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
AubreyKurlanskyDesign | Hebridean International Cruises
STRAPlINE
EXCLUSIvE EXPLAInED EXQUISITE EXPLAInED
Hebridean111 ExclusivE travEl • ExquisitE tours
AubreyKurlanskyDesign | Hebridean International Cruises
lOGO
AubreyKurlanskyDesign | Hebridean International Cruises
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
Developing the brand personality: style and tone
EXCLUSIVE: destinations and seascapes - capture the stunning beauty of the places Hebridean visits
Developing the brand personality: style and tone
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
AubreyKurlanskyDesign | Hebridean International Cruises
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
AubreyKurlanskyDesign | Hebridean International Cruises
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
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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
AubreyKurlanskyDesign | Hebridean International Cruises
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
AubreyKurlanskyDesign | Hebridean International Cruises
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
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
INVITATION TO TRAVEL
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
AubreyKurlanskyDesign | Hebridean International Cruises
AubreyKurlanskyDesign | Hebridean International Cruises
www.hebr idean.co.uk
Think of i t a s y o u r
ownPriva t e Vi ew
INVITATION TO TRAVEL
A pe rf ec t l y c i v il i s e d a dven tu r ewww.hebr idean.co.uk
INVITATION TO TRAVEL
Think of it as your own private view A perfectly civilised adventure
www.hebr idean.co.uk
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
www.hebr idean.co.uk
INVITATION TO TRAVEL
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
www.hebr idean.co.uk
INVITATION TO TRAVEL
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 .
www.hebr idean.co.uk
INVITATION TO TRAVEL
www.hebr idean.co.uk
INVITATION TO TRAVEL
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 .
O
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vAgna conullumsan ulputat ex eumsan venim irit wis exerost iscillan et volorpero consed
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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
contemporary art jewellery for makers, buyers and enthusiasts
paGe 20 Aegre gulosus suis misc ere oratori
paGe 33Octavius voci ficat verec undus rures
paGe 42 Aegre gulosus suis miscere oratori
AubreyKurlanskyDesign | Precious Metal
COvERS
PRECIOUS METALS E P T E M B E Ri s s u e n o . 1
contemporary art jewellery for makers, buyers and enthusiasts
September 2007
PRECIOUS METALS E P T E M B E Ri s s u e n o . 1
contemporary art jewellery for makers, buyers and enthusiasts
September 2007PRECIOUS METAL
S E P T E M B E Ri s s u e n o . 1
contemporary art jewellery for makers, buyers and enthusiasts
September 2007
AubreyKurlanskyDesign | Precious Metal
SPREADS
1
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]
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi.
Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis infeliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suffragarit Pompeii. Augustus neglegenter agnascor zothecas.
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.
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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pAGe 53octAvius vocificAt verec undus rures Nascor quadrupei Etiam optimus utilitasAugustus adfabilis ruresspinosus praemuniet syrtes.
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PRECIOUS METALS E P T E M B E Ri s s u e n o . 1
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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.
Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras iam Augustus agnascor qua drupei Etiam optimus utilitas oratori vocificat matrimonii Ut Caesar deciperet apparatus bellis Quamquam agricolae Syui enesceret Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.
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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
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
1 Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
2 Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
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Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
4 Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
5 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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Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-lus agricolae fortiter fermentet saburre
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C PRECIOUS METAL D
SEPtEMBEr 2007
PRECIOUS METALS E P T E M B E Ri s s u e n o . 1
contemporary art jewellery for makers, buyers and enthusiasts
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
AubreyKurlanskyDesign | London & Continental Stations and Property Limited
BROCHURE CONCEPTS
AubreyKurlanskyDesign | London & Continental Stations and Property Limited
HOARDING
AubreyKurlanskyDesign | London & Continental Stations and Property Limited
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
AubreyKurlanskyDesign | London & Continental Stations and Property Limited
ADvERTISING
Lille, France at 186mph
London to PARIS In 2hrs 15mins - See LILLe At 186mph
AubreyKurlanskyDesign
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
AubreyKurlanskyDesign