Branding & design

Stevens, Sarah (5 of 7) Oral History of Wolff Olins.

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  • Type

    sound

  • Duration

    00:30:39

  • Shelf mark

    C1015/39

  • Subjects

    Branding

  • Recording date

    2003-04-09; 2003-06-03

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Wolff Olins office, London

  • Interviewees

    Stevens, Sarah, 1961- (speaker, female, Account Director)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    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-

  • Description

    Interviewee note: Father's occupation: site manager for a construction company

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