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Brand Audit

Brand Audit

Monocle & Winkreative About Vol. 1 A

About Vol. o1

Feb. 15, 2015 Mr. Ko Works 1


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Brand Audit

Brand Audit

Monocle & Winkreative About In this report, Brandinquiry will cover in-depth details on both Monocle and Winkreative, their geographic reach, offices, services they offer, some products and selected clients of Winkreative. Winkorp–Winkreative and Monocle’s parent company. Winkreative–a full service ad and creative agency working within retail, government, publishing and transportation sectors. Monocle–a global media brand with print, digital and retail product lines.

Report on Monocle Products

A

“A”, About is one of 6 elements of brand audit proposed by Brandinquiry. About focuses on general properties of the brand, like market, geotgraphic reach, assets, etc. 2


Brand Audit

Brand Audit In this Report Monocle:

Learn More about Monocle

About the Founder About Winkorp About Monocle Offices Selected publishing products Selected retail products Monocle Cafer Monocle Kioskafe

Check out Monocle Product Line

Winkreative:

About Winkreative Selected clients

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Brand Audit

Brand Audit 01/02 Winkorp Winkorp is the parent company of Winkreative, Monocle and Trunk Clothiers, among other investments. With its global headquarters in Z端rich, Switzerland, Winkorp also has offices in New York, London, Toronto, Hong Kong and Tokyo.

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Brand Audit

Winkrorp

Global outreach / Offices

01. Markets:

02. Winkorp assets

03. Offices

04. Monocle assets

Publishing Luxury Fashion Communications Advertising

Winkreative Monocle Trunk Clothiers

Tokyo New York Hong Kong Zurich Toronto Istanbul Singapore

Monocle Magazine London Cafe (1) Moncole Shops (8) Kioskafe (1)

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Brand Audit

About Founder

Tyler Brûlé Image: New Media Days

Tyler Brûlé is the editor-in-chief of Monocle and founder and chairman of Winkreative. Born in Canada and based in the UK, Tyler Brûlé began his career as a reporter for the BBC, before turning to print journalism where he wrote for The Guardian, Stern, The Sunday Times and Vanity Fair. In 1996 Brûlé launched Wallpaper*, a title that went on to sell in more than 50 countries. In May 2002 Brûlé sold his stake in Wallpaper* to focus on developing Winkreative, the full-service branding and design agency he set up in 1998. The agency is a wholly owned subsidiary of the Swiss parent company Winkorp AG, which Brûlé founded in 2002.

seasonal newspapers per year. At the same time, Monocle has created a unique retail model with freestanding shops in London, Hong Kong, Tokyo, New York and Toronto – along with an e-commerce site on monocle.com. Monocle has cafés in Tokyo and London, a Hotel Lobby Shop in the Hyatt Regency London. In 2011 Monocle launched a new audio service, Monocle 24. Broadcasting from the Monocle studios in London, Monocle 24 brings listeners a mix of conversation, the best of culture, business and design - and is hosted by Brûlé and the Monocle editorial team. Brûlé is also a regular columnist for the Financial Times.

In 2007, Brûlé launched Monocle, a global media brand that combines print, web, retail and broadcast components. Distributed in over 65 countries, Monocle’s reach includes a network of over twenty correspondents, six bureaux and an expanding mix of video and audio programming – as well as two

Text: The Canadian Journalism Foundation

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Brand Audit

About Monocle In 2007, Monocle was launched as a magazine briefing on global affairs, business, culture, design and much more. We believed there was a globally minded audience of readers who were hungry for opportunities and experiences beyond their national borders. Today Monocle is published 10 times a year out of our HQ at Midori House in London and has seen its sales grow every year: we now sell over 81,000 copies each issue with 18,000 subscribers.

films and slideshows. Beautifully shot and edited by our in-house team of film-makers, Monocle’s films provide a fresh perspective on stories reflecting our editorial philosophy. Monocle launched its new Quality of Life Conference in 2015. Over a sunny weekend in Lisbon we looked at everything from architecture to media, with 20 panellists and an audience of 180 readers from around the globe. We are already registering for 2016, when the conference will take place in Vienna.

Our global commitment means that our top 10 markets are the US, UK, Australia, Canada, Singapore, Germany, Hong Kong, Portugal, France and Italy. Perhaps not surprisingly we are also seeing a sales boom in Southeast Asia. We have an extensive network of over 30 correspondents from Milan to Bogotá, Paris to Bangkok. There are also bureaux in Tokyo, New York, Hong Kong, Zürich, Toronto, Istanbul and Singapore

Monocle is a complete media brand with its print, audio and online elements – not to mention our expanding retail network and online business. Via our shops in New York, London, Toronto, Hong Kong, Tokyo and Singapore we sell products that cater to our readers’ tastes and are produced by brands we believe in. We also have cafés in Tokyo and London and are set to expand this arm of our business. Monocle continues to grow and flourish and at our core is the simple belief that there will always be a place for a print brand that is committed to telling fresh stories, that sends photographers on assignments and knows that its success is all down to the readers, advertisers and collaborators who have supported us along the way.

We have stayed loyal to our belief in quality print with two new seasonal publications: The Forecast, packed with key insights into the year ahead, and The Escapist, our summer travel-minded magazine which also delivers a dose of business ideas and global affairs. In 2013 we launched our first book in collaboration with Berlin publisher Gestalten. “The Monocle Guide to Better Living” proved an instant hit and has since been joined by “The Monocle Guide to Good Business”, and “The Monocle Guide to Cosy Homes”. We also have a new series of travel guides with Gestalten, including London, New York, Hong Kong, Tokyo, Istanbul, Rio de Janeiro and Madrid and with many more cities to come.

Text: Monocle.com

Then there’s Monocle 24, our round-the-clock radio station that launched in 2011. The station delivers global news and shows covering foreign affairs, urbanism, business, culture, design, food and drink and print media. Plus we have a playlist to accompany you day and night, often assisted by live sessions hosted at Midori House. We also have a dynamic website: monocle.com. As well as being the place to hear Monocle 24 – or if you are a subscriber, have access to all the stories ever run in the magazine – we use the site to present our high-quality 7


Brand Audit

Monocle Shop/Offices: Tokyo

01 01

03

1. Monocle shop (Tokyo) interior details 2. Monocle shop exterior

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Brand Audit

Monocle Selected Publishing Products

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02 03

3. Monocle Travel Guide: Miami

4. Monocle Travel Guide: Hong Kong 5. Monocle Guide to Better Business 6. The Forecast

Read more about Monocle’s Product Line

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Brand Audit

Monocle Selected Retail Products

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01 04

05

1. Porter Baby Boston Bag 2. Vidonu X Monocle Voyage Ties 3. St. James Striped Long-Sleeve T-shirt 4. Monocle Tenugui Set 5. Monocle Voyage Oxford Shirt Read more about Monocle’s Product Line

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Brand Audit

Monocle Cafes

01 02

01

1. 3. London Cafe interior 2. London Cafe facade

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Brand Audit

Monocle Kioskafe

01 02

03

Address: 31 Norfolk Place London, W2 1QH Open everyday: 07.00—19.00 Contact: 020 3111 4242 1. Kioskafe facade 2. 3. Kioskafe interior

‘The kiosk offer[s] a curated selection of magazines and newspapers as well as global newspapers printed on-demand. Customers [can] to register online, request a printing of newspapers ranging from Norway’s Aftenbladet to The Australian, and then come to the newsstand to pick it up.’ 12


Brand Audit

Brand Audit 01/02 Winkreative Winkreative is multi-disciplinary ad agency with capabilities in print/ digital advertising, environments, publishing, identity design, video production and more. It is a full-service agency that built it’s reputation as a company can merges brand strategy, environment design, publishing and advertising.

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Brand Audit

Winkreative Winkreative prides itself on creating value enhancement for its clients through creative solutions anchored by a quality journalistic approach, plus an intuitive entrepreneurial extension of design and craft credentials.

06. Winkreative offers creative direction for architectural and interior commissions. Design talent is selected from an extensive network of architects, industrial designers and interior stylists, followed by an intensive collaborative process to execute concepts and meet client needs. Projects currently include hotels, residential developments, retail environments, aircraft interiors, signage and way-finding.

01. Informed by bespoke market intelligence and insight through its global network of correspondents, Winkreative analyses target audience behaviour, articulates vision and defines the positioning required to establish new brands or revitalise existing ones.

07. From television and online to mobile delivery platforms, Winkreative has developed and produced concepts that are filmed with rigorous art direction and an informed journalistic point of view. Productions have varied in scale from weekly series on behalf of worldregarded broadcasters to bespoke documentaries for online delivery.

02. Obsessive attention to typographic detail and layout are evident in all aspects of our corporate identity design. As logos are drawn, colour palettes are defined and fonts are crafted, a distinctive brand world is created to communicate the values of the client. Standard applications are typically delivered for stationery and a comprehensive range of printed items, while specialist material to date has included aircraft liveries, television idents and store signage.

08. Winkreative calls upon its proven editorial and award-winning print design heritage to produce bespoke publications for a variety of formats. In brand books, websites, in-flight and monthly lifestyle magazines, we offer a full turn-key service: initial concept, writing and commissioning, art direction, photography and print management. The concepts are designed to work as standalone pieces or as part of a wider marketing strategy.

03. Winkreative develops clever packaging solutions using innovative materials and engineering techniques. Practical functionality is ensured while visual impact and design enhance retail opportunities at point of sale and maximise the value of visual merchandising. Clients have included luxury retailers, exclusive fashion brands, iconic sports goods manufacturers and premium mobile phone companies.

09. The sites we design and produce guarantee an uncompromising brand consistency with offline applications. Each is created to deliver impactful and functional experiences where design quality provides market differentiation. In addition, Winkreative’s editorial credentials supply clients with unique content generation services. Our websites are well-written, easily navigable, use original imagery and employ a range of rich-media formats, including video, audio and animation. We are particularly sensitive to the growing requirement for audience interactivity and participation stimulated by the Web 2.0 world and the proper commercial imperative of databases and their management.

04. From small, privately owned companies to large multinational corporations, Winkreative delivers innovative advertising solutions to achieve impact and salience in competitive markets. Compelling photography, imaginative illustration, modern typography, intelligent writing and animation are all used to achieve communication objectives, seduce the consumer and surprise the target audience. 05. Supported by an extensive network of correspondents from around the world, Winkreative receives commissions to research and write in-depth and impartial reports for specific client requirements. A variety of markets are covered including hospitality, travel, fashion and media. Reports are tightly edited to provide material that informs, provokes and inspires companies while identifying real opportunities for business innovation.

Text: Winkreative.com

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Brand Audit

Winkreative Selected Projects From its inception, Winkreative worked with Toronto-based airline Porter to develop not only a strong new brand, but also a unique market territory, hailing a return to the principles of service, sophistication and ease that defined the golden age of aviation. As well as the name and comprehensive brand design, we contributed to service design, livery, cabin interiors, packaging, uniforms, in-flight magazine and advertising – all fronted by our loveable raccoon mascot.

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Brand Audit

Winkreative Selected Projects

Porter mascot

Porter advertising campaigns

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Brand Audit

Winkreative Selected Projects

Porter’s in-flight magazine Re:porter

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Brand Audit

Winkreative Selected Projects As Thailand prepared to host the World Economic Forum, Winkreative was selected by the Office of the Prime Minister to promote the country’s ambitious plans for growth. After devising a comprehensive communications strategy, we created an approachable identity that captures Thailand’s modern spirit. Since, Winkreative has developed a biannual magazine, global print campaign, short films, website, travelling design showcase, and animated television commercial airing on international networks including BBC World, CNN and Bloomberg.

Thailand’s advertising campaign

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Brand Audit

Winkreative Selected Projects

Thailand’s advertising campaign

Modern Thailand Magazine

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Brand Audit

Winkreative Selected Projects Canadian aircraft manufacturer Bombardier has spent a decade perfecting their groundbreaking C Series, and to celebrate its long-awaited debut, and the state-of-the-art aircraft family it joins, Winkreative devised an international advertising campaign. Centred on the stirring line ‘Ingenuity in Flight’, the campaign celebrates the company’s relentless pursuit of excellence in a series of stunning photographic advertisements. The campaign – along with the C Series itself – made its debut at the Salon Le Bourget air show, alongside a Winkreative-designed chalet, brochures and fact sheets.

Bombardier advertising campaign

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Brand Audit

Winkreative Selected Projects

Bombardier advertising campaign

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Brand Audit

Winkreative Selected Projects Winkreative and Lexus are challenging notions of traditional car brand territory, navigating new themes of design and craftsmanship articulated in our comprehensive strategic review. Communicating these themes are a stunning new international magazine, Beyond, the new Lexus Design Award conceived and designed by Winkreative, and ‘Crafted By Lexus’, a range of handsomely made products made in collaboration with rising design stars from Japan.

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Brand Audit

Winkreative Selected Projects

Beyond Magazine front cover

Beyond Magazine spreads

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Brand Audit

Winkreative Selected Projects

Lexus Design Awards interior details

Lexus Design Awards exterior details

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Brand Audit

Winkreative Selected Projects

Lexus Intersect interior details

Lexus Design Awards exterior details

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Brand Audit

Appendix

Coming Soon

Masthead

Monocle Brand Audit: Marketing

Research, Design & Production Mr. Ko Works Last edited Feb 15, 2016 Tools Adobe Creative Suite Images winkreative.com monocle.com

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Brand Audit

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Monocle & Winkreative  

A brief on Monocle and Winkreative, key details. For visual thinkers.

Monocle & Winkreative  

A brief on Monocle and Winkreative, key details. For visual thinkers.

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