The General Teaching Council for England Brand & design by Anderson Norton Design.

Pure brand and designNon conformist, appropriate, creative, energetic, approachable, enjoyable, confident and reliable. Nothing we’ve ever said. But our clients have.

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As part of the branding work for The General Teaching Council we used photography to focus the overall message onto the one thing that was most relevant to the brand. The children.

It’s important to explain what we mean byPure brand and design. We run our studio as designers. We connectdirectly with the people we work forproducing design that is refreshinglycreative, sometimes unexpected, and alwaysappropriate. We find the answers to anyquestions you may have then we matchthose answers with creativity. At AND wesee craft and business working together andthis is at the heart of what we do. Working with us will help you stand out as anorganisation, your design will have reasonand purpose and it will be appropriate interms of budget and objectives. We willcreate something you can be proud of.That’s it really, pure graphic design.

Brand. Strategy.Print.Digital.Advertising.Event.

Pure brand and design.

Who said white papers hadto be boring. Every item weproduced for MorganChambers was individuallycrafted with eleganttypography, beautifulphotography andimagination. Their viewwas if you are going toproduce something anyway,it may as well be amazing.They were right.

We’ve been here over 12 years. In that timewe’ve moved studios once, had a dot comboom, two recessions, and a technologyexplosion. The relationships we have built upwith our clients over that period have beennourishing and we are proud to say that themajority of them are still in place. That sayssomething. But as the world has changed sohave we. We are as youthful today as whenwe started. Technology has liberated us,making it easier to realise our creative thinking. There is one element that hasn’t changedthough. At our core is the premise that formfollows function. We have a way of workingthat clarifies first what needs to be achieved.By defining your business objectives andthen by presenting your real character, weproduce a spark with the design we create.

How we work and what we do

Now smile!

Dental care with you in mind 020 8332 6833 www.oradental.co.uk

This is unified design.As we’re a design studio that createsbrands, it means we’ve worked acrossall disciplines. That has given us stacksof experience. We’ve found that the benefits ofhaving everything created within oursingle studio results in a wonderfulconsistency of message, from thesmallest item we create to the largest,and peace of mind for the client in theform of efficiency, budget and time.

Visual identity.This is where we create the visualrepresentation of everything we’ve gatheredup to this point. Our process ensures that anysolution we put in place visually communicatesyour brand language, gathered through themessaging sessions. It becomes the visualexpression of what you stand for. It starts tobecome your spirit.

The design will show how we distil the ethosof the messaging, translate these visually viathe identity, then use ways of presentingwhat we’ve created to the target market in away that is memorable and engaging.

Brand.There are many definitions of brand. We seeit as the devolution of a set of core values tosome or all of your assets and attributes inthe form of an identity.

We identify your vision, mission and valuesand understand what people think of you.We then take your values and use them as abasis to build your brand attributes. These willgo on to be presented to the outside world.

Next comes message development.We’ll make sure your messages are simple,consistent and compelling. Everything:Design, image, copy, advertising can be builtaround what we develop here.

Strategy.Often a branding process changesperceptions. In the past we’ve repositionedan organisation in the mind of their audience,we’ve created new ways of seeingestablished business models, or we’vecreated new environments both visually andemotionally.

A good example was the creation of thebrand for ORA dental. The primary aim was toreposition private dentistry from somethingthat felt exclusive and unapproachable tosomething that was accessible by all. With anew name, brand map and visual identity wecreated a strategy that set out ways ofachieving our goals and set the benchmarkfor corporate dentistry as we know it today.

Do not disturb.

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A welcome sign worldwide

Design.This is at our heart naturally. We started asdesigners and then added business disciplineand after 12 years of working like this, andby designing most things for most situations,our method is proven.

We see design though very much like a craft.We can create concepts that can comeacross as well on the back of an envelope asthey can on a 48 sheet poster.

We use simplicity and space as a virtue. Welove typography, we are fascinated howcolour can change a persons mood and weget excited when we interweave thoseelements with photography or illustration.That’s when design becomes magical. We stillsee that.

Print.The application of design to print is an art andwe see it as that. We maintain the disciplinesrequired to get the most from the correctstock, the right technique and the right levelof imagination. We then manage carefully aprocess that requires creativity, technicalknowledge, experience and passion all appliedat the same time.

Imagination is an important part of the printprocess. We have challenged conventions byoffering unique formats, we have aroused thesenses with touch and smell, and we haveoffered practical benefits such as portabilityand ease of communication. Print is aspowerful today as it has always been and weunderstand it’s unique strength.

Web.AND have grown up with the internet sonaturally it has become a part of what we do.

We create websites in the same way that weapproach all design projects. We understandthe objectives first, we offer ways ofreaching those objectives by exploiting theamazing attributes that only the web canoffer, and we then apply the design to theframework in a way that is engaging andhuman. Every site we design is differentbecause each client is different with theirown unique messages. The sites we createencourage the user to quickly forget they areinteracting with a website but instead areinteracting with the client. Our sites feelnatural and instinctive.

Advertising.The same techniques we employ whenbringing an organisation’s message to life withthe design, we employ when developingadvertising.

The advertising we create supports brandstrategy by using the messaging alreadycreated as the foundation for the concepts.Once we have an understanding of the brandobjectives we develop strong and engagingcopy and then use design to creatememorable advertising that distills themessage in a way that is succinct andengaging.

Events.AND can bring your events to life with strongvisual impact, solid and well communicatedmessaging, bold and innovative presentationtechniques, and imagination. Last year wehelped our client, the PPA, plan and launchthe world’s largest publishing event, the2009 FIPP world magazine congress held atBillingsgate market, London.

Every aspect of the event, the overallconcept, the design of the interior andexterior, the signage, website graphics,exhibition space, and all presentation andprinted material was created by AND. Thework that both our client and AND put in,resulted in a truly amazing occasion.

Imagine a world without music. With the PRS we tried to engender a feeling of positive guilt when people played music publicly withoutpaying royalties. By asking people “Are you listening” and explaining that “Music needs notes” we began to change thinking.

When we started AND our portfolio wasalmost entirely centered on financialservices. Part of the reason we set up wasto design in other sectors and in this wesucceeded. The sectors we work for varyenormously - this is one of our strengths.The discipline we learn from corporatedesign focusses the message where theconsumer is the audience, and the instinctand emotion from consumer design,injects our corporate work with passionand humour. These six projects give you an idea of thediversity of our clients and projects. Eachproject has been created by using thesame methods. In effect, interpretingwhat the client wanted to say and thentranslating that back to the targetaudience, creatively.

Eight projects we’ve worked on.

1. Main identityFor the first time since thecompany was formed AND wasasked to rework Logica’s ‘famous’identity to create a refreshedstyle. Naturally we had no plans to change the yellow.

2. CollateralEach element in the guidelineswas supplied with acorresponding Quark andInDesign file. This made it easy to keep the brand consistentglobally.

3. AdvertisingThe advertising requirement forLogica is vast so naturally thiswas an important part of theguidelines. We created an imagelibrary as part of this brandexercise.

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Logica is one of the most established ITbrands in the world and AND haveworked on a number of brand projectsfor several years now. Naturally we havebeen keen to retain the heritage andbrand equity derived from over 30 yearsof trading. Everyone knew the yellow.As well as design we have managed theirbrand realignment globally developingguidelines that covered every item ofcollateral. Maintaining consistency acrossevery region was our central task so wedesigned and created templates thatwere made available from their website,ensuring that daily, every applicationlooks like it belongs to the family, albeit a very large family.

Logica

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1. Collateral.The design guide covers allinternal and public facingcollateral.

2. Hotel itemsRanging from signage through todoor hangers.

3. Sub brandsEach hotel requires identities forall food and beverage outlets. 2/

To design a new brand and implement itacross all items required by the hotelgroups 95 hotels, and to create a brandmanual and style guide forimplementation to their U.S. chain.We are retained by Park Plaza as their sole design agency developing identitiesfor all new hotels, restaurants and internaland public facing design.We are currently working on Park PlazaWestminster Bridge, developing strategy,brand and launch materials for theopening of the largest new build hotel inLondon for over forty years.

Park Plaza 1>

The Art of Hospitality

m e e t i n g s a n d e v e n t sunited kingdom & ireland

WelcomeContents

Our Commitment 3

Our Destinations 4

London 5snoitacoL ytiC

Park Plaza Westminster Bridge London 6

Park Plaza Riverbank London 8

Park Plaza Victoria London 10

Park Plaza County Hall London 12

Park Plaza Sherlock Holmes London 13

Leeds Park Plaza Leeds 14

Nottingham Park Plaza Nottingham 15

Cardiff Park Plaza Cardiff 16

Belfast Park Plaza Belfast 17

Dublin Park Plaza Tyrrelstown Dublin 18

European Locations 19

Park Plaza Hotels is a stylish collection of individually designed hotels offering

first-class meetings and event facilities across Europe. Modern function space is

flexible for conference, exhibition and private event use, with Wi-Fi integration and

most importantly, natural daylight or high specification intelligent lighting in all

suites. Our event facilities are perfectly complemented by stylish guest rooms, award-

winning restaurants and bars and a reliable service, flawlessly delivered. With a range

of outstanding facilities and a dedicated team of professionals to hand, you’ll be

pleased you chose Park Plaza Hotels for your next event.

Discover Park Plaza Hotels online with our 360° virtual tours

www.parkplaza.com/virtualtours

Our commitment.

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Flawless meetings, exceptional events.

One hour response to your enquiry and a proposal delivered when YOU need it

Dedicated meetings specialists for each event

On-the-day additional requirements will receive on-the-spot solutions

Personalised web page for large events on request

Inspirational tea and coffee breaks

Delivery of a clear and concise itemised invoice within three days of your event

MEETINGS AND EVENTS

Park Plaza County Hall London is perfectly located just south ofWestminster Bridge overlooking the River Thames and is within walkingdistance of many of the city’s most famous attractions including theLondon Eye, Big Ben and the Houses of Parliament. Just a few minutesfrom Waterloo train and underground stations.

• 6 modern function suites• Suites have natural daylight• Executive Lounge with terrace• 398 guest rooms• Penthouses with balconies• Spectrum Restaurant

Park Plaza County Hall London1 Addington Street, London SE1 7RYT: +44 (0) 20 7021 1800 F: +44 (0) 20 7021 1801ppchconf@pphe.com www.parkplaza.com/countyhall_london

Location

• Spectrum Bar• Fitness Centre• Beauty treatments available• Wi-Fi available throughout

Room layouts Room capacitiesConference Level 1

Conference Level 2

LONDON

Room Name

Situated on fashionable Baker Street, Park Plaza Sherlock Holmes offersintimate function space ideal for meetings, private dining, weddings andcorporate events. Just a few minutes to Baker Street tube and Marylebonerail stations and only 10 minutes from Wembley Stadium.

• 7 function rooms• Private dining lounge

for up to 60 guests• 119 guest rooms including

3 heavenly loft suites• Sherlock’s Grill

Park Plaza Sherlock Holmes London108 Baker Street, London W1U 6LJT: +44 (0) 20 7486 6161 F: +44 (0) 20 7034 4822ppsh_me@pphe.com www.parkplaza.com/sherlockholmes_london

Location

1 Park PlazaSherlock Holmes

2 Oxford Street

3 Soho

4 Regent Street

5 Selfridges

6 Sherlock HolmesMuseum

7 Planetarium

8 MadameTussaud’s

Room layouts Room capacitiesDimensions (m)

Height (m)

Theatre

Boardroom

U-Shape

Classroom

Cabaret

Dinner

Dinner dance

Lower Ground Floor

Ground Floor

LONDON

Room Name

1 Park Plaza County Hall London

2 The Houses ofParliament & Big Ben

3 The London Eye

4 London Aquarium& Dali Universe

5 WestminsterAbbey

6 Tate Britain Gallery

7 BuckinghamPalace

8 National Gallery

9 Regent Street

10 Southbank Centre

11 National Theatre

12 Tate ModernGallery

battersea suite

putney suite

millennium suite

westminster suite

lambeth suite

executive lounge

vauxhall suite

boardroom 1

boardroom 2

boardroom 3

the study

doyle 1

doyle 2

doyle 3

Ground Floor

Boardroom 1 8.1 x 5.0 2.7 60 26 24 24 21 48 – 60

Boardroom 2 5.5 x 3.7 2.65 25 12 10 – – 12 – –

Boardroom 3 5.5 x 4.2 2.65 25 12 10 – – 12 – –

The Study 5.3 x 5.0 2.25 32 14 12 10 14 12 – –

Lower Ground Floor

Doyle 1 4.2 x 7.3 2.32 42 22 18 24 14 20 – –

Doyle 2 4.5 x 4.5 2.32 16 10 12 10 – 10 – –

Doyle 3 7.7 x 6.0 2.43 87 30 24 36 35 42 – 100

Conference Level 1

Putney 5.5 x 4.8 – 20 12 15 18 16 20 – 35

Westminster 7.2 x 5 – 35 20 19 24 24 30 – 50

Putney & Westminster 12.7 x 4 – 70 30 30 48 48 70 – 100

Millennium 7.2 x 7 – 60 24 15 24 32 50 – 60

Battersea 7 x 5 – 25 16 14 18 16 30 – 30

Millennium & Battersea 12.2 x 7 – 100 40 36 60 64 80 – 120

Conference Level 2

Vauxhall 5.1 x 7.2 – 35 18 19 24 24 30 – 50

Lambeth 6.2 x 5.2 – 20 12 15 18 16 20 – 35

Vauxhall & Lambeth 11.3 x 5.2 – 70 30 30 48 48 70 – 100

Reception

Theatre

Classroom

U-Shape

Boardroom

Height (m)

Dimensions (m)

Dinner dance

Dinner

Cabaret

Reception

• Sherlock’s Bar• Fitness Centre• Beauty treatments available• Wi-Fi available throughout• Licensed for weddings and

civil ceremonies

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1. Teaching magazine.Designed by AND afterconsultation with teachers aboutwhat they wanted from themagazine, we design and producethis national magazine for theGTC each school term.

2. Visual identityAND have developed a designtemplate for all GTC collateralusing imagery and type to holdthe style. The range ofphotographs we use werecommissioned by us to show real teachers interacting with real pupils. No make up,costumes or studios were usedand they were all shot usingnatural lighting.

3. GTCE websiteAND were asked to design thewebsite for the GTC. We wereresponsible for all developmentfrom how the site wouldcommunicate, architecture, usertesting through to building thetemplates.

4. Sub brandAs part of our remit we havecreated a number of GTC subbrands that promote variousinitiatives to the teachingprofession.

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3/CODEOFCONDUCTANDPRACTICEFORREGISTEREDTEACHERS

The objectives were firstly to build a visualidentity and secondly to turn around thenegative perception of the GTC held by alarge proportion of teachers at the time.Currently in our eighth year as the GTC’sretained design agency we have createddesign aimed at making the teacher feel apart of the GTC. We have communicated to teachers thatthe GTC is not forcing policy on them butinstead working with them on their behalf.The overall style we have put in place isadaptable, easy to use and flexible, andwill constantly be kept fresh andcontemporary, enabling the brand todevelop alongside the profession.

The General Teaching Council//GTC

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1. Visual identityAfter offering several alternativesthe board decided on an evolutionrather than a revolution of theirprevious brand. The visual brandwas designed for maximumflexibility for use on manyapplications.

2. EventsWe created a unique look andfeel for each event to encouragethe audience to see each one asan individual occasion and toconvey the individual spirit ofthat event. AND were thenresponsible for applying thedesign to all dimensions both in print, online and in to thevenue itself.

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Strategic Partner

Training

PublisherMember

Marketing

Recognised Agency

Business Media

IndependentPublishersAdvisoryCouncil

The voice of magazines and business media

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Independent Publisher Awards 2009

Brand extension of the year Winners name

Independent Publisher Awards 2009

Brand extension of the year

ndependent Publisher Awa

ndependent Publish

Winners name

ds 2009ds

Independent Publisher Awards 2009Brand extension of the year Andrew Johnson/Wallpaper

Independent Publisher Awards 2009Brand extension of the year Winners name

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FRIDAY 14TH NOVEMBER 2009 MILLENNIUM MAYFAIR GROSVENOR SQUARE LONDON W1

PERIODICALS TRAINING COUNCIL

The PPA is the body that represents thevoice of magazines and business media.We were commissioned to create the PPAidentity and all its applications as well asdevelop identities, collateral and venuebranding for the many events they holdincluding last year, the 2009 FIPP WorldCongress, the world’s largest publishingmedia event, held at Billingsgate, London. The PPA identity has been adapted withcolour for the many different sub divisionsof the PPA. A simple but effectivesolution. We find that working for the PPAreally connects us with an industry that ispushing the boundaries of both print anddigital. Exciting times.

Periodical PublisherAssociation//PPA

This was a good example of how newtechnology helped with a familiarproblem. FTSE are the establishedauthority when reporting and indexing themarkets, but they wanted to promote thefact that they help direct the thinking inthose markets too. Their messages andtheir opinions needed to be promoted.

Our task was to get that message outclearly, directly and with imagination to adiverse global audience. FTSE Focus wasthe answer. It is easy to update, flexible inits delivery, clear and readable. We areworking with FTSE on a range of projectsincluding the identity and collateral for theFTSE World Investment Forum 2010.

FTSE

5/1. Email delivery system.A system was developed thatallowed the client to create emailsthat are sent to their clientsaround the world, professionallyand efficiently. The emailsummarises the articles.

2. MicrositeA simple microsite expands theinformation on the emailer andoffers the user many ways ofbringing the stories to life and awealth of links and downloads to make them relevant.

3. Printed magazineA number of their clients optedto receive a printed magazine so,planned at the same time, theonline magazine is then printeddigitally. The resulting PDF is then used on the website as adownload.

4. World Investment Forum.The World Investment Forum is a unique FTSE event that bringstogether the world’s leadingfinancial academics and assetowners for three days on theCote D’Azur this year. AND areresponsible for all the brandingand design for the brochure,collateral, web and eventgraphics.

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For advice on obtaining a PRSmusic licence and contributingto British music pleasecontact us on:

0800 068 4828 contact@prs.co.ukwww.prs.co.uk

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The Performing Right Society.

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MUSIC NEEDS NOTES.

Imagine a world without music.

For advice on obtaining a PRSmusic licence and contributingto British music pleasecontact us on:

0800 068 4828 contact@prs.co.ukwww.prs.co.uk

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The Performing Right Society.

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MUSIC NEEDS NOTES.

Imagine a world without music.

The PRS came to us with one centralproblem. The public saw them as a taxgathering organisation. Our task, throughbrand and strategy, was to change thisperception through messaging anddesign. First we brought visualconsistency across all collateral. Thendeveloped the message that the PRS wasin fact, key to the future of the Britishmusic industry. The audience is as diverseas music itself so the design system usesphotography to convey any givenmessage. The bright yellow is deliberatelychallenging but the design system allowsdesigns to shout out loud or be calm andpeaceful just like the music itself.

Performing Right Society//PRS

6/1. Advertising.The design system was designedto be flexible enough to apply toadvertising. Once the overallbrand messages were set thesewere used as a foundation for allactivity across brand andadvertising. All headlines and copy were written by AND.

2. Design template.The system had to be flexibleenough to adapt to a myriad ofmusic styles, messages andcollateral.

3. Design system.We developed a system that wastimeless, adaptable and costeffective to produce. Previously,several versions of this bookletwas produced to target themessage to specific sectors.After we focussed the messageon the importance of supportingmusicians it only required thecreation of one generic leaflet,and as this was printed in twocolours the cost saving wassignificant.

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Questioning skillsThe funnel questioning techniqueStart with open questions for general information.Home in on responses with probing and closedquestions in order to obtain more detail.

Open questionsStart with open questions in order to build rapport,encourage longer responses and obtain maximuminformation. Customers cannot answer yes or no toopen questions.Who? What? Why? Where? When? How?• How are you?• How is business going?• What is the nature of your business?

What background music do you use on yourpremises?

What music is audible on your premises?• Music on training videos, company DVDs and

presentations • TV, radio, CDs, MP3s and DVDs • Music via a computer or the internet

What entertainment do you put on in your business?• Office parties• Social clubs

Whereabouts is music audible in your business?

Where else in your business is music audible?• Offices, manufacturing areas, warehouses, factories,

store rooms etc.• Reception and waiting areas• Security guard stations• Staff gyms• Telephone systems (music on hold)• Canteen, staff kitchen, staff rooms and other

rest areasWho can hear music within your business?• Employees• Customers• Visitors

Probing questionsProbing questions are used to clarify responses to open questions and to obtain specific information. You cannot prepare these questions, they depend onthe answers you are given and rely on you listeningcarefully and picking the main points from thecustomer's answer.Tell me, explain to me, describe to me…

Closed questionsUse these to pin-point specific facts. Customers cananswer yes or no to closed questions.Have you? Will you? Do you? Are you? Did you?

Listening skillsListen carefully to the message• Don’t interrupt• Don’t finish the speaker's sentences for them• Give the speaker your full, unbiased attention• Stop yourself from mentally phrasing your response

instead of listening to the speaker• Differentiate between facts, feelings, values

and opinions• Shut out your thoughts and reactions• Delay judging what you hear until it is necessary• Breathe calmly and deeply

Use positive verbal signals• "Good idea"• "I see what you mean"• "I hadn't thought of that before"• "Uh-huh"

Use pauses / silences• Don't try to fill silence• Allow time for absorption and reflection• Don't rush or hurry the speaker unnecessarily

Summarise: restate your understanding of what the speaker has said• "Let me check to make sure I understand"• "You're saying that…"• "As I understand, you…"• "Let me see if I've got that"

• "You seem very worried about…"

PRS sales tips

Common obstaclesCustomer does not play musicHow do you think music could positively influenceyour customers?• Positively influence customer behaviour and

your takings.A study monitoring sales of wine in a supermarketfound that when French music was played, Frenchwine outsold German wine 3:1. When German musicwas played, German wine outsold French Wine 2:1.1

• Attract new and maintain existing customers• Differentiate your premises from the competition.

Music can influence the way customers perceive yourbusiness. A study showed that customers thought asports store was ‘cool and modern’ when upbeat, fasttempo music was played, but when slow rock musicwas played customers thought the store was ‘tired and dull’.2

• Create your desired atmosphere

How do you think music could positively influence your staff?• Increase staff productivity and performance.

Staff working in data processing were exposed tofast, slow and no music. There was a 22% increase inproductivity when fast music was played, comparedto when slow music was played and a 12% increase in productivity when fast music was played comparedto when no music was played.3

• Improve staff morale• Mask conversations in quieter areas

Dealing with gatekeepers• If you are playing music in your organisation without

a PRS Music Licence you could be breaking the law.It's similar to a TV licence, but for music. That's why,if you are using music, it is important for me to talk to someone about it. (After the third phone call add -otherwise it could lead to further action).

• We have written a number of times, it's imperativethat I speak with the owner / manager.

• I don't want to waste your time, what is the name ofthe owner / manager and when is a convenient timeto call back?

TipsDo not confuse your customer• Avoid using technical terms (e.g. customer

organisation / licensable item)• Avoid referring to tariffs by their code (e.g. tariff I)

rather than their full name (e.g. Music in theworkplace)

• Do not use the term 'music usage' without explainingwhat it is

1 North, A.C., Hargreaves, D.J., McKendrick, J., (1997). Instore music affects product choice2 North, A.C., Hargreaves, D.J., McKendrick, J., (1997). The perceived importance of in-store music and its effects on store atmosphere3 North, A.C., (2004). The effects of music in the workplace: a review of the psychological evidence

Probing questions

Closed questions

Open questions

We have been working with this privateequity firm (previously named KleinwortCapital) since AND started. We createdthe August name and visual identity forthem three years ago. This felt like anenormous responsibility because they see their brand as the heart of theirorganisation. The brand map and messaging led to thename and logo and we designed theirwebsite to act as the hub of all marketing,advertising and investment activity. Theresults of this integrated program is agreat example of what happens whencraft and business work together.

August Equity

7/1. Name and brand.The name August evokes thespirit of the month of holiday andthe time of harvest. We wanted a name that reflected a youthful,optimistic and energeticorganisation, and a name thatwas real and memorable.

2. Informer magazineThe brand was launched with amagazine that was producedquarterly after that. It wasdesigned to drive the audience to their website which held anonline version of the magazinewhere stories were brought tolife by video and podcast. Thefact they worked in just foursectors was consistent with theprevious brand so we used thatas a linking feature.

3. Website.With such a close association tothe media and technology sector,August are constantly ensuringtheir website is relevant, state of the art, and practical.

4. Touchpoint magazineRecently we’ve adjusted thebrand to reflect a moresophisticated and cautiousmarket. The format of themagazine has also changed to a more cost effective solution.It still works online and as this is a regular publication it enablesAugust to always keep theinformation on their websitefresh.

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When invitations to tender wereadvertised we wanted to win this projectfor two reasons. First this creativediscipline is close to our hearts butsecondly, as they are based inClerkenwell Green, it is something we’dhave to see every day.We wanted to create a brand thatdefined craft as a serious discipline at the core of design. The identity adapts to reflect any craft discipline: woodwork,metalwork, ceramics etc and we’vedesigned all print, signage and exhibitionas well as a comprehensive and engagingwebsite. A very rewarding project.

Craft Central

8/1. Name and brand.The name and brand was clearand crisp and was flexible enough to allow adaptation to all the disciplines Craft Centralrepresented.

2. WebsiteThe website we developed forthem is fully content managedand uses pictures of the craft onevery page. They have the abilityto put up any image, and changethe text throughout the site.

3. Collateral.Each business card refected theowners specialist craft, whethermetal, wood or any othermedium.

4. Signage and exteriorsThe head office and all the studiolocations offered a goodopportunity for promoting theirplace in the community and theirstrong brand and representationof the craft industry.

When Park Plaza Hotels asked us to create their ‘do not disturb’ door hanger they asked for something unique. We didn’t want to follow the flock either.

Still counting. Please do not disturb.

Client list. 3i InfotechActiveionAdvent Venture Partnersart’otelsAugust EquityBaker TillyBritish Property FederationCraft CentralCorero SystemsDurrantsEquaTerraEvance Wind TurbinesFTSE Group

General Teaching CouncilIndependent Schools CouncilJames Allen’s Girls’ SchoolLogicaPark Plaza HotelsPlaza on the RiverPPA (Periodical Publishers Association)Renew MedicaStrategy & TechnologySwiss ReSyncovaThe Performing Right SocietyTheatre Rites

To begin to overturn thenegative perceptions someteachers had of the GTC weensured that every item sentfrom the organisation, especiallythe forms held engaging andinclusive visual messages. Therewere a lot of forms though, so tokeep costs down we bought ablackboard and some chalk andbegan to bring each item to life.This example here was forhigher education.

We really enjoy doing what we do and it’s amatter of record that our clients really likeworking with us as well. This counts for a lot.We’ll work very hard for you and the designwill work just as hard as the creativityalways has reason and purpose. A client once described working with ANDto be like the kind of work one does atweekends to your house, car or garden. It’sthe kind of work you enjoy. It is satisfying asit progresses. You can’t wait to get back toit. And when you’ve finished it you can’t waitto show it off to your friends.We’ve worked with some of the largestcompanies in the world along with some ofthe smallest and newest but all have ourundivided attention. We take this seriously,after all this is commercial art. Pure brandand design.

Why work with us?

Contact David Norton orJustin Anderson//david.norton@andesign.co.uk.justin.anderson@andesign.co.uk020 7336 6992

The inspiration for the auspicious PPA Marcus Morris awards event was simple. Marcus Morris created the Eagle. We of course used that.

Pure brand and design