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Branding for Centro, the Cisco EMEAR sales data dashboard

November 21, 2017

The development objective was to increase Cisco sales teams’ usage of Centro, a powerful, real-time data dashboard. Achieving this would improve the allocation of sales resources, align teams to the same data and speed up response times to changing market conditions. It would also reduce the sales team’s addiction to Excell spreadsheets, which are time-consuming to create and out of date just as quickly.

A brand workshop was run in London with all key stakeholders either in the room or teleconferenced from Munich and Milan. The insight from this work was to focus on individual sales’ team members sense of self-worth and accomplishment. We also wanted to suggest they should be looking at the same data sources as their boss…

OUTCOMES

The Centro logo was created using Cisco’s core content font, but with a target motif to suggest goals being well met. The staircase image invoked a sense of real-time interaction, all underpinned by the key line ‘How am I doing’. Delivery included branding for the EMEAR insights team intranet, a full set of product icons, email newsletter styling and a complete brand design guidelines.

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Giving an audience what they really want

June 5, 2015

Online it’s called a ‘glanceable user interface’, offline, it’s a magazine front cover – but both have about three seconds to tell their story. Time Inc’s brief was to take their market-leading food title, and develop ways to increase both the potency of its branding and newsstand cut-through. Critically, new straplines were tested, along with compelling coverline promises, images, and dramatic, easy-to-see design decisions. Covers shown with permission.

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A strategic report for the United Nations’ World Food programme

April 29, 2015

The United Nations’ World Food Programme’s annual report is a chunky read. How to get more people to read it? Furthr took the key elements and built this fun, interactive infographic.

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Boosting Aviva’s bottom line

April 24, 2015

“No title, no infographic” is one of the catchphrases Furthr employs when explaining how best to realise data in easy to consume, exciting visualisations.

In the case of AVIVA, the title could not have been simpler. Aviva 2013 was a summary of their progress as a business halfway through the year, and also a description of the direction the company were to take in the future.

When the dynamic and static infographic was launched to coincide with their half-yearly results, the effect was electric. Thanks to the clearly-described position and “forward guidance” contained within the infographic, Aviva’s shareprice leapt 2% when the news hit the wires.

Furthr’s infographic was later celebrated in a two page spread in Corporate Communications Magazine.

corp-comms-magazine

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Interactive storytelling with Santander

April 24, 2015

Up to 30 percent of views of a video can be from robots. That’s why, increasingly, content makers judge the success of their content on the length of time users spend with content. (Robots don’t hang around, apparently.) The best way to get users to engage with content for more than three seconds is to make that content interactive. Europe’s largest bank Santander published a report explain which towns in the Uk were the most business friendly. (Cambridge won). The report was over 100 pages long. That’s why they asked Furthr for help. We turned it into this brilliant interactive map.

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A brand new tone of voice for the RNLI

April 24, 2015

Furthr’s Andy Pemberton worked with content providers at the RNLI to help them refine a new, friendlier tone of voice for the UK’s leading charity. In a series of day long sessions, all members of the communication team used Furthr’s Content Pyramid, to figure out how they should be talking to their wide audience of supporters.

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Guilt-free living: being clear about the benefit

April 24, 2015

Online it’s called a ‘glanceable user interface’, offline, it’s a magazine front cover – but both need to sum up the users’ hopes, dreams, and fantasies in the blink of an eye.

Time Inc briefed Furthr’s Andy Cowles to take their market-leading food title, and develop a new way to increase the potency of its branding.

The answer? A new strapline, ‘Guilt-free Living’, spoke to the true benefit of the title in the widest possible sense.

Compelling coverline promises, great photography, and dramatic, easy to see design decisions allowed the brand to really fulfil its potential.

See more Cooking Light ideas here

Covers shown with permission.

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Content strategy, brand identity and paywall design for retail trend consultants GDR

April 24, 2015

What’s next for retail.

This new strapline was the key to unlocking a fully realised content solution for the London foresight agency GDR; a simple, yet powerful phrase anyone could understand. Working with Furthr partner Andy Pemberton, core brand values were established and then set to work across both design and tone of all GDR’s communications. Over six months in 2013, traffic to the GDR website doubled, email newsletter open rates hit 50% and GDR signed new clients including Microsoft and Chanel.

GDR’s primary demonstration of value has always been a quarterly report, pulling together case studies, trends and analysis from around the world. Crystalising their proposition in print is still a vital part of the business model, so Furthr’s content strategy began here.

The book was completely overhauled, new headlines, new navigation, new grids.

Key to the content strategy was to make sure every case study had the same headline across print, online, social and newsletter. This meant GDR could demonstrate both content ownership and tone of voice.

The visual branding was completely overhauled, with a redrawn logo, new social icons, colour palette, typography and keynote templates.

The paywall website was a big innovation for GDR, allowing them to monetise their content on an international scale.Furthr worked closely with both the business and web developers Rawnet to deliver UX, UI, visual branding and usability.

The design, tone and content strategy worked across their all-important presentations too.

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