Castle Craig Hospital

Realising The Potential of Healing and Empowerment 

Castle Craig is a comprehensively resourced and medically managed rehabilitation clinic whose therapeutic essence is ‘compassion’ and ‘care’ with a focus on empowering and healing their patients. They provide an effective 12 Step, abstinence based treatment aimed at long-term recovery for drug and alcohol dependent patients in an age where prevalent and escalating alcohol and drug abuse is undermining society at every level and where we encounter serious restrictions on referrals and funding.

The main 1st point of contact are DAAT Teams who need a cost effective, sustainable treatment for patients who are engaged and committed to changing their lives. The patient would be in a therapeutic environment and community in Scotland mainly, but it is also open to International patients.

Our main tasks included; brand strategy, re-positioning and brand look and feel update to communicate the level of care and quality of professional expertise in an environment set to relax and support the 12 step process. Going through the unique process with the client, hand in hand, helped us really understand the benefits to patients and highlighted to us how important it was to communicate the non institutionalised solution to this very challenging problem.

“Adam, thank you and your team for the valued branding work you engaged us in. The feedback so far is very positive indeed. There is already a substantial increase in business, I’ll get back to you with the actual figures”

Dominic McCann, Assistant to the Directors, Castle Craig

Cameron Optometry

The Thinking Optometrists 

Established in 1970 Cameron Optometry has always been at the forefront of the technological advances that enable community optometry to provide a truly comprehensive eye care service.

If you think “sight test”, you probably think of little round trial lenses rattling in an ill-fitting frame and subtle changes to a “letter chart” at the end of the room. At Cameron Optometry they think “eye examination” where prescription lenses are selected by electronic control panel and the chart is a constantly changing series of projected precision images.

If you think “looking inside the eye”, you probably think of a very bright light held somewhat too far inside your personal space: at Cameron Optometry they think take a 6 megapixel digital photographs and store it on their server for future comparison or referral to hospital.

If you think “value” means “two for the price of one”, you might think you are spoilt for choice in the High Street: at Cameron Optometry, they think give value through the best individual advice and care possible by expert staff, none of whom is on sales-based commission.

Our commission at IYB was to create a new Brand Identity to fit these fast developing, high level, eye specialists.

“Hi Bob, here is a little feedback for your team. As brand specialists, your team at Ignite got to the nub of our our brand quickly and the result was an impressive proposal. Of the excellent creative options shown, we had a brilliant shortlist of three which were spot-on. Ultimately, we had to decide on one and the one chosen was a unanimous decision.  We needed your team’s creative and strategic expertise to fully express our values and ambitions and you have been ideal partners in achieving that vital goal.”

Tania Gillespie, Marketing, Cameron Optometry 

Shackleton

Wherever your business takes you, we’re right there with you. 

Shackleton can provide a full IT installation and management service, or a comprehensive monitoring service that alerts you to areas of potential concern. Our leading-edge software includes an advanced remote network management system that monitors your IT and identifies any points of weakness. And in this inter-connected, always-on world, security is the one issue you cannot afford to take lightly. We gather a wealth of information, analyse it all and make recommendations that can substantially improve both the performance and security of your system. Our expertise is aligned to core infrastructure servers and networks, earning us a Gold Server Platform Competency certification and the ability to ‘demonstrate greater value to customers by showcasing best-in-class capabilities.’

Our task at Ignite was to align this capability with the brand communications to better portray the company to their new target audience. We started with a brand workshop and finished with a suite of materials to be used to pioneer these new technical worlds.

“We were first introduced to Ignite over a year ago through a “chance” meeting with Adam at a Scottish Enterprise Event. Our first piece of work was a brand workshop which we found extremely illuminating. It confirmed that our existing brand message was confusing and certainly not aligned to the development path for the company. [The company was in the process of developing a pro-active IT management service and moving away from the typical fire fighting break / fix IT support service!]

The workshop helped us to understand that the brand permeates all aspects of the company, from the way we answer the telephone to the paper used in our letterhead. Any inconsistency could nullify the message “Shackleton provides a premium pro-active service”. The workshop confirmed to us that we had some internal development work to do to ensure that Shackleton ‘walked the talk’ before embarking on rebranding. 

Several months of internal development passed as we shifted Shackleton’s focus from fixing problems to preventing problems.  We then re-engaged with Ignite to develop a visual image for the company that matched the strength and value of this service.

Feedback has been excellent on all of the artwork that Ignite created, from the website to the unique window signage. However, the major benefit for Shackleton was gaining a profound understanding of our brand and ensuring it is reflected by all aspects of our operations.”

Grant Roy, Managing Director, Shackleton 

www.shacktech.co.uk

Power Of Youth

Game Changing
Against a backdrop of global budget cuts, rising unemployment, financial meltdown and a looming environmental crisis the Power Of Youth is looking to harness the power and optimism of young business leaders and social entrepreneurs who have the fire and drive within them to make a difference to the world and inspire a generation.

Entrepreneurs who join POY events believe business should be at the heart of building a better, more just and sustainable world.  They accept today’s great global challenges with joyful responsibility, rather than seeing the challenges as a burden. They recognise their businesses should be at the forefront of this global shift to pave the new way forward – to role model how to do it – and recognise that by working together the shift might happen that bit quicker.

The Power of Youth is dedicated to supporting game-changing entrepreneurs by helping them be seen and be heard across the globe.  POY attracts high level sponsors and works with partner organisations around the world to create opportunities for entrepreneurs and investors to connect, do business, learn and grow.

Our task was to help position POY as an energetic, inspirational, international organisation to attract the very best partners.

“To Ignite team,

Thank you so much for creative work produced for POY, awesome. This is the best ID you have ever produced, ok this might be a tad bias. Everybody wants to put this logo on their work, half of the Chinese entrepreneurs we worked with turned up on the last day of conference with it printed on their business cards, and the EU guys are pioneering it as a banner for youth entrepreneurship. They all love the positivity you get from it. The 1st stage of the website is exactly what we need, can’t wait to add the content and get the whole thing rolling“

Regards, Adam

Adam Purvis, Director & Founder, Power of youth

http://www.power-of-youth.org/

Made in China

Collaboration
We are working with The Royal Zoological Society of Scotland (RZSS) to market the sponsorship opportunities to companies and organisations in China.

Modern China is a story of incredible growth and diversification, one of the world’s most powerful, most dynamic economies. Today, Made in China is a label of excellence.

The China-UK Giant Panda Partnership brings together the very best in Chinese and UK science and conservation. It is one of the world’s most eyecatching conservation projects.

This collaboration provides your business with a unique opportunity to reinforce that message of success to a broad audience – in the UK, in China and beyond.

A World Class Partner
Founded in 1909, The Royal Zoological Society of Scotland (RZSS) is one of the world’s foremost conservation charities. RZSS owns Edinburgh Zoo and the Highland Wildlife Park. Edinburgh Zoo is home to more than 240 species, 80% of which are in the red category of IUCN endangered species.

The zoo works to ensure the survival of many threatened animal species. It funds and supports many conservation projects in the wild and raises awareness and understanding of the fragility of life on this planet – as well as our responsibility to help care for it.

Edinburgh Zoo also supports a range of targeted research projects. This has had many positive outcomes on animal conservation in the wild.

www.rzss.org.uk

www.edinburghzoo.org.uk

Simon Howie

Let the heritage come from provenance 
Set in the beautiful Perthshire countryside resides Findony Farm. Not only the centre of Simon Howie’s business but home to him, his wife and two children. From a farmers boy to butcher and the custodian of the farm, his passion has always been about promoting fresh, local ingredients and of course caring for the animals. A tradition which stretches all the way back to his great-grandfather.

The existing packaging conveyed local family butcher, which was working, it just needed to work harder to convey the real value of the produce.

Through an in-depth competitor analysis and ongoing customer study, it was concluded there needed to be a better connection with the inherent high level of quality and provenance.

Along with the client, we built a visual story of farmers son growing up to become a excellent independent butcher, supplying both direct to consumer and to trade. This story has been translated onto the packaging, a brand book, and commercials.

“A brand development project was carried out to build upon the previous brand development work and push the brand profile even further. The language and imagery of the brand needed developing to better engage with the target audience and to enable stronger association with the Simon Howie brand

Many of our products are intrinsically similar on shelf when comparing against that of our competitors, but there are many of our points of difference that come from the business itself and can therefore be marketed as unique selling points. The focal point of the brand development project was to ensure these points of difference were communicated within the new packaging design and across all marketing communications.

Ignite met the brief perfectly and I’m delighted with the work so far, I really believe the work done to date will push the brand on to the next level in its life cycle.”

Emma Loftus, Marketing Manager, Simon Howie.

http://www.simonhowiebutchers.co.uk/

Ricefield

Realign, Refocus & Energise
In a rapidly changing landscape for the UK’s Charities, Ricefield commissioned Ignite Your Brand to realign, refocus and energise the organisation, to help them maintain their position at the forefront of the exploration of Chinese arts and culture in Scotland.

After running the team at Ricefield through a Brand Strategy program, Ignite were able to focus the team on a commercially sustainable strategy and unite and them around a new inspiring identity.

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Taking the Initiative
Takeaway China is a series of creative partnerships and initiatives coordinated by Ricefield Chinese Arts and Cultural Centre. Ricefield delivers cultural workshops, produces exhibitions, creates events and provides support to artists of Chinese descent through our residency programme.

We were commissioned to create a very economical programme of events to fit in with the fast growing Ricefield brand to help promote the huge range of events taking place in 2011. 5000 of these booklets were printed and distributed to schools and festivals all around Scotland.

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Takeaway China, Glasgow, 2011
Featured are the creative responses of S1 pupils from Hillhead High School to the exhibitions of Polly Braden (Trongate 103) and John Thomson (Burrell Collection), as part of Takeaway China, Glasgow, 2011. Revealing China in the 19th Century and modern day, these separate photographic exhibitions uniquely documented life, landscape and architecture from two different historical perspectives.

Photographic reproductions in this book are from Polly Braden’s series China Between. China Between is a photographic essay on the modern city culture of contemporary China; an intimate response to the material and psychological effects of the changes experienced by the country’s new urban class.

http://ricefield.org.uk/

Eric Young & Co

Designed To Last

We have just completed Eric Young & Co’s 7th Annual Retail Review. EYCO have just moved to new improved premises in Waverley Gate and part of this review had to include a moving message. They are one of Edinburgh’s leading retail space specialists as well as one of the most active and progressive firms in Scotland for Chartered Surveying and Property Consultancy.

This is a great example of the power of a properly considered Brand Strategy and Identity Update (completed in 2003) which is designed to last and remain fresh looking with every extension.

“Bob, I have just opened my own personal copy which was delivered to my home address. The belly band is very good. I like the authentic brown paper feel. The Retail Review Brochure is a fresh expression of the business. I am very pleased that we persevered with the informal layout. (For the next version I think we need to have a few ties off in the staff photographs.) A great result. Thank you for producing this for us.

Kind regards, Derek, PS, my daughter tells me that we need to invest in an up to date photo of me”.

Derek Gordon, Partner, Eric Young & Co

Highly Recommended

A City Worth Talking About
Our task was to create a meaningful brochure to highlight the benefits of choosing Edinburgh Airport as a destination worth connecting prospective airlines to. The concept focusses on the benefits of Edinburgh as the key selling point, although the figures show that there are many factors which contribute to making it an airport worth choosing.

Edinburgh is a leading European business centre. It’s one of the world’s most popular tourist destinations. A heady mix of heritage, modernity and character, the city wins accolades across the board, from commerce, residents and travellers alike. It’s one of Europe’s most beautiful cities. And one of its most talked about.

From Paris they come. From London and Lisbon.From Amsterdam, Munich and Zurich. And they each have a story to tell. Of deals clinched. And friends made. Of tries scored and hills climbed. And of how they fell in love with this beautiful city. To Krakow they go. To Cologne, Copenhagen and more. Spreading the word. About the places they know. The people they meet. The city they call home. It’s easy to see why Edinburgh is highly recommended…

“Hi George, a little feedback for your team…

We work in an extremely competitive environment, so effectively conveying the unique attributes and commercial benefits of Edinburgh to the many airlines we meet is vital. Ignite Your Brand were able to get to the nub of why Edinburgh Airport is worth choosing – both through gaining a deep understanding of our business, and aviation in general. The brand workshop led by the team supported the development of themes around our thinking on ’why fly to Edinburgh’. The ultimate output has taken the form of a sophisticated, unique and data rich brochure which has been well received by existing and prospective airline customers alike. Ignite Your Brand worked closely with us throughout the project, consistently delivering quality insight and creative flair at every stage of the process.“

Regards, Hugh

Hugh Aitken, Head of Marketing and Aviation, BAA Edinburgh Airport

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Making travel safer
We were commissioned to help navigate customers to the new Drop Off area at Edinburgh Airport. It had become increasingly more difficult to manage the passenger drop off, safely, with the considerable increase in destinations and flights to and from the airport. Also, the additional protection of the airport following the Glasgow terrorist incident had a hugh impact on the infrastucture. Our main task involved the signing and routing of customers to this new drop off area, as well as the designing the look and feel of ‘Drop Off’ and making sure it made things simpler and clearer for the 250,000 passengers arriving and departing per month.

A huge part of the project involved many drives around the airport and selecting the key spots for signing as well as designing the information to be read from the appropriate distances. All of the existing products had to be taken into consideration and a product hierarchy had to be made clear to avoid clashes. In addition, a customer survey was done at the time to help with the use of language. This had a significant impact on the final solution. The last part of the project included a rationalisation of the current road signage resulting in a reduction of signs, making travel safer and easier. We worked closely with the various departments responsible for this signage to aid implementation.

“‘The concept work that Ignite undertook to help define and integrate our new Drop Off product at Edinburgh Airport proved invaluable to its success. Their experience in this area, and creativity, ensured clear product differentiation across the airport campus and strong customer facing logic. “

Neil Thomson, Capital Projects Director, Edinburgh Airport

Full Steam Ahead

Ship Shape

The boys, girls and Strategy Guru’s at Ignite are full up to the gunnels in costings, proposals and projects. The ship is shaping up and powering full steam ahead. We will let you know how the projects are doing shortly, meantime here is a snapshot of the clients we are currently charting a fine course for.