2017 Design Academy
At this year’s open studio, WPA Pinfold welcomed many students from around the UK who hope to secure a place on our exclusive Design Academy programme. Following a short presentation from our design team about our award-winning work and what it’s like to be in the team at WPA Pinfold, students then went on to gain constructive feedback on their portfolios from our experienced Design Directors as well as our previous design academy students – now Junior Designers.
Our Design academy offers credible work experience in teams from: Brand ID, Packaging, Digital and Internal Communications, making it a fantastic career opportunity for graduates that helps bridge the gap between university and working in the design industry. On completion of the induction period, where the graduates will be working as part of our design teams, the best will stay on to become fully fledged designers.
We thank all the students that attended our open evening this year, and wish them the best of luck in their future career endeavours.
Triple Gold for Internal Brand Marketing
/ Best employer brand from the utilities sector
/ Best communication of the employer brand to the internal audience
/ Best alignment of the employer value proposition with corporate brand values
At our very first entry into the Employer Brand Management Awards, we are thrilled to announce that we have won not just one, but three GOLD Awards for our work with HomeServe on their Employer Value Proposition and internal branding.
Our work for HomeServe saw the development of the ‘Peoples Promise’ – a set of values that underpin what employees can expect when working for HomeServe, and what is also expected of them. The employee-oriented approach of ‘taking care of our people’ proved to be a real success, increasing employee engagement from 56% to 84%. The Peoples Promise has been well received by many awarding bodies, including the Design Effectiveness Awards, commemorating the work not just for its creative element but, for its success in driving employee engagement.
The awards programme exists as the true benchmark of the employer brand management process. Metrics such as retention and cost per hire go far, but, until now, there has not been an awards programme that compares and contrasts the different aspects of successful employer branding. Nothing that fully rewards excellence and celebrates the campaigns and the organisations that excel in this field.
Body Sculpture Supplements
WPA Pinfold has created a new supplements brand for Body Sculpture, the global fitness equipment and accessories supplier. The range has been specially formulated for Muscle & Strength and Diet & Definition, the two main categories for this market. The protein supplements sector is fast growing and has become highly competitive, so it is important that any new brand has outstanding presence and a strong proposition. The new Body Sculpture supplements have been specially developed for on-the-go, portion controlled convenience for consumers.
The design takes a no nonsense approach with clear communication of the product using classic, functional typography, whilst vivid vignettes of colour have been created across the packs to deliver a sense of dynamics – to represent both the extensive range of flavours and functionality of the supplements – delivering stunning shelf impact. The range aims to bring greater product differentiation and innovation to the supplements market, with added quality and ease in terms of consumption. It was through this insight that the branding had to deliver synergy with the master brand and be fit for market.
The new supplements were launched at this year’s FIBO – The Leading International Trade Fair for Fitness, Wellness and Health in Cologne, Germany and are being distributed globally.
WPA wins another GOLD for Green’s Gluten Free Beer!
After a glorious evening at our very first Transform Awards ceremony (one of the most celebrated branding award nights of the year), we’re delighted to announce that for this year’s entry, we have won a Bronze for Fitness Garage in best brand experience and another Gold for Green’s Gluten Free Beer in best use of packaging.
The awards recognise best practice in corporate, product and global brand development work, with categories that focus on strategy, execution, content and evaluation. More than that, it is a platform for brand design consultants like us, to tell our clients brand stories through creative, strategic and well thought brand thinking.
Twice as effective
WPA has delivered two more Design Effectiveness Awards for its clients!
In this year’s annual Design Effectiveness Awards, WPA Pinfold were honoured to receive GOLD for our branding work with Green’s Gluten Free Beer and SILVER for our communications work for HomeServe. These fantastic new awards bring our grand Design Effectiveness total to 16 and continues our gold run for the last six consecutive years. Whilst our tally of global brand design awards has now reached the dizzying height of 62 in the last four years, and counting…
For HomeServe we created brand communications for its internal Employee Value Proposition with the launch of the ‘People Promise’; a set of values that explain HomeServe’s commitment to its employees and the commitments it expects from them. The results saw the business smash its 80% employee engagement target in record time and cut customer complaints by over 67%. Whilst our rebrand for Green’s Gluten Free Beers repositions it as a credible beer brand — making Green’s a beer of choice, not a beer of necessity, for both coeliacs and mainstream beer drinkers alike. Who says gluten free beer can’t only taste good, but look good, especially when it delivers a massive 366% investment return.
In the success of measuring effective design, the Design Effectiveness Awards are the ultimate accolade and applauded as a benchmark across the design industry. This is the only award scheme that measures the true value of design from a commercial aspect — for it is not simply about beautiful design (this is a given), it is also about the tangible benefits for the client and a measure of the return on investment.
For the second year running, WPA Pinfold have delivered the visual identity for the DBA’s annual Design Effectiveness Awards.
The DBA’s annual Design Effectiveness Awards are both prestigious and authoritative. We were asked to develop the look and feel for the awards communications materials. The main identity takes inspiration from the shape of the original DEA awards trophy. The trophy shape itself was created from the joining of the words ‘effective’ and ‘together’ — reflecting both the ceremony and the joining of businesses in celebration of effective design. In addition, several key phrases and words were developed, which all featured the Trophy shape within the lettering. We created a series of pre and post event e-shots, which contained information about the event as well as animation. Animation was used to great effect to join the words together and highlight the trophy shapes, which can be found in all the words.
Within the DEA identity, we were also involved in the design and implementation of many other marketing materials for the awards night from: announcement letters, award invitations, homepage banners, DEA web design for their awards page, events tickets, on screen presentations and menu & programs for both their design and businesses audiences.
Four Times Graphis success
We are thrilled to announce that we have been awarded not just one, but four Silver Graphis Logo Design awards for our work on: Fitness Garage, Fox Valley, Wellcare and Char-T. These new design successes extend our global awards portfolio to over 62 within the last four years.
The logo design for Fitness Garage takes inspiration from the retro garage signs of the 50s but with a modern use of industrial colours – yellow and black, along with a signature motif of a tyre that also represents the functional fitness ethos of the gym.
The concept for the Fox Valley logo derives from the heritage of the site, originally Fox Wire Steelworks, owned by Samuel Fox – credited with inventing the steel frame umbrella. The logo identity is made up of an expressive wire frame illustration of a leaping fox.
The conception for Wellcare’s logo was developed around the idea of ‘vitality in movement’, which in turn informed our creative process. As part of our solution we developed a mark conveying human vitality and movement.
Char-T’s logo was developed as part of a campaign that focuses on helping the homeless people around Leeds, by providing a hot drink and words of comfort. Our approach was to create a bold and simple mark which would reproduce easily in one colour.
It gives us great pleasure to announce we have been awarded another 2 Design Effectiveness Awards for our work on HomeServe and Green’s Gluten Free Beer. These new additions give us a grand total of 16 Design Effectiveness Awards since 2012.
Our work for HomeServe saw the branding of HomeServe’s internal Employee Value Proposition for the launch of the ‘People Promise’; a set of values that underpin what employees can expect when working for HomeServe, and what is also expected of them.
The new rebrand for Green’s creates a unique positioning for them, repositioning it as a credible beer brand — making Green’s a beer of choice, not a beer of necessity, for both coeliacs and mainstream beer drinkers alike.
The award ceremony will be held at The Brewery in London in March, and will showcase some of the very best in design effectiveness, from all disciplines. We are very proud that our work will be featured in next year’s prestigious DBA ceremony.
Eight Graphis design wins
WPA Pinfold is thrilled to announce that eight of our projects have been recognised by Graphis, and awarded two Silver awards and six Merits. This follows and doubles on our success of winning four awards last year.
Our work for the Epic Typographic Calendar and Fitness Garage won Silver in the Branding and Calendar categories, whilst a Merit has been awarded for our branding, communications and packaging design projects: Arriva History Book, elife rebrand, Mena Dhu new brand, Theakston Old Peculier rebrand, WPA-Paperflake digital self-promotion and Rebecca Scott rebrand.
With a commitment to presenting and promoting the work of exceptional talent in graphic design on an international scale, we are extremely proud to have our work featured in the Graphis Design Annual for 2017.
A retail success
WPA Pinfold were delighted to design the logo for The Fox Valley Retail Park, an exciting £50 million development delivered by South Yorkshire retail property specialists Dransfield Properties Ltd. Officially opening in the summer by TV and film star Joanna Lumley, the retail park has already welcomed tens of thousands of visitors.
WPA Pinfold were appointed by Dransfield Properties Ltd to create a visually exciting brand identity that would also deliver integrity and longevity for the brand to continue to flourish beyond the development phase. The design concept derives from the heritage of the site, originally Fox’s Steelworks, founded by Samuel Fox who was credited with developing the paragon umbrella frame. The brand identity is made up of an expressive wire frame illustration of a leaping fox, whilst the typography used is a classic English serif typeface and a contemporary sans serif, combining history with today’s modern designs.
Amanda Holmes, Head of Communications at Dransfield Properties said:
“We wanted something which reflected the history of the site but was also modern, simple and contemporary and the fox logo certainly achieves that and works really well across our marketing as well as our on-site signage. Given the history of the area we are particularly pleased with how the branding looks in stainless steel.”
A new wave of talent
WPA Pinfold are passionate about investing in future talent, and this year, we have welcomed seven students and graduates across our design, digital and marketing teams on our internship and Design Academy programmes.
Each student and graduate has been partnered with a mentor and works with our teams on live projects, whilst also carrying out personal assessments and undertaking specialist training. These programmes provide students with additional skills and knowledge that can be directly applied to their studies and enables graduates to gain practical experience in the industry they wish to work in.
“I’ve found my experience at WPA Pinfold to be really enjoyable. I’ve learned so much in such a short space of time. The Design Academy programme has been an invaluable opportunity as it has helped bridge the gap between university and the creative industries. Working on Design Academy briefs alongside live client briefs has allowed me to work on a variety of different projects and learn a wider range of design skills in the process.” Katie Wilkinson, Design Academy 2016.
Our new recruits have been a great addition to WPA Pinfold over the summer. We wish our student interns all the best with their studies and hope our graduates continue to enjoy their experience with us.
Harvey’s Brewery rebrand
WPA Pinfold has redesigned the Harvey’s brand, which is officially launched on 9th August at the Great British Beer Festival, Olympia.
Harvey’s of Lewes is renowned for its wonderful range of cask ales, created in its traditional brewery that dates back to Victorian times. As the oldest independent brewery in Sussex, Harvey’s needed to reaffirm its credentials and reposition the brewery for a fresh generation. The redesign includes; classic typography, whilst the brewery icon is rendered in copper which is complemented by a fresh turquoise, inspired by the Sussex coast – the tap handles and use of white is inspired by the local limestone cliffs.
All these elements combine to create a unique, classical brand that gives Harvey’s the added value positioning it deserves.
Harvey’s Sales and Marketing Manager said: “We felt that WPA Pinfold’s solid expertise and in-depth knowledge of the brewing industry was key in ensuring our brand was in safe hands. The designers respected our heritage whilst enabling us to move forward and reach a fresh generation of drinkers”.
The refreshing rebrand is particularly exciting as Harvey’s Sussex Best will be sold at the British Airways i360 in Brighton – the world’s tallest moving observation tower.
Graphis Poster winners
We are delighted to have won Silver in the Graphis Poster Annual for the Fringe art event, “Art in the Garden”. A special UV varnish effect was used on the front of the poster, giving the impression that the word ‘art’ sits behind the foliage of a garden.
Appearing in Graphis is an ultimate accolade in the field of design and we are proud to receive recognition for our work, especially when it is up against the best in the world.
The fringe event of Holmfirth Artweek, one of the UK’s largest open art exhibitions, was a huge success with all proceeds going to Macmillan Cancer Support. The poster was created as part of the identity and promotion to support the event and copies of the posters were also sold to the public as part of the show, making Art in the Garden one of the top contributors to the charity.
Design Academy open studio
We have just held our annual Design Academy open studio. Students came from all over the UK to find out all about career opportunities at WPA Pinfold and to show off their portfolio in our portfolio clinic – with the aim of securing a place on our Design Academy 2016!
Following a short presentation from our design team about our award-winning work and what it’s like to be in the team at WPA Pinfold, students then went on to gain constructive feedback on their portfolios from our experienced Design Directors.
We received fantastic feedback from attendees, one graduate tweeting, “Just finished having a nosey around WPA Pinfold in Leeds, and it looks like graduate job heaven.” With such a high calibre of portfolios, our directors are challenged with selecting only a few.
Our Design Academy programme helps recent graduates bridge the gap between university and working in the design industry by giving them real studio experiences and providing them with invaluable skills for their future careers. On completion of the induction period, where the graduates will be working as part of our design teams, the best will stay on to become fully fledged designers.
All at WPA Pinfold wish the students the best of luck for their future careers and look forward to welcoming the successful applicants joining our teams later this year.
We are delighted to announce that one of our packaging designs has been recognised by Mobius, and awarded a certificate for outstanding creativity.
The Mobius Awards were first established in 1971 and have been celebrating excellent designs from around the globe ever since. The awards recognise the effectiveness and creativity of work by professionals in the advertising and marketing field. It’s fantastic that our designs are being recognised on an international scale and we are very happy to be adding another Mobius Award to our ever-growing collection. We’ve won over 24 design awards in the last 12 months and hope to add to our awards throughout 2016.
Rebecca Scott rebrand
Rebecca Scott specialises in classic, handcrafted English furniture, with a contemporary twist. We have recently rebranded Rebecca Scott to redefine their positioning, and appeal to the world’s leading architects and designers.
The new Rebecca Scott identity conveys its unique style and personality, and reflects who they are and what makes them distinctive: classic English craftsmanship with a twist.
The refreshed brand was launched at the prestigious Decorex International Show which is synonymous with luxury products. The feedback so far has been fantastic.
Five star effectiveness
We are delighted to announce that we have been awarded another three Design Effectiveness Awards, including a GOLD, a Silver and a Bronze, continuing our winning streak with five gold awards over five years!
At the ceremony held at London’s Tobacco Dock on February 11th, we added to our expanding collection of awards with a Gold for The Beer Studio, a Silver for The Yorkshire Post (part of Johnston Press), and a Bronze for The Fitness Studio, bringing our grand total to 14 Design Effectiveness Awards.
GOLD: We created a brand identity for The Beer Studio, a specialist brewing arm of Hydes Brewery. The innovative and edgy portfolio of beers is in marked contrast to Hydes’ more traditional ale, positioning the beers for a younger, more urban market, and resulting in a 24% year on year increase in sales.
SILVER: We rebranded and repositioned The Yorkshire Post to widen its market appeal and combat a change in consumer habits. Following the rebrand, The Yorkshire Post saw online visits increase by 44%.
BRONZE: Our brand identity for Fitness Garage has received outstanding feedback since launch and has given Fitness Garage the lift they required as a small new business. Fitness Garage reported a 163% increase in membership and won “Newcomer of the Year” at the National Fitness Awards.
Two Good Design Award wins!
Continuing our success from last year, we are delighted to announce that we have been awarded with two more Good Design Awards from the Chicago Athenaeum Museum of Architecture and Design, celebrating the most innovative and cutting-edge designs from around the world.
We have been recognised for our unique brochure design for National Grid’s Chairman’s Awards and for the redesign of the Green’s gluten free beer range – redefining their position in the Free From and speciality beer category.
Our winning work will be featured in the Good Design Annual and added to the museum’s permanent design collection in Chicago, joining our winning designs from last year.
With great emphasis on quality design of the highest form, we take great pleasure in adding to our collection of Good Design Awards.
Old Peculier redesign
We are proud to announce our latest work for T&R Theakston; the rebranding of the legendary Theakston Old Peculier. We have worked with the North Yorkshire brewery since 2004 and have helped reposition its brand and ensure it is fit for market. The redesign has built on the equity and values of Old Peculier with the aim giving the brand a more premium look and feel and increasing its on-shelf visibility. This is an iconic beer that deserves a unique positioning.
The design draws inspiration from the official seal of the Peculiar of Masham, who oversaw the diocese on behalf of the church, back in the middle ages. The label uses conventional label printing processes to achieve the dimensional gold effect and required exceptional artwork and repro input.
“The re-designed label underpins the status of our most important asset, Old Peculier, as one of the country’s most popular and instantly recognised premium bottled ales.”
Executive Director, T&R Theakston
Our packaging designs for Green’s gluten free beers have been awarded a HOW International award.
Green’s is one of the world’s leading producers of gluten free beers and the coeliac market is currently one of the fastest growing sectors. In order to capitalise on this market growth and also to future proof the Green’s brand, we completely redesigned the brand and its packaged range of beers. The rebrand creates a unique positioning for Green’s, making Green’s a beer of choice, not a beer of necessity, for both coeliacs and mainstream beer drinkers.
We’ve won seven HOW awards to date, and take great pleasure in our designs being recognised internationally.
The new Green’s designs will feature in the next HOW annual, showcasing outstanding design from all over the globe.
Our favourite things…
Red-breasted robins and stripey sweet humbugs,
Cute little stockings and spiced wine in hot mugs,
Mince pies and presents, all tied up with strings,
These are a few of our favourite things…
This year we asked everyone at WPA Pinfold what they love about Christmas and why. Read on to find out more about what we love about Christmas.
112 years young
November 26th marks the day that Ex Libris was first opened as Holbeck Library back in 1903.
Our studio is a classic example of the late Victorian Art Nouveau style with gothic elements – a Burmantofts terracotta masterpiece designed by William Bakewell. This classic, grade II listed building is the perfect setting for our contemporary post modern studio with its raw materials and open plan format.
Sadly, the public library was closed well before we arrived and the building had been converted to a pub before we took it on – the owner had disappeared one mysterious night…
We have transformed the once public library into a modern studio space, equipped with a fully fitted kitchen, break out areas and a refectory, giving our team of over 25 designers and strategists the perfect environment to serve our global clients.
Cura wins Fresh Award!
When we were first approached by Cura, it was really nothing more than an idea, the concept of an online community hub for a group of people who have one thing in common: they all look after the same person, whether a family member or friend, or because they are involved in a volunteering scheme. The hub was intended to act as a way of communicating between the group to make it easier for them all to work together.
The Fresh Creative Awards are based around great ideas, fresh thinking and a platform to showcase only truly innovative ideas, which is exactly what our app for Cura encompasses!
Find out more about Cura here.
Engaging and Excellent
We’re very happy to announce a fantastic award win for our client, Arriva, who have won in two categories with ‘The Village’ at the 2015 Engagement Excellence Awards.
The Village is a rewards online hub for Arriva employees. It’s a one stop shop for all their available benefits, which vary from savings on the weekly shop to childcare vouchers.
We created the identity for The Village and the visual theme of a high street to give a retail style feel to the site. Each benefit was given its own place on the street, for example: the village nursery, the bike shop (cycle to work scheme) etc.
This virtual community has created a close-knit atmosphere, and has welcomed all of Arriva’s employees from the various operating companies. The Village has gone from strength to strength – in its first eight months, engagement is now up to 26%, based on 3,600 members. Together Arriva employees have saved over £100,000 since launch.
The Village triumphed as a winner in two categories: Most Creative Communications for Larger Organisations and Best Branding.
Our Creative Director, Richard Hurst says “Winning awards such as these are a real celebration of using creativity to drive engagement. We couldn’t be happier for Arriva; here’s to the next award.”
Shortlisted for two awards
Both our design and our digital expertise have been recognised by the Fresh Awards, as we have been shortlisted in two categories this year.
In the digital category, our work for Cura has been shortlisted under the public sector sub-category. Developed from the ground up, the primary function of the Cura app is task assignment and delegation between members of a care community as well as a private messaging service. In addition to the app we also developed a web platform and the two platforms work in tandem with data synced across both.
The Chairman’s Awards Brochure we designed for National Grid has been selected as a finalist in the Design category. Pop-up and die-cut pages, UV spot varnish and a unique 6-page die-cut wrap around cover make this brochure unique – and this brochure has gone on to win a whole host of awards; here’s hoping for a Fresh award to add to the list.
The award ceremony is being help on October 9th where we’ll find out what we’ve won. We’ll keep you posted…
Brand Impact winner!
At Wednesday’s award ceremony, we proudly came away with another award to add to our plentiful collection of silverware!
At the Brand Impact Awards, organised by the renowned Computer Arts, Crafty Dan was the overall winner in the Wine, Beer and Spirits category – competing against the likes of Bacardi and Aspall.
This is the 6th award Crafty Dan has won; each one we receive further reinforcing our overarching ethos of effective design.
If you haven’t yet read about our Crafty Dan brand design, take a look at the full case study here.
“For Thwaites to go back to its original brewing recipe roots, and then add some American flavour, was the right decision – making a brave move, by stepping out of its design comfort zone and investing in branding that defines a new future for the brewery – and is paying dividends. It’s nice to be taking the Americans on at their own game and reclaiming our brewing heritage.” Myles Pinfold, Founder and Director of Strategy and Planning, WPA Pinfold
Another HOW Award
We have won another HOW Promotion Design award (recognising outstanding creative work), this time for our Paperflake campaign which ran over Christmas 2014. We designed and developed an online snowflake generator, which enabled users to create intricate and distinctive snowflakes in a matter of seconds. All created ‘paperflakes’ were then displayed in an online snowstorm – you can still have a go here.
A hard copy mailer was also designed and produced, showcasing the compendium of snowflakes crafted by WPA employees.
Following the online campaign, selected snowflakes were printed onto acetate giving an authentic icy and Christmassy feel to our studio, and those who had created snowflakes were sent acetate prints of their design.
Our Paperflake is one of 84 winners, selected from over 1,000 entries judged by the HOW panel and will appear in the autumn issue of HOW magazine – or you can take a look at the full list of winners here.
The Brand Impact Awards
At the risk of sounding like a broken record, our brand packaging design for Thwaites’ Crafty Dan has been shortlisted for yet another award! This time for a Computer Arts Brand Impact Award, proving that effective branding makes all the difference.
Following the launch of Crafty Dan, Thwaites saw a 590% increase in average sales per beer, a 33% increase in off-trade profit and a 15% increase in keg profit.
Our Crafty Dan packaging has been shortlisted in the Wine, Beer and Spirits category, with winners being announced on September 16th at the award ceremony taking place at the Grand Connaught Rooms in London.
The Brand Impact Awards celebrate creative excellence and consistency across brand and design, and we’re very excited to be considered for an award.
Making a Digital Impact
We are thrilled to have been selected as a finalist for ‘Best Digital Employee Communication’ in the Digital Impact awards for our work with Hitachi.
Our project with Hitachi involved creating an interactive web app for Hitachi’s 330,000+ employees. Our goal was to enable and engage these employees to acknowledge and understand the Hitachi Group identity and vision, and for them to understand Hitachi’s Mid-Term Management Plan.
The take up of the new Hitachi Vision Book hub has been exceptional, resulting in a +1,733% increase in visitors in the first month of launch.
We are very much looking forward to the award ceremony in October, where we will find out if we have won Gold, Silver, Bronze, or Highly Commended.
Future Energy Scenarios
Every year National Grid produces a key external publication called Future Energy Scenarios (FES), which gives an insight into what the country’s energy future might look like out to 2050, based on four different scenarios. The scenarios are designed to help National Grid, government, consumers and other stakeholders make informed decisions about energy policy and infrastructure investment. The publication’s launch and promotion is supported by a comprehensive communications campaign.
We worked with National Grid to develop the identity and look and feel for FES 2015, creating a cohesive visual language to the overarching campaign. Event collateral, speaker presentation packs and branded merchandise promoted the 200-page reference document which was launched at the Institute of Civil Engineers in London earlier this year. We also designed and developed a microsite to accompany the event and brochure launch.
The document itself carries huge importance throughout the energy industry and is used by stakeholders (including the energy supply chain), politicians and journalists who refer to the information over the course of the year.
Green’s gluten free beer
Green’s award winning gluten free beer has recently been relaunched with a total brand overhaul. Our repositioning takes the brand from a clinical and worthy look and feel to one that communicates quality, contemporary – and gluten free too. Green’s is one of the world’s leading producers of gluten free beers, and the coeliac market is currently one of the fastest growing sectors. In order to capitalise on this market growth and also to future proof the Green’s brand, we have completely redesigned the packaged range and given it a premium look and feel to help it compete in the highly competitive speciality beer market, and ensure it is fit for market.
There are eight different varieties in the range, and the beers are sold across Europe and the USA. The rebrand has created a unique positioning for Green’s, giving it fantastic standout, whilst also positioning it as a credible beer brand — making Green’s a beer of choice, not a beer of necessity, for both coeliacs and mainstream beer drinkers alike.
Left: Green’s Golden Ale before and after
BBC Online briefing
This week, Greg and Joe from our digital team attended the summer 2015 BBC Online briefing in Media City, Salford. This is the second BBC Online briefing we’ve been to, since being on their Digital Services Framework. As expected, it was a hugely insightful and beneficial day spent among other industry experts learning about the future of digital at the BBC.
Of particular interest was the idea that in the future the BBC is moving toward an internet-first entity, which isn’t surprising when you think about the 35 million unique browser visits to BBC sites every day. Also, a phenomenal 27.9 million UK mobile users access BBC services, which really hits home on the idea that your content needs to be mobile – this is how people are viewing your content, if it isn’t accessible, they will just find other content to view, digest and interact with…
On top of the motivating and intriguing talks, we were able to try out a virtual reality headset, where we were submerged into a Cirque Du Soleil environment – creepy but astonishing!
A hub for local produce
When Yorkshire Evening Post approached us to create the identity for their Food and Drink brand, as foodies we jumped at the chance. Our strategy was to visually link this wonderful county to the fantastic produce it grows and supplies: produce which makes up the vital ingredients in all kinds of delicious food and drink consumed all over the country. So much food is grown and harvested in Yorkshire, and really makes Yorkshire what it is today – and this beautiful partnership between locally grown produce and God’s own county is reflected in the new identity for Yorkshire Food & Drink.
The extensive range of icons in the new brand identity represent the diversity of produce from Yorkshire that is consumed both in the home and in pubs, bars and restaurants across the county. Icons represent artisan bakers, craft brewers, farmers and makers, all excellent examples of county-reared and home-grown produce. Together, the icons form the Yorkshire Rose, a fine emblem for this idyllic county.
Yorkshire Food & Drink is Yorkshire’s only dedicated food and drink website, covering everything from pub and restaurant reviews to recipes to food and drink events in the county. This new hub has created a go-to space for the latest news and information about the region’s finest produce.
A masthead refreshed
After months of reader feedback, and an evident decline in sales, it was clear the Yorkshire Evening Post needed to be revitalised and repositioned to align it with its core readers in Leeds whilst also reaching out to new audiences. The newspaper was lacking a strong engaging image and didn’t accurately reflect the City of Leeds and how it has grown and developed.
In order to reinstate the Yorkshire Evening Post as the voice of authority for Leeds, we completely redesigned the masthead, replacing outdated lettering, whilst ensuring the traditional feel of the paper was maintained, and – most importantly – refreshed the iconic white rose, Yorkshire’s emblem. We worked closely with Johnston Press, consulting with their in-house team, to deliver a strategy which would combat the decline in sales and encourage the people of Yorkshire to be more involved in the region’s news.
The masthead redesign, refreshed tone and layout more accurately mirrors the City of Leeds’ vitality and has given the newspaper a fresh and vibrant visual identity to be proud of, setting a new precedent for this much-loved regional title.
Heading across the pond
WPA Pinfold are extremely excited to announce that we have metaphorically packed up our beer expertise to take it over to the 2015 Craft Brewers Conference (CBC), in Portland, USA.
We have an exhibition stand at the huge craft beer event, showcasing our recent and successful projects, and offering our expertise and knowledge of the UK beer market to US brewers and beer aficionados from across the globe.
Visiting the Craft Brewers Conference gives us the fantastic opportunity to meet interesting brand owners and other industry experts from the craft beer and brewing market. Our beer expertise will be also be on-hand for any American brewers interested in export opportunities in the UK and Europe – we’re also running our Beer Brand Clinic, where brand owners are given a free brand analysis and diagnosis.
We are on stand 858 from April 14th-17th – if you’re attending the 2015 CBC come and see us to talk all things beer and strategic branding.
The WPA Beer Brand Clinic
Last week, between 18th-20th of March, WPA Pinfold set up shop at the 2015 SIBA BeerX exhibition – only this year, our stand was somewhat out of the ordinary.
We were running a Beer Brand Clinic on stand 128 offering brewers the chance to book in for an appointment for a free brand assessment and diagnosis with our very own Myles Pinfold (brand doctor, if you will…).
The event gave us a real opportunity to showcase our recent work and offer our brand expertise to those in the industry who are interested in how we can help them build their brand’s equity and create further success in the dynamic craft beer market.
Bumping into familiar faces whilst becoming acquainted with newcomers in the BeerX scene was all part of the fun – we’re looking forward to working on some exciting new projects in the brewing world.
If you missed us at BeerX you can still go online for a brand assessment and diagnosis here: www.wpa-pinfold.co.uk/brandclinic
We’ve done it again!
We’ve won another two awards, adding to our expanding collection.
This year, we’ve picked up HOW International Awards for our work for long-standing clients, National Grid and Daniel Thwaites.
Our design for National Grid’s ‘Chairman’s Awards Brochure’ has recently been produced to accompany an award ceremony which recognises the outstanding efforts and achievements of National Grid employees.
Our Crafty Dan packaging work for Daniel Thwaites has won a string of awards, including an International Beer Award, Graphis, DBA Design Effectiveness, The Chicago Athenaeum Good Design Award and now a HOW International – clear evidence that our design is not just beautiful, but effective as well.
Both entries will appear in the spring 2015 HOW magazine. It’s absolutely wonderful for our design to be recognised internationally and we endeavour to keep adding to our ever-growing list of achievements.
Fastest risers in the league
From 25th to 2nd in three years.
We are delighted to announce that at the DBA award ceremony on February 12th – held at London’s Tobacco Dock – we picked up another three Design Effectiveness Awards.
We achieved a complete podium finish, with Gold for Daniel Thwaites, plus a Silver for Fair Trader and a Bronze for RWE npower. This brings our grand total to eleven awards in recent years, and moves us up to second in the UK Design Effectiveness League Table.
GOLD: Our brand packaging design work for Daniel Thwaites’ microbrewery Crafty Dan has received outstanding feedback since launch and has given Crafty Dan a powerful on-shelf and on-bar presence in the highly competitive beer market. Crafty Dan reported a 590% increase in average sales, and opened up nine new export markets.
SILVER: We rebranded Fair Trader to position them as a successful, dependable and ethical retail business, giving them the brand equity they required to become a reputable and profitable fair trading cooperative. Following the rebrand, investor numbers increased by 72%, and overall turnover increased by 25%.
BRONZE: The ‘Applause’ employee recognition scheme we developed for RWE npower was integral in helping unify a company-wide employee reward scheme, increasing employee engagement and facilitating a sense of pride among RWE npower’s employees — with over 81% of employees having received Applause recognition.
WPA Pinfold director Myles Pinfold, says, “This year’s awards continue our winning streak, and pay tribute to the trust of our loyal clients and give us the opportunity to demonstrate how our unique approach to brand planning and creative design can deliver real return on investment. This success proves yet again that a commitment to intelligent brand thinking is vital for success in today’s (and tomorrow’s) brand-savvy markets.”