Brand Strategy

Up to the Light works with agencies as a brand positioning/strategy partner on client projects.

Recent projects have included:

Cadbury Cocoa House (working within Sedley Place Design) - An ambitious new venture, Cadbury Cocoa House is a chain of all day brasserie style cafes.

Brand positioning development and finalisation
Strapline development
Copywriting for website

Scope – UK disability charity for children and adults with cerebral palsy.

Preparing and facilitating brand workshop.
Market research: depth interviews with teachers of disabled children, depth interviews with parents of disabled children,
focus groups with disabled children, focus groups with children in mainstream schools, friendship pairs (sibling of disabled child and their best friend).
Competitive review of charities involved in school education.
Development of strategy for how Scope communicates to children in primary schools about disability and equality issues.
Development of brand positioning and strapline for this initiative.

Natural England – Non-Departmental Government Body responsible for protecting England’s natural environment. Natural England was previously three organisations – Countryside Agency, English Nature and the Rural Development Service.

Competitive review of organisations involved in the environment.
Key player interviews with different management tiers.
A series of brand workshops.
Depth interviews with farmers and land managers.
Brand positioning development and finalisation.

The Gleneagles Hotel (working within Sedley Place Design) - A premier hotel with an international reputation.

Brand positioning development and finalisation.

Carpmaels & Ransford – A leading international firm of patent and trademark attorneys, based in London.

Internal interviews with partners, associates, trainees and support staff.
External interviews with international clients.
Brand positioning development and finalisation.
Development of communications criteria for design team.
Copywriting for website.

Aspria Group (working within Sedley Place Design) – A British company acquiring prestigious, luxury health clubs in Germany, Belgium and Italy.

Key player interviews with different management tiers.
Development and finalisation of corporate brand positioning.
Development of brand positionings for individual clubs in Germany and Belgium.
Development of brand strategy for separate spa offer.
Facilitation of Brand Champions training programme for staff.

Jamie Oliver - The Jamie Oliver celebrity chef brand is going from strength to strength with its emphasis on affordable luxury and healthy eating.

Brand positioning development and name generation for a major new Jamie Oliver restaurant in Dubai. Completed as part of a new business pitch to Jumeira Golf Estates.

Johnnie Walker (working alongside Sedley Place Design) - One of Diageo’s ‘Global Priority Brands’ and one of the most recognisable brands in the world.

Exploration of the use of black and gold in premium packaging across global markets such as chocolate, perfumes, spirits and cosmetics.
Identification of implications for Johnnie Walker.

Up to the light can:

Plan and facilitate brand workshops.
Conduct ‘key player interviews’.
Conduct competitive reviews.
Originate straplines and brand names.
Conduct informal market research.
Define brand positioning and brand architecture.
Website copywriting.
Brand Book copywriting.
Run ‘Brand Champions’ training.