TheBrandMarquee Portfolio Book - Website

Page 1

Reputation is everything

CONNECT YOUR BRAND To Your World Through visual identity, colour, content and presence, we tell your story and connect your brand. The Brand Marquee is a brand, marketing support and campaign agency, nurturing businesses from the inside out. Working with us is the best decision you will ever make.

Why? • Our experts work on multiple brands every day. The talent you need is on-hand and led by experts. • We have expert creatives, digital specialists and marketing strategists who work with clients as an extension of their team. • We improve your presence online. We create, manage and drive your brand and campaign strategy.

Brand Social Media Content Bids/Tenders Campaigns Marketing Support


The Brand Marquee | Portfolio

“Words cannot describe how much value The Brand Marquee team has brought to our business. The XpedITe brand has been completely transformed and is making a big difference to our sales, investment and profile!” Assaf Skolnik CEO, RiT Tech

The Brand Marquee | Portfolio


OUR DESIGN CONSULTANCY EXPERIENCE The Inspiration From 2007-2012, Susan Anderton, Managing Director of The Brand Marquee took on the role of executive corporate development director for a 55-strong architectural practice. During that time she devised and managed business and sales and marketing planning to sustain and grow the business during one of the toughest recessions for design consultancies. After developing the company’s vision and five year business plan, Susan and her team put in place a brand strategy to improve the brand image and reposition the brand to compete with global peers. Susan introduced, created and managed Sprunt’s successful business development strategy which directly achieved project wins spanning £45m, £180m through £1bn construction values. The experience and knowledge gained over the five years at Sprunt feeds into all of our design consultancy brand strategies and more recently Susan has developed the five year business plan for CampbellReith - an engineering practice that continues to go from strength to strength. One of the main values Susan brings is her ability to take the teams with her. Over the years, Susan has motivated and trained architectural teams to raise the profile of the brand through a better understanding of brand and messaging. Even though Susan is not an architect, she has managed project portfolios for large residential, health and schools projects. She has led on major bid submissions and directly secured around £2.5m in fees for Sprunt in the five years.


The Brand Marquee | Portfolio

SPRUNT Achieving growth through market penetration and new market opportunities This project involved identifying new market opportunities during the recession of 2007/2008. The organisation’s largest sector was residential (circa 80%) which was a significant risk to the company’s survival. We identified immediate new business opportunities and after an audit of company’s strengths we identified education and health as the main focus for new business. Education was a market set to grow due to Government funding, Building Schools for the Future and the Primary School Building Programme. In just 18 months, the business portfolio had been transformed – where education was circa 40% of turnover, health 10% and South Africa became a new market for hospitals and residential. Over five years, the outputs included: Brand and business plan: Produced a five year business and brand plan and an 18 month Marketing & Business Development strategy.

Business development and sector planning: Preparation of sector plans with the Board, identifying strengths in relation to competence and their existing clients and network. Client perception studies: Carried out client perception studies to understand the strength of service offering from the market’s perspective. Prepared brand messages and case studies with client endorsements. Tendering and Business Development: Actively created a sales pipeline of opportunities, through attending leading network groups, exhibitions and events. Led and managed significant bids for regeneration (eg LABVs), education and health projects. Building Networks: Worked with the practice to build a strong network of business contacts including Main Contractors; Local Government; M&E and Structural Engineers; Cost Consultants and Project Managers. Workshops and Masterclasses: Coached and mentored key directors and associates to network and build relationships.

Brand refresh: Striking new imagery and animations to raise the profile of the practice. Corporate development: Took on the role of operations to develop a commercial focussed business. Led on procedures and process like ISO9001.

The Brand Marquee | Portfolio


COMMUNICATIONS & PR Positioning a 60-year-old brand in line with a new five year 2021 business plan. “Your vision, our world”


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


STRATEGY PLANNING CampbellReith The Client CampbellReith is a firm of consulting engineers providing structures, civils, environmental, geo-technical, highways and transport services, both in the UK and overseas. The practice, established in 1960, has gone from strength to strength and in the past three years grown significantly in staff numbers, turnover and profit.

Marketing & Business Development Planning ​ ive-year business and brand plan: Over a period of three months F we worked with the LLP equity partners to write a five-year business plan which incorporated a new brand strategy. The planning process included setting up a brand ambassador programme and devising marketing and business development plans for each of the 11 sectors, the five offices and the four disciplines of structural, civil, geo-technical, environmental, highways and transport. Brand positioning competition: A staff competition was set up for them to suggest a brand positioning statement that best reflected their practice. The campaign was promoted on social media for clients and others to vote for the winning statement - ‘Your vision, our world’. The winners received an additional day’s holiday as the reward. Brand Implementation: All marketing communications including content, social media and animations Bid / Tender Submissions: Design of tender documentation and training on pitch presentations

“The Brand Marquee was appointed to work with us and develop a three year business plan and vision. Part of the programme was to set up and implement a brand ambassador programme, create an internal engagement programme for all staff to understand the vision, and to provide BD and marketing advice to enhance our online profile and win work approach. To date Susan and her team have delivered with dedication and passion to help us achieve our goals. Our staff have fully engaged with our mission and we would highly recommend The Brand Marquee to others.” Andrew Tullett Partner, CampbellReith


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


BRAND STRATEGY RiT Tech The Client RiT Tech are head quartered in Israel, operating worldwide as a leading provider of converged IT infrastructure management and connectivity solutions for over 30 years. They have recently changed their business direction to become a datacentric approach facilitating intelligent, big data solutions to complex business problems which is deployed globally in data centres, government agencies, financial institutions, telecommunication, airports, healthcare and educational facilities.

The Brief RiT Tech was known for cabling solutions for data centres. Our role was to completely transform the RiT Tech image and reposition their software, XpedITe, as leaders in DCIM technology across the world. This would involve creating new visual identity; regular content; new brand messages; thought leadership and white papers.

The Process Our approach was to understand RiT Tech inside out; to create a new brand visual identity and reposition them as a SaaS business. We brought together the wider RiT Tech team through brand investigation workshops to create the brand strategy. We worked closely with the CEO to bring together all stakeholders from the R&D product team to the new product innovation teams, marketing and BD. We work to provide all investor pitches and new business pitches.

The Result We have transformed their business. We have significantly raised the profile of RiT Tech and they are on track to be an industry leader by receiving recognition in leading industry awards.


The Brand Marquee | Portfolio

“Words cannot describe how much value The Brand Marquee team has brought to our business. The XpedITe brand has been completely transformed and is making a big difference to our sales, investment and profile!” Assaf Skolnik CEO, RiT Tech

The Brand Marquee | Portfolio


BRAND NEW Xenco The Client Xenco is a brand that is part of the Duke McCaffrey Group in Ireland. Duke McCaffrey are expanding across EMEA and wanted to create a brand that appeal to large corporates.

The Brief The Brand Marquee was asked to create an international name and new visual identity that would appeal globally to the data centre, hotels, manufacturing and pharma sectors. It is also designed in preparation for the Irish business transformation.

The Process Already a client for over three years, the MD worked with us to describe the vision. Our creative team created a number of identities and associated names. The client was presented with 10 names and three design options. From here Xenco was selected and our team produced this beautiful suite of materials including their new website.

The Result The new visual identity is a perfect fit for the target market across the countries in which they are currently pitching for work.

“The Brand Marquee is our hidden gem. This brand was created within a very short timescale and brought to life with their team of visionaries!” Joe McCaffrey Director, Duke McCaffrey


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


BRAND NEW HartDixon The Client As a group of Chartered Surveyors, the HartDixon team provides a wide range of property management services to the commercial and public property sectors, throughout the UK and Europe. HartDixon prides itself on its expertise, professionalism and integrity.

The Brief HartDixon was part of a larger organisation and the brief was to create a credible mark that promoted their independence. The HartDixon team also wanted a unique mark that reflected their values of innovation, expert advice and personable service - putting their clients at the heart of everything they do.

The Process The Brand Marquee took the team through an in-depth process of brand investigation and analysis to understand what made the business tick, how they view themselves and what their vision for the business is. Part of that process was refining and articulating these ideas and values into a clear mission for the business, with clear propositions for their target customers.

The Result HartDixon’s core competencies were distilled into a clear brand positioning, emphasising how their technical expertise and risk-management experience could give clients the confidence to explore innovative and bold new developments: Taking considered risks for greater reward. A completely new visual identity was created that communicated a trustworthy, crisp and modern image.


The Brand Marquee | Portfolio

“This new mark was our first step towards promoting our independence and it had to be right. The Brand Marquee created a mark that portrays HartDixon as a modern and credible business. We are delighted with the result.” Stuart Hart & Huw Dixon Joint Managing Directors, HartDixon

The Brand Marquee | Portfolio


BRAND POSITIONING Westcor International The Client At the time of the brand refresh, Titlesolv was a leading provider of Property Title insurance – essential to property development - in the UK and Ireland. Set up in 2005, the business has evolved and adapted with market changes including the great recession in 2008. Considered a pioneer within its field, Titlesolv is looking to disrupt the market again in 2020 with new products and customer service models.

The Brief To evolve a well-respected brand by repositioning the brand to focus a new era for title insurance. Title insurance is facing new challenges every day, whether this is their clients looking for new ways of lending or protecting themselves from significant changes in fraud, crime and other risks.

The Solution A striking new brand which completely transformed the old visual identity. Since then, they have been purchased by the US’ leading title insurer who are now adopting the brand impression for their new website. This will be ready summer 2021.

The Result An appropriate repositioning of visual identity and language to suit the needs of the times. Our work successfully communicated the evolution of Titlesolv from new entrant to market leader.


The Brand Marquee | Portfolio

“Over the six years we have worked with the team, they have worked hard to ensure our visual identity reflects our position as market leader and disrupter!” Christopher Taylor CEO

The Brand Marquee | Portfolio


BRAND NEW Cube Construction The Client In 2018, Cube Construction was acquired by a new investment team. Over the past 10 years, Cube has been working in high-end construction of residential and commercial mixeduse projects for new build, refurbishment and fit-out work.

The Brief Cube Construction asked The Brand Marquee to reposition its brand to focus on the developer/contractor proposition. The aim was to appeal to banks, funds and investors as well as their developer and end-user clients. The new mark and identity had to portray their passion for excellence in property design, property development and quality build. Our newly created dynamic mark does all this and can be used to unveil and bring to life Cube Construction’s exciting developments.

The Process From project inception we worked with the investors and management team to understand the vision for the brand. To achieve buy-in from all, we took the team through a collaborative brand investigation process to identify the archetypes of the organisation’s personality. From here we were able to produce a mood board with a range of colours, fonts and mark design options to match their personality type.

The Result Cube Construction’s new mark is modern but shows robustness and heritage. The exciting feeling of un-boxing shows through the open cube with depth of colour and light. The colour palette is designed to portray growth along with the solidity of a trusted, responsible constructor.


The Brand Marquee | Portfolio

“Our new mark displays credibility, professionalism and confidence fitting for our vision as a high-end developer/contractor.” Andrew Copithorne, Managing Director Cube Construction

The Brand Marquee | Portfolio


BRAND REPOSITION PLS Solicitors The Client PLS is one of the country’s fastest growing specialist firms of property lawyers, covering conveyancing, bridging finance, tenancy contracts, and other property-related legal services.

The Brief PLS had the difficult mission of appealing to tech-savvy property purchasers, yet retaining the image of trust that a ‘traditional’ firm of solicitors would project. The existing identity was created 10 years prior and it was time to modernise the brand. We approached this in six key ways, exploiting the enormous reach and power of digital communications: • Design a fresh, modern-looking image that works well across a range of mobile devices, websites and printed media • Build a credibility using ‘reputational’ services like Trustpilot • Build a recommendation and rewards programme called ‘PLS & Friends’ to grow a community of customer advocates • Create an online campaign ‘Say Yes PLS’ • Manage social media as a recommendation and profile-building medium • Build a sense of ‘Customer Delight’ within PLS staff through training programmes and incentive schemes

The Result The result has been a tremendous success in completely transforming the brand’s external profile to promote confidence, excellence, and position PLS as one of the country’s leading conveyancers.


The Brand Marquee | Portfolio

“The Brand Marquee has met the brief with creative flair, innovation and expertise. We are delighted with the success of our rebrand and campaigns that build on our proposition of a modern law firm for modern buyers on the move.” Aash Dhand Co-founder, PLS Solicitors


#MAKETHECHANGE The Brand Marquee | Portfolio


BRAND REPOSITION Duke McCaffrey The Client Duke McCaffrey is an independent construction consultants based in Dublin. Representing the client, they are skilled at managing the various stakeholders in any construction project to achieve a successful outcome.

The Brief Duke McCaffrey was looking for a brand refresh and new website to communicate the right balance between the founders’ excellent reputations and the reality of their business being broader than a few individuals. The challenge was to communicate this in a way that retained the personal touch. The website was to act as a catalyst for the implementation of brand guidelines across all documents and media: pitches, report and presentation templates. The second phase was to raise the profile of the business through social media, further reinforcing the company’s market position.

The Process Our creative and management teams spent time with the Directors of the business understanding the core of the company, how they work, and why their clients are so loyal and supportive.

The Result The new imagery and website will convey the right balance between traditional values and their passion for progress. Throughout the website, social media campaigns and marketing collateral there is new and confident language as well as striking imagery and well informed thought leadership pieces that set them apart from a traditional SME practice.

“The Brand Marquee has clearly understood our brand’s personality and our vision to be a thought leading practice, and one that puts our customers first. Their insightful approach has given our team the confidence to raise the profile of our brand externally.” Joe McCaffrey Director, Duke McCaffrey


The Brand Marquee | Portfolio

#DATAMONDAY The Brand Marquee | Portfolio


COMMUNICATIONS & PR Brand messaging to improve perception Repositioning Duke McCaffrey in Ireland and giving them a platform for the global stage.


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


SOCIAL MEDIA Creating a positive message and thought leadership through PR and marketing communications


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


BRAND NEW Dee Solutions The Client Dee Solutions provides mechanical and electrical design solutions for heritage and historic buildings, stately and luxury homes, residential developments, schools and colleges, hotels and leisure.

The Brief Established in 2012, Dee Solutions is a growing mechanical and electrical consultancy. The senior team wanted a newly refreshed brand to promote the excellent and large scale work that they do. This new visual identity would also give this growing SME the confidence they needed to promote their business.

The Process The first step was to understand the brand’s persona. Dee Solutions is a down to earth, practical yet innovative practice. We worked with the whole team to understand the brand’s values, resulting in CALM, CREATIVE and CONNECTED. The colours and new mark reflect all three. We also launched the mark via a new website and marketing collateral.

The Result A mark and visual identity that exudes confidence but in a modest and appropriate way. The Dee Solutions logo is unique and memorable. The icon takes it form from the letters D & S to create a fluid and dynamic solution for all marketing and digital activity.

“We are delighted with our new logo and visual identity. Many of our clients and friends have commented on its style and class. Thank you to the team at The Brand Marquee for bringing our brand to life.” Gary Dee, Managing Director Dee Solutions


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


BRAND REPOSITION Moore Blatch The Client Moore Blatch is a top 100 law firm working across corporate law, family, injury and small business advice. A significant move to their new head office in May 2017 was the opportunity to refresh their brand and re-position the firm as a forward thinking and progressive law firm. Gateway House was not only a new building but a complete culture change with new ways of working – smarter, more agile environments, new IT infrastructure, and inspirational interior design.

The Brief The Brand Marquee was appointed to undertake a brand refresh in preparation for the move. Our brief was to build on the initial interior design proposals of bold, quirky and exciting - where colour, vibrancy and innovative systems such as mobile soundproof hubs and collaborative working environments, were an integral part of the solution.

The Process We regularly attended board meetings to ensure the refresh related to the firm’s vision. We worked closely with the interior designers to ensure their vision was brought to life through signage and wall art. Following the refresh, all marketing collateral, signage and corporate documentation were also updated.

The Result Beautiful and contemporary materials from the new mark to chrome signage and 14m long wall art in their new head office. All new collateral followed suit and resulted in new work won.


The Brand Marquee | Portfolio

“We asked The Brand Marquee to refresh our brand with an empathetic, contemporary and eclectic feel. Our aim is to be seen as a new breed of law firm. From brand positioning to brand strategy and a refreshed identity, The Brand Marquee has achieved our aim with creative flair and professionalism.” Ed Whittington Managing Partner, Moore Blatch

The Brand Marquee | Portfolio


BRANDING FOR TENDERS The Client NetZero is an award-winning, pioneering company specialising in designing and delivering net zero buildings that are high quality, affordable and radically efficient buildings constructed off-site.

The Brief Many of NetZero’s projects are within the public sector, particularly school buildings. Such projects are tender-led and require all bidders to be part of a contract framework process. The client felt that their current bid material - both printed documents and digital presentations - were not fully communicating the benefits of the off-site construction approach in general, nor NetZero’s specific innovative designs and management processes. The brief was clear: “Tell our story better and more clearly than before, but conform to the detailed requirements for public sector tender documents”.

The Solution Our design team took a fresh look at NetZero’s standard documentation, the tender process requirements and assessed the scope for good design and clear communication.

The Result This new design-led approach to tender documents, along with clarifying and communicating NetZero’s unique selling propositions, has proved very successful. Of the last five tenders submitted by NetZero, four have been won and each is a substantial project.

“The Brand Marquee worked with us as bid managers, facilitators, designers and editors for our recent central government and local authority tenders. Experts in persuasive bidding, they designed our bids to be memorable, compliant and to tell the story of our unique selling proposition in creating net zero buildings.” Osman Yousef CFO, NetZero Buildings


The Brand Marquee | Portfolio

The Brand Marquee | Portfolio


DEVELOPER SCHEMES Gresham Building The Client Aimrok is a specialist property developer, focussing on high-quality, distinctive developments. Eagerly awaited by the council, their latest project is the redevelopment of a much-loved historic Leicester building into a mixed use development.

The Brief In the current high-street environment, finding retail tenants willing to invest in sales space can be a challenge. With this in mind, Aimrok asked us to actively communicate the distinctive merits of this particular location using both digital and print media.

The Solution After creating a sophisticated and understated image for the whole project, we used selected renders generated by the original CAD interior design proposals to create a brochure that focussed on the prime location of this building. Our use of positive regional economic data reached out to businesses looking to relocate to a city centre location. With all its amenities the key message is that “The Gresham will provide a place to live, work, and play”

The Result Even at this early stage of the project, a number of substantive enquiries from tenants have already been made. The Client has now commissioned The Brand Marquee to run a communications programme during the build.


The Brand Marquee | Portfolio

“The Gresham is a 100k sqft iconic heritage building in a prominent position at the heart of Leicester. The Brand Marquee created the new mark, sales brochure and the digital solution. This elegant piece is perfect for our investment.” Mark Copson Investor

The Brand Marquee | Portfolio


The Granary, 1 Waverley Lane, Farnham, Surrey, England GU9 8BB Email: Twitter: @brandmarquee


The Brand Marquee


@thebrandmarquee thebrandmarquee