Rob Davie - Brand Consultant

Brand and Corporate Identity Projects

Rob Davie Consulting © 2009

Rob DavieStrategic and Creative Brand Consultant



Rob Davie

Passionately ManagingStrategic and Creative Services

to Deliver Powerful Brands



Consultancy Services Provided:Brand StrategyBrand ManagementBrand IdentityBrand EnvironmentsBrand Communications

Rob Davie - Consultant



Brand Strategy

Successful, Powerful Brands are Built on Sector Relevant andCommercially Sound Marketing Strategies. In Preparing StrategicBrand Recommendations I Typically Rely on the Following:

Brand Audit and Customer SurveysMarket Study and Visual AnalysisCompetitor Evaluation and Opportunities MatrixBrand Mapping and Market PositioningTrading Strategies and Product/Service ProfilingBrand Architecture and Naming Strategies



Brand Management

Interpreting Brand Strategies into Tangible Reality is Often aSignificant Challenge. In Managing Major Branding Projects I Aimto Provide Clear Direction and Guidance on the Following:

Planning and Programming Projects from Brief to CompletionSelection and Appointment of Specialist ConsultantsManagement and Monitoring of Consultant ServicesEvaluation and Approval of Stage-by-Stage DeliverablesDirecting and Focusing Project Teams on Agreed ObjectivesEnsuring Deliverables Meet Strategic and Operational Requirements



Brand Identity

The Graphic Expression of an Identity is the Most Powerful wayto Communicate it’s Values and Positioning. Typical Steps Involvedwhen Asked to Create Powerfully Effective Brands Include:

Chromatic and Logoptic Analysis of CompetitorsCreative Brainstorm and Idea Generation WorkshopsEvaluation, Critique and Selection of Preferred Creative OptionsRigorous Testing of Options Against Project ObjectivesCustomer and Market Research of Final RecommendationsDevelopment and Technical Refinement of Selected Brand ElementsInterpretation and Application of Chosen Brand LanguageBrand Guidelines, Monitoring and Brand Guardianship



Brand Environments

Three Dimensional Expressions of Brands (Retail, Display, Exhibits,Merchandising and Interiors) can Provide the Most Potent andMemorable 360o Brand Experience. Creating These Requires:

Competitor Audit and Market Relevant Differentiating StrategyPlanning, Segmentation, Adjacencies and Customer JourneyCreative Brainstorm, Concept Development and 3D ModellingInterior Design, Elemental Detailing and Technical RefinementSchematic Layouts, Pilot Sites and Multi-Site Applications Profile Drawings and Technical Guidelines ManualOn-Going Brand Environment Audit and Evaluation Consultancy



Brand Communications

Brands Communicate with Many Audiences Through Various Mediabut All Must Contribute to One Common Message. Leading BrandCommunication Projects I Ensure All Channels are Considered:

On-Line Strategy and Creative Recommendations on Web-PresenceCorporate Brochures, Literature and Marketing CollateralE-Newsletters, Digital Interface, Electronic MediaProduct Brands, Packaging, In-Store Merchandising, DisplaysSignage, Digital Branding and Environmental GraphicsBranded Collateral, Event Sponsorships, Co-Branding, GiftingAdvertising Guidelines, PR Briefings, Corporate Communication



Brand Design &Corporate Identity

Projects

Rob Davie



Milestone Projects Include:92/94 Italian State Railways99/02 Saudi Telecom00/01 Datalogic07/08 National Bank of Oman 08/09 TerraSeis Group of Companies

Rob Davie - Brand & Corporate Identity Consultant



Italian State Railways - 1992/94


Winning major International State Tender in ‘92 mycompany was awarded 2 Year contract to create totallynew Corporate Identity and apply this to every aspect ofthe Organisation from printed literature and signage totrain livery, uniforms, marketing collateral, advertisingguidelines, branded merchandising, tickets, etc. Full implementation across the whole organisation tookover 5 years to complete.



Ferrovie Dello Stato - New Corporate Identity



Saudi Telecom - 1999/02


Invited to lead the Team of the Appointed London AgencyI was responsible for all aspects of development of thenew Saudi Telecom Identity project from briefing throughcustomer research to development and full application.As Client Principal and Project Director I managed allMajor Presentations, piloting the work through variousstrategic, creative and technical stages, including thedesign and implementation of new Service Centres.



Saudi Telecom - New Corporate Identity



Saudi Telecom - New Service Centres and Merchandising



Datalogic - 2000/01


Appointed to create a new Corporate Identity for thisworld leading manufacturer of Bar-Code Scanners asthey moved from Private to Public Ownership. The newidentity, launched in 2001, was part of major corporateoverhaul covering all aspects of the Datalogic Brandincluding writing and designing Corporate Brand book,stationery, signage, advertising guidelines, exhibitions, webpages, product branding, literature and catalogues.



Datalogic - Brand, Corporate Brochure & Merchandising



National Bank of Oman - 2007/08


Working directly with the CEO and Executive Board ofNBO, I was appointed by London Design Agency to headup this major renaming, re-branding and branch-designproject, leading both Client and Agency teams throughall strategic, creative and technical stages to delivernew brand and approved branch design in time for fullnational re-branding launch early in 2008.



National Bank of Oman - New Corporate Identity



National Bank of Oman - New Branch Interiors



TerraSeis Group - 2008/09


Appointed by owner and senior board of Group to adviseon all aspects of naming, corporate communications andbranding including customer & supplier research, newbrand for primary operating companies, naming strategy &application of new identity to all elements of company.Scope included design and print of interim CorporateBrochure pending design, writing and production of newliterature … work that is currently in progress.



TerraSeis - Brand Strategy, New Identity & Brochure



Osool - 2008/09


Day to day management of client relationship on behalfof London Agency, working with Strategic Consultantand Creative Director on detailed evaluation of existingbusiness before making strategic and creative brandrecommendations on market positioning in UAE financialservices sector and re-branding for this long-established Factoring and Commercial Leasing company.



Osool - 2008/09




Rob DavieStrategic and Creative Brand Consultant

Thank You

Rob Davie - Brand Consultant

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