monocle & winkreative
TRANSCRIPT
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Brand Audit
Monocle & WinkreativeAbout Vol. 1
AboutVol. o1
Feb. 15, 2015Mr. Ko Works
Brand Audit
A
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Brand Audit
Report on Monocle Products
In this report, Brandinquiry will cover in-depth details on both Monocle and Winkreative, their geographic reach, offices, ser-vices they offer, some products and selected clients of Wink-reative.
Winkorp–Winkreative and Monocle’s parent company.
Winkreative–a full service ad and creative agency working with-in retail, government, publishing and transportation sectors.
Monocle–a global media brand with print, digital and retail product lines.
“A”, About is one of 6 elements of brand audit proposed by Brandinquiry. About focuses on general properties of the brand, like market, geotgraphic reach, assets, etc.
Skip Intro
Monocle & WinkreativeAbout
Brand Audit
A
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Brand Audit
Monocle:About the FounderAbout WinkorpAbout MonocleOfficesSelected publishing productsSelected retail productsMonocle Cafer
Monocle Kioskafe
Winkreative:About WinkreativeSelected clients
Learn More about Monocle
Check out Monocle Product Line
Brand AuditIn this Report
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Brand Audit
WinkorpWinkorp is the parent company of Winkreative, Monocle and Trunk Clothiers, among other investments. With its global headquarters in Zürich, Switzerland, Winkorp also has offices in New York, London, Toronto, Hong Kong and Tokyo.
01/02Brand Audit
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Brand Audit
Global outreach /Offices
Winkrorp
01.Markets:
04.Monocle assets
02.Winkorp assets
03.Offices
Publishing
Luxury Fashion
Communications
Advertising
Monocle Magazine
London Cafe (1)
Moncole Shops (8)
Kioskafe (1)
Winkreative
Monocle
Trunk Clothiers
Tokyo
New York
Hong Kong
Zurich
Toronto
Istanbul
Singapore
Brand Audit
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Brand Audit
Tyler Brûlé is the editor-in-chief of Monocle and founder and chairman of Winkreative. Born in Canada and based in the UK, Tyler Brûlé began his career as a reporter for the BBC, before turning to print journalism where he wrote for The Guardian, Stern, The Sunday Times and Vanity Fair. In 1996 Brûlé launched Wallpaper*, a title that went on to sell in more than 50 countries. In May 2002 Brûlé sold his stake in Wallpaper* to focus on developing Winkreative, the full-service branding and design agency he set up in 1998. The agency is a wholly owned subsidiary of the Swiss parent company Winkorp AG, which Brûlé founded in 2002.
In 2007, Brûlé launched Monocle, a global media brand that combines print, web, retail and broadcast components. Distributed in over 65 countries, Monocle’s reach includes a network of over twenty correspondents, six bureaux and an expanding mix of video and audio programming – as well as two
seasonal newspapers per year. At the same time, Monocle has created a unique retail model with freestanding shops in London, Hong Kong, Tokyo, New York and Toronto – along with an e-commerce site on monocle.com. Monocle has cafés in Tokyo and London, a Hotel Lobby Shop in the Hyatt Regency London. In 2011 Monocle launched a new audio service, Monocle 24. Broadcasting from the Monocle studios in London, Monocle 24 brings listeners a mix of conversation, the best of culture, business and design - and is hosted by Brûlé and the Monocle editorial team. Brûlé is also a regular columnist for the Financial Times.
Text: The Canadian Journalism Foundation
Tyler BrûléImage: New Media Days
About Founder
Brand Audit
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Brand Audit
About Monocle
In 2007, Monocle was launched as a magazine briefing on global affairs, business, culture, design and much more. We believed there was a globally minded audience of readers who were hungry for opportunities and experiences beyond their national borders. Today Monocle is published 10 times a year out of our HQ at Midori House in London and has seen its sales grow every year: we now sell over 81,000 copies each issue with 18,000 subscribers.
Our global commitment means that our top 10 markets are the US, UK, Australia, Canada, Singapore, Germany, Hong Kong, Portugal, France and Italy. Perhaps not surprisingly we are also seeing a sales boom in Southeast Asia. We have an extensive network of over 30 correspondents from Milan to Bogotá, Paris to Bangkok. There are also bureaux in Tokyo, New York, Hong Kong, Zürich, Toronto, Istanbul and Singapore
We have stayed loyal to our belief in quality print with two new seasonal publications: The Forecast, packed with key insights into the year ahead, and The Escapist, our summer travel-minded magazine which also delivers a dose of business ideas and global affairs.
In 2013 we launched our first book in collaboration with Berlin publisher Gestalten. “The Monocle Guide to Better Living” proved an instant hit and has since been joined by “The Monocle Guide to Good Business”, and “The Monocle Guide to Cosy Homes”. We also have a new series of travel guides with Gestalten, including London, New York, Hong Kong, Tokyo, Istanbul, Rio de Janeiro and Madrid and with many more cities to come.
Then there’s Monocle 24, our round-the-clock radio station that launched in 2011. The station delivers global news and shows covering foreign affairs, urbanism, business, culture, design, food and drink and print media. Plus we have a playlist to accompany you day and night, often assisted by live sessions hosted at Midori House.
We also have a dynamic website: monocle.com. As well as being the place to hear Monocle 24 – or if you are a subscriber, have access to all the stories ever run in the magazine – we use the site to present our high-quality
films and slideshows. Beautifully shot and edited by our in-house team of film-makers, Monocle’s films provide a fresh perspective on stories reflecting our editorial philosophy.
Monocle launched its new Quality of Life Conference in 2015. Over a sunny weekend in Lisbon we looked at everything from architecture to media, with 20 panellists and an audience of 180 readers from around the globe. We are already registering for 2016, when the conference will take place in Vienna.
Monocle is a complete media brand with its print, audio and online elements – not to mention our expanding retail network and online business. Via our shops in New York, London, Toronto, Hong Kong, Tokyo and Singapore we sell products that cater to our readers’ tastes and are produced by brands we believe in. We also have cafés in Tokyo and London and are set to expand this arm of our business.
Monocle continues to grow and flourish and at our core is the simple belief that there will always be a place for a print brand that is committed to telling fresh stories, that sends photographers on assignments and knows that its success is all down to the readers, advertisers and collaborators who have supported us along the way.
Text: Monocle.com
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Brand Audit
Monocle Shop/Offices: Tokyo
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1. Monocle shop (Tokyo) interior details2. Monocle shop exterior
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Brand Audit
Monocle Selected Publishing Products
3. Monocle Travel Guide: Miami4. Monocle Travel Guide: Hong Kong5. Monocle Guide to Better Business6. The Forecast
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Read more about Monocle’s Product Line
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Brand Audit
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Monocle Selected Retail Products
Read more about Monocle’s Product Line
1. Porter Baby Boston Bag2. Vidonu X Monocle Voyage Ties3. St. James Striped Long-Sleeve T-shirt4. Monocle Tenugui Set5. Monocle Voyage Oxford Shirt
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Brand Audit
Monocle Cafes
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1. 3. London Cafe interior2. London Cafe facade
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Brand Audit
Monocle Kioskafe
Address:31 Norfolk Place London, W2 1QH
Open everyday:07.00—19.00
Contact:020 3111 4242
‘The kiosk offer[s] a curated selection of magazines and newspapers as well as global newspapers printed on-demand. Customers [can] to register online, re-quest a printing of newspapers ranging from Norway’s Aftenbladet to The Australian, and then come to the newsstand to pick it up.’
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1. Kioskafe facade2. 3. Kioskafe interior
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Brand Audit
WinkreativeWinkreative is multi-disciplinary ad agency with capabilities in print/digital advertising, environments, publishing, identity design, video production and more.
It is a full-service agency that built it’s reputation as a company can merges brand strategy, environment design, publishing and advertising.
01/02Brand Audit
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Brand Audit
Winkreative prides itself on creating value enhancement for its clients through creative solutions anchored by a quality journalistic approach, plus an intuitive entrepreneurial extension of design and craft credentials.
01. Informed by bespoke market intelligence and insight through its global network of correspondents, Winkreative analyses target audience behaviour, articulates vision and defines the positioning required to establish new brands or revitalise existing ones.
02. Obsessive attention to typographic detail and layout are evident in all aspects of our corporate identity design. As logos are drawn, colour palettes are defined and fonts are crafted, a distinctive brand world is created to communicate the values of the client. Standard applications are typically delivered for stationery and a comprehensive range of printed items, while specialist material to date has included aircraft liveries, television idents and store signage.
03. Winkreative develops clever packaging solutions using innovative materials and engineering techniques. Practical functionality is ensured while visual impact and design enhance retail opportunities at point of sale and maximise the value of visual merchandising. Clients have included luxury retailers, exclusive fashion brands, iconic sports goods manufacturers and premium mobile phone companies.
04. From small, privately owned companies to large multinational corporations, Winkreative delivers innovative advertising solutions to achieve impact and salience in competitive markets. Compelling photography, imaginative illustration, modern typography, intelligent writing and animation are all used to achieve communication objectives, seduce the consumer and surprise the target audience.
05. Supported by an extensive network of correspondents from around the world, Winkreative receives commissions to research and write in-depth and impartial reports for specific client requirements. A variety of markets are covered including hospitality, travel, fashion and media. Reports are tightly edited to provide material that informs, provokes and inspires companies while identifying real opportunities for business innovation.
06. Winkreative offers creative direction for architectural and interior commissions. Design talent is selected from an extensive network of architects, industrial designers and interior stylists, followed by an intensive collaborative process to execute concepts and meet client needs. Projects currently include hotels, residential developments, retail environments, aircraft interiors, signage and way-finding.
07. From television and online to mobile delivery platforms, Winkreative has developed and produced concepts that are filmed with rigorous art direction and an informed journalistic point of view. Productions have varied in scale from weekly series on behalf of world-regarded broadcasters to bespoke documentaries for online delivery.
08. Winkreative calls upon its proven editorial and award-winning print design heritage to produce bespoke publications for a variety of formats. In brand books, websites, in-flight and monthly lifestyle magazines, we offer a full turn-key service: initial concept, writing and commissioning, art direction, photography and print management. The concepts are designed to work as standalone pieces or as part of a wider marketing strategy.
09. The sites we design and produce guarantee an uncompromising brand consistency with offline applications. Each is created to deliver impactful and functional experiences where design quality provides market differentiation. In addition, Winkreative’s editorial credentials supply clients with unique content generation services. Our websites are well-written, easily navigable, use original imagery and employ a range of rich-media formats, including video, audio and animation. We are particularly sensitive to the growing requirement for audience interactivity and participation stimulated by the Web 2.0 world and the proper commercial imperative of databases and their management.
Text: Winkreative.com
Winkreative
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Brand Audit
From its inception, Winkreative worked with Toronto-based airline Porter to develop not only a strong new brand, but also a unique market territory, hail-ing a return to the principles of service, sophistication and ease that defined the golden age of aviation. As well as the name and comprehensive brand design, we contributed to service design, livery, cabin interiors, packaging, uniforms, in-flight magazine and advertising – all fronted by our loveable raccoon mascot.
Winkreative Selected Projects
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Brand Audit
Winkreative Selected Projects
Porter advertising campaigns Porter mascot
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Brand Audit
Porter’s in-flight magazine Re:porter
Winkreative Selected Projects
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Brand Audit
Winkreative Selected Projects
As Thailand prepared to host the World Economic Forum, Winkreative was selected by the Office of the Prime Minister to promote the country’s am-bitious plans for growth. After devis-ing a comprehensive communications strategy, we created an approachable identity that captures Thailand’s mod-ern spirit.
Since, Winkreative has developed a biannual magazine, global print cam-paign, short films, website, travelling design showcase, and animated tele-vision commercial airing on interna-tional networks including BBC World, CNN and Bloomberg.
Thailand’s advertising campaign
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Brand Audit
Winkreative Selected Projects
Thailand’s advertising campaign
Modern Thailand Magazine
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Brand Audit
Canadian aircraft manufacturer Bom-bardier has spent a decade perfecting their groundbreaking C Series, and to celebrate its long-awaited debut, and the state-of-the-art aircraft family it joins, Winkreative devised an interna-tional advertising campaign. Centred on the stirring line ‘Ingenuity in Flight’, the campaign celebrates the compa-ny’s relentless pursuit of excellence in a series of stunning photographic adver-tisements. The campaign – along with the C Series itself – made its debut at the Salon Le Bourget air show, alongside a Winkreative-designed chalet, brochures and fact sheets.
Winkreative Selected Projects
Bombardier advertisingcampaign
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Brand Audit
Winkreative Selected Projects
Bombardier advertisingcampaign
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Brand Audit
Winkreative Selected Projects
Winkreative and Lexus are challenging notions of traditional car brand terri-tory, navigating new themes of design and craftsmanship articulated in our comprehensive strategic review.
Communicating these themes are a stunning new international magazine, Beyond, the new Lexus Design Award conceived and designed by Wink-reative, and ‘Crafted By Lexus’, a range of handsomely made products made in collaboration with rising design stars from Japan.
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Brand Audit
Winkreative Selected Projects
Beyond Magazine front cover
Beyond Magazine spreads
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Brand Audit
Winkreative Selected Projects
Lexus Design Awards interi-or details
Lexus Design Awards exteri-or details
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Brand Audit
Winkreative Selected Projects
Lexus Intersect interior details
Lexus Design Awards exterior details
Address4-21-26 Minami Aoyama, Minato-ku, Tokyo 107-0062
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Brand Audit
Masthead
Research, Design & Production Mr. Ko Works
Last editedFeb 15, 2016
ToolsAdobe Creative Suite
Imageswinkreative.commonocle.com
Coming Soon
Monocle Brand Audit: Marketing
Appendix
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