creating branded environments

Creating Branded Environments Where people want to be!

May 2014

Changing consumers Market trendsSector convergence Retail… Banks… OfficesBrand Differentiation Inspire… Motivate … Engage

Agenda

2

Who we are...

and design consultancy

real estate and corporate sectors

Example 1: The latin logotype in horizontal format reversed white-out of background colour

Example 2: The latin logotype in horizontal format within the exclusion area (freespace)

Yeni GLOBEX BANK logosu

Eski GLOBEX BANK logosu

Changing ‘Consumers’ Employers … Employees

“Attracting and retaining the best people”... and the best tenant companies

New Values... Lifestyles… Locations

Tech-savvyGrasp new concepts quicklyEnjoy changeLike personalisation & customisationSeek stimulation, get bored easilySocial, connected, consultativeCaring, motivated by their missionWant to make the world a better placeMajor influence on baby boomers

“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte

Key Influence

Creating “Delight” - a first choice perception

4 Environment - Green metrics

4 Economic - Developer criteria

? Social- Workplace changes

Environment Economic

‘The Balancing Act’

Social

The Consumer Driven Office

A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications

The Consumer Driven Office - Tea Building London

Images courtesy of Derwent London

The New ‘A’ Class

Sector Convergence

RETAIL … BANKS … OFFICES... HOTELS

Where you want to be … Work … Rest… Play

“Life is work... work is life”

lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

FRANK (Singapore) “A brand new way to bank”.Aimed at young tech savvy ‘Millenials Has captured over 26% of Singapore’s youth market.

Pioneered removal of EPOS terminals and introduction of handheld systems for sta" to process transactions

An entirely di"erent store look and feel

“Technology is better if I feel that I’m working less. If I’m not having to think or do things or work, it’s a better product.” Apple co-founder Steve Wozniak

Interactive media wall and work benchesTouchscreen planning table Digital swipe service browserAssisted service at “360 StationLive video conferencing with a remote specialist

CitiBank smart banking concept

Sophisticated augmented reality appWhite walls, exposed ceiling, hard surfacesHigh tech toys in a spartan environment?

FNB - South Africa

Bright, fresh coloursEmphasis on relationships and face to face conversations

Peoples Choice, Australia

“Soulful” campaign with retro style illustrations.TV/ Piano lounge - like a hotel

Virgin Money, UK

“A green house concept, a place where plants grow and are nurtured.”Skandia Bank, Sweden

Brand differentiation

Inspire … Motivate … Engage KaleidescopeGroup MHSBC

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Kaleidescope Business Centre

“Space for Success”

Group M - Differentiated “Worlds”

• Group M • MEC• Maxus• Mindshare • Mediacom

5 levels... 9,500 sq metres

“Legenda Tsvetnogo” Business Centre, Moscow

Group M - Differentiated “Worlds”

Challenges Strategic • Brand differentiation• Reflecting vision, values, personality

Operational• Flexibility• Minimum disruption• Cost effective

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Before & AfterGroup M - Before and after...

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· Branded o!ce workplaces

· To engage... to motivate...

· 750 o!ces in 87 countries

· Strategic global graphics concept to reflect values and attributes: open, dependable, connected

· A unified look and feel adapted to suit market and cultural mindsets

· For head and general o!ces, data centres, call centres

New values – new environment

Creating Brand Synergy!

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com