Aubrey Kurlansky Design - Case Studies

AubreyKurlanskyDesign

AubreyKurlanskyDesign CASE STUDIESHebridean Cruises

Precious Metal

St. Pancras Station

AubreyKurlanskyDesign | Hebridean International Cruises 1CASE STUDY

HEBRIDEAN INTERNATIONAL CRUISES

BACKGROUND

Hebridean est. 1989 - over 17 yrs old

Runs 2 ships carrying 49 and 96 passengers respectively

Occupies a niche in the cruise market with two of the smallest cruise ships afloat

Clearly occupies the luxury and ‘exclusive’ end of the market

Cruises aimed at discerning travellers who are curious, cultured and

well educated

The style of the ship is like a private ‘floating boutique hotel’

The ambience is one of a private club peopled by like-minded members

Large proportion of customers are 50+AB1 (affluent greys)*

Specialise in bespoke escorted cruises and tours

Currently Spirit (larger ship) sells 60% capacity

Princess (smaller ship) sells 90% capacity

Current enquirer database around 27,000

Approx. 65% of bookers are past guests

Moving firmly away from discounted offers

TARGET

Increase sales overall but particularly for Spirit where approx. 40%

of stock remains unsold

Increase the rates of enquiry to conversion

Create a unique brand proposition

Reposition Hebridean in such a way as to clearly differentiate her from her

competitors and position her in a unique and unassailable niche position

Strengthen the brand and increase brand awareness

Develop a coherent family of sub-brands

Reduce the effectiveness of mimicking by competitors

Drive more traffic to the website

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HEBRIDEAN INTERNATIONAL CRUISES

RECOMMENDATIONS

Extend the brand both vertically and laterally and create a marketing campaign

to support this development with direct mail, advertising and indirect channels

(cocktail marketing / banner ads)

Use banner advertising across the internet to sell ‘private cruise’ opportunities

- for example wedding venue and corporate hospitality sites

Create a reason to ‘advocate’ amongst your loyal repeat bookers by offering a

format in which the cruise experience is sold in through soft, dry cruise events

Maximise tie-ins with other luxury brands and compatible events and venues

Extend the brand both vertically and laterally and create a marketing campaign

to support this development with direct mail, advertising and indirect channels

(cocktail marketing)

Use banner advertising across the internet to sell ‘private cruise’ opportunities

- for example wedding venue and corporate hospitality sites

Encourage an ‘on line community’ mentality through the use of blogs and the

club membership

Consider bespoke themed tours that extend the brand offer (SPIRIT) to appeal to

a wider audience - (affluent young)

Some examples:

- celebrity chef cruise

- fine wine cruise

- opera cruise

- truffle trail

Develop a clear and distinctive positioning statement

Refine the logo, the overall identity and the marketing material, to better reflect

the brand’s status

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THE HEBRIDEAN EXPERIENCE

ExclusiveOne-oneSubtly luxuriousUnderstated styleFloating boutique hotelHomely and comfortableExcellence in all thingsKnowledgeableExpertGood valueOld style ‘British’ luxury

POSITIONING STATEMENT

An all inclusive luxury holiday to some of the most exciting and thought provoking destinations in the world, in the company of like minded, educated well travelled individuals with a thirst for greater life experience.

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CURRENT LOgO AND NAMINg STRUCTURE

HEBRIDEAn InTERnATIOnAL CRUISES

HEBRIDEAnTHE SMALL CRUISE SHIP COMPAny

THE SMALL CRUISE SHIP COMPAnySPIRIT

HEBRIDEAn SPIRIT

HEBRIDEAn PRInCESS

HEBRIDEAn SPIRITTHE FInEST PRIvATELy ESCORTED TOURS

EXClUSIvE TRAvEl • EXqUISITE TOURS

HEBRIDEAN

PRINCESS SPIRIT

vANTAGE

THE COllECTION

STRAPLInE

nAME

SHIPS

CLUB

MAGAzInE

PROPOSED NAMINg STRUCTURE

AubreyKurlanskyDesign | Hebridean International Cruises

NAMING

EXCLUSIVE - ONBOARD EXPERIENCE

Low key entertainment

Access to many private and exclusive places

Unusual and unique destinations

Ambience

Guest speakers

Expert tour planners

On board luxury

One on one service -a level of service from a

bygone age

Country house comfort and style

Cruise ship of choice amongst Britain’s

upper classes

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EXQUISITE - ONSHORE EXPERIENCE

Attention to detail

Quality of service

Quality of food and wine

Furnishings and fittings

Size of ships

Art and cultural visits

Experiences at destinations

Quality of guest speakers

Quality of staff

A wealth of experience

A quite time on board with outstanding cuisine

and conversation

Well stocked bars and libraries

The best possible vantage points

Unusually spacious and elegant public rooms

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ExclusivE travEl • ExquisitE tours


STRAPlINE

EXCLUSIvE EXPLAInED EXQUISITE EXPLAInED

Hebridean111 ExclusivE travEl • ExquisitE tours


lOGO


EXCLUSIVE: Experts and guides: portraits of people can be various and different in styles chosen to best convey the individuality, warmth and character and personality of the individuals

Developing the brand personality: style and tone Developing the brand personality: style and tone

EXqUISItE: Life on board - beautiful, cropped details, that give a taste and feel for the quality and luxury guests can expect on board

MOODBOARDS

EXCLUSIVE: ships - convey the ‘golden age of travel, the beauty of ocean going vessels and the drama of the sea

Developing the brand personality: style and tone

EXCLUSIVE: art and culture - displaying the riches on offer in the various destinations


EXCLUSIVE: destinations and seascapes - capture the stunning beauty of the places Hebridean visits


Developing the brand identity

Colour

Develop a palette that is evocative of old ‘English country

style’ with a Scottish twistConsider a Hebridean tartan with individual tartans for Spirit and Princess

Note: In spring 2006 the House of Edgar launched a new tartan range, called Hebridean. this exclusive range, woven with marked yarns in weathered shades of black and grey, reflects the colour and texture of the Hebridean granite. Four unique designs have been created - Hebridean Heather, Hebridean Granite, Hebridean Cairn and Hebridean Mist.

Colours - rich, royal, sumptuous and regal with a sense of understated luxury

Hebridean

Princess

Spirit

Hebridean tartans Other tartans


S P I R I T

AN INVITATION

TO TRAVEL

Summer & AutumnC R U I S E G U I D E 2 0 0 7

Hebridean111

P R I N C E S S

AN INVITATION

TO TRAVEL

Summer & AutumnC R U I S E G U I D E 2 0 0 7

Hebridean111

BROCHURE COvERS

va N ta G E

va N ta G E

va N ta G E

va N ta G E

vANTAGE CARD


MAGAZINE

THE COLLECTION

Crossing the Atlantic:

The Golden Age of cruising

Hebridean111 ExclusivE travEl • ExquisitE tours

IsmOdOL EssECTEm

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E x C L u s I v E T r av E L Bore cortisc iniscidunt ing

euguercil duisisisi tet lorero od

min henis dolut lorer sum adiate

del utpat, quatem dit iure mod

et inci eraessisl di gnisi.

Life on boardSustrud ming eum zzrit veratio enisciduisi. Esecte elessit alit accum iri urer sim nonummodit lor inibhLis numsandipis nonulputpat la ad eniam elit augue tincidunt ex elit prat praesenit, vero euismodit in utat numsan et augiamcommy nonulla aut laorperos acidunt nit iure magna ad magnisit luptat. Duisism odolore consequisi. El ex eugiam verosto odo odipis nullam ate commodolore diamcorer ad dit iure miniat, quat. At amconummy nosto commy nit nonsed tet lorper susto od estionsecte consecte do odigna faccum eum dolor iliquipisim dolorem zzrit velisi.

Hebridean111 ExCLusIvE TravEL : : ExquIs ITE TOurs

Cruising TImELInE 1920’s 1950’s 2007

THE COLLECTION Page 2


MAGAZINE

THE COLLECTION

Collecting nautical antiques

The captivating beauty of Greek ceramics

Hebridean111 ExCLusIvE TravEL • ExquIs ITE TOurs

THE COLLECTION

Hebridean111 ExCLusIvE TravE • ExquIs ITE TOurs

Onboard beauty treatments

Classical beauty in ancient Rome

THE COLLECTION

Dining onboard

ExCLusIvE TravEL • ExquIs ITE TOurs

Hebridean111


DIRECT MAIl

Have a cla s s i c b e a u t y t r e a tment

on b o a r d , b e f o r e y o u d i s c o v e r a cla s s i c al

b e a u t y . . .

www.hebr idean.co.uk


INVITATION TO TRAVEL

Have a classic beauty treatment on board, before you discover a classical beauty...

The civilised way to discover great civilisations


The c i v i l i s e d way t o d i s c o v e r g r e a t

c i v i l i s a t i on s

spain

Greece

croatia

italy




Think of i t a s y o u r

ownPriva t e Vi ew


A pe rf ec t l y c i v il i s e d a dven tu r ewww.hebr idean.co.uk


Think of it as your own private view A perfectly civilised adventure


Civilisation reserved, just for you.

Civ il i s a t i onr e s e r v e d j u s t

f o r y o u



The most beautiful, small cruise ships, afloat.

i taly

The mo s t e xqu s i t e

small c r u i s e sh ip s , afl o a t

r



This is Calvin Macleish. When he is not minding our lochs, he will be unlocking your mind.

ADvERTISING

Think of it as a floating country hotel...

Think of i ta s a fl o a t ingc o unt r y ho t e l .





Thi s i s Calv in Macl e i sh . When h e i s no t mind ing o u r l och s , h e w ill b e unlock ing y o u r imag ina t i on .

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vAgna conullumsan ulputat ex eumsan venim irit wis exerost iscillan et volorpero consed

tem inim ip elit veros dolorpe raessectem nummodolore

moloborem duisciduis nummy nisit iriuscingi

AubreyKurlanskyDesign | Precious Metal 2

PRECIOUS METAL - JEWELLERY MAgAZINE

Brief: Create an identity and ‘look & feel’ for a subscription magazine

aimed at craft Jewelry makers

Solution: Making the most of the product, the style is contemporary,

fresh and has a ‘high-craft’ status

MOOD BOARDS

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Style

Contemporary dramatic photography

for the jewelry itself

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Style

Contemporary take on combining models and

jewellery where the jewellery itself is integrated

into the portrait fusing with the model’s body

to create a new and dramatic hybrid image

Style

Black & White, elegant and nostalgic imagery

and abstract close crops of the human body

combined with edge lit jewellery that is placed on

the photograph and then shot as a still-life or

shown in tightly cropped images of models

wearing the jewellery

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CASE STUDY

AubreyKurlanskyDesign | Precious Metal

contemporary art jewellery for makers, buyers and enthusiasts

COvERS

contemporary art j ewellery for makers, buyers an d enth usiastsPRECIOUS

I s s u e 1 s e p t e m b e r 2 0 0 7


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paGe 42 Aegre gulosus suis miscere oratori


COvERS

PRECIOUS METALS E P T E M B E Ri s s u e n o . 1


September 2007



September 2007PRECIOUS METAL

S E P T E M B E Ri s s u e n o . 1


September 2007


SPREADS

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september 2007

C PRECIOUS METAL D

EditOriAlEditor in chief Wendy EllsDeputy editor Miranda SnowArt editor Aubrey KurlanskyAssistant art editor Freya MalpassProducts research manager Geoff Ells

www.preciousmetal.co.uk

PrOdUCtiONArt director Miranda Snow Assistant art director Aubrey KurlanskyDesigners Miranda Snow, Aubrey Kurlansky

AdVErtiSiNGSales manager Wendy [email protected] sales manager Wendy [email protected] of classified sales Freya [email protected]

GENErAlManaging director Wendy EllsPublishing director Another PersonMarketing director Someone NiceSubscriptions Tough [email protected]

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Our first issue, and aren’t we proud. Exceeding all our wildest hopes we are have hit the deadline and produced a magazine we are proud of and hope sincerely touy wil find to be of great satis fragilis umbraculi praemuniet saburre. Cathedras iocari umb raculi. Bellu s agricolae fortiter fermentet saburre Etiam suis vix fr ugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis inf eliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suff ragarit Pompeii. Augustus neglege

nter agnascor zo the comiter cas. Aegre gulosus suis miscere oratori. Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam agricolae senesceret Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.

Editor in chief Wendy Ells

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PROFILE

HAnnE BEHrEnS iS A DAniSH ArtiSt wHO iS knOwn fOr HEr ExquiSitE crAftSMAnSHiP AnD tHE PurE, clEAn linES Of HEr DESignS. SHE StuDiED unDEr ArlinE fiScH AnD MAry lEE Hu AnD iS A MAStEr Of tExtilE tEcHniquES SucH AS wEAving, knitting AnD PlAiting, witH gOlD AnD SilvEr wirE.

in 2000 she was commissioned to make a brooch as a gift to Queen Margrethe of denmark on her 60th birthday. She is the recipient of numerous grants and awards, including Bronze and Silver medals from the Best in danish Craft and design exhibition, and has exhibited in galleries and museums throughout Europe and the USA. “My work changes because of new techniques, inspiration and ideas. i tend to work best creating small series of related works, using the same technique but with different metal combinations, structures, shapes and surface treatments.”

Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossi-fragi plane comiter vocificat pretosius suis. Aquae Sulis infeliciter deciperet concubine. rures insectat saburre Utcunque Medusa

suffragarit Pompeii. Augustus ne glegenter agnascor zothecas. Aegre gulosus suis miscere.

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hanne behrens

scandinavian style and impeccable craftsmanship combine in unique and timeless pieces

WENdy EllS MAtthEW WArd

p r o f i l e

C PRECIOUS METAL D

Satis fragilis umbraculi praemuniet Cathedras iocari umbraculi ellus Fortiter fermentet saburre

SEPtEMBEr 2007

PRECIOUS METAL september 2007

TWISTED WIRES

HOw iS it DOnE? StEP By StEP guiDE

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1 Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre


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Wendy ramshaw takes you through a step by step guide to extruding and twisting silver or gold wires

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C PRECIOUS METAL D

SEPtEMBEr 2007



September 2007

STAKEHOLDER LAUNCH, AND BRAND DEVELOPMENT fOR ST PANCRAS INTERNATIONAL

BACKgROUND

St Pancras International reopens in 2007

Replaces Waterloo as Europe’s Eurostar terminus

Will carry over 50 million passengers each year

With 15 platforms feeding Eurostar, high speed domestic links to Kent and

Midland mainline to the East Midlands plus two subterranean platforms for

Thameslink services

Low awareness amongst the public of St Pancras and its impending

Eurostar status

Confusion with Kings Cross

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AubreyKurlanskyDesign | London & Continental Stations and Property Limited - stakeholder launch 3 CASE STUDY

COvER CONCEPTS

COMMUNICATION OBJECTIVES

Position St Pancras as a world class destination station offering unparalleled

levels of service and retail opportunities

Tell the ‘human’ story as to why the destination station has been created and

reconnect both the present and future of rail travel with

the past grand victorian heritage

Create a sense of mood, ambience and destination presenting

St Pancras as a place to meet and greet as well as a place for arrival

and departure

Capitalise on the strapline ‘Meet me at St Pancras’

Build on and develop brand equity of St Pancras as a place where:

victorian icon meets 21st Century

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COMMUNICATIONS MIX

COLLATERAL LEvEL

Brochure – communicating with decision makers and stakeholders - needs to

have a ‘consumer’ friendly tone of voice whilst at the same time communicating

depth and breadth of the project as well as the ‘St Pancras’ vision.

PUBLIC FACInG

Hoarding – communicating directly with the public at street level, conveying a

sense of excitement and interest in what the new station will offer and a perfect

opportunity to tap into the brand equity messages - can be emotive rather than

informative as hoardings that have a story to tell are far more engaging for the

CASUAL PASSER-By

Signage and banners – another opportunity to communicate directly with the

public this time conveying something of the ‘station’ experience and its physical

presence through use of retail images and architect’s visuals.

Website – a site specific portal would allow the public to keep up to date with

progress and share in the experience through web-cams and blogs increasing

a sense of ownership and shared territory - helping build public loyalty and

buy-in prior to the opening.

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AubreyKurlanskyDesign | London & Continental Stations and Property Limited

BROCHURE CONCEPTS


BROCHURE CONCEPTS


HOARDING


CARRIER BAGS

Lille, France at 186mph

London to PARIS In 2hrs 15mins - See LILLe At 186mph

Maidstone, England at 186mph

London to BRuSSeLS In 2hrs 5mins - See MAIdStone At 186mph

Maidstone, England at 186mph

London to BRuSSeLS In 2hrs 5mins - See MAIdStone At 186mph


ADvERTISING

Lille, France at 186mph

London to PARIS In 2hrs 15mins - See LILLe At 186mph


Thank YouContact me

Work +44 (0)20 7287 4030 Mobile +44 (0)7831 142 945 e-mail - [email protected] url - http://www.aubreykurlansky.co.uk


Aubrey Kurlansky Design - Case Studies

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