Over the course of more than 30 years there are a lot of opportunities to create work you’re proud of. Here are just a few of our old favourites.
After the bombing of 1996, the Manchester Arndale Shopping Centre was heavily redeveloped. Robson Brown was tasked with rebranding the shopping centre into an internationally recognised retail outlet, while also developing its advertising strategy for press and TV.
Robson Brown developed a wide range of press and TV campaigns including the very successful ‘fashion on your doorstep’ and the popular monthly magazine Pulse. Robson Brown’s launch and follow up activity was a huge success, with The Arndale skyrocketing to become one of the most popular and successful shopping malls in the country.
Kromek was something new, very new. In fact, when we began working with them the project title was ‘Brand X’. Kromek offered world leading, ground breaking technology, the unique crystal x-ray technology had extensive global markets in defence, medical, security and industry. It required a unique name that worked as a .com url. Kromek was born.
Next came the brand identity and full marketing materials with everything from web site to exhibition design. The little cross above and right of the brand name is the symbol that depicts pure gold. Which sums up pretty well what we think of this brand.
Annual visitor levels had fallen by 10% to below the 1m mark. We were appointed to rectify this position against a background of strong competition from more modern activities such as computer games.
Our strategy brought the Zoo to life. Instead of looking at animals in books or on TV, visitors coming to the Zoo could see them for real. Hence the creative platform that we created was ‘It’s Real’.
The through the line campaign attracted 1.1m visitors in its first year with a 29% increase in year two. Group bookings also increased by 54%. Real results.
When a large property consortium decided to create a revolutionary new business park, we set about building an entirely new brand. One that wouldn’t just break the rules, but would set them. In fact, it was to become the ultimate business park, which would not just maximise business, time and potential, but also maximise a work life balance. So what better name than Maxim?
Its location, between Edinburgh and Glasgow, led to the creation of distinctive graphic arrows with a fresh look and tone of voice that was as inspirational as the park itself. This was to be the largest business space project ever to be undertaken in Scotland and needed to be delivered in one phase – a big task. 756,000 sq ft over 10 buildings.
Our approach required us to work closely with the parks owners, agents and architects, so that the brand could be woven into all aspects of the project. Our work encompassed name, identity, literature, film, CGi, photography, website, interactive agent presentations, advertising, marketing-suite and signage – the complete project experience.
DFDS Seaways is a North Sea cruise ferry operator with routes to Amsterdam and Denmark from Newcastle and Harwich. Under challenging market conditions, we were set the task of developing a fully integrated communications strategy.
Key objectives were to drive sales, increase awareness and change consumer perceptions of ferry travel. Our campaign dramatised the experience of being “in-between” departure and destination whilst defining the real benefits of being on board a cruise ferry.
The campaign was both targeted and effective, delivering against sales targets, increasing brand awareness and changing people’s perceptions. It doubled travel intention figures over a three year period.
In a marketplace rife with imitators, Malmaison wanted to reaffirm its position as the forerunner of the boutique hotel concept. So we gave them their mojo back.
Everything we designed, from ads to literature and in-house promotional materials used a particularly witty and individual tone. We brought back the Malmaison personality and gave it a unique character.
We gave it life. Mal life.
Northern Stage is an exciting, dynamic theatrical powerhouse of creativity right in the heart of Newcastle. It prides itself on bold, ambitious theatre with an edge, attitude and a quirky slant on the shows that it creates.
Formerly Newcastle Playhouse, our first task was the re-branding to Northern Stage, which we achieved with the creation of a dramatic and iconic letter ‘N’. This became more than just a logo and corporate identity, it became a graphic vehicle for carrying dramatic imagery that we created.
This imagery encapsulated the mood and tone of the forthcoming season’s shows and was used to brand the regular direct mail pieces, press advertisements and web site.
Metrocentre was one of the first major new-build out-of-town shopping centres in the UK. We successfully worked in partnership with them for over 20 years bringing the business back to the local area from London agency Saatchi & Saatchi.
We were responsible for strategic development, creative direction, media planning and buying and, in common with most retail clients, the key objectives were to grow footfall and extend dwell-time. Those objectives were fulfilled by creating standout and offering ‘fresh’ reasons to visit. We helped the centre with a number of re-developments which were excellent motivators in persuading exisiting visitors to shop more often and new visitors to ‘come and try’.
Our work for Newcastle College has helped it develop into one of the largest and most successful colleges in the UK.
Our ‘new you’ campaign was highly aspirational and promoted the fact that Newcastle College helps its students to develop new skills and talents and become the person that they aspire to be; the next Picasso or Robert McAlpine perhaps?
This was encapsulated in the strapline ‘New courses. New skills. New you’.
The work ran through-the-line on television, radio, press, print and outdoor.
Historically Volvo was marketed as robust, solid and safe but not the nimblest or prettiest of cars. Certainly well built but not the choice of someone looking for a sporty set of wheels. By the time we worked with Mill Garages things had changed.
Starting with the baby C30 model the traditional Volvo hard lines had been made smoother, sexier and more appealing to a younger audience. It also looked more like a fun car to drive. These changes were introduced across the range and the S60 became a good alternative to the BMW 3 series.
Similarly, Mill’s five Volvo outlets in the North East and North Yorkshire also had a dull image, so our brief was to inject some extra spice into the brand. We did this by making the work look and feel much sexier with cleaner layouts and much punchier headlines.
In fact, a bit like the new Volvo range.
The Royal Shakespeare Company was planning a year-long celebration of the complete works of William Shakespeare at his home – Stratford upon Avon. Something never done before on this scale. And a big event needed a big idea.
We left behind the traditional image of all things Shakespearian and focussed on the contemporary; concentrating solely on Stratford upon Avon.
Play after play led to clever wordplay in itself; Shakespeare upon Shakespeare upon Avon. The bard wouldeth be proud.
The Newcastle Building Society is ‘our’ local building society, and it turned to us with a brief to re-design its corporate identity which now features the outline shape of Newcastle’s very own castle.
This identity then appeared in our ‘All wrapped up’ campaign, across all of the society’s marketing collateral and also in broadcast media.
An earlier campaign used hand made origami models to demonstrate the campaign theme of ‘We do more with your money’ to promote the society’s savings products.
Aston Hotels is a collection of modern hotels operating in the budget sector. However it has a distinct point of difference. With great amenities including kingsize beds, bigger rooms, spacious work areas, flat screen TV’s and great bar and brasserie – it offers a 4 star experience at 3 star price.
Our challenge was to create a clear brand positioning for Aston based on values and characteristics that were relevant; and a personality and image that would appeal.
A new brand identity, collateral and website were created based on a revitalised design that would clearly communicate the hotels’ unique offering. Astonishing!
Benfield Motor Group is an independent family-owned business with 30 dealerships across the North East, North West, Yorkshire and Scotland that was founded in the North East in 1957 – one of the largest, best known private companies in the motor retail market.
Over 20 years, our campaign activity developed the Benfield brand across all areas of its business from new cars, used cars, servicing, on site and internally where the family’s “caring” philosophy was most clearly demonstrated.
Our strategy bucked the conventions of the sector; positioning the “Benfield Way” as the best possible car buying experience.
Home Group is a social enterprise and a charity with a turnover of £300m – one of the largest providers of housing services and products in the UK. It houses 120,000 people in 55,000 homes across 200 local authorities.
An important part of its communication task is to regularly communicate with its customers to let them know what services they provide and how it is delivering against service levels.
To illustrate this we designed and produced a number of publications, namely ‘@home’ and ‘home life’.
We also created and produced an advertising campaign for a sub brand called Stonham Bass that provides accommodation to ex-offenders during their bail or HDC periods to help them get their life back on track.
Robert Muckle Solicitors is a renowned legal firm based in Newcastle upon Tyne. Continued success over the years had seen it become a national player. However the marketing team felt that its brand image had some catching up to do.
A move from local player to national stage was needed. This involved a complete rebrand, followed by an implementation programme. This was much more than just a logo redesign; a whole company approach was undertaken including environmental branding and even the design of branded cufflinks.
LIFE is an educational establishment with a mission to inspire interest in the sciences through an imaginative programme of exhibitions and events. Its mission extends to the provision of state of the art facilities on-site to support world class scientific research in medicine.
We started working with LIFE prior to the original build and our first task was to develop a branding strategy for the centre ahead of construction. Our strategy worked for the visitor attraction but also had some synergy with other key areas, so there was a degree of cohesion across the whole offering.
We developed a brand identity that gave the architects impetus and they revised plans to use the colours across numerous elements of the physical structure of the building. A brand manual was developed and we produced a range of marketing collateral including TV, radio, press, outdoor and brochures.
Country and Coastal Homes is an award winning property group that develops stunning stone properties in beautiful locations throughout Northumberland. Quality materials, finishing excellence, individuality and attention to detail are all core values of the group; and these are represented in all the property marketing materials that we have created.
From site signage to literature, photography to advertising all details are an exact match of these exclusive homes in exquisite locations.
NE1 was launched in April 2009 to develop the city centre offering of Newcastle upon Tyne and compete more effectively on a European stage.
Our campaigns identified the uniqueness of the city and demonstrated how “everyone can have their own Newcastle”. Different people like to experience the city in different ways and this was the corner stone of the original “Get into Newcastle” strategy. We also worked with NE1 to develop the unique Alive after five brand. This offering allowed consumers to use the city in the twilight hours with free car parking, later shopping opening hours and great restaurant and cultural offers. The Alive after five campaign has grown the city economy year on year with additional visitors, increased average consumer spend and more time spent in the city.
For many years we were the UK creative agency for Flymo and GARDENA. Our role encompassed the planning and implementation of all TV and UK press activity and was designed to drive customers into their key stockists especially B&Q. We created a totally new look and positioning for GARDENA in the UK.
Flymo is the market’s leading hover mower brand and has achieved the enviable position of over 90% prompted awareness. We have been responsible for creating and producing much of Flymo’s national TV advertising which has successfully established the brand’s core values of ‘quick and easy’ mowing.
Electrolux is the global brand leader in household appliances selling more than 50m products to customers in more than 150 markets every year. The company focuses on innovations that are thoughtfully designed, based on consumer insight to meet the real needs of consumers and professionals.
We echoed this approach in creating Electrolux’s range brochures and packaging, using large clean images of the products to display them in the best way possible.
Dalton Park is the biggest outlet shopping centre in the North East and has performed strongly with solid incremental growth since it opened in 2003.
The creative concept was based around the theme of ‘Park Life’ and has stood the test of time as it is still being used.
We were involved from the initial launch, creating the corporate identity and producing TV, radio, press, brochures and DM pieces
From the banks of Loch Lomond to the bright lights of London and beyond. De Vere is one of the top hotel chains in the country. De Vere needed a campaign that would demonstrate its dominance and highlight the quality that residents could expect but also to work at tactical times of the year.
Our campaign was based on the consumer insight of what to expect from a break. Wining and dining in elegant surroundings plays a big part, but what people really want is to relax and be pampered. Our emotive campaign reflects this perfectly.
Our work was expanded into the meetings and incentives market with award winning literature. The Ryder Cup exploitation campaign won De Vere the Most Improved Hotel Brand from BDRC.
Robson Brown enjoyed a successful relationship with outdoor brand Blacks. During the time we worked with Blacks we created many successful through the line campaigns. Blacks also operated other brands under their group umbrella such as First Sport, Active Venture and Millets – all worked on creatively by Robson Brown.
This period was a successful and profitable time for Blacks, where they became a front-runner in the fashion and clothing sector until we fell victim of our own success when Blacks was bought out and moved its account to London.