Aubrey Kurlansky Design - Case Studies

AubreyKurlanskyDesign

AubreyKurlanskyDesign CASE STUDIES Hebridean Cruises Precious Metal St. Pancras Station

AubreyKurlanskyDesign | Hebridean International Cruises

HEBRIDEAN INTERNATIONAL CRUISES

CASE STUDY

HEBRIDEAN INTERNATIONAL CRUISES 1.

Extend the brand both vertically and laterally and create a marketing campaign

•

Hebridean est. 1989 - over 17 yrs old

•

Runs 2 ships carrying 49 and 96 passengers respectively

to support this development with direct mail, advertising and indirect channels

•

Occupies a niche in the cruise market with two of the smallest cruise ships afloat

(cocktail marketing / banner ads)

•

Clearly occupies the luxury and ‘exclusive’ end of the market

•

Cruises aimed at discerning travellers who are curious, cultured and well educated

2.

Use banner advertising across the internet to sell ‘private cruise’ opportunities - for example wedding venue and corporate hospitality sites

3.

Create a reason to ‘advocate’ amongst your loyal repeat bookers by offering a format in which the cruise experience is sold in through soft, dry cruise events

•

The style of the ship is like a private ‘floating boutique hotel’

•

The ambience is one of a private club peopled by like-minded members

4.

Maximise tie-ins with other luxury brands and compatible events and venues

•

Large proportion of customers are 50+AB1 (affluent greys)*

5.

Extend the brand both vertically and laterally and create a marketing campaign

•

Specialise in bespoke escorted cruises and tours

to support this development with direct mail, advertising and indirect channels

•

Currently Spirit (larger ship) sells 60% capacity

(cocktail marketing)

•

Princess (smaller ship) sells 90% capacity

•

Current enquirer database around 27,000

•

Approx. 65% of bookers are past guests

•

Moving firmly away from discounted offers

6.

Use banner advertising across the internet to sell ‘private cruise’ opportunities - for example wedding venue and corporate hospitality sites

7.

Encourage an ‘on line community’ mentality through the use of blogs and the

• • • • • • • • • • •

Exclusive One-one Subtly luxurious Understated style Floating boutique hotel Homely and comfortable Excellence in all things Knowledgeable Expert Good value Old style ‘British’ luxury

club membership 8.

Consider bespoke themed tours that extend the brand offer (SPIRIT) to appeal to a wider audience - (affluent young)

TARGET Increase sales overall but particularly for Spirit where approx. 40%

Some examples:

of stock remains unsold

-

celebrity chef cruise

2.

Increase the rates of enquiry to conversion

-

fine wine cruise

3.

Create a unique brand proposition

-

opera cruise

4.

Reposition Hebridean in such a way as to clearly differentiate her from her

-

truffle trail

1.

THE HEBRIDEAN EXPERIENCE

RECOMMENDATIONS

BACKGROUND

competitors and position her in a unique and unassailable niche position

9.

Develop a clear and distinctive positioning statement

5.

Strengthen the brand and increase brand awareness

10. Refine the logo, the overall identity and the marketing material, to better reflect

6.

Develop a coherent family of sub-brands

7.

Reduce the effectiveness of mimicking by competitors

8.

Drive more traffic to the website

the brand’s status

Positioning statement An all inclusive luxury holiday to some of the most exciting and thought provoking destinations in the world, in the company of like minded, educated well travelled individuals with a thirst for greater life experience.

1

AubreyKurlanskyDesign | Hebridean International Cruises naming

Current logo and naming structure

Proposed naming structure

NAME

Hebridean strapline

Hebridean International Cruises

Exclusive travel • Exquisite tours

hebridean the small cruise ship company

ships

the small cruise ship company spirit

PRINCESS

SPIRIT

club

VANTAGE Hebridean SPIRIT

Hebridean princess

Hebridean SPIRIT the finest privately escorted tours

magazine

THE COLLECTION

AubreyKurlanskyDesign | Hebridean International Cruises STRAPLINE

Exclusive travel • Exquisite tours EXCLUSIVE explained

EXquisite explained

E XC LU S I V E - O N B OARD EXPERIENCE

EXQUISITE - ONSHORE EXPERIENCE

•

Low key entertainment

•

Attention to detail

•

Access to many private and exclusive places

•

Quality of service

•

Unusual and unique destinations

•

Quality of food and wine

•

Ambience

•

Furnishings and fittings

•

Guest speakers

•

Size of ships

•

Expert tour planners

•

Art and cultural visits

•

On board luxury

•

Experiences at destinations

•

One on one service -a level of service from a

•

Quality of guest speakers

bygone age

•

Quality of staff

•

Country house comfort and style

•

A wealth of experience

•

Cruise ship of choice amongst Britain’s

•

A quite time on board with outstanding cuisine and conversation

upper classes •

Well stocked bars and libraries

•

The best possible vantage points

•

Unusually spacious and elegant public rooms

AubreyKurlanskyDesign | Hebridean International Cruises logo

Hebridean11 Exclusive travel

•

Exquisite tours

AubreyKurlanskyDesign | Hebridean International Cruises moodboards

Developing the brand personality: style and tone

Developing the brand personality: style and tone

Developing the brand identity

Exquisite: life on board - beautiful, cropped details, that give a taste and feel

EXCLUSIVE: Experts and guides: portraits of people can be various and different in styles chosen to best convey

Colour

for the quality and luxury guests can expect on board

the individuality, warmth and character and personality of the individuals

Colours - rich, royal, sumptuous and regal with a sense of understated luxury

Develop a palette that is evocative of old ‘English country style’ with a Scottish twist Consider a Hebridean tartan with individual tartans for Spirit and Princess

Hebridean

Note: In spring 2006 The House of Edgar launched a new tartan range, called Hebridean. This exclusive range, woven with marked yarns in weathered shades of black and grey, reflects the colour and texture of the Hebridean granite. Four unique designs have been created - Hebridean Heather, Hebridean Granite, Hebridean Cairn and Hebridean Mist.

Hebridean Tartans

Other tartans

Princess

Spirit

Developing the brand personality: style and tone

Developing the brand personality: style and tone

Developing the brand personality: style and tone

ExCLUSIVE: ships - convey the ‘golden age of travel, the

ExCLUSIVE: art and culture - displaying the riches on offer in

ExCLUSIVE: destinations and seascapes - capture the stunning beauty of the places

beauty of ocean going vessels and the drama of the sea

the various destinations

Hebridean visits

AubreyKurlanskyDesign | Hebridean International Cruises BROCHURE COVERS

Hebridean11

Hebridean11

Summer & Autumn

Summer & Autumn

CRUISE GUIDE 2007

CRUISE GUIDE 2007

SPIRI

T

IO N V IT A T A N IN E AV L TO TR

PRIN

CESS

IO N V IT A T A N IN AV E L TO TR

AubreyKurlanskyDesign | Hebridean International Cruises VANTAGE CARD

VA N TA G E VA N TA G E

VA N TA G E

VA N TA G E

AubreyKurlanskyDesign | Hebridean International Cruises MAGAZINE

THE COLLECTION

E x cl u s i v e t r a v el

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Crossing the Atlantic: The Golden Age of cruising

Hebridean11

Exclusiv e travel

•

Exquisit e t o u r s

Cruising Timeline

1920’s

1950’s

2007

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THE COLLECTION Page 2

Hebridean11

Ex clus iv e t rav el

::

Exqu i site to urs

AubreyKurlanskyDesign | Hebridean International Cruises MAGAZINE

THE COLLECTION

THE COLLECTION

Dining onboard

Collecting nautical antiques

The captivating beauty of Greek ceramics

Hebridean11

Excl usiv e trav el • Exquisite tours

THE COLLECTION

Onboard beauty treatments Classical beauty in ancient Rome

Hebridean11

E xclu s i ve t r ave • E x q ui s ite tou r s

Hebridean11

E xclu s i ve t r avel • E x q ui s ite tou r s

AubreyKurlanskyDesign | Hebridean International Cruises DIRECT MAIL

Italy

Have a classic beauty treatmen t onboard, before y o u discover a classic a l beauty...

The civilised way to discover great civilisations

C ro a t i a

G re e c e

IN V IT

VE TO TR A A TI O N

L IN V IT

VE TO TR A A TI O N

L

w w w. h e b r i d e a n . c o. u k w w w. h e b r i d e a n . c o. u k

Have a classic beauty treatment on board, before you discover a classical beauty...

The civilised way to discover great civilisations

Spain

AubreyKurlanskyDesign | Hebridean International Cruises ADVERTISING

T h i n k of i t a s y o ur o w n P r i vate View

IN V IT A

Civilisation reserved just for you

TR AV EL TI O N TO

IN V IT A

TR AV EL TI O N TO

IN V IT A

A perfect l y ci vilised adventure

w w w. h e b r i d e a n . c o. u k

Think of it as your own private view

A perfectly civilised adventure

TR AV EL TI O N TO

w w w. h e b r i d e a n . c o. u k www.hebridean.co.uk

Civilisation reserved, just for you.

Italy

The most exqusite small cruise ships, afloat r

IN V IT A

O

w w w. h e b r i d e a n . c o. u k

TR AV EL TI O N TO

IN VI TA w w w. h e b r i d e a n . c o. u k

The most beautiful, small cruise ships, afloat.

Think of it as a floating country hotel.

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TR AV EL TI O N TO

w w w. h e b r i d e a n . c o. u k

This is Calvin Macleish.

When he is not minding our lochs, he will be unlocking your imagination.

This is Calvin Macleish. When he is not minding our lochs, he will be unlocking your mind.

IN V IT A

TR AV EL TI O N TO

w w w. h e b r i d e a n . c o. u k

Think of it as a floating country hotel...

AubreyKurlanskyDesign | Precious Metal

CASE STUDY

mood boards

PRECIOUS METAL - JEWELLERY MAGAZINE

Style

Style

Brief: Create an identity and ‘look & feel’ for a subscription magazine aimed at craft Jewelry makers Solution: Making the most of the product, the style is contemporary, fresh and has a ‘high-craft’ status

Contemporary dramatic photography

Contemporary take on combining models and

for the jewelry itself

jewellery where the jewellery itself is integrated into the portrait fusing with the model’s body to create a new and dramatic hybrid image

8

7

Style

Black & White, elegant and nostalgic imagery and abstract close crops of the human body combined with edge lit jewellery that is placed on the photograph and then shot as a still-life or shown in tightly cropped images of models wearing the jewellery

6

2

AubreyKurlanskyDesign | Precious Metal covers

Issue 1 September 2007

PAGE 20 Aegre gulosus suis misc ere oratori PAGE 33 Octavius voci ficat verec u ndus rures PAGE 42 Aegre gulosus suis miscere oratori

PRECIOUS co nte m po ra ry a rt j ew e l l e ry f o r ma k e rs, b uye rs a n d e nth u s i asts

contemporary art jewellery for makers, buyers and enthusiasts

contemporary art jewellery for makers, buyers and enthusiasts

AubreyKurlanskyDesign | Precious Metal covers

PRECIOUS METAL issue no. 1

September 2007

September 2007

PRECIOUS METAL

contemporary art jewellery for makers,

buyers and enthusiasts

issue no. 1

SEPTEMBER

contemporary art jewellery for makers, buyers and enthusiasts

SEPTEMBER

September 2007

PRECIOUS METAL contemporary art jewellery for makers,

i s s u e n o . buyers 1 and enthusiasts

SEPTE

AubreyKurlanskyDesign | Precious Metal SPREADS

september 2007

www.preciousmetal.co.uk

Our first issue, and aren’t we proud. Exceeding all our wildest hopes we are have hit the deadline and produced a magazine we are proud of and hope sincerely touy wil find to be of great satis fragilis umbraculi praemuniet saburre. Cathedras iocari umb raculi. Bellu s agricolae fortiter ferme ntet saburre Etiam suis vix fr ugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis inf eliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suff ragarit Pompeii. Augustus neglege nter agnascor zo the comiter cas. Aegre gulosus suis miscere oratori. Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat ma trimonii ut Caesar deciperet apparatus bellis Quamquam agricolae senescer et Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.

PRODUCTION

Editor in chief Wendy Ells

Editorial

Editor in chief Wendy Ells Deputy editor Miranda Snow

Art editor Aubrey Kurlansky Assistant art editor Freya Malpass

PRECIOUS METAL

Products research manager Geoff Ells

1

Art director Miranda Snow

issue no. 1

Assistant art director Aubrey Kurlansky Designers Miranda Snow, Aubrey Kurlansky

SEPTEMBER

ADVERTISING

Sales manager Wendy Ells wendy@preciousmetal.co.uk Display sales manager Wendy Ells wendy@preciousmetal.co.uk

PRECIOUS METAL

Head of classified sales Freya Malpass freya@preciousmetal.co.uk

General

Managing director Wendy Ells

i sPublishing s u e director n o Another . 1 Person Marketing director Someone Nice

Subscriptions Tough Cookie toughcookie@preciousmetal.co.uk

September 2007

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi.

Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis inf eliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suffragarit Pompeii. Augustus neglegenter agnascor zothecas.

contemporary art jewellery for makers,

Aegre gulosus suis miscere oratori. Octavius vocificat verecundus rures.

Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam agricolae senesceret Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.

buyers and enthusiasts

PAGE 20 Aegre gulosus suis misc ere oratori S E P T E M B E R Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam PAGE 33 Octavius vocificat verec undus rures Augustus Et adfabilis ruress pinosus praemuniet syrtes.

PAGE 42 Aegre gulosus suis miscere oratori Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut PAGE 53 Octavius vocificat verec undus rures Nascor quadrupei Etiam optimus utilitasAugustus adfabilis ruress pinosus praemuniet syrtes.

PAGE 57 Octavius vocificat verec undus rures Nascor quadrupei Etiam optimus utilitasAugustus adfabilis ruress pinosus praemuniet syrtes.

PAGE 80 gulosus suis misc ere oratori Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam

C PRECIOUS METAL D

Hanne Behrens 10

TWISTED WIRES Wendy Ramshaw takes you through a step by step guide to extruding and twisting silver or gold wires

10

Satis fragilis umbraculi praemuniet

Matthew Ward

11

SEPTEMBER 2007

SEPTEMBER 2007

scandinavian style and impeccable craftsmanship combine in unique and timeless pieces

Wendy Ells

How is it done? Step by step guide

profile

PROFILE

Cathedras iocari umbraculi ellus Fortiter fermentet saburre

Hanne Behrens is a Danish artist who is known for her exquisite craftsmanship and the pure, clean lines of her designs. She studied under Arline Fisch and Mary Lee Hu and is a master of textile techniques such as weaving, knitting and plaiting, with gold and silver wire.

In 2000 she was commissioned to make a brooch as a gift to Queen Margrethe of Denmark on her 60th birthday. She is the recipient of numerous grants and awards, including Bronze and Silver medals from the Best in Danish Craft and Design exhibition, and has exhibited in galleries and museums throughout Europe and the USA. “My work changes because of new techniques, inspiration and ideas. I tend to work best creating small series of related works, using the same technique but with different metal combinations, structures, shapes and surface treatments.”

Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis infeliciter deciperet concubine. Rures insectat saburre Utcunque Medusa

suffragarit Pompeii. Augustus ne glegenter agnascor zothecas.

Aegre gulosus suis miscere.

1

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-

2

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre

5

lus agricolae fortiter fermentet saburre

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-

3

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre

6

lus agricolae fortiter fermentet saburre

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre

Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor qua drupei Etiam optimus utilitas oratori vocificat matrimonii Ut Caesar deciperet apparatus bellis Quamquam agricolae Syui enesceret Augustus Et adfabilis rures spinosus praemuniet syrtes.

Catelli pessimus libere miscere cathedras.

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C PRECIOUS METAL D

4

C PRECIOUS METAL D PRECIOUS METAL September 2007

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre

Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre

AubreyKurlanskyDesign | London & Continental Stations and Property Limited - stakeholder launch

CASE STUDY

3

cover concepts

Stakeholder launch, and brand development for St Pancras International communication objectives

BACKGROUND •

St Pancras International reopens in 2007

•

Replaces Waterloo as Europe’s Eurostar terminus

•

Will carry over 50 million passengers each year

•

•

Position St Pancras as a world class destination station offering unparalleled levels of service and retail opportunities

•

Collateral Level •

Brochure – communicating with decision makers and stakeholders - needs to

Tell the ‘human’ story as to why the destination station has been created and

have a ‘consumer’ friendly tone of voice whilst at the same time communicating

With 15 platforms feeding Eurostar, high speed domestic links to Kent and

reconnect both the present and future of rail travel with

depth and breadth of the project as well as the ‘St Pancras’ vision.

Midland mainline to the East Midlands plus two subterranean platforms for

the past grand Victorian heritage

Thameslink services •

•

communications mix

•

Public facing

Create a sense of mood, ambience and destination presenting

Low awareness amongst the public of St Pancras and its impending

St Pancras as a place to meet and greet as well as a place for arrival

Eurostar status

and departure

sense of excitement and interest in what the new station will offer and a perfect

•

Capitalise on the strapline ‘Meet me at St Pancras’

opportunity to tap into the brand equity messages - can be emotive rather than

•

Build on and develop brand equity of St Pancras as a place where:

informative as hoardings that have a story to tell are far more engaging for the

Confusion with Kings Cross

•

Hoarding – communicating directly with the public at street level, conveying a

Victorian icon meets 21st Century Casual passer-by •

Signage and banners – another opportunity to communicate directly with the public this time conveying something of the ‘station’ experience and its physical presence through use of retail images and architect’s visuals.

•

Website – a site specific portal would allow the public to keep up to date with progress and share in the experience through web-cams and blogs increasing a sense of ownership and shared territory - helping build public loyalty and buy-in prior to the opening.

AubreyKurlanskyDesign | London & Continental Stations and Property Limited brochure concepts

AubreyKurlanskyDesign | London & Continental Stations and Property Limited brochure concepts

AubreyKurlanskyDesign | London & Continental Stations and Property Limited Hoarding

AubreyKurlanskyDesign | London & Continental Stations and Property Limited carrier bags

AubreyKurlanskyDesign | London & Continental Stations and Property Limited ADVERTISING

London to PARIS in 2hrs 15mins -

London to Brussels in 2hrs 5mins -

see Lille at 186mph

see MAIDSTONE at 186mph

Maidstone, England at 186mph

Lille, France at 186mph

Lille, France at 186mph

London to PARIS in 2hrs 15mins -

London to Brussels in 2hrs 5mins -

see Lille at 186mph

see MAIDSTONE at 186mph

Maidstone, England at 186mph

AubreyKurlanskyDesign

Thank You Contact me Work +44 (0)20 7287 4030 Mobile +44 (0)7831 142 945 e-mail - aubrey@aubreykurlansky.co.uk url - http://www.aubreykurlansky.co.uk