Allotment Creds

Storytelling that grows brands

Tuesday, 21 January 14

About us
We use storytelling to grow brands,
transform businesses and create
richer experiences. We are driven by
our passion to deliver tangible
growth for our clients.

- Shortlisted for a Brand Impact
Award 2014

Our work has covered global £1bn+
business-to-business companies,
brand packaging for world famous
FMCG clients as well as high growth
business-to-consumer start-ups.

- Best in Show and Best Identity at
the Design Week Awards 2012

As a team we have won over 90
design and effectiveness awards
nationally and internationally.

- Two golds, silver and bronze at the
2013 Transform Awards


- Positioned 8th for creativity in
Design Weeks 2013 UK top 50

- Winner of Best Rebrand at the
Marketing Design Awards 2012

Our team


We believe that...
better communications built around strong and clear narratives help create
competitive advantage.
We unearth, design and communicate compelling brand promises and
stories for businesses. These promises are based on the authentic soul
of organisations - the unquestionable and irrefutable truth told as
a story that inspires ‘emotional’ connection.
We use storytelling to give meaning to brands. To create an emotional
connection that gives personal relevance.


Why Storytelling?
- Storytelling reflects and creates brand culture. It respects the listener.
It expects involvement. It does not sell an idea - it plants a sentiment.
- Storytelling supports ‘feelings’ which are more memorable than ‘facts’.
- Stories have predictive qualities. They help people create simple rules to
navigate a complex world.
- Successful brands create story consensus around a fundamental purpose.
We help businesses define and articulate their purpose.


How we work


Growing
understanding
We dig deep and unearth everything
about your business, markets and
audiences as well as the problem
you’ve asked us to solve.
Growing understanding is about
creating a rock-solid strategy on
which everything else is built.

TheAllotment Copyright 2013


Growing
clarity
We find the single, exceptional
idea that expresses exactly
what’s unique about your
business or brand.
It’s a collaborative process that
involves working with you to
agree and define your vision.
It’s about mapping out exactly
where you need to be heading
in order to thrive.



Growing
difference
We make you shine. Bringing ideas to
life in way that excites you and your
audiences.
Our work is never just eye candy.
Instead real difference is achieved
through clarity - building on something
essential at the heart of what you do.



Our approach
to storytelling Some case studies

Growing White Logistics
Rebrand and repositioning

‘To tell White’s story
in a meaningful and
distinctive way.’
To do this we needed to
define their purpose.


Research - What’s White’s point of difference and purpose?

“Our point of diﬀerence is our
‘extra level of service’ - we rarely
say NO, we do whatever it takes to
sort out issues for customers.”
“They are conscientious and they put
themselves out. They’re problem solvers.”
“They oﬀer solutions, not excuses.”


White identity


Truck livery


Truck teasers


Truck livery



Storytelling - Haulage heros


Uniforms


Website



Brochure


Sales materials



Results

Just 6 months after rebranding White’s
secured over £600k of new business
Sales brochures increased the rate
of proposals to wins from 8% to 43%
Sales revenue predicted to grow by
50% over 2-3 years following rebrand
Judith Stracey - Managing Director
Best of Show at the Design Week Awards 2012
Best Identity at the Design Week Awards 2012
D&AD Award winner (In-book)
Winner of Best Rebrand at the Marketing Design Awards 2012
Winner of Best Corporate Rebrand at the Transform Awards 2012


Growing Proxima
Brand proposition development

‘Procurement sucks’ - find a
clearer and better way to
explain our value add.’
‘See the change’ - making the invisible,
visible. Defining a path no-one can follow!

I like to be called Governor or the
Boss. I don't like Ma’am - I’m not the
bloody Queen. So take your pick.
Prime Suspect written by Paul Billing


I like to be called Governor or the
Boss. I don't like Ma’am - I’m not the
bloody Queen. So take your pick.

CATALYTIC THINKING

Prime Suspect written by Paul Billing


A series of six animations were produced which very simply explained Proxima’s Catalytic offer.


Growing Wates Group
Repositioning and reporting

‘Give more depth
to our stories’.
A brand that focused on people
and their value, not buildings.


Wates Group - Proposition creation

Above all,
it’s about people.
Brand/proposition guidelines


Annual Report 2007

Wates Group - Annual Report 2010


Wates Group - Annual Report 2011


Results

“It has been a great pleasure
to work with a team that
combine challenge and
creativity in such a positive
way. Feedback on our annual
reports has been excellent.”
Paul Drechsler
Chairman & Chief Executive

“This years report has
surpassed our achievement
last year. It’s more concise,
clearer and continues to
communicate our brand
story in a compelling way.
Importantly, the process
was straightforward, low
on business disruption
and was delivered on time
and on budget.”
Gareth Coombes-Olney
Group Communications Director


Growing Mansell Construction Services
2011 Annual Report

‘Create strong, clever stories
with a small budget’.
An idea behind every message.


Mansell Construction Services - Annual Report 2011


Other clients


First Direct Arena
Sponsorship branding

‘3 weeks to create a cool
brand extension to target
younger audiences.’
An emerging and deeply immersive
story all about the amazing acoustic
quality of the arena.

The Donkey Sanctuary
Rebranding and fund raising

‘An award winning identity
and a significant uplift in
donations.’
A brand with a strong emotional connection
to its loyal supporters.

An identity for a famous writers agent


A rebrand of an insurance business


A series of new brochures for Cabe at The Design Council


A set of new illustrations for Cable & Wireless to help them refocus their business on the Central American and Caribbean
markets


Thank you
The Allotment
17-21 Emerald Street
London WC1N 3QA
Telephone: 07815 142035
Info@theallotmentbranddesign.com
theallotmentbranddesign.com
twitter.com/AllotmentBrand


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