In preparation for its annual stakeholder meetings, the American consumer goods manufacturer Procter & Gamble (P&G) needed a well-crafted brand story that shows how it fared in the previous financial year amid an economic downturn which had affected most manufacturers in Nigeria, how the company stayed successful amidst these challenges and what they planned to do for the new financial year.
Arden & Newton produced a well worded copy that was translated into a cinematic-styled, 2 minutes video trailer to be played at the company's AGM event. The copy, scripting, art direction, sound and footage was purposed to arouse emotions and help the team bond and united behind a common goal. Video captured the company's financial details, activities of staff and management and the overall theme for the new financial year.
SCREEN SHOTS FROM FINAL VIDEO:
The Emergent Continent Innovation Conference 2016
The Emergent Continent Conference hosted by the digitally native news platform TheNerveAfrica.com was one of the outcomes of Arden & Newton's continued strategy work for the publication. The global event which brought together some of the world's best minds and Africa experts was designed to help boost the publication's brand image and offline presence. Arden & Newton went the whole haul by conceptualizing , designing, executing and managing the entire event and brand experience.
Our work scope covered; content strategy, event planning, speaker selection, sponsorship marketing, travel management, press/traditional and digital marketing.
Visual Focus: The Logo
TheNerveAfrica.com's audience is premium and our choice of venue was very strategic and represented the audience the publication serves. The venue, Intercontinental Hotel, Lagos, Nigeria matched the class and prestige of the event and quality of audience..
Our strategy for building the Nerve has always been to utilize offline opportunities to grow its digital brand. We built a wall and extracted content from the site's archives as covering for the wall, this created an entirely different experience and engagement for attendees to have first hand experience with the website, it also created a space for networking among attendees.
Sessions from the Conference
HOW DOES BRANDING & STRATEGY GIVE LIFE TO AN INANIMATE PRODUCT?
When you are given a brief that says "Give life to an inanimate object" it sure has to be your most exciting project ever. How did Arden & Newton respond? We promised to create a brand that not only put smiles on the faces of customers but made the brand owners smile always. "THE SMILE" was the distinctive human attribute we gave to the GreyTom brand.
OUR STRATEGY RESPONSE:
GreyTom is not a thing, product or furniture but a 'person' and lifestyle. GreyTom identity represents a brand, not as a furniture making company. GreyTom is positioned in the market as a lifestyle management company that works with clients to specially manage their furniture needs and taste. GreyTom lets users customize their furniture to suite their lifestyle and personal preferences which might be influenced by several factors like fashion trends, sub and pop-culture, technology etc.
Smiles that impact on the bottom line
Taking cues from the GreyTom brand personality design at the strategy level, the logo is a step further in humanizing the brand. GreyTom's visual differentiation strategy was designed to capture psychological experience and expressions from actual humans who would interact with the brand eventually.
GreyTom's logo is an answer to the question; How can a retail company create bespoke experiences by building emotional connections between the brands and clients. This was achieved by humanizing the brand, leveraging on human smile.
About the TheNerve
TheNerve Africa is an Africa focused growth information and digital news service that provides multi-perspective, broad, smart, engaging and mobile friendly content covering the new economy, business and innovation in continental Africa to the rest of the world.
Arden and Newton handled the strategy, research and development which culminated into what will pass for Africa's best designed news and content website. Designed to be elegant and targeted at a premium business audience. Post launch, our continued work with the publication helped turn the digital publication into one of Africa's fastest growing digital magazines. Within the first few months, it averaged a monthly unique readership of 500,000 generating over 3,000,000 monthly page views and a growing subscriber base of over 50,000 high networth corporate professionals.
User Experience Design
Clean, bespoke layout devoid of clutter and banner advertising designed to appeal to a premium audience.
Custom Ad Server Technology
Arden and Newton developed a custom Ad server technology that enables www.theNerveAfrica.com manage its ad inventory. Ads on the Nerve are different and unique from what is obtainable online, designed as full width and inter-article with video fully enabled.
Viral Content Partnerships
Every once in a while, Arden and newton helps TheNerve with content strategy and creatives that help the site break through the clutter of competing content websites.
Arden and Newton strategically designed and deployed TheNerve Africa's next phase/growth strategy. We designed a sub website to serve as an events marketplace for industry leading events and conferences.
TheNerve's Flagship Event
Arden and Newton researched, developed and managed every aspect of TheNerve Africa's flagship event. Our work included content strategy, speaker research and full event planning and hosting.
Mudase urban food hub was created in response to the growing demand in our communities for a clean and cozy natural food market. Arden and Newton was contracted as official brand managers for the conceptualization of brand identity, brand strategy, and marketing communications design for an Urban and lifestyle brand. Mudase’s brand identity is built on contemporary illustrations, patterns, motifs, interactions all coming together to make
the brand visually stand out.
-Echelon Heights hotel-
Echelon Heights hotel is one of Nigeria's newly built boutique luxury hotels targeting expats and international travelers into the Oil & Gas producing region of Nigeria. The boutique hotel is located in Rivers State, Nigeria.
Our task was mainly storycrafting; to design a visual identity that depicts class, luxury and royalty, in a fresh, modern, yet long-lasting way. We focused on the beauty of chandelier lights that grace the interiors of most luxurious hotels. We choose the chandelier as the central theme of the brand's identity and story telling.
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