Branding & design
Stevens, Sarah (5 of 7) Oral History of Wolff Olins.
The British Library Board acknowledges the intellectual property rights of those named as contributors to this recording and the rights of those not identified.
Legal and ethical usage »
Is part of (Collection)
Oral History of Wolff Olins
Wolff Olins office, London
Stevens, Sarah, 1961- (speaker, female, Account Director)
Roberts, Melanie (speaker, female)
Part 5: Tape 3 (F13478) Side A: Joining Wolff Olins; describes being interviewed by Lee Coomber and Paul Townsin- Their interest in Landor project in terms of brand ideas for Zurich insurance- Explains the flexibility of the brand idea as a way of the brand infiltrating all parts of a clients' identity needs when compared with the brand manual- Also interested in SS having worked on BT for Landor as had just won in competition against Landor the BT/MCI merger brand, Concert- Concert first job with WO but merger collapsed and BT went in with AT&T- Working on own brand packaging for Tesco following a legal threat from Kellogg's for emulating their brand- Wolff Olins suggesting developing a collective brand for Tesco which sits between finest brand and budget brand- Describes process at which they arrived at the bold simple style of the brand- Finding an imagery that reflects personality of Tesco-; using very direct associative imagery and words; powerful colour and a sense of humour- Researched badly because consumers don't like change, but was hugely successful- Helping Tesco simplify internal and external design areas as well as helping to educate them on brand- Explains the roster system for using external design agencies- Expands on helping Tesco research market for own brand wines- Wolff Olins' positive contribution to Tesco's success-
Interviewee note: Father's occupation: site manager for a construction company