Why Sundae Brochure
0 likes742 views
This document summarizes Sundae, a photography consultancy that works with brands to develop strong visual identities through custom photography. It discusses how stock photography is often inappropriate and costs more in the long run than commissioning custom photos tailored to a brand's values. The document provides examples of Sundae's work for clients, outlining their needs and how Sundae created custom photography styles to meet those needs. It positions Sundae as a way for brands to consolidate photo costs and ensure a consistent visual identity across all touchpoints through an online library of custom photos.
Why Sundae Brochure
- 1. Sundae
- 2. A thought.. Would you ever send out for stock product copy or a stock pack design or a stock endline...?
- 3. Another thought.. In these economically challenging times, which sounds most shrewd; ... pay someone else to go to the shops for you, 鍖nd a frock that will just about 鍖t, get you to pay for it, you wear it once, and then 鍖nd you have to pay again if you wanted to wear it next year? Or better to order something made to measure, that is delivered to you & yours forever...?
- 4. Food for thought ... Sundae is a photography consultancy, working with brands to develop and support strong brand identities. Founded by brand management experts with years of blue chip client & agency experience, Sundae understands both the operational and strategic demands of photography for brand communications, and how the two often clash. The philosophy and visual identity of your brand should de鍖ne all your imagery, always. It should always be at your 鍖ngertips, and not cost an arm & a leg... Easier said than done?..
- 5. Business as usual Company wide, people want pictures, all the time, a lea鍖et, a sales stand, a website, a promotion, annual report, internal comms At best they all use the same tired image that they know is approved, even though its out of context & dated, (not to mention out of usage licence agreement) or at worst they go off and spend a fortune on completely average & inappropriate stock stocks. Wouldnt it be easier for everyone to have a bank of bespoke images, that were designed speci鍖cally to encapsulate your brand identity and tone of voice, available online and copyright bought out?
- 6. Imagery - challenges for brands Consistency - all touchpoints Integrity - with brand values Recognition Quality Internal /external credibility Cohesion with core offering and ATL activity Operational demands Cost Control Freshness/ regular updates Relevance
- 7. Making imagery work for you No logos - but you can tell the brand a mile off
- 8. Making imagery work for you
- 9. Making imagery work for you
- 10. Brand realities Tone of Voice How a brand expresses itself, the manifestation of its core philosophy, its personality. The words and pictures it uses must have integrity with that personality. Perception is reality Brands only truly exist in the minds of the consumer. Brand communications and brand behaviours create a perception in the heart of your customer. Everything they see, everything you do, not just the TV stuff. 3 dimensional branding To be convincing - you have to be convinced yourselves. Internal branding is vital. Staff must believe the brand is as slick and as meaningful as your customers - or it will show
- 11. Hierarchy? Every brand marketeer knows this inside out and back to front... words & pictures Brand communications Communications strategy Design elements guidelines Logo Behaviours Product Brand Brand values Brand Philosophy
- 12. Hierarchy? words & pictures We believe that it is more like this ... Communications From a brand management point of view, the 鍖nal touches, the topping, the actual words and pictures strategy used to communicate with customers are maybe not so strictly governed, but make up the largest volume, most diverse and most frequent touch Design elements points. guidelines Brand If they are not balanced with the apex, the crux of communications the brand - the philosophy - the brand architecture Logo can topple. Often guidelines stop at Design Elements guidelines, sometimes even with the Logo Behaviours Product Brand Brand values Brand Philosophy
- 13. Good things about Sundae imagery Bespoke & unique to you Relevant to your business Consistent and meaningful brand building - across everything you produce Operational ef鍖ciency whilst maintaining brand affectivity Reliable resource - there when/where you need it Controllable - cross market / dept access Peace of mind re copyright buyout Cost - smart agency model; minimal overheads, in- house level costs for specialist resource.
- 14. Consolidate - get more out of your cash Cumulative cost of individual, uncoordinated activities Cost of bespoke, relevant & recognisable brand shoot 1 weeks shoot & production management Lea鍖et - 4 stock shots, one off use ! 贈800 Research & guidelines development Annual report & accounts - designer sourced imagery! ! ! 贈10000 Buyout in perpetuity of c.50 shots Website refresh - R.F. stock used ! 贈500 Delivered, scanned, styled & retouched, low and high res. Captioned and documented. DM campaign - agency speci鍖c shoot ! 贈7000 Brochure - graduate recruitment ! 贈5000 ! ONE OFF cost c.贈3,000 3 product lea鍖ets ! ! 贈3000 3rd party promotion ! ! 贈500 Exhibition stand - stock licensed 1yr ! 贈1500 Product launch comms! ! 贈10000 Internal magazine! ! 贈2000 Customer magazine ! ! 贈5000 Sales materials! ! ! 贈5000 Retail interiors! ! ! 贈10000 All costings are approximate and subject to brief scope ! ANNUAL cost c.贈60,300
- 15. What will Sundae bring Specialist expertise, brand identity, photography and brand delivery in a unique and ef鍖cient unit. Bespoke imagery creation to your existing or our developed style guidelines. Creating, refreshing, or evolving your brand image library. Analysis and development of brand imagery style, content and properties Creation and publication of imagery usage guidelines Partnership & integration with existing comms agencies Digital/online library solutions and hosting. Retained partnership in general imagery consultation and brand guardianship.
- 16. Practicalities Images can be provided on CD or direct to an online library hosted by you, or us. We provide buyout agreements for all our bespoke brand imagery - one cost - usage for life. All documentation and copyright agreements are provided Model & location release permissions are documented. Categorisation and key wording of library for maximum ef鍖ciency High and low res 鍖les for ease of working. Master 鍖les held in case of disaster!
- 17. Who are we? Our founders are commercial photographers and artists who have a background in Brand and or communications, including major brands such as bmi, Hilton, and Orange. This unique position gave rise to Sundae. A core group of Photographers work regularly for Sundae, under our creative and strategic direction. However we operate a smart virtual agency, and are always expanding our international network. This allows us to research and commission speci鍖c to brand needs and sector expertise.
- 18. Case study - Osh Kosh Brief Rough & tumble; real kids in real mess, having fun wearing real, robust & cool clothes by Osh Kosh. Developed style de鍖nition Grainy, earthy, rich saturated colours, low depth of 鍖eld to throw the attention on to the clothes. Close in crop - a childs eye view.
- 21. Case study - Eurostar Needs - Brand Consistency, with brand values and offering Cohesion with ATL and current design style Recognisable and ownable style within imagery created Needs - Operational Flexible for use in range of applications / layouts Differentiated from Stock shot wallpaper Starter pack for an ongoing library of general destination images Provide breath and depth to visual description of destinations Needs - Content Graphic and design conscious but not gratuitous Evocative elements of a place; Descriptive, not just illustrative. Create desire, interest, a taster A new angle / intrigue from overshot destinations.
- 22. Case study - Eurostar Distilled brand elements Dynamic Speed Accessible Freedom Adventure Close / Near Style de鍖nitions High contrast Dynamic strong perspectives, indicative of speed/ movement Dramatic wide angle Graphic composition High depth of 鍖eld.
- 28. Case study - Wysing Arts Needs - Brand Visual representation of the centres unique offering Recognisable and ownable style to take through all new corporate comms Needs - Operational Create a sense of latent potential to encourage investment Create a sense of the centres ambience & qualities Needs - Content Activities, atmosphere, physical space, context, facilities, areas needing funding
- 29. Case study - Wysing Arts Distilled brand elements Grass roots Community Hands on Rural/ rustic Space Style de鍖nitions Hazy, sunny light Yellow/ warm tonality Soft Graphic, close in (inviting) compositions
- 33. Case study - Guest Invest Needs - Brand Design conscious Re鍖ective of the target market trends but with an individual edge Needs - Operational Create atmosphere Re鍖ect 鍖nishes & quality Needs - Content Speci鍖c and generic illustration of the offering
- 34. Case study - GuestInvest Distilled brand elements Intimate Exclusive Stylish Style de鍖nitions High key Low depth of 鍖eld Abstract details Cumulative / grid image use
- 38. Case study - Network Rail Needs - Brand Credible, design led imagery - move away from poor operationally led comms of past Speci鍖c styling - recognisable and consistent Brand essence & assets - de鍖ned and aligned across activity/ depts Needs - Operational Bank of fully owned imagery for general use - evolved from the RUS imagery Flexible multi purpose imagery - b/w , col/ cropped
- 39. Case study - Network Rail Distilled brand elements Movement Light Speed/ Dynamism Style de鍖nitions High key Acute perspectives Strong graphic lines and blocks of colour Extreme highlights
- 42. Case study - Cable & Wireless Needs - Brand Total re-brand of international business Stand out in sector Warm, fresh, vibrant, uplifting, humorous Needs - Operational Bold cut-outs for entire customer experience usage Full bleed with iconic details on corners / edges to accommodate typography style
- 43. Case study - Cable & Wireless Brand elements Fresh / vibrant Green/ environmental Communications/ infrastructure Style de鍖nitions High key High colour Details / icons off centre
- 48. Case study - Ultissimo Needs - Brand Authentic Italianness Selling a lifestyle , not just property Needs - Operational Create pull & desire for the dream Demonstrate the properties, the approach and 鍖nishes / quality that differentiates them Needs - Content Italy, Umbria, the developments, and the individual properties, their feel and style in one branded coherent way.
- 49. Case study - Ultissimo De鍖nition Authentically captured moments. Stylistic rules Close, textural. Strong, atmospheric light Strong use of identity colour palette Low depth of 鍖eld Content Evocative - mood, sound, smells Traces of humanity - not literal Experiential - being there , not viewing from afar Authentic - not staged. Warm Italian sunshine
- 57. Case study - Livewire Needs - Brand Selling a life of extreme style, not just the technology which facilitates Stand out from visually unsophisticated competitors in the audio visual market Needs - Operational Describe very high end, quality products as well as a bespoke service and attention to detail Needs Content Illustrate the products, but also the seamless, unobtrusive integration of them into a home.
- 58. Case study - Livewire Distilled brand elements Sensory Slick Re鍖ned Style de鍖nitions Close, textural, abstract. Using the style and ergonomics of the products to create striking graphics that are not literal or obvious. Subtle colour palette Low depth of 鍖eld (area of focus) emphasising the subtlety and recessive nature of the installation drawing attention to the concept of being heard, but not seen
- 62. Case study - Dine Asia Needs - Brand Not just a meal. An experience. An event, an atmosphere. Capture an essence of venue , but also the cultures it represents Differentiated & impactful within the sector Avoid clich辿s in imagery - smiling waiters etc Needs - Operational Evocative, sensory. Non literal & applicable across multi applications Needs Content Design, style & 鍖avour of the restaurant, food and the service.
- 63. Case study - Dine Asia Visual strategy - Inspiration Heat Dynamic, energetic Richness Spices Jewels Stylistic rules Macro, very low area of focus Colour and light - creating be-jewelled atmospheric abstract ambience Strong, rich, deep - spice colours Blur & movement Very high highlights and very deep shadows Acute attention on small detail - placing you IN the scene Content Evocative - mood, sound, smells Details that build a sense of place - rather than literal documentation - that does not capture the imagination
- 67. Case study - Decadence Needs - Brand Create a new and meaningful clubbing brand in a jaded market place. Exercise global brand credibility Create instant stand out & a stylistic hook to own ongoing, and grow Needs - Operational Above the line launch campaign with impact Continued consistent imagery across all applications Needs Content Conceptual illustration of Decadence A poster people would buy to put on the wall
- 68. Case study - Decadence Distilled brand elements Indulgence Excess Revelry Indulgence Sensual Narcissistic Voyeuristic! Forbidden Visual identity styling Cacophony of texture and luxury /!pleasure! richness /intensity Muted deep tones or black&white with spot / splash of intense colour. Voyeuristic, edgy. Strong , spacial, very graphic!composition! non obvious framing using bed / furniture / mirrors
- 72. That Sundae feeling Sundae is a brand image consultancy. Providing cost effective bespoke brand image libraries. We create imagery that strengthens your brand, and saves you time and money.
- 73. So, Call us, and let us strengthen your brand & save you some time, cash and aggravation at the same time. UK +44 (0)207 722 0712 SA +27 (0)79 913 5893 enquiries@sundaeimages.co.uk www.sundaeimages.co.uk Sundae Brand Imagery 息 Nicky Willcock 2004- 2009