The Werking Times - Designwerk

TheWerkingTimes The 20th Anniversary Edition

HAVE YOU HEARD THE NEWS? celebrates 20 years.

TheWerkingTimes

20 2

20 YEARS OF DESIGNWERK

Designwerk.co.uk

I

Cristian Cook, CEO & Founder

t was 2003 when the creative agency, Designwerk, first opened its doors.

Then based in a flat in West London, the agency’s vision was to become a boutique sports brand agency, specialising in printed content for sporting events. Now, 20 years on, the company’s founder, Cristian, looks back on how they achieved that—and much more.

Winding the clock all the way back to the early days, the pace of Designwerk was set to one speed: fast. Anything seemed possible. Young and fearless, I flew by the seat of my pants, pushing myself at every turn, long days and early mornings were held together by something bigger than any brief: passion and vision. The early days were all about forging connections, and we never stopped striving for big clients. As it turned out, that arrived sooner than I could have expected, first and foremost in the form of UEFA. You might catch us referring to them as the ‘UEFA years’; years when we became their agency of record, ideating and creating for the football giants, crafting all their brand publications. The studio then seemed to live and breathe football. One day a brief came in: create a book. Not just any book, but a book that celebrates UEFA’s 50 years, marking their milestones, celebrating their legacy. The response was greater than we could have believed and the result more fruitful than we’d hoped.

ourselves travelling the world in the pursuit of creativity; designing events, brand platforms, spaces, activations and digital experiences that were, above all else, transformational. In the process, we were transforming, too, winning accolades and awards, finding our groove as a studio and expanding our abilities as a team.

But, the road had bumps. And COVID19 was a bump nobody could have prepared for. The football pitches fell silent, the turnstiles stopped, the courts were covered. The sports industry was rattled, and truth be told, so were we. But then you just never know where the winding road will go, or who on the path may rise to meet you. Like UEFA many years before, Amazon Prime Video arrived at our door with a brief that would change Designwerk forever: create a campaign that will speak to people in the hardest of times. Something human, something resonant.

That campaign, Every Smile Tells A Story, went on to be one of Amazon Prime Video’s most successful campaigns to date and sparked the Before we knew it, we were branding the Champions League Final year beginning of a trusted partnership with their Global teams. As the pandemic eased, we helped after year and turning our our clients reconnect with hand to designing the UEFA ‘We found ourselves travelling the world in the their audiences in innovative headquarters in Nyon. Next, a ways, and we forged new memorial in Flanders, Belgium, pursuit of creativity; designing brand platforms, relationships. We came through commemorating 100 years spaces, activations and digital experiences that stronger than ever, with a since the WW1 Christmas bigger team and a growing Truce. Then, the Festival of were transformational. In the process, we were client base. Asking around the Champions, the official UEFA transforming too.’ team now, everyone has their Champions Film, and their favourite project; one that museum, too. And it didn’t stop there. We were also branding the UEFA Europa League, designing made every iteration of an identity and every hour at the desk worth Final identities that had us standing on a stadium rooftop in Bucharest, so it one hundred times over—the Laver Cup jumps out for many, both old guard and new, and I know this year’s 2024 event will be close to Cloud Nine we could reach up and touch it. no different. But of course, the answer changes all the time, because we’re Designwerk was quickly cementing itself as a premier global creative changing too; evolving, improving, setting our sights on opportunities agency. Our work was getting noticed—for its design, of course, but also bigger and bolder than ever before. for its ability to capture more than the nuts and bolts of the game; we were crafting something more human, something more resonant. Our Thinking back to the start of the journey those twenty years ago, it’s clear clients loved it, and our reputation grew. Working those days from our to see that we’re a more structured, strategic and serious outfit than we Wapping Wharf office, the Thames running by the back door, our tight- were then. But there are two things that remain wholly untouched. The knit studio grew as we attracted fresh talent from across the country. first is we remain a studio built on loyalty and friendship, on collective endeavour and an inimitable ability to have a laugh together. The second It was a time of evolution, maturation, and work. Lots of work. is the Designwerk promise, which has never and will never waver: to The 34th America’s cup. The Open. The European Games. SoccerEx. Expect Great Things. It’s been an incredible twenty years, 2024 will only World Superbikes. European Premier Club Rugby. The European Tour. raise that bar, and no matter what, you can count on that.

The Laver Cup. Our wildest dreams were bursting at the seams. We found

2024

3

TheWerkingTimes

SLAM DUNK FOR REBRAND T

he British Basketball League underwent an epic rebrand this year, spearheaded by London creative agency, Designwerk.

Inspired by the fearless freedom of youth culture and the distinct British b-ball scene, the rebrand sought to capture the League’s raw and ready attitude. “The British sports landscape is crowded and competitive,” said Designwerk’s Creative Director, Scott Wilson. “But basketball fans here are fierce. They put in the hard yards, they’re committed to the sport, and they’re obsessed. We wanted this rebrand to inspire those fans, to make them proud.” The goal for the team was to start a movement.

To do that, Designwerk landed on a single word that would unite the League’s vision of success and the audience who could make it happen.

A word that spoke to a mindset, that encompassed an attitude. That word was UNBEATABLE. “UNBEATABLE was a concept that developed organically, but very forcefully—like it wanted to be uncovered,” said Strategist, Amy Gilfeather. “UNBEATABLE captures everything the League believes in.

It’s about determination, it’s about stamina, it’s a little rebellious, it’s got style. It’s so much more than points on a board.”

With a brand platform underpinned, the design team got creating, crafting a new wordmark comprising of the League’s full name, a departure from their previous mark. Bold, imperfect, in-your-face and unforgettable, the typography chosen reflects the grassroots urbanism of the League’s culture and fans. “The wordmark was never intended to be perfectly polished; it had to have character and dynamism,” said Design Director, Jamie Bush. The dynamism didn’t stop there.

‘Unbeatable captures everything the League believes in. It’s about determination, it’s about stamina, it’s a little rebellious, it’s got style.’

Using heat mapping, movement tracking and some very hands-on exploration of the natural motion of basketball, the DW team produced a graphic language designed for digital and broadcast. Then came the big guns. Unwilling to simply bring the mark into the world quietly, the League and Designwerk brought it in with a bang. A triumph of mixed media, featuring the League’s all-stars and set to an original anthem, the team created a 60” AV spot that was anything but a soft launch. “It had to be a story people could believe in and feel hyped for,” said Saha Saif, Senior Account Director. “It captures the attitude and atmosphere we’re building into the brand.” The track, performed by Manchester locals Lady Ice and OMO9k, was a collaboration between the Designwerk team and renowned producer, Kill Miami, and can be found on Spotify. “The anthem brought the brand into basketball’s existing cultural sphere of music, fashion and talent,” said Saif, “and was instrumental to the success of the AV… mind the pun.”

And what now for the British Basketball League? Since the rebrand they’ve won multiple broadcasting deals in the US, have revolutionised their on-screen presence and are seeing huge engagements on social.

Talk about a slam dunk.

4

Designwerk.co.uk

THE ROAD TO BERLIN: LAVER CUP 2024 Following on from its first visit to Canada last September, the Laver Cup returns to European soil once more: 2024 will see this unrivaled tournament take over Mercedes-Benz Arena in the German capital, Berlin.

A unique event in the world of tennis, the Laver Cup turns rivals into teammates, pitting 6 of the best men’s players from Europe against 6 of their counterparts from the rest of the world. After losing the Cup to Team World for a second consecutive year, tennis legend and Team Europe Captain, Bjorn Borg, vowed to take back the title.

And for the seventh Laver Cup, as the agency of record, Designwerk will be serving up showstoppers to ensure the event experience is as unrivaled as the action on the court. “It’s been a great honour to work with the Laver Cup since the beginning. Together we’ve set a gold standard across design, storytelling and experience in the sport of Tennis,” said Colin Green, Creative Director. “Telling Rod Laver’s original stories of sportsmanship and achievement in creative ways makes the Laver Cup hospitality experiences ownable and unique, and it’s what turns traditional spaces into an unforgettable day out for Laver Cup guests.

Let’s go Berlin.”

SKY’S THE LIMIT FOR PRIME VIDEO The creative partnership between Designwerk and Amazon Prime Video EMEA has proved to be a winning combination yet again, with the creative agency helping deliver 7 successful campaigns across 8 markets over the past year. Designwerk Account Manager, Laura Khairallah, said, “Our aim is always to ensure their brand is front and centre for customers across Europe.”

Working closely with EMEA teams and media partners, the agency’s design team celebrates the latest title releases and delivers big on brand exposure through digital, OOH and DOOH. “Working closely with the European teams and their partners is always a pleasure,” continued Khairallah, “and we’re excited for what 2024 brings.”

2024

5

TheWerkingTimes

LOOKING BACK & LOOKING AHEAD Emma Dunipace, Business Development Manager

I

t’s that time again. As the first months of 2024 unfold, everyone’s busy taking stock of the year that’s been and trying to predict the future. Designwerk’s Business Development Manager, Emma, is no different.

And just like that, it’s 2024. Given the amount we achieved in 2023, it’s amazing how fast the year whizzed by. The new year brings more than headaches on the 1st of Jan and hopeful resolutions on the 2nd, however—it gives us a moment to pause, to reflect on what’s been and anticipate what’s to come.

From the minute our feet hit the studio floor in January ‘23, Designwerk was non-stop. It was a year of brands being brave with their voice and bold with their typography, a prominent feature of our revolutionary rebrand of the British Basketball League (check out p4). It was also a year of trust and growth, as brands grew ever more aware of the value of long-term partnership—something we experienced first hand with Amazon Prime Video’s Global and EU teams (p14). Finally, it was a year of clients getting real with their brand purpose, leaning into their audience’s needs and wants, and then stepping up to the challenge of change: a strong theme of our latest (and currently under-wraps!) work. Transformation is our raison d’etre, so of course every breakthrough we enabled for our partners was a big win for us, too.

2023 was also the year Designwerk turned 20. That’s right, Designwerk is all grown up (kinda).

It’s been a joy to reflect on the early days, to step back and see the past two decades as a wild and wonderful journey, and then to make one hell of a showreel to celebrate it. Look out for the QR code on the back page to be the first to view it.

And now that we’re well rested, it’s time to dive into 2024! A fresh start. A blank slate just waiting for a little creativity. So what’s next? What’s in and what’s out? I have a few hunches …

Maybe it’s a post-pandemic reaction, or perhaps the digital sphere has reached new levels of oversaturation, but we’re already seeing a real craving for, well, the real world. Cue, huge potential.

Be it live sporting events or hands-on retail activations, nothing beats in-person engagement that meaningfully connects with those who matter: fans, audiences and consumer groups.

Then, considering all things Ai and AR, we’ve already entered a new era of hybridisation, whereby tech meets the real world in the form of 3D digital holograms—the best of both worlds, right? Think Nike’s epic AirMax making a break from box to pavement at Shinjuku Station in Tokyo. Think a frighteningly giant Barbie casually strolling past the Burj Khalifa in Dubai. The fusing of the digital with the tangible feels like it has almost endless creative possibilities, and I’m predicting that what we’ve seen so far is only the tip of the iceberg.

Whatever comes our way over the next twelve months, the Designwerk team is ready to go.

We’ve got hot-takes a’plenty (see P11) and our excitement is palpable: we’re looking forward and seeing nothing but Great Things. I do hope you’ll join us.

Comments and suggestions to info@designwerk.co.uk.

6

Designwerk.co.uk

“SKETCHING IS WHERE THE Magic HAPPENS.” An interview with Max Gill

Sometimes overlooked by the modern designer and at risk of losing its place with the onset of Ai, the humble sketch could be considered a dying art. We sat down with graphic designer, Max—one of Designwerk’s avid draughtsmen— to chat about the value of sketching. Earlier this year Max’s sketching helped unlock an epic rebrand of the British Basketball League, so we started by asking him: How did you come to be such a sketch-fanatic?

My journey into design wasn’t like many others.

I didn’t go to uni, instead I went straight from college into a retail job and then had to convince the design industry that I was worth a shot. I had to find ways of communicating my value without ‘on-paper’ experience. So, I started throwing sketches of ambitious ideas into the back of my portfolio. I wanted to show them that whilst I might not have had the technical ability to execute them (yet), I did have the creative mindset to find solutions and tell stories. It got my foot into a lot of doors and opened up a lot of conversations. I’ve been a convert ever since.

Do you think sketching is still a fundamental skill for graphic designers?

Sketching comes with no expectations or restraints: it’s about allowing a state of freeflow thinking to occur. It’s not like your final sketch is always the perfect answer, that’s not the point. The beauty of it is that you practise opening yourself up to possibilities. Without it, I believe ideas don’t scratch the surface of their potential. Later down the project line, you’ll get fewer and fewer chances to simply, freely create, so you should grab the opportunity to explore while you can.

It sounds like you feel sketching also plays a very practical role?

Absolutely. Take logo development. You’re trying to pack storytelling into a single mark whilst creating something that is visually exciting for the audience. For this to happen, you tend to go through hundreds of ideations of one

mark. Sketching in this phase is fundamental because it allows you to refine and adapt ideas instantly. Aside from the creative freedom, sketching is the only thing that gives you that speed and ease.

We’re all living and working in a very digital environment, so it feels strange to think that digital tools aren’t your first choice—In your opinion, what can hand-drawn sketching offer that digital tools can’t?

To me, it’s simple. It’s the ability to wonder—with curiosity, and without the option for ‘perfection’.

A pencil in hand is just an extension of you: pure creative ideation. Digital tools are, of course, amazing, but I believe they’re best used for execution, not conceptualisation. If you start with digital, instead of thinking about overall shape and style, you leap too soon into the exact angle of curves, or spend time selecting the precise pixel width: too much choice freezes ideas and slows the creative flow.

Sounds like you’re a fan of the accessibility of sketching?

Definitely. I find real joy in sketching because it is universally accessible to everyone. Humans have always told stories through sketching, whether that’s cave paintings or material engravings or your kids’ picture on the fridge.

You don’t have to be a brilliant artist to get a scamp down on a piece of paper, or crudely scribble an idea on a napkin—if you can put pencil to paper and talk around it, then anyone can present a vision. If you can present a

2024

vision, then that’s an invitation to start a conversation. Before you know it, you’re shaping a single vision together.

Right, so it’s about communication. Do you find sketching helps the efficiency of the design process then, including with clients?

Sketching is about creating stepping stones to the best result, rather than trying to jump straight to the finished product, so it’s an ideal tool for collaboration—whether with your fellow creatives or with your client. Being able to put pen to paper allows you to communicate initial ideas quickly, draw out road maps for the project’s trajectory, present ideas to the team or the client, and without blowing your budget or stretching your timelines to infinity. We all know the creative industry doesn’t wait around for anyone, and sketching can happen in the blink of an eye. We find clients are really on board: we bounce from whiteboard, to sketch pad, to sketch mocks. Everyone is aligned, feedback is fast and the creative flow never has to slow.

Okay, you’ve convinced us: sketching rules.

But what would you say to anyone who’s not sketched before?

Don’t be afraid to try. This doesn’t have to be a work of art, so play it loose and free. Think of sketching as a playground where you can simply explore and test different ideas. No one else is watching, so let go of “perfection”. That’s where the magic happens.

7

TheWerkingTimes

Every journey starts with a question. To make sure it’s the right one, Designwerk’s Studio Manager, Simon, asked the team for their top talking-points. And if these conversation starters have you asking ‘what’s next?’ then the answer is simple: you need Designwerk. To see how we can help you, get in touch at info@designwerk.co.uk.

WHO ARE WE TALKING TO, AND WHY THEM?

WHAT MAKES US REMARKABLE? WHY SHOULD PEOPLE COME TO OUR BRAND? WHAT ARE WE FIGHTING FOR?

IF OUR BRAND DISAPPEARED, WHAT WOULD THE WORLD BE MISSING OUT ON?

IF WE REMAIN EXACTLY AS WE ARE NOW, WHAT DO WE LOOK LIKE IN 10 YEARS? HOW DOES THAT MAKE US FEEL? HOW DOES OUR PRODUCT MAKE LIVES BETTER?

WHAT’S MORE IMPORTANT: WHAT WE DO FOR OUR CUSTOMERS OR HOW WE MAKE THEM FEEL?

WHAT DON’T WE LIKE ABOUT WHAT WE’RE CURRENTLY DOING? 8

Designwerk.co.uk

WHAT’S THE BEST PART OF OUR AUDIENCE’S LIVES? CAN WE MAKE IT EVEN BETTER?

WHAT’S A BIG IDEA WE’VE BEEN TOO AFRAID TO VOICE? WHY?

WHAT’S THE HARDEST PART OF OUR AUDIENCE’S LIVES? CAN WE HELP? DO PEOPLE LISTEN WHEN WE TALK, AND DO THEY REACT WHEN WE ACT? WHY/WHY NOT? WHAT’S OUR BIGGEST FEAR, AND HOW CAN CREATIVITY HELP US OVERCOME IT?

IS OUR CURRENT CREATIVE CLEARLY OURS?

IF WE SAW OUR LOGO FOR THE FIRST TIME, WHAT WOULD WE THINK OF IT? WHERE DOES OUR BRAND LIVE IN THE REAL WORLD, AND HOW DOES IT GEL WITH IT’S SURROUNDING?

WHAT WOULD WE LOOK LIKE/ SOUND LIKE/DO IF OUR BRAND WERE A REAL PERSON?

IF WE COULD HAVE ONE BRAND ADVOCATE JOIN US, WHO WOULD IT BE? WHAT DO THEY REPRESENT TO US?

IN OUR WILDEST DREAMS, OUR BRAND IS CAPABLE OF… 2024

9

TheWerkingTimes

INFRONT SPORTS HOST A SHOW-STOPPER Report by Onya Marks

There are few sports on the planet that provide as much jeopardy as ice hockey. The unlikely combination of twelve incredibly strong players wearing very sharp skates on a wildly slippery surface would be dangerous enough on its own, and then you add a seemingly too-small puck and a very large countdown clock. The end result is a spectacle you can’t turn away from, especially when you’re up close and personal. And that’s exactly what I found when I attended the 2023 IIHF Ice Hockey World Championships.

Before: Ice hockey practice rink

I was there thanks to Infront Sports & Media, the rights-holders of the World Championships and hosts of the VIP hospitality event. As I approached the outside Fan Zone at Nokia Stadium in Tampere, Finland, one of the two host cities alongside Riga in Latvia, this reporter was left in no doubt of the passion of the ice hockey world. With 441,885 people in attendance across the two cities, the atmosphere was abuzz with ice hockey fanatics from all over the world, their jerseys and team colours worn proudly. As I wove between the fans, I could sense the excitement and energy building. (Later in the tournament, when Latvia—a host, but never a favourite to place—battled it out with the United States to secure an overtime win and a bronze medal, the streets of Riga burst into celebration, resulting in the President declaring the following day a national holiday.)

I left the excitement that was building in the Fan Zone and followed the signposts for the Infront VIP hospitality space, a premium hospitality experience crafted by Designwerk, a creative agency based primarily in London but well known for their experience with global events like the Laver Cup and the UEFA Champions League. Slipping away from the busy crowds that were congregating on the concourse, I dipped beneath the Infront grand archway and found myself in an atmospheric room where the ceiling was hung with chandeliers and lit with ‘Designwerk has supported wall lamps—all delightfully Infront for many years made from hockey sticks.

As the aroma of the with the development of catering met me, so did a a truly unique hospitality glass of champagne. At this experience.’ point, feeling like a minor celebrity, I was able to take in my surroundings. Mesmeric projections dived and darted across the drapes above me. Jerseys of past heroes lined the room, telling the story of the IIHF’s history, and stats of the game adorned the walls alongside an LED puck display spelling out INFRONT: I’d found myself in a living, breathing shrine to ice hockey. From my comfy corner, my plate piled high with finely cut meats and delicate fish, the space hummed with a tasteful bustle. Speaking earlier with Infront’s Winter Sports Manager, Isabelle Kaufmann, she’d told me, “Designwerk has supported Infront for many years with the development of a truly unique hospitality experience.”

That much was clear. The team had managed to turn your average empty arena space into a fine-dining restaurant, a bar, a museum—in short, a celebration. Clearly, it’s a feat of effective production. I later spoke with Designwerk’s Production Manager, Steve Cope, to ask how the company consistently delivers such seamless spatial experiences. His response?

“Simple—Creativity, process and passion!”

After: Infront hospitality space

#1

E V I T CREA

20 YEAR RECIPE

With my stomach full, my plate empty and the game soon to start, I headed for the door, passing again beneath the chandeliers buzzing red and throwing intricate shadows along the floor. I passed a small crowd gathered around a podium—I craned my neck and saw the trophy, silver and gleaming atop its plinth, and a photographer offering photos with the illustrious prize. I made a mental note to return and carried on; my seats were calling my name.

The action on the ice was nothing short of riveting, and somewhat terrifying. The power, pace and sheer impact was jaw-dropping. I watched in awe as the biscuit (that’s the puck, to you and I) was smacked into a blurry existence, reaching speeds of 140, 150, 160 km/h. It’s no wonder that the IIHF had more than 187 million impressions across its social media: who wouldn’t want to be a part of this? Consider me a convert.

10

RECOMMENDED

BY CLIENTS

Talk to our esteemed Business Development Manager, Emma via email at edunipace@designwerk.co.uk or simply scan the QR code!

ZERO EGOS

USE YOUR COUPON TO GET IN TOUCH!

Designwerk.co.uk

LIVE FROM THE STUDIO: TOP TIPS AND HOT TAKES T

he design industry is ever-changing, with trends coming and going all the time. For longevity of success and for deeper brand love, brands need to be compelling; to think differently at every stage of the project. To find out how, we asked the experts (the Designwerk team, of course) for their top tips and hot takes.

What’s catching your eye right now?

LIAM

The 70s are back. From the muted palettes and hand-drawn illustrations of recent rebrands to the mullets you’re seeing on the streets, people are responding to the ultra-digital by flashing back to analogue aesthetics. It’s a timely reminder that counter-culture is never far away.

Where will your role take you this year?

ANNIE

TIM

ALEX

No two days of being a Project Manager are the same—and I love that. My job is to deliver a vision: we discover a solution, then we find the best way to implement it. This year, I think we’ll see clients striving for sustainability, both economic and ecological. It adds an exciting dimension to the process.

Liam’s Top Tip

“Never be afraid to step outside the ‘expected’. You just might start a revolution.”

Annie’s Top Tip

“Simple: Nurture your client.

With the right relationship, you’ll go beyond what you thought was possible.”

What’s your hot take for 2024?

Tim’s Top Tip

Ai is dominating discussions in the sector, and 2024 will be all about how designers, strategists and marketers can leverage the tech for the better. Ai holds great potential for the ideation process, but in terms of final creative output?

Well, there’s still a huge way to go.

“A tool is only as effective as the person using it. It still needs guidance and expertise.”

What’s in store for motion design this year?

Alex’s Top Tip

Motion design is so much more than simply adding movement to static. I think of it like choreography—a creative tool to craft captivating performances. This year, I think we’ll see brands really embracing motion graphics for their ability to evoke feelings and tell stories.

2024

“Don’t think of motion design as an ‘extra’, it’s a crucial element for any brand.”

11

TheWerkingTimes

SKIWEAR GETS

BRAND ELEVATING

P

remium ski and leisure apparel brand, Capranea, is set to reach new heights. The Swiss brand enlisted the services of creative agency, Designwerk, to help uncover a new verbal and visual identity that connects with alpine enthusiasts worldwide.

Work began with Designwerk’s Strategist and Copywriter, Amy Gilfeather. The early stage of the strategy, she knew, had to be unapologetic and unafraid if it was to uncover the angle that would unite the brand and its audience. “From the workshops and the research, I saw a lot of passion; what the brand lacked was clarity, harmony, and an emotive story.

My job was to bring their purpose and their appeal into focus.” Before the story could be born, Capranea needed to be rebuilt from the vision up, with Designwerk repositioning its hopes, dreams and values into an articulation that would breathe new life into the brand for the future. With a platform in place, came the storytelling—but where to begin?

REFRESH 12

Designwerk.co.uk

“The strategic process uncovered something a little different for the luxury sector: the brand, and its customers, were refreshingly unpretentious,” expands Gilfeather. Instead, their focus was on experiencing a full immersion in the alpine landscape, and feeling equipt to take that experience to the highest heights—metaphorically and literally. “What ran through every element of the brand was a reverence for, what I called, the Alpine Spirit; quiet but powerful, undeniably beautiful but equally rugged. Importantly, Capranea is about empowerment.”

The brand’s mission to help alpine enthusiasts live exceptional lives through extraordinary performance-wear led Gilfeather to the brand’s new tagline: Elevate Yourself. “It’s a hopeful challenge. And it’s reflexive,” commented Gilfeather, “which is just a fancy way of saying it puts the power back in your hands: you, the consumer.”

‘What ran through every element of the brand was a reverence for, what I called, the Alpine Spirit; quiet but powerful, undeniably beautiful but equally rugged. Importantly, Capranea is about empowerment.’

With a verbal identity reaching for the beauty and power of the mountains, it was over to Designwerk’s design team to craft a visual identity which elevated the brand even further. The brief, which didn’t include any change to the logo or wordmark, focused on finding a visual language to capture and celebrate the Alpine Spirit and the Capranea story.

“We had several avenues of inspiration,” said Senior Designer, Rich Hinds. “For example, the Capra Ibex, a symbol of agility and rare beauty, which is an important part of the brand story.” Exploration encompassed photographic style, colour palettes, typography, art direction and graphic language. As the team collaborated, one thing became clear: “The visual identity had to come from the mountain.

It was the natural choice.”

Inspired by the climb of the ridge, the shadow of dusk and dawn that slants across the snow, and the form of the elemental landscape, the Designwerk team crafted an elegant and impactful visual toolkit.

Design Director, Jamie Bush, said: “Being in and on the mountains reframes your perspective. This is something you only feel if you’ve experienced it first-hand. To communicate to the right tribe, we brought this perspective into the brand wherever possible.” This included product and model photography, as well as the art direction of creative briefs and entirely graphical elements. “Designwerk always designs for the future of the brand,” added Senior Account Director, Saha Saif. “Whatever Capranea creates next, our toolkit will be there to support.”

And as for the verbal identity? It’s already coming to life on the website.

“Putting the Capranea voice into action on the site was a joy. By the end of it, I was very ready to hit the slopes,” said Gilfeather.

2024

13

TheWerkingTimes

GOOD GUARDIANSHIP

Georgia Graham, Managing Director

Sure, designing a great brand is crucial for success. But after the launch, or even years down the line, how do you ensure that it doesn’t lose power?

Designwerk Managing Director, Georgia, is on the case. For her and her team, the trick to ensuring that your brand stays on point comes down to one very important service: Brand Guardianship.

It’s no secret that modern brands have their work cut out for them. Keeping up with market trends, adapting to endless developments in tech and vying for a shrinking consumer attention span: it’s not easy. And the harsh reality? All this hard work may not be hitting home for your consumers. In their 2023 annual report, Meaningful Brands, Havas published a survey of +300,000 global consumers which found cynicism at an all-time high, with consumers stating that 75% of brands could disappear and, frankly, they wouldn’t care.

But before the panic sets in, let’s flip that scary stat on its head. Global consumers genuinely care about 25% of all brands. That’s no small portion of the millions of brands around the world. And the consumer dedication to those brands signals one thing: opportunity. The question is, how do you get your brand into that elite quarter? The answer is brand love.

It all comes down to perspective. According to KPMG Forrister, who recently reported that beloved brands grow 3 x faster than the industry average, brand perception plays a pivotal role in consumer decision-making. So to connect meaningfully with your customers and nurture that brand love on a global scale, you need to take greater control of how people see you.

This is where brand guardianship comes in— it helps you to create the consistency your audience craves in an ever-changing market.

Here are our top tips for doing it successfully.

Globally consistent, locally relevant Good brand guardianship means knowing how the brand operates in different cultures, languages, and markets. Being able to lean into cultural and local nuances—whilst always protecting your values, essence and sacred assets—is going to set you apart from the rest.

Experience breeds expertise The better you know a brand, the better you can protect it. Great guardianship comes from spending time with a brand, understanding its hurdles and opportunities. This expertise lets you advise on brand usage, preempt pitfalls and combat challenges. One of our most successful guardianships, with our partners at Amazon Prime Video, evolved organically from a place of brand knowledge. From our experience as partners came a level of brand expertise that has helped their global teams and market leads show up consistently and effectively, even as their product and opportunities evolve.

Guides, guides and more guides A good set of brand guidelines is the undisputed champion when it comes to on-brand creative rollout, but teams often don’t have time to pour over hundreds of pages. To help uptake, create team-specific style guides and toolkits that distil the essence of your brand and its guidelines—the more relevant and digestible the better. Clear and simple guides are a surefire way to ensure your teams create on-brand solutions across applications whilst empowering them own their work streams.

CFC MUSEUM MAKES FANS GO WILD

Seek feedback—and adapt Your teams are your most important brand ambassadors. Provide clear communication channels that cross-territory teams can use to feedback, feel heard and get support. They are the conduit between you and the customers, and will likely be a great source for what engages and builds trust, especially for marketspecific needs. Make sure you have a system in place to grow from their insights.

Sharpen those reflexes A modern brand has to be agile: you need to be able to adapt quickly to updates, communicate changes clearly and prevent dilution of the brand’s impact. As brand guardians for Amazon Prime Video, we’ve found that one of our greatest assets is our ability to quickly and expertly ensure that the right decision gets made in the moment.

Ultimately, brand guardianship is not just about protecting the logo, it’s about safeguarding the company’s reputation and enabling its growth.

Guardianship is the best possible way to make sure that your brand remains a consistent force in the market—and in people’s minds.

So, in the next Havas survey, will your brand make the 25%?

Designwerk are the brand guardianship experts.

You can reach them at info@designwerk.co.uk.

The Chelsea FC Museum saw a record-breaking 2023 summer attendance following our latest refurbishment.

Ushering in fans from around the world, the historic museum tells the Chelsea FC story through a journey of interconnected spaces, each display forming its own piece of the Chelsea puzzle. As part of the revamp, the museum pays homage to the club’s legacy through beloved assets; a display of the original 1970 FA Cup Final shirts, a UEFA Champions League trophy lit spectacularly against the dark wall, a figureeight of boots belonging to the one and only Frank Lampard. Fans can relive era-defining wins or attempt the Championship-winning goal of 2012 for their own shot at glory. With such successful activations the museum has been elevated to one of the most important and popular club museums in Europe.

“The most important thing about the museum is that it’s an experience, not just a static space,” said Spatial Designer, Saffron Lord, part of the Designwerk team responsible for the strategy, design and production of the museum. “The interactivity of the museum means you’re not likely to forget it. It leaves a lasting and meaningful impression on the fans”.

14

Designwerk.co.uk

AFCON BRAND MOVES FANS

Across Africa, the African Cup of Nations represents the ultimate pride and glory.

However, despite its millions of fans, AFCON’s visual identity lacked recognition and equity.

That was, until recently.

Creative agency, Designwerk, has raised the competition to its rightful place in the global conversation. The team shifted the focus of the brand onto the culture of the competition and the equity of the gloried trophy under the banner of ‘Together We Move.’ Developed from hundreds of sketches, the competition’s new identity takes its cues from the elephant’s tusk and the structure of the competition itself, and the result is an iconic symbol befitting African football’s greatest competition. The release of the rebrand has been an unparalleled success, and can currently be seen across fixtures and features of the AFCON 2024, running until February 11th.

I T A L W A Y S

NEWSLETTER

BUSINESS

D E L I V E R S

SUBSCRIBE to our monthly newsletter for the latest creative insights, inspiration and spotlights from us to you. Simply go to our website at designwerk.co.uk and subscribe from the bottom of the homepage.

FOLLOW US ON INSTAGR A M

SERVICES

RIDE CREATIVE CO-LABS

T R A N S L AT I O N A N D T R A N S C R E AT I O N S K I L L S

WE ONLY WORK WITH THE BEST!

3

STEPS

GET RESULTS!

Awarding-winning creative agency is open to applicants. Are you the best and brightest?

Join our ranks today.

TAKE YOUR CAMPAIGN GLOBAL We deliver your work wherever it needs to go! Whether translation or transcreation, we ensure the right people hear your message in the right way.

Creative COPYWRITING

SKILLS IN-HOUSE

COPYWRITING SERVICES that help you stand out and be heard. Creative, strategic or product copy: we do it all.

MOTION DESIGN Is your brand moving in the right direction? Motion design transforms your creative, giving you the chance to say and do more for your audience! Enquire today.

SPATIAL AND EXPERIENTIAL DESIGN We provide a full range of services to turn any space into an immersive experience. Bring your brand into the real world and turn your customers into advocates.

JOIN OUR INSTAGRAM Be the first to hear about our project news by following us on Instagram. Live launches, new partnerships, creative socials and more, the Designwerk community is ready to welcome you!

WE WANT YOU!

W E U N D ER S TA N D Y O U R C U LT U R E

CREATIVE CO–LABS Looking for great ideas and show-stopping solutions? Look no further.

Designwerk works with the best in the business to craft creative solutions that transform your brand. Expect Great Things with Designwerk.

ALIGNMENT. ENLIGHTENMENT. EMPOWERMENT.

CAREERS

Bonjour はじめまして Låt oss prata

TOGETHER

@DESIGN W ER K U K

THEClassifieds

CHANNELS

A CR E ATI V E POW ER HOUSE

INTERESTED IN THESE SERVICES? Get in touch with the team via info@designwerk.co.uk.

BRIGHT IDEA LIGHTBULBS

“

Designwerk has the brightest bulbs in the box!

CREATIVE LUMINARIES

“

Guaranteed to light up your brand!

”

EXTR BRIGHA T

”

100W

EMAIL INFO@DESIGNWERK.CO.UK 2024

T UP T

O

R GE N O .

10xTHALN AVERAGE IDEAS 1DEAS

L AS THAT

15

Expect Great Things.

For the latest news go to www.designwerk.co.uk ©Designwerk LTD 2024 All rights reserved

UK Office info@designwerk.co.uk 117 Cremer Business Centre 37 Cremer St London E2 8HD

US Office info@designwerkusa.com NE 118th Rd North Miami FL 33181

Credits Printed in London Created entirely by the Designwerk creative team Illustrations by Monique Fleming Edited by Amy Gilfeather