After sending them out, I heard back from a handful but was able to cement two internships to take place over July, two weeks at a studio called Holy Cow in Suffolk, and another two weeks at Nucleus in Thames Ditton.
Holy Cow:
We’re here to help you make your business grow. To help people understand what you do, or to persuade them to buy more of your products or services. We do this by understanding where you’re coming from, and where you want to go.
We’ve made our home in a former dairy surrounded by farmland and a stones throw from Martlesham Creek. Our studio is relaxing, airy and inspiring, an ideal creative space, where original features sit alongside the latest design technology.
We believe that creative excellence is the cornerstone of any successful branding, packaging, literature or digital project; that practical can still be beautiful; that design thinking should always be rigorous, relevant and refreshing. If we specialise in anything, it’s in giving brands an individual and appropriate voice. A voice that rings true and clear and resonates with personality. We help you communicate your messages so that audiences will remember and respond to them. All of this is underpinned with a friendly down to earth team approach.
We’ve made our home in a former dairy surrounded by farmland and a stones throw from Martlesham Creek. Our studio is relaxing, airy and inspiring, an ideal creative space, where original features sit alongside the latest design technology.
We believe that creative excellence is the cornerstone of any successful branding, packaging, literature or digital project; that practical can still be beautiful; that design thinking should always be rigorous, relevant and refreshing. If we specialise in anything, it’s in giving brands an individual and appropriate voice. A voice that rings true and clear and resonates with personality. We help you communicate your messages so that audiences will remember and respond to them. All of this is underpinned with a friendly down to earth team approach.
Examples of work:
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Nucleus:
About us
Nucleus is a brand consultancy with a difference. Not only do we create and capture value for our consulting clients, we also practise what we preach: combining our brand, technology and intellectual property know-how in unconventional risk-reward relationships; or backing our ideas by launching our own ventures.
Founded in 1979, Nucleus has long been an innovator, continuously at the forefront of brand, internet and now intellectual property consulting. We have combined organic growth with strategic acquisitions, such as internet services specialist, Equire in 2004 and intellectual property experts Hallmark IP in 2005 (now operating as Nucleus IP), to create a unique and highly talented 50-man team.
Today, Nucleus is unique in offering a seamlessly integrated Brand + Digital + IP service, which enables us to deliver new brand and product names and brand proposition projects quickly, seamlessly and cost effectively. We approach even digital projects from a brand perspective to ensure that all the brand assets we create are available, registerable and can be protected in all the markets and media our clients operate in.
At the end of the day, every project is a brand project and if your business really is your brand, every investment should yield a tangible return.
Examples of work:
Dunhill
A global distribution strategy for a luxury brand
Brief
In 2005, Alfred Dunhill’s then CEO, Simon Critchell, commissioned Nucleus to assess global e-commerce opportunities for the Dunhill brand against a background of Richmont board scepticism of e-commerce in the luxury sector.
In 2005, Alfred Dunhill’s then CEO, Simon Critchell, commissioned Nucleus to assess global e-commerce opportunities for the Dunhill brand against a background of Richmont board scepticism of e-commerce in the luxury sector.
Solution
We conducted a detailed review of Dunhill’s global distribution strategy and assessed their product range for suitability for e-commerce. This research included an online survey of customers pre-disposition to e-commerce, brand recognition in markets not served by retail distribution and channel conflicts and global pricing policy. From this research we proved that there was huge latent demand for the Dunhill brand in markets where retail distribution was thin or non-existent – which e-commerce could cost-effectively satisfy.
We conducted a detailed review of Dunhill’s global distribution strategy and assessed their product range for suitability for e-commerce. This research included an online survey of customers pre-disposition to e-commerce, brand recognition in markets not served by retail distribution and channel conflicts and global pricing policy. From this research we proved that there was huge latent demand for the Dunhill brand in markets where retail distribution was thin or non-existent – which e-commerce could cost-effectively satisfy.
We then created an e-commerce business plan based on our own model which proved compelling, even for those members of Richmont’s board who, at the time, didn't believe e-commerce was suited to luxury brand marketing.
Following approval to proceed we advised Dunhill on all aspects of e-commerce, including product ranging and fulfilment options, content architecture and website design and operations.
Results
Online sales were an immediate success, exceeding even our most ambitious modelling. In markets like Korea, where no retail presence existed, e-commerce allowed customers to acquire the brand for the first time and in the US, where distribution was sparse, the brand became available to all.
Online sales were an immediate success, exceeding even our most ambitious modelling. In markets like Korea, where no retail presence existed, e-commerce allowed customers to acquire the brand for the first time and in the US, where distribution was sparse, the brand became available to all.
By 2010 Richmont had become strong advocates of e-commerce in the luxury sector, launching e-commerce websites for many of its brands and acquiring Net-a-Porter for £225m.
Ede & Ravenscroft
An unrivalled heritage brand, updated
Brief
As robe makers to every British monarch since 1689, Ede & Ravenscroft has an unrivalled heritage of quality and craftsmanship in tailoring. In more recent years, E&R has rapidly diversified its services to include menswear, graduate gown-hire and photography. The company is one of very few organisations with permission to use all three royal warrants.
As robe makers to every British monarch since 1689, Ede & Ravenscroft has an unrivalled heritage of quality and craftsmanship in tailoring. In more recent years, E&R has rapidly diversified its services to include menswear, graduate gown-hire and photography. The company is one of very few organisations with permission to use all three royal warrants.
E&R, however, was concerned that its brand had been diluted over time, and was being used inconsistently across the organisation. Nucleus was asked to review the whole brand strategy, including the definition of a brand proposition, and to assess its brand architecture, website and marketing communications.
Solution
We assessed E&R's business requirements, interviewing all senior employees, including board members, customers and influencers. We subsequently recommended that the brand required evolution rather than revolution in order to effectively articulate its heritage and enhance its reputation for excellence and innovation. We created a proposition that engaged their demanding and diverse audiences over each of their business units, and then designed detailed guidelines that brought the brand up-to-date – giving it full credibility within its peer group.
We assessed E&R's business requirements, interviewing all senior employees, including board members, customers and influencers. We subsequently recommended that the brand required evolution rather than revolution in order to effectively articulate its heritage and enhance its reputation for excellence and innovation. We created a proposition that engaged their demanding and diverse audiences over each of their business units, and then designed detailed guidelines that brought the brand up-to-date – giving it full credibility within its peer group.
Results
E&R’s reputation continues to grow: the company has consolidated its near monopoly in graduate gown-hire (96% of the UK market), and their brand proudly stands alongside other heritage London tailors such as Gieves & Hawkes.
E&R’s reputation continues to grow: the company has consolidated its near monopoly in graduate gown-hire (96% of the UK market), and their brand proudly stands alongside other heritage London tailors such as Gieves & Hawkes.
First Direct
A pioneering example of online banking
Brief
During 1996 the UK's first telephone banking service wanted to become the first online bank and asked Nucleus and ICL Fujitsu to develop a distinctive, on-brand experience for its First Direct PC Bank service.
During 1996 the UK's first telephone banking service wanted to become the first online bank and asked Nucleus and ICL Fujitsu to develop a distinctive, on-brand experience for its First Direct PC Bank service.
Solution
Nucleus ensured that First Direct’s distinctive brand identity was migrated effectively to a digital environment, with simple, fast, functional and easy-to-use interfaces that downloaded quickly, even in the era of dial-up. We worked with Fujitsu to build the back-end and integrate the server architecture into the client's systems, ensuring that the site was also robust and secure.
Nucleus ensured that First Direct’s distinctive brand identity was migrated effectively to a digital environment, with simple, fast, functional and easy-to-use interfaces that downloaded quickly, even in the era of dial-up. We worked with Fujitsu to build the back-end and integrate the server architecture into the client's systems, ensuring that the site was also robust and secure.
In order to ensure the best service experience, only a certain number of customers were allowed to use the service until the platform was proved to be scalable. Once this testing was complete the full service was launched to all First Direct account holders.
Results
When the site launched in 1997 there were 20,000 customers on the waiting list. Within two years, more than one million customers used the service and the cost of customer transactions fell from around 30 pence (via the telephone) to just 2 pence.
When the site launched in 1997 there were 20,000 customers on the waiting list. Within two years, more than one million customers used the service and the cost of customer transactions fell from around 30 pence (via the telephone) to just 2 pence.
Henriques & Henriques
Everyone needs revitalising once in a while
BriefMadeira is a drink with a problem. An image problem. So consumers don't buy it in the quantities they used to. Since the 15th Century Henriques & Henriques has made Madeira wines of outstanding quality, planting its first vines in 1425, following orders from Prince Henry the Navigator. However, following Madeira wines falling from favour, it has come to be seen as an unfashionable and somewhat “fuddy duddy” drink. Time for a little revitalisation.
SolutionTo change these perceptions and revitalise this brand of fine quality of H&H's Madeira wines, Henriques & Henriques majority owner, John Cossart, commissioned Nucleus to painstakingly re-invent the brand in a soup-to-nuts process. A new Henriques and Henriques brand identity was created with a new and elegant expression of the Henriques & Henriques brand name and a double-H monogram. Then a distinctive new bottle was designed, prototyped, tested and manufactured, with new labels to distinguish between grape varieties and 3, 5, 10, 15 and 20-year-old wines.
ResultsWhere distributors and retailers had been reluctant to order, post re-launch whole new markets opened up for H&H. The commercial effect of the re-brand has been considerable, helping to secure the future of this venerable fine wine producer.
InLuxury
An upmarket brand for Teletext Holidays
Brief
As part of a major market segmentation exercise, in 2007 Teletext Holidays selected Nucleus to create a new luxury brand that they could use to target the growing long-haul, 4 and 5 star luxury market.
As part of a major market segmentation exercise, in 2007 Teletext Holidays selected Nucleus to create a new luxury brand that they could use to target the growing long-haul, 4 and 5 star luxury market.
Solution
Over a period of six months we delivered a seamlessly integrated programme including: the brand name and proposition ‘InLuxury – the only way to holiday’, trade mark applications and registrations, domain name acquisition, technical architecture and website design, build and technical integration. Much of the technical integration was undertaken by our offshore development team, based in Lucknow – under our partnership with Tata Consultancy Services (TCS) working under the direction of our UK technical team. The solution is based around Ektron 400 CMS content management system, which allows easy editing of content. Analytics are by Omniture.
Over a period of six months we delivered a seamlessly integrated programme including: the brand name and proposition ‘InLuxury – the only way to holiday’, trade mark applications and registrations, domain name acquisition, technical architecture and website design, build and technical integration. Much of the technical integration was undertaken by our offshore development team, based in Lucknow – under our partnership with Tata Consultancy Services (TCS) working under the direction of our UK technical team. The solution is based around Ektron 400 CMS content management system, which allows easy editing of content. Analytics are by Omniture.
Results
The new brand and website was launched in July 2007. It quickly established itself as a premium showcase for luxury holidays within the Teletext group, achieving initial financial targets as customers were attracted to the new proposition.
The new brand and website was launched in July 2007. It quickly established itself as a premium showcase for luxury holidays within the Teletext group, achieving initial financial targets as customers were attracted to the new proposition.
Lajkonik
Branding a leader in Poland and Eastern Europe
Brief
Bahlsen acquired one of the leading state-owned Polish biscuit manufacturing companies in 1993, and appointed Nucleus to create a completely revised range of product packaging for the established ‘Lajkonik’ brand. It was an intriguing brief: an opportunity to consider the impact of ‘Western’ European standards of consumer packaging within a fast-changing Eastern European market.
Bahlsen acquired one of the leading state-owned Polish biscuit manufacturing companies in 1993, and appointed Nucleus to create a completely revised range of product packaging for the established ‘Lajkonik’ brand. It was an intriguing brief: an opportunity to consider the impact of ‘Western’ European standards of consumer packaging within a fast-changing Eastern European market.
Solution
We proposed a range of design solutions that enhanced Lajkonik’s reputation for good quality produce within the Polish baking tradition. However, we were careful to ensure that the brand and packaging still looked Polish: yet inspired and highly attractive to local consumers. We used straightforward, unfussy graphics and illustrations with strong typography and colours that communicated value for money. Our designs – which included an evolution of the brand mark – were applied to the whole product range.
We proposed a range of design solutions that enhanced Lajkonik’s reputation for good quality produce within the Polish baking tradition. However, we were careful to ensure that the brand and packaging still looked Polish: yet inspired and highly attractive to local consumers. We used straightforward, unfussy graphics and illustrations with strong typography and colours that communicated value for money. Our designs – which included an evolution of the brand mark – were applied to the whole product range.
Results
The Lajkonik brand is one of the success stories of Polish food manufacturing. Our new product packaging coincided with the modernisation of the plant and increased production volumes – supporting rapid growth throughout the whole country. The company has extended its product range and enjoyed sustained popularity, winning numerous awards for product quality and celebrating its 100 year anniversary in 2010.
The Lajkonik brand is one of the success stories of Polish food manufacturing. Our new product packaging coincided with the modernisation of the plant and increased production volumes – supporting rapid growth throughout the whole country. The company has extended its product range and enjoyed sustained popularity, winning numerous awards for product quality and celebrating its 100 year anniversary in 2010.
