We were given the opportunity to make creative recommendations as to the development of the retail interiors and visual display of Clinton’s stores. Initially looking at the development of brand, and translating a consistent message across all marketing activity.
The launch that caused a frenzy! Birmingham City F.C. finished the season having battled their way through the season and gaining automatic promotion back to the Premiership. How fitting then that the kit launch campaign should reflect the mood of City and their fans.
Back for the future – the campaign proved so successful with the Blues fans that the posters were being stolen from all around the stadium, including the inside of the megastore window! So we can assume the campaign was a success then…
Part of the success of the Kit Launch campaign was the introduction of Birmingham City F.C’s first eCatalogue. Receiving over 176,774 hits since upload this eCatalogue proved popular and allowed fans to browse the product range in a familiar format, and of course it was branded to reflect the kit launch campaign which too proved very popular with the Blues fans!
Following the successful re-launch campaign ‘Back in Action’ we were asked to produce the Spring/Summer product catalogue, including concept and photography. With a short timeframe for delivery, model photography had to be shot off-location, and later combined in the studio with location photos shot around the coast of the south east of england.
Part of the creation of the autumn/winter catalogue and retail campaign encompassed a range of advertising including billboard and local outdoor posters, web banners, till graphics, instore and stadium POS as well as pitch side.
We created AFC Bournemouth’s own brand label for their official kit production. This included the generation of the name, the brand icon for application to merchandise, kit, clothing and the roll out to the official stores.
Subsequently after completing this project we were commissioned to complete a kit launch campaign, in-store branding and exterior treatments along with packaging and advertising projects.
New personal safety product range launched by Karrysafe. The innovative product range encompasses safety carrying devices for personal belongings including the phonesafe wristband and bodybelt for mobile devices, and the screamer holdall which releases an audible alarm when snatched. All of the product range has been endorsed and supported by DACs, the Metroplitan Police and the Design Council among others. All product information, catalogue, advertising, in-store POS and POP displays conceived and produced by the team at Scruffy-Pup.
Early in 2002 we began working closely with the team at Ipswich Town F.C. to apply a coherant message to all retail activity. It was at this stage of the Club’s growth that a new stand with integral megastore was under construction. We were briefed to generate the interior concept and build, floorplan, branding and repackaging across 400 product lines, ensuring consistency of brand and to ensure that the packaging met the requirements of a ‘match day’! After a successful launch, the concept evolved and further stores were opened completely designed and shop-fit by our team.
The Head of Retail commented on the Project:
“I am thrilled with the end result, it was a difficult step away from the norm for the club and some would say a “brave” one, football clubs have long lived off the back of their main properties, i.e. the players, and that is a high risk approach, if you are not successful from a football perspective. Our communication process with the fans is critically important to the ongoing sustainability of the brand and this concept has drawn the attention away from the field of play and into a warm and friendly side of the club. It can only enhance the fans perception of the club as we integrate it into more areas. I thought the results (the relevant bit as far as I’m concerned) were/are excellent, and I know you were very patient with our less professional suppliers. Indeed your approach may well have benefitted some of our suppliers in providing a better service to many other customers! The design element was extremely thorough and creative, your patience over the intial stages was commendable. A job well done from a results perspective.
Scruffy-Pup were excellent to work with, they often went beyond the call of duty and brought a fresh, positive approach to what was an ever-changing brief. They moulded themsleves around a lightly resourced business and provided support and direction when priorities were often confused. They were fun to work with and creative to the end.
Responsible for the development of a bespoke tailored brand spanning a diverse range of retail channels from retail interiors, outdoor advertising, website, mobile, press and media advertising, whilst being sympathetic to the parent brand T-Mobile. After an initial research and consultation period to establish the target consumer the campaign was revealed and during a soft launch weekend they saw an increase in turnover of some 11% compared to the best comparable weekend in the history of the fonehouse company.
The campaign was then rolled out to all 80 stores within the division, and a targeted consistent campaign was developed and coordinated across the country.
Have you seen our eCats and eBrochures? If you have a product catalogue or brochure and its not available online, you might be missing opportunities…
We have a dedicated photographic studio specialising in product and lifestyle photography, image manipulation, composition and enhancements. Visit the website at www.skullary.com
If you are interested in discussing a project please get in touch.
Send an email to contact[at]scruffy-pup.com, or via our contact form.
