Strategy, tick. Values, tick. Visual identity, tick. For some companies, that's when they start working out how they'll achieve it. Yet the implementation will most likely take the bulk of budget. Three companies who tackled implementation from the outset discuss their experiences. Stuart Youngs, Purpose, creative director

1. PURPOSE
20/10/11
WorldSkills
London 201 1
© PURPOSE 2011

2. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
What is WorldSkills?
– Think of it like the olympics for skills.
– Young people from around the world compete
to be crowned the best in the world.
– It’s the biggest competition of its kind with
51 countries competing across 47 different skills.
– Skills include everything from plumbing to floristry,
cooking to graphic design.
– The event takes place every two years in a different
country. This year London played host at ExCel and the 02.
© PURPOSE 2011

4. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
Why are we showing WorldSkills today?
– As an event and ‘brand experience’ it has
gone through a radical transformation.
– Illustrates the importance of having robust
and distinctive building blocks.
– Highlights the need for creativity through
an effective implementation process.
– Demonstrates how an idea can be flexed to meet
the needs of different channels and audiences.
– It illustrates how to maintain a coherent
identity through implementation.
© PURPOSE 2011

5. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
The last event:
Calgary 2009
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7. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
The challenge
Create an engaging careers
experience for 150,000 young
people alongside the biggest
skills competition on earth.
© PURPOSE 2011

8. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
Our ‘big’ idea
© PURPOSE 2011

9. Your vocation
is very personal
to you.
© PURPOSE 2011

10. Your interests.
Your skills.
Your ambitions.
Your pride.
© PURPOSE 2011

11. We created a ‘big idea’
that is all about you
and your expression.
© PURPOSE 2011

12. The
‘I am...’
campaign
© PURPOSE 2011

13. ‘I am...’ gave us a huge
amount of flexibility to
communicate effectively
with everybody from
delegates to those who
have no idea what to do
in their future career.
© PURPOSE 2011

14. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
Core identity
components...
© PURPOSE 2011

15. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
WorldSkills London 2011
Component parts
© PURPOSE 2011

16. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
WorldSkills London 2011
Component parts
Typefaces
I AM... I Am...
RITA Frutiger
Colour palette
Messaging
THE ICING
I AM... THE MAIN
EVENT
ON THE CAKE THE star
of the show
THE TALK
OF THE TOWN
A CUT ABOVE A HIGH FLYER
THE REST
© PURPOSE 2011

17. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
ExCeL two
weeks ago...
© PURPOSE 2011

18. LARGEst
ever event at ExCeL
70,000
meals served
35,000m 2
of carpet
5000m
of low level walling
© PURPOSE 2011
800
mains pools

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30. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
The O2 two
weeks ago...
© PURPOSE 2011

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32. O
Opening Ceremony
4 October 2011
T
Th
The O2, London
London is consistently vot the best
o o sten voted
city in the world to do business and our
yn o o us
strong sk l ase
strong skills base is a key factor behind
key
t
this. In 201 it w l be our honour to host
201 wil
1 o
Wo Skills, when
WorldSkills, when we wil n only show
o
orld will not
i w
the world the great pool of talent in o r
he e po n ou
country
country and in our capital, bu also our
u r ur tal, but ou
brilliance in staging great eve
ri nce stagin gg events.
Boris Johnson
Mayor of London and Amba s
bassador The O2, London
for WorldSkills London 2011
11 Venue for the Opening Ceremony
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o
orldski ndon201
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1 WorldSkills London 2011 Opening Ceremony
ls London
s Lo O
Openin 06 – 07
The Opening Ceremony
Opening Ce Choirs from London
Choirs from Lond n
celebrates communitie
celebrates communit s
We are d hte that London is host
are delighted t
to our 58 Member countries/regions
our Member co
from across
from across the wor coming
world
that represent app ximately 70%
hat represent appro m together share k
together to share knowledge
of the w d’s population.
the world p a
and compete in the biggest
compete
The true stars here are the Competitors –
tru sta e
each one of them is already a Champion,
ch em al
WorldSkills Compet
WorldSkills Competition on earth.
s
having been selected
having b en selected from amongst their Performances repre e
Performances representing the Southwark EIS Children’s Choir
uthwark hild London Soloist It is a real privilege to represent Northern
a privilege to repres
vileg p N thern n
peers to represent their countries/regions
r represent h
four nations the UK
four nations of the U (in order Southwark Splas
t Splash Marv-ill Ireland at the Opening Ceremony of
n at Openin Ceremony of
n er
on the world s
the world stage. WorldSkills London 201 We are absolutely
ldSkills London 201
dS 1.
1 a bsolut u
2011 has already proved to be a busy year
alread p ed Marv-ill Superlungs is a unique and exciting
I would like to thank ou Hosts, and best
would ike h our
of appea ance); Scotland,
f appearan e
a for Southwark EIS Children’s Choir with
Southwark S ldr rising star in the Beatbox Scene. He is known
delighted that th hard work and creative
h ed that the h
at wo r ti
tive
wishes to a Competito
wishes to all Competitors, Delegates, Wales, Northern Ireland and Southbank Centre
Southbank Centr performances in April
or for his loud and powerful beats and bass
Experts, ob erve volunteers and
p observers, o at the Queen Elizabeth Hall and in June
the Queen E izab as well as his unique beatbox style. He also talent of the cha ity’s young peop is being
ent f t
n
nt har
har s young people
England,will fi welcome our
first at th Royal Festival Hall.
the Royal Festival combines rapping and beatboxing in live
visitors
visitors for a wonderful Competition.
wonde o
shows and recording.
recognised at an international level.
ecog ised an ernationa
cogn
ognise
international delegates, then Such high profile event help the hundreds
profile events
fi
of young singers taking p t from Southwark
young ngers taking part Marv first began rapping when he was ten
introduce a day in the life of schools develop their e
schools to develop their self-esteem and years old, producing at 12 and beatboxing Jenny
Jenn Cooke
London, showing how skills confidence alongside the singing and
fidence alongsid heir at 13. Although still in his early 20s he has a Chie Executive, Music Theatre 4 Youth
hief
performance skills. Wh
performance skills While the young people wealth of recording, performing and teaching
shape the world around us. love to sing, t ese projects also offer an
sing, these projects experience and talent. During this time he
inva
invaluable experience which helps to prepare
p rien w
ri has supported and worked with number
t
them for life after school. The Choir is delighted one artists and Hip Hop legends alike.
te sc
Tonight’s show will be delivered t
to be performing tonight as part of W dSkills
performin t g
e orm Worl
Marv-ill is now bringing all his skills together
Tjerk Dusseldorp
Dusseldorp London 2011 Opening Cerem
d 2011 Opening Ceremony and thank
President, WorldSkil Inte
President, WorldSkills I ternational by over 600 young contributors the organ sers for the invitat to appear
he organi ers
e rga
ga vitation p
and making his first CD, the all-vocal
fi
“Big Mouth Promo” He continues to do
”
from colleges and schools from at the iconic 0 Arena.
t ico c 02 Are a
live shows and workshops and is writing
across the UK. Enjoy the show! The 300 si gers aged from eight to 18 years
he singers age
r h and recording material for his first EP.
fi
are drawn from ten Southwark schools and
raw f Southw rk ch
star ed hearsals four weeks
started rehearsals f ur weeks ago working
a
with a wonderful team of vocal trainers,
t w derful team
Ka Hay
Kate Hayes, Lea Cornthwait Anna Corcoran
ea Co thwaite,
a
and Ross Power.
Ross er.
This is
This i an extremely exciting event to be part of. It’s
e
emely e it
a onc in a lifetime opp
once lifetim opportunity for these talented
Programme and enthusiastic h rdressers. We are looking forward
e u a tic haird
Start
St time 19.30 hrs t
to working alongside the make-up team from West
o side th
– Welcome to the UK Tham
Thames College to sho
h ge showcase the hair and make-up
– Spee
Sp ches industry on what will be an enormous world stage.
dus what
– Sk
Skills shape our city,
p y
s
skills shape our world Stuart Chapman
id artist Programme Manager,
– Parade of Nations
L’Oréal Professionnel
– The WorldSkills Oath
– Official Opening of
fi
WorldSkills London 201 1
Ends 21.00 hrs
E
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35. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
Building
awareness
© PURPOSE 2011

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40. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
All this helped
attract over
200,000 people.
© PURPOSE 2011

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42. WORLDSKILLS LONDON 2011
A TRANSFORMATIONAL EXPERIENCE
Thank you
© PURPOSE 2011