage totems and wayfinding. The graphics highlight the commercial and retail space available within the ÂŁ75m regeneration project in the heart of Worcester. All of the graphics were applied to the inside of the glazing to protect them from the weather and any possible damage. As such, when designing the graphics we had to be aware of the frames housing the glass as this would create a break in any imagery and text, which could impact in the intended look and readability.
case studies
Carillion Richardson: St Martin’s Quarter
The design and charcoal grey and lime green colour palette of the graphics are consistent with the St Martin’s Quarter brand, combining the city’s heritage with freshness that the scheme is bringing to the city.
case studies
Carillion Richardson: Foundry, Bathgate
The Foundry is a 28,000sq ft retail park in Bathgate, between Edinburgh and Glasgow, which sits on the old Balbardie steel foundry. We used the area’s history to create an engaging personality for the park to attract potential retail tenants as well as highlight the retail and residential offer to the local community. The park is already home to a Morrisons store and the third busiest McDonalds in the UK.
LOCATION AND DESCRIPTION
LOCATION AND DESCRIPTION
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LOCATION AND DESCRIPTION
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UNIT 3 UNIT 2
UNIT 3 6,189 SQ. FT. – 575 SQ. M.
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UNIT 4 4,295 SQ. FT. – 399 SQ. M.
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ADDITIONAL MEZZANINE FLOORSPACE AVAILABLE Site 3
SITE 3 – DEVELOPMENT SITE AVAILABLE
28,000 sq.ft. of retail consent scope for leisure/ restaurant use
UNIT 4
UNIT 2 6,286 SQ. FT. – 584 SQ. M.
POPULATION C 15,500
GLASGOW 28 MILES EDINBURGH 23 MILES
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UNIT 1 7,631 SQ. FT. – 709 SQ. M.
BATHGATE – GLASGOW FROM 37 MINS
We came up with the strapline ‘Find it at The Foundry’, as a play on the name and to emphasise the park’s accessibility and value proposition to the local community. This accessibility and messaging is reflected in the hoardings and digital sales brochures that we’re also producing to help promote the development. Both play on the ‘casting’ theme and use the positive and negative spaces created by the logo to hold imagery and text.
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GLASGOW 28 MILES
GLASGOW
UNITS FROM 3,670 SQ. FT. TO 7,631 SQ. FT.
EDINBURGH
EDINBURGH 23 MILES
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28,000 SQ. FT. OF CLASS 1 NON FOOD RETAIL SPACE
The new logo, based on the concept of a hot metal cast, pays homage to the site’s previous history, whilst the contemporary sans serif font gives the design a modern, friendly feel and reflects the optimism and opportunity of the redeveloped site.
case studies
Carillion Richardson: Foundry, Bathgate
Concept and design below with actual implementation to the left. With up to 150 meters of hoarding (approx. 123 panels) to layout, produce, deliver and install, we had to ensure that the design, construction and installation would stand Scotland’s unpredictable weather.
28,000 sq. ft. of retail Consent
find it at the
sCope for leisure/restaurant use
191 Car parking spaCes
A development from
spACes AvAIlABle
find it at the
ContACt And fUrtHer InformAtIon
A development from
GvA Quayside House 127 Fountainbridge Edinburgh EH3 9QG
ryden property Consultants 130 St Vincent Street Glasgow G2 5HF
0131 469 6024 0141 204 3838 keith.aitken@gva.co.uk
bill.marley@ryden.co.uk john.conroy@ryden.co.uk
191 Car parking spaCes
find it at the
ContACt And fUrtHer InformAtIon
spACes AvAIlABle
GvA Quayside House 127 Fountainbridge Edinburgh EH3 9QG
ryden property Consultants 130 St Vincent Street Glasgow G2 5HF
0131 469 6024
0141 204 3838
keith.aitken@gva.co.uk
bill.marley@ryden.co.uk john.conroy@ryden.co.uk
units from 3,670 sq. ft. to 7,631 sq. ft.
spACes AvAIlABle
DTZ/Develica
11
case studies
DTZ / Develica
We completed work on our first residential property project for DTZ and Develica – Thirty Streatham Place. tothepoint won a five-way pitch to produce the development’s identity, lettings mailer, lettings brochure, site hoardings and website, www.30streathamplace.co.uk. The initial marketing was received very positively. The site’s hoardings introduced actual floorplans which generated a large number of calls on the first day of installation.
East Homes
13
case studies
East Thames
Initially we were asked by East Homes to design and produce a subtle property themed calendar to promote their activities. We then went on to work for the East Thames Group. Following some initial consultancy we were commissioned to design a series of hoardings to promote the various schemes of the group. The first usage was on the hoardings around the development of their new head office.
Land Securities
15
case studies
Land Securities
Land Securities is a highly respected, innovative property developer which is very selective about the design consultancies it works with. It is important that the people they work with share the same vision in terms of creativity, innovation and quality of execution. We have worked with Land Securities since 2000 and within that period we have covered a broad spectrum of work that includes: • Internal and external communications • Exhibitions and interiors • Public consultation communications • Site specific identities • Print and digital development marketing • Presentations and digital showreels • Hoardings
case studies
Land Securities: Christ’s Lane
This brand creation and implementation for Christ’s Lane residential and retail development, Cambridge involved: • Initial public consultation exhibition • Naming and ‘Benchmark’ identity • Site hoardings • Marketing literature • Launch website and evolution.
• Reopening of Historic Christ's Lane • Setting a new benchmark for Cambridge www.christslane.co.uk
• Zara, H&M and Bank confirmed • 15 stylish apartments in the heart of the city www.lovecambridgeshopping.co.uk
The Francis Crick Institute
18
case studies
The Francis Crick Institute
Due to open in 2015, The Francis Crick Institute is an interdisciplinary medical research facility, comprising a unique partnership of six of the world’s leading scientific and academic organisations. The £650m institute’s aim is to attract and train the world’s best researchers in the pursuit of greater understanding of what makes us ill and keeps us well. We needed to come up with a theme for the hoardings that would both address the short and long term needs of the institute: engage with visitors using public transport during the Olympics, who, when queuing, will be essentially a captive audience as well as promote the institute and what it represents to a wide audience whilst it is under construction. We developed the core messaging of ‘Ideas that change lives’ to communicate the purpose of the institute, and using shapes taken from its existing brand identity, created a set of colourful, modern and dynamic graphics, including lungs to represent cancer research and DNA helixes to reflect the collaboration between the different fields to achieve a common goal.
the team
key staff
Simon Hutton Managing Director
Kevin Cox Creative Director
Linda Becker Senior Designer
Glenn Wood Senior Account Manager
Penny Davies Account Manager
Simon set up tothepoint in 1991 and has led the business to its Design Week and Marketing top 100 ranking. He studied media and production design for four years at the London College of Printing, gaining an honours degree. He has worked across a range sectors always looking for new challenges and ways to help clients differentiate themselves. He has a hands on approach, consulting and working closely with some of our long term accounts including 3i, the CIPR, Moneycorp, Land Securities and Schroders. He enjoys all aspects of communications – from signage strategies to corporate DVDs – but his strength lies in identity and branding. With over 25 years of experience, ranging from initial research through to design and finer details of a project, Simon ensures work is creative, appropriate and effective.
Kevin studied Graphic Design BA (Hons) at Chelsea School of Art, and has over 20 years design experience, primarily in the branding and corporate literature sectors. Whether it’s brand creation and implementation, report and accounts, or creating entire marketing campaigns, his strategic approach to design and copywriting skills ensures that concepts have a strong rationale and are appropriate for the target audience. As well as designing, he appraises key client work, challenging some of the approaches and restrictions, pushing for more effective communications and ensuring value for money and return on investment are achieved. Clients include Legal & General, 3DReid, EPSRC and 3i, with recent work for the ICAEW and The British Science Association.
Linda has an MA in Communication Design from Central Saint Martin’s, London. Since graduating she has worked across corporate comms, ads, POS materials and digital for a variety of clients mainly from the arts and cultural sector, including English National Opera and Halcyon Gallery. In addition, she brings extensive experience in typography, layout and identity to her role as senior designer at tothepoint. She pursues a thoughtful and thorough approach that ensures designs are relevant to their target audience whilst remaining highly creative and visually engaging.
Glenn joined tothepoint in 2005 and is the day-to-day contact for his accounts, ensuring all parties are kept informed of project progress, scheduling, budgets and in seeing the job through to delivery of materials required. Glenn brought with him nine years of experience in the design field, from architecture and graphic design to account management. He has worked on a wide and varied range of accounts and brings a strategic approach to several of our key accounts. He’s used to large scale branding projects using mixed media and ensuring consistency is achieved across all materials. His approachable and dedicated nature, coupled with his experience and knowledge, make him a key member of the project team.
Penny joined ttp in 2011 as account manager/copywriter and is responsible for day-to-day management of projects and writing our e-news and blog. With a background in PR, she has six years’ experience delivering strategic communication and marketing strategies, including brand identity, reputation management, corporate rebranding, stakeholder engagement and internal communications. Penny brings excellent copywriting and editing skills to ttp, turning complex ideas and technical copy into simple, engaging English, whilst ensuring content is on brand and audience appropriate. Her experience across B2B, corporate and consumer accounts including construction, architecture, HR and retail enables her to deliver a wide range of projects, from initial concepts to delivery.
simon@tothepoint.co.uk
kevin@tothepoint.co.uk
linda@tothepoint.co.uk
glenn@tothepoint.co.uk
penny@tothepoint.co.uk
company info
our environmental credentials
We aim to be environmentally aware and responsible, adhering to all relevant UK laws and regulations. We also help to encourage our clients as to how they can be more environmentally friendly. Our policy and practices are reviewed on an annual basis. To achieve the aims of our policy and fulfil our commitment to minimising any negative impact on the environment we: Think Green • Encourage clients to use environmentally friendly materials when considering all design projects. • Encourage the use of interactive digital media without the need to print out. • Source goods and services locally where possible. • Include environmental considerations in the assessment of suppliers and their products. • Constantly research new ways for us and our clients to think green. • Currently working on developing environmental print policies for key clients regarding carbon neutral printing.
Recycle • Recycle where possible, ensuring all waste is disposed of in a safe and responsible manner. • Minimise paper usage, recycle all paper throughout the studio. We are members of the Southwark Council recycle scheme. • Recycle all toner cartridges for all our printers, photocopier, fax machine through RNIB Toner Donor scheme. • Recycle or donate any old computer equipment via local charity/school schemes. Save Energy • Use rechargeable batteries in our equipment. • Turn off monitors and computers when not in use. • Turn off heating and cooling systems when office is not occupied. • Promote the use of public transport or bicycles wherever possible, minimising car and air travel.
We helped encourage 3DReid to act responsibly
We helped encourage 3i to act responsibly
All stationery, including business cards, letterheads, comp slips, etc. are printed on 100% recycled paper
A recent major achievement was convincing 3i, who produce vast quantities of material, to print all their brochures on either recycled or FSC accredited paper and wherever possible to use only ISO 14001 registered printers.
Stipulated that letterheads are used front and back with no need for continuation paper All brochures printed on recycled paper and printed by Carbon Neutral ISO 14001 registered printers
company info
terms of business
Estimates are based on the clients brief and the specifications indicated. Provided the project goes ahead on this basis, these costs become fixed. However, changes to the agreed specification before and during the project, or any client modifications and requests for additional work not budgeted for, may incur additional charges. These will be identified and discussed with the client before proceeding. Our fees are fixed for one month from date of estimate. For print, paper prices fluctuate and as such are subject to change up to placing of an order. Confirmation Written confirmation accepting our estimate or a purchase order is required before work can commence, quoting our estimate number. Approvals The client will be required to approve and sign off designs, copy, artwork and proofs before final printing can begin. tothepoint (ttp) will take reasonable precaution to ensure accuracy of text and visual materials, but ultimate responsibility for sign off lies with the client. Deliveries ttp will make every effort to ensure all delivery deadlines are met and goods are received in good order. However, ttp accepts no responsibility for any loss arising from third party delays or damage.
Invoicing Fees and our supplier costs will be invoiced on completion of a project or at stages if the project is likely to continue for longer than one month. Payment terms is net 30 days. ttp reserves the right to charge interest on outstanding accounts at 2% above bank base rate. If a project is discontinued for whatever reason, all fees and our supplier costs will be payable in full for the work completed to date. All queries regarding invoices should be brought to our attention within 14 days of receipt of invoice. VAT VAT is added at the appropriate rate. Publicity ttp reserves the right to publicise work produced for the client other than when contractually bound not to do so. ttp requests all printed literature designed by ttp to have a discreet reference number for digital archiving and a design credit to avoid passing off.
Liability ttp will not knowingly infringe any third party rights and assume that all material supplied by the client does not infringe third party rights. ttp restricts contractual and general law liability to the amount received under the contract and liability in tort to the amount recoverable under insurances from time to time. Confidential information There is a mutual obligation by all parties concerned to preserve confidential information. Copyright The copyright of the client selected/used designs originated by ttp will be transferred to the client on full payment of our fees and costs unless otherwise agreed by a usage licence. Copyright of designs that are not selected/used remain with tothepoint unless otherwise agreed. Copyright and usage fees for photography and illustrations is subject to separate agreement between the client and tothepoint and/or the artist.
company info
for further enquiries
Glenn Wood Senior Account Manager glenn@tothepoint.co.uk 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