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Presentation by Clive Woodger, Chairman of SCG London at the inRetail Congress, Lisbon, Portugal, November 2012.
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SCG London Page 1
Retail Brand DevelopmentChallenges and Opportunities - a Russian Perspective
October 2012
SCG London Page 2SCG London Page 2
Мы ‐SCG London – Strategic, Branding & Design
SCG London - Strategic, Branding & Design
SCG London Page 3
Our Clients Include
SCG London Page 4
• Brand definitions
• Brand experience
• The Russian market
• Brand creation
• Some case studies
• Rebranding
• What, Why, How
• Some case studies
Agenda
SCG London Page 5
Customers‘A person who buys goods and services from a shop or business’
Shoppers... Visitors... Clients... Individuals... Groups... Organizations...
Audiences‘Spectators, Listeners, Viewers, Onlookers...’
Competitors... The media... The community... Interest groups... Politicians...
Inner customers/audiencesInvestors... Management... Staff... Tenants... Partners... Suppliers...
Needs... Expectations... Aspirations?
Definitions - Who are your... ?
SCG London Page 6
Image... Promises ... ‘What you say’
Reputation... Behaviour ... ‘What people say about you’
= experience
Now marketing, communication and experience are totally integrated
Who is talking to who?... Who is listening?
Who is targeting who?
What is Branding?... Definitions
SCG London Page 7
“A brand is the sum of all conversations happening
around the brand”
Social Media Challenge
SCG London Page 8SCG London Page 15
Social Media Challenge
Social Media Challenge Creating a ‘joined up’ social media strategy
•RussiaissecondplaceinEuropeintermsofInternetaccess. •57million Russians use Internet at least once a month (43% audience increase in last 2 years)
•22millionusersaccessInternetviatheirmobilephones.
Social Media Challenge
‘Apps are the new high street’
• Russia is in the first place in Europe in terms of Internet access.• 22 million users access Internet via their mobile phones.
SCG London Page 9
Brand Touchpoints
Products
PeopleTechnology
Branding = The Brand Experience
Place
SCG London Page 10
“Building a great experience is everyone’s responsibility
and nobody’s job”
Brand Experience Challenge
SCG London Page 11
• Shopping centres
• Hypermarkets
• Supermarkets
• Convenience stores
• Discounters
• Online
“MULTI CHANNEL”
Shopping Modes - Formats
SCG London Page 12
Aligning experiences... Human.. Physical... Digital
SCG London Page 14
Asset Management - Brand Touchpoints
Rethinking opportunities ... Reinventing experiences
Asset Management … Brand Touchpoints
Equity
Income
word of mouth, sms…
adver>sing, direct marke>ng
web site, social media
promo>onal publicity
posters, street signs …
collateral …
bags, cards, leaflets
assurance, memories
reminders, triggers,
aier service …
customer journey…
an>cipa>on … moments of truth
first vistas, approach, process,
layout, environment, products,
staff, facili>es, exit experience …
Managing the Process – Physical … Human … Technical
coordina%on … consistency … control …
Brand Touchpoints
Awareness Promise
Customer Journey Visit
A]erglow Sa%sfac%on
Image and Reputa%on Brand Equity Income / Value
‘crea%ng desire’
SCG London Page 14
Asset Management - Brand Touchpoints
Rethinking opportunities ... Reinventing experiences
Asset Management … Brand Touchpoints
Equity
Income
word of mouth, sms…
adver>sing, direct marke>ng
web site, social media
promo>onal publicity
posters, street signs …
collateral …
bags, cards, leaflets
assurance, memories
reminders, triggers,
aier service …
customer journey…
an>cipa>on … moments of truth
first vistas, approach, process,
layout, environment, products,
staff, facili>es, exit experience …
Managing the Process – Physical … Human … Technical
coordina%on … consistency … control …
Brand Touchpoints
Awareness Promise
Customer Journey Visit
A]erglow Sa%sfac%on
Image and Reputa%on Brand Equity Income / Value
‘crea%ng desire’
Brand Experience
SCG London Page 13
Touchpoint Synergy Food Retail
‘Customer Journey’Identifying opportunities… Solutions
SCG London Page 14
Touchpoint Synergy People
‘Our people make the difference’
SCG London Page 15
The ‘Russian’ Market
Moscow... Cities... Regions... Ukraine... Kazakhstan...
SCG London Page 16
RUSSIAN FEDERATION - FACTS:
Population: 142.9 million (UN, 2010)
160 ethnic groups
83 federal entities: republics, regions, autonomies
Area: 17,075,400 km²
Moscow – largest city in Europe
“Millionniki” – 13 regional capitals (population 1m+)
SCG London Page 17
Moscow
Moscow - 12m+ population
20 years building programme
SCG London Page 18
Consumer Boom... Pre Financial Crisis
30 years in 3 years… retail market revolution
fast-track development - from open markets to modern retailinternational retailers vs fast-developing locals
Emergence of affluent middle class - conspicuous consumption!
SCG London Page 19
Post Crisis... Getting back on track
2009A dose of reality - tough times - consumers and retailers in survival mode
2010Market consolidation - the big get bigger
Russia is the biggest retail market in Europe... ...
Consumers sharper & more demanding - want it now... better... cheaper
Retailers and developers more cautious
2011Confidence returns - ‘a second renaissance in retail’
201270% of retailers predict pre-crisis sales levels by Dec 2011
Retail rents increased by 10-15%
Supply shortage (1% increase in the last 5 years!)
SCG London Page 20
15-16m credit card users out of 90m economically active population
Broadband penetration - 65% of the population E-commerce transactions doubling each year
Modern Russia
SCG London Page 21
Infrastracture - Logistics Challenge
Issues - security... logistics... distances... border controls
Major international Russian operations forcing logistics development ....local resourcing... quality supply chain networks
Multichannel growth demands
SCG London Page 22
Brand Vision - Market opportunity... - Aims... Audiences
What - The offer? Products... Services... People
How - How will it be delivered? Media... Formats... Multichannel
Why - Why will it succeed? - Differentiation attributes - Added value - Rational... Emotional
Brand Creation - Brand Strategy
SCG London Page 23
Brand CreationSome case studies
SCG London Page 24About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: 36.6: Pharmacy ChainRetail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing
SCG London Page 25
Retail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing
SCG London Page 26About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: 36.6: Pharmacy ChainRetail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing
SCG London Page 27
Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 28
Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 29
Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Clover & Co: Natural food store
SCG London Page 30
Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 31
Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging
SCG London Page 32
Retail – Winelab - Wine & Spirits Supermarket Brand Identity, store design, graphics & communications
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Winelab: Alcoholic Beverage Hypermarket
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 33
Retail – Winelab - Wine & Spirits Supermarket Brand Identity, store design, graphics & communications
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Winelab: Alcoholic Beverage Hypermarket
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 33
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 21
SCG London Page 34
Retail – Winelab - Wine & Spirits Supermarket Brand Identity, store design, graphics & communications
RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 35
Аксонометрия
дегустацииосновной вход
входная зона
разливное пиво и вино, бэк офис
винный отдел
основной атриум
зона промо
шахта лифта
зона ожидания
folded metal panel entrance arch - semimatt powder coat finish
SCG London Page 35
Retail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 36
Retail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 37About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Depstor: Fashion chainRetail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 38
Retail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing
MTR BRAND PROPOSITION . MARCH 2010 . PAGE 25
MTR - Brand Plan
Ж
M
Window
Window
кассы
Женские примерочные
Мужские примерочные
Motop 11%
Mavi 4%
Tom Taylor 9.5%
Tom Taylor 9.5%
Greytone 4.5%
Greytone 4.5%
Buyung 4.5%
Buyung 4.5%
Lounge
Innovation area
Madonna 9%
Kenvelo 9%
Kenvelo 9%
Broadway 6.5%
Broadway 6.5%
Планированеи согласно брендов
SCG London Page 39
Retail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing
SCG London Page 40
Retail – Decorona - Homes & Gardens Brand Identity, store design, graphics & communications, marketing
123242, Êàïðàíîâà, ä.3, ñòð.1Ò: +7 (495) 777-01-04, äîá. 123
F: +7 (495) 777-01-06 www.decorona.ru
123242, Êàïðàíîâà, ä.3, ñòð.1Ò: +7 (495) 777-01-04, äîá. 123
F: +7 (495) 777-01-06 www.decorona.ru
Corporate Business Card
Text: Avant Garde CCT Regular 6ptPantone: 2623 C
Text: Avant Garde CCT Bold 6ptPantone: 2623 C
44
.5 m
m
40.8 mm
86 mm
10.5
mm
123242, Êàïðàíîâà, ä.3, ñòð.1Ò: +7 (495) 777-01-04, äîá. 123
F: +7 (495) 777-01-06 www.decorona.ru
123242, Êàïðàíîâà, ä.3, ñòð.1Ò: +7 (495) 777-01-04, äîá. 123
F: +7 (495) 777-01-06 www.decorona.ru
Corporate Business Card
Text: Avant Garde CCT Regular 6ptPantone: 2623 C
Text: Avant Garde CCT Bold 6ptPantone: 2623 C
44
.5 m
m
40.8 mm
86 mm
10.5
mm
5250ðóá
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ñòîë
All catalogue prices are maximum prices valid until 22 July 2012 (prices are subject to any alteration in VAT) www.decorona.ru
2012
Inte
r DEC
ORO
NA
System
B.V.2012 110235
2012
All catalogue prices are maximum prices valid until 22 July 2012 For directions and opening times of your local DECORONA store, visit our web at www.decorona.ru
SCG London Page 41
Retail – Decorona - Homes & Gardens Brand Identity, store design, graphics & communications, marketing
ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
Ìîÿ êîðçèíà Ïîèñê ìàãàçèíà Ïîèñê
Âåñíà Íîâàÿ êîëëåêöèÿ
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Decorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
home page
TOP10Ñàäîâûå ãîðøêèÏîäóøêèCàëôåòêèÖâåòûÑâå÷èÁóòûëêè×àñûÏèêíèêØòîðûÈíñòðóìåíòû
Çàðåãèñòðèðóéòåñü ñåé÷àñ, ÷òîáû ïîëó÷èòü íàøó ðàññûëêó è âàó÷åð íà 10% ÑÊÈÄÊÓ íà ñëåäóþùóþ ïîêóïêó!
ÑÊÈÄÊÈÏðèáîðû
14200ðóá
16175ðóá
Ñêèäêà10%
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ÑÊÈÄÊÓ2250ðóá
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department
ÏÎÑÓÄÀÑòåêëî Ïîñóäà Ñòàêàíû Õðàíåíèå Ïðèãîòîâëåíèå
Êåðàìèêà, ôàðôîð Ïîñóäà Ïðèãîòîâëåíèå Õðàíåíèå
Ìåòàëë Ïðèãîòîâëåíèå Ïðèáîðû Õðàíåíèå Ïîñóäà
Âñå òîâàðû
ÍÎÂÈÍÊÀ
Ìû íàêðûâàåì
ñòîë!
24250ðóá
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ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
12250ðóá
14175ðóá
÷àéíûå ÷àøêè
Ñòîëîâûå ñåðâèçû
Lorem ipsum dolor sit amet, consect etur adipiscing elit.
Decorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòèDecorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè
-30%
Ìîÿ êîðçèíà Ïîèñê ìàãàçèíà Ïîèñê
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
ÌÅÁÅËÜ
Products department
ÒÅÊÑÒÈËÜ ÒÎÂÀÐÛ ÄËß ÄÎÌÀ ÏÎÑÓÄÀ ÄÅÊÎÐ ÄÅÒÑÊÈÅ ÒÎÂÀÐÛ ÑÀÄÎÂÎÄÑÒÂÎ ÌÅÁÅËÜ
Decorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòèDecorona B.V. 2012 / Ïîëèòèêà êîíôèäåíöèàëüíîñòè
ÏÎÑÓÄÀÑòåêëî Ïîñóäà Ñòàêàíû Õðàíåíèå Ïðèãîòîâëåíèå
Êåðàìèêà, ôàðôîð Ïîñóäà Ïðèãîòîâëåíèå Õðàíåíèå
Ìåòàëë Ïðèãîòîâëåíèå Ïðèáîðû Õðàíåíèå Ïîñóäà
Âñå òîâàðû
Ñòîëîâàÿ ïîñóäà
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12250ðóá
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12250ðóá
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-30%
Ñòîëîâàÿ ïîñóäà
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12250 ðóá
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12250 ðóá
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12250 ðóá
Âåí÷åêLorem ipsum dolor sit amet, consect
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12250 ðóá
ÍÎÂÈÍÊÀ
-30%
Ìîÿ êîðçèíà Ïîèñê ìàãàçèíà Ïîèñê
Ñåðâèñû Äåêîðîíû / Î Äåêîðîíå / Ïîäàðî÷íàÿ êàðòà / Ðàññûëêà / Êàðòà ñàéòà / Ñâÿçü ñ íàìè / Êàòàëîã
SCG London Page 42
Retail – Decorona - Homes & Gardens Brand Identity, store design, graphics & communications, marketing
SCG London Page 43
Retail – Mall Street - Online Retailer Brand identity, web design, graphics, communications, packagingPackaging tape
Box Carrier bags
PACKAGING 3
SERGEYIVAN
OVA
Navy blue workewear (eg. Dickies)
Name tag and lanyard
Promotional accessoriesCaps and T-shirts/Polo shirtswith service and promotional
messages and grahics
UNIFORMS 5
Packaging tape
Box Carrier bags
PACKAGING 3
SCG London Page 44
АССОЦИАЦИЯ КОМПАНИЙ ИНТЕРНЕТ ТОРГОВЛИАКИТ
АССОЦИАЦИЯ КОМПАНИЙ ИНТЕРНЕТ ТОРГОВЛИАКИТ
АССОЦИАЦИЯ КОМПАНИЙ ИНТЕРНЕТ ТОРГОВЛИАКИТ
Retail – AKIT - Association of Internet Trade Brand Identity, communications, website
SCG London Page 45
Retail – AKIT - Association of Internet Trade Brand Identity, communications, website
SCG London Page 46
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
Kaleidoscope, Moscow
SCG London Page 47
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 48
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 49
Kaleidoscope – Marketing & Communication Strategy
Always New. Always Different
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 50
Kaleidoscope, Moscow … Media Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 51
Kaleidoscope, Moscow … Marke>ng
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 52
Kaleidoscope, Moscow … Brand Characters
Kaleidoscope, Moscow … Brand Characters
Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing
SCG London Page 53
Rebranding Challenges and Opportunitites
SCG London Page 54
once more…
afresh…
anew…
re accustom…
re activate…
BrandingRe
- image and reputation
- creating an added value perception
- differentiation
- memorability
- signalling change
What is Rebranding?... Definitions
SCG London Page 55
Signalling change - Cosmetic or Real?
Can be a catalyst for real change ... in attitudes, performance, quality, value...
Rebranding is not just new lipstick ...
What is Rebranding?... Definitions
SCG London Page 56
Change but no change’... Maintain heritage... Refine/Refocus...
Issues... Credibility... Impact... Cost...
Implications... = Operations, people, competition...
Levels of development and change need to reflect
Brand Vision, Resources and Target Market realities.
‘New name/New brand’... Complete change
From
To
How much? Who for? - Rebranding Strategy
SCG London Page 57
Rebranding Some case studies
SCG London Page 58
1994 2004
New concept�logo
New concept... Logo
1994
2004
1994 2004
New concept�logo
SCG London Page 59
New concept�entrance
Before After
Khimki
New concept... Entrance
Before After
SCG London Page 60
New concept... Service DeskNew concept�Service desk
Before AfterBefore After
SCG London Page 61
ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS
СтелыTotems
Размеры и строениеDimensions and construction
4.3
Здесь приводится руководство строения двух вариантов стел. Первая – пять метров высотой с приветствием и вторая 2.5 м стела при входе в магазин.
Важно, чтобы все изобразительные элементы оформлялись брэндом «Старика Хоттабыча» последовательно.
Illustrated on this page are the construction guides for two example exterior totems. The first is a 5m high welcome totem and the second a 2.5m entrance totem.
It is essential all artworks follow this style guide to carry the Starik Hottabych identity in a consistent manner.
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04STARIK HOTTABYCH BRAND GUIDELINES MAY 04
Часы работыпонедельниквторниксредачетвертпятницасубботавоскресенье
00 - 0000 - 0000 - 0000 - 0000 - 0000 - 0000 - 00
Часы работыпонедельниквторниксредачетвертпятницасубботавоскресенье
00 - 0000 - 0000 - 0000 - 0000 - 0000 - 0000 - 00
добропожаловать!
добро пожаловать!
200mm
400mm
1100mm
140mm
160mm
120mm100mm
100mm
100mm
1500mm
5m
500mm
490mm
130mm
60mm
2.5m
200mm
680mm
700mm
480mm
320mm
60mm60mm
80mm 80mm1520mm 50mm 50mm1600mm
Стэнд для рекламы в формате А2A2 Poster Box
Заголовок Helios Вold, текст: Helios Light, Пантон 188, левое центрированиеHeading: Helios BoldText: Helios LightPantone 188aligned left
Helios Regular, Белый, центрированиеHelios RegularWhite, aligned centre
Helios Regular, Пантон 188, центрированиеHelios RegularPantone 188, aligned centre
Заголовок: Helios Вold, Текст: Helios Light, белый, левое центрированиеHeading: Helios BoldText: Helios LightWhite, aligned left
SCG London Page 62
X5 Perekrestok
Before After
SCG London Page 63About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Green Perekrestok: Supermarket and convenience chainGreen Perekrestok
SCG London Page 64
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Green Perekrestok: Supermarket and convenience chainGreen Perekrestok
SCG London Page 65
Green Perekrestok
SCG London Page 66
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Blue Perekrestok: Supermarket and convenience chain
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Blue Perekrestok: Supermarket and convenience chainBlue Perekrestok
SCG London Page 67
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Express Perekrestok: Supermarket and convenience chainYellow Perekrestok
SCG London Page 68
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Azbuka Vkusa: Fine food supermarketRetail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising
SCG London Page 69About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Azbuka Vkusa: Fine food supermarketRetail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising
SCG London Page 70About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Azbuka Vkusa: Fine food supermarketRetail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising
SCG London Page 71
Retail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising
SCG London Page 72
Retail – Econika - Fashion Shoe Retailer Brand Identity, store design, graphics, communications, merchandising
Before After
SCG London Page 73
Retail – Econika - Fashion Shoe Retailer Brand Identity, store design, graphics, communications, merchandising
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Econika: Shoe store chain
SCG London Page 74
Retail – Econika - Fashion Shoe Retailer Brand Identity, store design, graphics, communications, merchandising
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: Econika: Shoe store chain
SCG London Page 75
Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising
Before
SCG London Page 76
After
Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising
SCG London Page 77
Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising
SCG London Page 78
Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising
SCG London Page 79
Fashion Galaxy Page 20
Press Advertising - Magazine (Double Spread)
WINTERSEASON
2012
www.fashiongalaxy.ru
Магазины в Москве:ГУМ, Красная площадь, 3, тел 7 495 620 30 17Атриум, Земляной Вал, 33, тел 7 495 97014 28
Европейский, пл. Киевского вокзала, 2, 1 этаж, тел 7 495 228 27 62
Магазин в Петербурге:Галерея, Лиговский пр., 30, тел 7 812 677 36 18
DKNY Black Boots : 90.00p
Легкой походкой к мечте
PRESS ADVERTISING
The examples shown illustrate promotionalpress styles. The magazine utilise the brandgraphic colour band and typographic style whilst allowing for different photographic styles and which are unique to thepromotional campaign.The corporate typeface ChaletE is used for all text and messages as shown.Use the examples shown as a guideline when designing.
5o% of spread with model & product image.
40% of spread with colour brand band with message, site addresses and website.
Logo section -logos must be white or gray and must be no bigger than 1/3 of Fashion Galaxy logo.
Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising
SCG London Page 80
Обзор оформления фасада
Существующие Форматы Фасадных вывесок М.Видео 2
Крышная Установка Вывеска Арендатора на Фасаде
Вывеска на Фасаде Отдельного Здания
SCG London Page 81
Обзор оформления фасада
М.Видео иерархия оформления 6
ЭЛЕКТРОНИКА NO DESCRIPTORГИПЕРМАРКЕТЭЛЕКТРОНИКИ АУДИО ВИДЕО БЫТОВАЯ ТЕХНИКА
ЭЛЕКТРОНИКА
на настоящий момент существует непоследовательность в использовании дескриптора
рекомендуемый универсальный вариант
На этой странице: мы рекомендуем использование единого варианта логотипа и дескриптора для оформления всех основных фасадов
SCG London Page 82
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: M.Video: Electrical and digitalM.Video - Concept
SCG London Page 83
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Retail: M.Video: Electrical and digitalM.Video - Concept
SCG London Page 84
Smolenskiy Passage - Reconception
2009 - Challenge
Phased upgrading of a well-known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall.
2009
2012
SCG London Page 85
Smolenskiy Passage - Build on the name
SCG London Page 86
Smolenskiy Passage - Brand Message
SCG London Page 87
First floor plan option Anot to scale
Key
1 SCP banquette seating
2 Champagne bar with moveable screen
3 Champagne bar table seating with moveable screen
4 Info reception
5 Advertising
6 Graphic wall treatment
7 ATM
8 Parking ticket machine
9
10 Secondary promotion
11 Segis bench
12 Toilet wall graphic
13 Floor standing lamp
14 Big event / exhibition
SPW - 5001 Main totem directory
SPW - 5002 Freestanding - floor directory
SPW - 5003 Wall mounted - floor directory
SPW - 5004 Ceiling sign 1500x300 - directional
SPW - 5005 Wall/column 400x300 sign - directional
SPW - 5006 Wall / column 200x200 sign - directional
SPW - 5010 Info lectern
SPW - 5011 Business directory
Note
All furniture elements (including champagne bar) to be
moveable to allow for special events, i.e. fashion show
WC cube
Info lectern SPW - 5010
SPW - 5004
SPW - 5004
SPW - 5004SPW - 5011
SPW - 5001
SPW - 5001
SPW - 5005door info stickers to toilet doors
SPW - 5006
1
1
5
214
3
7
8
4
11
12
13
6
1
5 5 5
10
10
10
10
10
10
Smolenskiy Passage - New Planning
SCG London Page 88
Smolenskiy Passage - Activity Zones
0.000 0.0000.0000.000
+2.100+1.800+1.800
+4.900
+8.000
-2.100
-2.750
+11.100
+14.200
+17.300
+4.200
+6.300
+8.400
+10.500
+12.600
+16.800
+4.200 +4.200 +4.200
+8.400
+12.600
+16.800
+20.400
+12.600
+8.400 +8.400
+12.600
+16.950
+15.700
+21.450
-4.950
+21.150
1600
+4.200
19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’
Fashion Studio‘Moscow’s premier designer collection’
1
2
3
4
2
1
3
4
4
3
SCG London Page 89
Smolenskiy Passage - Media touchpoints
SCG London Page 90
Smolenskiy Passage - Brand Touchpoints
Информационный столПластиковый световой короб на металлической основе.
Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.
Внутренняя подсветка белым светом (светодиоды).
Карманы для брошюр
Цвета представлены в Pantone и CMYK
C 30M 72Y 74K 84
476 EC
C 20M 25Y 29K 61
404 EC
C 13M 17Y 20K 36
402 EC
C 14M 2Y 100K 16
397 EC
1100mm
30
720mm
Магазины и рестораныРасположение и информация
700mm
1200mm
Basement Level 1 Level 2 Level 3 Level 4
1
2
34
5
6
7
14
15
1 2
3
4
5
7
891011
12
13
16
1718
19
20 21 2223
6242526
27
14
15
1 2
3
4
5
7
891011
12
13
16
1718
19
20 21 2223
6242526
27
1
2 - 4
5
6
7
8
9
15 16 - 18
19 20 22 21
10 11
12
14-13 23
24
25 26 -28
29
21 3
4
56
7
8
Info lectern directories
Note : All dimensions and details should be crossed
referenced and checked with technical drawings supplied
to contractors. All details should be confirmed with the
client prior to installation..
Info Lectern SPW - 5010
SCG London Page 91
SCG London 8 Plato Place72-74 St Dionis RoadLondonSW6 4TU +44 (0) 20 7371 7522
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