Revolutionising Retail: The Age Of Omnichannel

Revolutionising retail: The age of omnichannel

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.46.png" alt="Screenshot 2023-08-14 at 14.15.46" width="1653" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 1653px;">
While the digital tables offer a unique experience to all customers, Nike app users enjoy an additional layer of personalisation. Once they sync their digital profiles with the table, the platform generates comparison data rooted in their individual preferences.&nbsp;
These preferences are meticulously tracked, considering factors like previous purchases, attended events, club memberships, and more.
The innovative blend of technology and personalisation these retail environments embody enhances the customer experience by integrating a fun and immersive element to the shopper journey.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">Sports Direct’s Seamless Strategy&nbsp;</h2>
As an agency we have collaborated with Sports Direct to assist the brand in pursuing an omni-channel approach as part of their wider elevation strategy to enhance their in-store, and online customer experience.&nbsp;
<div><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.27.png" alt="Screenshot 2023-08-14 at 14.15.27" width="1466" height="1042" loading="lazy" style="height: auto; max-width: 100%; width: 1466px;"></div>
Scannable QR codes in-store for example direct customers through to product guides, or more information on the website empowers consumers with added expertise, supporting them in their journey from shelf to purchase.&nbsp;
An omni-channel approach enhances the store’s accessibility, which allows the experiential element of the stores to be layered, creating a new springboard for inspiration.
Since seamlessly connecting the offline and online experience, Sports Direct have experienced significantly improved engagement through digital in-store offerings, resulting in 82% of users finding Sports Direct products on social media and 450k more followers on Tik Tok.
With a total increase of over 18 million followers across social platforms, the proof is in the pudding when it comes to the visible results stemming from an omni-channel strategy.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">The future of omnichannel</h2>
As we move further into 2023 and enter 2024 we can expect the omnichannel trend to continue shaping the future of retail. The demand for a seamless, personalised shopping experience is here to stay, and it's more important than ever for retailers to embrace this shift.
NRF, Retail’s Big Show 2023 (New York City, January 15-17) welcomed 35,000 attendees and 1,000 exhibitors. One of the strongest themes to come from this show focused on the increasing digital fatigue and information overload consumers are currently experiencing.&nbsp;
Numerous brands are leaning into what has been dubbed ‘shy’ or ‘calm’ technology, which supports, guides, and informs without demanding excess attention.
With this in mind, brands pursuing an Omnichannel strategy must not only ensure their offline and online touchpoints are harmonised, but should experiment with more fluid, ambient, and gestural technology that offers subtle interactions and reactions – for creating retail spaces inspire, rather than fatigue consumers.&nbsp;

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

The Best Flagship Stores

Physical environments matter.&nbsp;
While digital commerce remains hugely influential, brick-and-mortar stores still dominate.
And with many customers preferring to interact with brands IRL there is a huge opportunity to create spaces that are a physical extension of your brand.
Here at The One Off, we have tasked the team with picking their favourite and most memorable flagship experiences. From across sectors and countries we unpack the most impressive physical retail spots to know. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">James Hanson – Managing Director</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – Paris 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/nike-house-of-innovation-paris-15.webp" alt="nike-house-of-innovation-paris-15" width="1600" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1600px;">
The key here is focus on experience, which is even greater than any previous Nike flagships. &nbsp;
The level of investment in temporary campaign spaces to create amazing experiences makes the store feel different every time you visit, and Nike have expertly considered who is shopping and how frequently. &nbsp;
In comparison to older, more cluttered flagships, the level of O2O integration makes it super simple to actually come away with a physical product.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Apple – Mall of the Emirates, Dubai 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x.jpg" alt="0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x" width="2880" height="1612" loading="lazy" style="height: auto; max-width: 100%; width: 2880px;">
What at first glance appears to be a standard Apple store, opens up to reveal the most breath-taking view of the Berj Kalifa (and certainly one of the best angles to photograph it – on your iPhone of course). &nbsp;
The store’s location and view create an incredibly emotive response that means that the visit to store stays in the memory much longer than others. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"> Lego – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/shutterstock_716003623-min-scaled.jpg" alt="shutterstock_716003623-min-scaled" width="2048" height="1253" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
The iconic Leicester Square store offers interactivity centred around product personalisation and delivered in a really simple way. &nbsp;
There is a brilliant link through to local culture with large scale ‘selfie moment’ props and gamification offered through the Lego passport initiative. &nbsp;
The store also provides a great physical test bed for new innovations and technology. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Louis Vuitton – Ginza 📍 &nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3.jpg" alt="louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3" width="2048" height="1152" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
With the impressive glass façade, it is hard to think of another store globally that gives such a ‘wow’ factor from just the exterior. &nbsp;
The store was also the first to include a café concept, of which the menu was created by a Tokyo local providing both a local cultural connection and a reason for people to visit who aren’t in the market for a luxury bag. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Phil Rowberry – Executive Creative Director &nbsp;&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Dior – Paris 📍</h3>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286.jpg" alt="new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286" width="7280" height="5392" loading="lazy" style="height: auto; max-width: 100%; width: 7280px;"></h3>
Recently renovated, the Paris store is a space which mixes retail, culture, art and hospitality. I particularly like the gallery’s beautiful white spiral staircase surrounded by vibrantly coloured iconic products from their past. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Puma – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Puma-Store-NYC-20.jpg" alt="Puma-Store-NYC-20" width="1024" height="681" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
The store puts experience first – letting visitors train with their favourite sports stars in the Skill Cube, race F1 drivers in the professional simulators and tourists can shop NY only product hauls curated for visitors to the city. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Lush – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/oxfordstreetarticle_topbanner.jpg" alt="oxfordstreetarticle_topbanner" width="1800" height="1013" loading="lazy" style="height: auto; max-width: 100%; width: 1800px;">
This shout out is mainly because of the Lush store staff – they are particularly helpful and passionate about the products and provide brilliant information and guidance to customers. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Converse – Soho, New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3.jpg" alt="D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3" width="828" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 828px;">
An older store, but this doesn’t diminish its impressive nature. The Converse brand have a deep understanding of who they are and inject their DNA into their stores. They use their product in a creative and expressive way to create statement and sculptural pieces. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Rich Collier – 3D Creative Partner &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/289919-cover.jpg" alt="289919-cover" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
This huge store hinges on fashion forward lifestyle credentials and a commitment to athletic performance. The customisation zone for example allows customers to select colours, laces, patches and tongue tags for shoes ready for collection or shopping a week later. &nbsp;
The upper floor has the largest collection of Nike shoes in a single store and customers are given the opportunity to book personal styling sessions. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Samsung 837- New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/rqeqrfggmb2tcaflwmzc.webp" alt="rqeqrfggmb2tcaflwmzc" width="1920" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
Taking experiential and hybrid retailing to the next level – Samsung’s New York flagship focusses on trialling, entertainment, local connections and immersive play. &nbsp;
The three-storey space is dominated by 'The Screen'. The store-height set of 55" digital screens hosts branded content and film screenings, while a 'Selfie Station' lets shoppers broadcast photos of themselves on the big screen.&nbsp;
Samsung also hosts events ranging from Oscar-night movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.&nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Charlotte Hurd – Research Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Neighborhood Goods – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/085-ng-cover-1.jpg" alt="085-ng-cover-1" width="2115" height="900" loading="lazy" style="height: auto; max-width: 100%; width: 2115px;">
Conceived as a local hangout, these spaces showcase direct-to-consumer brands, both established and new, in pop-up shops straddling fashion, beauty, homeware and electricals. &nbsp;
Shoppers can use the personalised app to find out more, shop the product and then order a glass of wine to mull over their purchases. &nbsp;
A future facing department store, it is a full spectrum space with events, podcast recordings, a restaurant, and co-working space. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Starbucks Roastery – Milan 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Starbucks.BuxPressRelease_002-1-orizz.jpg" alt="Starbucks.BuxPressRelease_002-1-orizz" width="1200" height="820" loading="lazy" style="height: auto; max-width: 100%; width: 1200px;">
For coffee lovers, Starbucks had a job to ensure their high-end roastery concept would work. The space is a celebration of the city’s coffee traditions and combines an elegant tasting room with a state-of-the-art Roastery. &nbsp;
The space offers something for everyone, any time of day. From the main café to the mezzanine bar customers can discover Starbucks drinks whilst learning more about the history of the brand. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Anya Hindmarch – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bf7a.jpg" alt="bf7a" width="1000" height="870" loading="lazy" style="height: auto; max-width: 100%; width: 1000px;">
Post pandemic, Anya Hindmarch bought Londoners together with the launch of her Chelsea based community. &nbsp;
At the heart of the village is the Anya Cafe, the perfect place to grab a coffee and a Hindmarch inspired pastry before visiting The Plastic Shop, The Labelled Shop and The Bespoke Shop. &nbsp;
The Village Hall is however the most impressive element – embodying different creative concepts and collaborations every few months. The space has been home to a hair salon, a pet grooming concept and most recently an ice cream parlour. &nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">Ikea – Szczecin 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/ikea-home-of-tomorrow-szczecin-poland-1.jpg" alt="ikea-home-of-tomorrow-szczecin-poland-1" width="2000" height="1286" loading="lazy" style="height: auto; max-width: 100%; width: 2000px;">
In 2020, Ikea opened a brilliant concept in Western Poland as a placeholder for their full flagship launch. Dubbed the ‘House of Tomorrow’ the core aim was to show consumers the possibilities for eco-friendly interiors within the parameters of existing spaces and materials. &nbsp;
It included a relaxation area, a ‘house farm’ with a vegetable and mushroom garden and a kitchen, where plant-based dishes are concocted during workshops. &nbsp;
The brand also amplified a social agenda, inviting locals to attend forums with city officials and waste specialists. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Simon Gittus – 3D Design Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Galeries Lafayette – Champs Elysées 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28.jpg" alt="galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28" width="2364" height="1872" loading="lazy" style="height: auto; max-width: 100%; width: 2364px;">
The store has a particularly impressive showcase entrance and central space which is both impactful and engaging. These guys really know how to scale down the department store and present customers with product in an innovative way. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Bailey’s Home 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image00007.webp" alt="image00007" width="3000" height="3000" loading="lazy" style="height: auto; max-width: 100%; width: 3000px;">
An impressive independent ‘flagship’ in the Cotswolds – selling everything gorgeous! Their focus on sustainable living makes it easy to come away with something new every time. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Selfridges – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SCI1ddy7r8.jpg" alt="SCI1ddy7r8" width="6720" height="4480" loading="lazy" style="height: auto; max-width: 100%; width: 6720px;">
Selfridges show everyone how to do retail. They have remained relevant and interesting for well over 100 years. &nbsp;
From their gaming destination to the ever-changing corner store – they are forever expanding and evolving to suit consumer needs. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Meg Hotson – Research Executive&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Glossier - London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq.webp" alt="glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq" width="1704" height="1704" loading="lazy" style="height: auto; max-width: 100%; width: 1704px;">
Glossier's London store is nestled in London’s historic Covent Garden. With its minimalist and Instagram-worthy aesthetic, the store showcases Glossier's cult-favourite skincare and makeup products. &nbsp;
Customers can test and try the products, receive personalised recommendations from knowledgeable staff, and immerse themselves in the brand's inclusive and empowering beauty philosophy. A personal highlight of mine is the conveyer belt in-store, which delivers your purchase to you in a separate room once ordered through a member of staff.&nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">AESOP - London (Regent Street) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3061530_Aesop-London---2-.jpg" alt="3061530_Aesop-London---2-" width="1024" height="536" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
AESOP's store on London’s iconic Regent Street embodies the brand's commitment to simplicity and quality. &nbsp;
Known for its luxurious skincare products, the store's sleek and minimalist design reflects AESOP's ethos. With its warm , ambient, and inviting atmosphere, the stores atmosphere is a stark juxtaposition from the hustle and bustle of such a busy location in the city’s centre.&nbsp;
The brand offers a personalised skincare consultation experience allowing customers to explore the brand's range of botanical-based products. Visitors can also book 1-1 beauty appointments in the floor below shop level; customers travel down to lower level using an elevator, which moves slower than usual to give the impression it is taking you further underground. This is one of many added details which helps create a relaxing, and unique customer journey.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Uniqlo – London (Covent Garden) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Uniqlo-Covent-Garden-atrium-980x1024-1.jpg" alt="Uniqlo-Covent-Garden-atrium-980x1024-1" width="980" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 980px;">
Uniqlo’s newest London location is situated in Covent Garden. The brand has taken over a grade II-listed former Victorian carriage hall, which features an open courtyard and vaulted glass atrium. &nbsp;
Inside, there is not only a wide range of Uniqlo products and accessories to browse, but a repair, reuse and customisation area, a T-shirt design station, and the brand’s first in-store café with a dedicated rooftop area to sit and enjoy a refreshment. &nbsp;
This stores also features a plant and flower pop-up with brand JamJar, offering potted plants, flower presses and prints.&nbsp;
There is a great use of storytelling throughout the store, with a special feature wall dedicated to items trending on TikTok, demonstrating the brands continued social relevance and growing popularity amongst GenZ.&nbsp;

Physical environments matter.&nbsp;

How to create a brand identity that is fit for the future of the auto care industry

As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp; 
This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp; 
Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp; 
With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp; 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp; 
Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp; 
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 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2016.38.16.png" alt="Screenshot 2023-07-03 at 16.38.16" width="2694" height="1090" loading="lazy" style="height: auto; max-width: 100%; width: 2694px;">
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We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp; 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp; 
Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp; 
We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp; 
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 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_Webbs_2.webp" alt="TOO_Webbs_2" width="850" height="538" loading="lazy">
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The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp; 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp; 
Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp; 
These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp; 
Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp; 
 
The extensive research methodologies undertaken in this project helped us to define and create a brand identity which was not only right for the future of the industry but also one which was right for the brand and its nuances. &nbsp; 
The Protyre brand is now aligned under one consistent identity, reassuring customers of its credibility whilst also maintaining the values and DNA which are so crucial to the brand and its staff. &nbsp; 
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 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2012.46.20.png" alt="Screenshot 2023-07-03 at 12.46.20" width="1628" height="1218" loading="lazy" style="height: auto; max-width: 100%; width: 1628px;"> 
 
 
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For more information about the re-brand keep your eyes peeled across The One Off social channels. We will be sharing full details of the project and the final result in the coming months. &nbsp; &nbsp; &nbsp; &nbsp;

As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp; 
This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp; 
Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp; 
With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp; 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp; 
Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp; 
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 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2016.38.16.png" alt="Screenshot 2023-07-03 at 16.38.16" width="2694" height="1090" loading="lazy" style="height: auto; max-width: 100%; width: 2694px;">
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We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp; 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp; 
Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp; 
We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp; 
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The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp; 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp; 
Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp; 
These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp; 
Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp;

Sports Direct: Running Starts Here!

We are very excited to announce that our work with Frasers Group to develop a new multi-brand running experience is now live across Sports Direct flagship destinations in both London and Birmingham.
The implementation of the run specific area is also coming soon to the greatly anticipated Manchester store, opening later this month.

&nbsp;
We have worked in collaboration with the teams at Frasers Group to create a retail elevation that will help Sports Direct in becoming the most connected, authentic, and commercial running destination for customers. 
Generally, consumers are keen to supercharge their daily wellness and exercise routines, so it was crucial therefore that this was a space for runners of all abilities and lifestyles.
The Sports Direct running destination provides a truly consumer-centric approach, one where brands take a back seat in favour of educating and guiding customers to the right products for them.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-06%20at%2011.57.52.png" alt="Screenshot 2023-03-06 at 11.57.52" width="1856" height="1822" loading="lazy" style="height: auto; max-width: 100%; width: 1856px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-06%20at%2011.57.41.png" alt="Screenshot 2023-03-06 at 11.57.41" width="1822" height="1546" loading="lazy" style="height: auto; max-width: 100%; width: 1822px;">
When working on the project we consistently referred to input from the different running brands and Frasers Group in-house team members who know their running to define a customer journey which was both authentic to and informative of the sport. 
The destination includes a footwear wall that is navigated by end use e.g., Everyday, Fast, Off-road. Whilst digital touch points help to educate customers on the right shoe for their running goals and an online to offline product finder tool to aid choice.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-06%20at%2011.58.19.png" alt="Screenshot 2023-03-06 at 11.58.19" width="1856" height="1870" loading="lazy" style="height: auto; max-width: 100%; width: 1856px;">
A self-service gait analysis and foot measuring tool is a move away from the traditional treadmill approach which we understood from research was intimidating to customers.&nbsp;

We are very excited to announce that our work with Frasers Group to develop a new multi-brand running experience is now live across Sports Direct flagship destinations in both London and Birmingham.
The implementation of the run specific area is also coming soon to the greatly anticipated Manchester store, opening later this month.

Sports Direct: A customer focused retail destination

Sports direct: A customer focused retail destination 

Sports Direct: A customer focused retail destination&nbsp;
The growing desire consumers have for a unique retail experience that is inspirational, accessible and inclusive prompted Frasers Group to pursue an elevation strategy that would re-invent Sports Direct’s reputation and welcome a consumer-centric model. Frasers Group’s Chief Executive, Michael Murray, describes the elevation as “a complete 360 ” (<a href="https://www.ft.com/content/41ede4fb-a67d-4a25-a303-e9e18568f7e1" rel="noopener" style="color: #797776;">Financial Times</a>). Now the strategy is guided by consideration - with clear communication, the latest product releases from the Group’s brand partners such as Nike, Adidas and Puma, and a focus on the consumer journey. Sports Direct’s transformation is one worth shouting about because it demonstrates the value to be found in changing direction in response to a consumer’s changing mindset to re-define a philosophy that resonates and can be aptly translated in-store to join up the customer experience. Richard Collier, Managing Partner for The One Off, commented: “It has been incredibly rewarding to work with Sports Direct over the past five years to elevate the customer experience. We are continually looking at how we can use the latest retail thinking to create an exciting experience whilst delivering great value stores…” <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SD%20Article%20Customer%20Focused%20Image.jpg" alt="SD Article Customer Focused Image" width="766" height="431" loading="lazy" style="height: auto; max-width: 100%; width: 766px; margin: 0px 0px 22px;"> 
The brand experience in a nutshell
Sports Direct’s refreshed and elevated store experience is a critical part of the Group’s overall elevation strategy. Sports Direct has an established and defined brand vision, and through this brings the best of sports to the consumer with an unrivalled product choice and world-class experiences. Accessibility, inclusion, and inspiration are core elements of the brand’s experience – a brand driven by purpose; Sports Direct’s mission is to use the powers of sport to champion the legend in everyone. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SD%20Article%20Brannd%20Experience%20Image.jpg" alt="SD Article Brannd Experience Image" width="1707" height="2560" loading="lazy" style="height: auto; max-width: 100%; width: 1707px; margin: 0px 0px 22px;"> 
More accessible:
A fundamental step towards creating a space far removed from the previous Sports Direct experience was ensuring that the brand felt accessible and elevated. There was a need to ensure that Sports Direct’s established values were communicated cross-generationally to ensure that people of all ages felt comfortable when shopping or experiencing the brand.&nbsp; Alongside the experiential elements as aforementioned, by making the store feel like a more premium space, one that is more open and inviting, consumers of all ages are more incentivised to visit. Swapping out Sports Direct’s pre-existing environment for a clearly organised, easy to shop, scalable and browsable format was a critical change, which has helped the brand live up to their elevated attitudes and purpose. By developing more sophisticated wayfinding for example – customers can easily locate and explore the multiple brands and products on offer in (often) difficult sites to navigate. An omni-channel approach further enhances the store’s accessibility. Scannable QR codes that direct customers through to product guides, or more information on the website empowers consumers with added expertise, supporting them in their journey from shelf to purchase. Making Sports Direct more accessible to consumers allows the experiential element of the stores to be layered, creating a new springboard for inspiration. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SD%20Article%20Accessible%20Image.jpg" alt="SD Article Accessible Image" width="3000" height="2001" loading="lazy" style="height: auto; max-width: 100%; width: 3000px; margin: 0px 0px 1px;"> 
More inspirational:
Sports Direct has embarked on a multi-year programme in order to elevate its existing store portfolio in multiple countries, translating the brand promise captured by the words ‘Sport starts here’. Key to the redesign was incorporating more experiential, and interactive features that allow consumers to engage with the brand and better explore the vast array of products available.&nbsp; Stores now include multiple interactive and immersive experiences, including a Bra Studio, an augmented reality mirror for kids, a live basketball experience, football shirt personalisation, and a golf putting green to trial products. Award winning artworks by local artists have been housed in key stores, adding another layer of inspiration. Whether it’s football, running, training, boxing, walking, dance, cycling or swimming, Sports Direct aims to serve, support and inspire with products that bring out the best in everyone and with these elements, the brand can drive inspiration and encourage consumers to fully engage with the products and brands. Reiterating the desire to improve the customer experience by creating an engaging and immersive space in stores. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Oxford.png" alt="Oxford" width="781" height="1139" loading="lazy" style="height: auto; max-width: 100%; width: 781px; margin: 0px 0px 22px;"> 
More inclusive: 
The use of realistic mannequins that reflect real-life body shapes demonstrates that Sports Direct want to ensure their consumers feel comfortable shopping. Additionally, Sports Direct focuses on availability and diversification by stocking a variety of clothing and equipment, this enables consumers to find exactly what they need to partake in their sport of choice. This addition through the stores, further demonstrates Sports Direct’s brand mission to use the power of sports to champion the legend in everyone. 
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/10134_3672.jpg" alt="10134_3672" width="3000" height="2001" loading="lazy" style="height: auto; max-width: 100%; width: 3000px;"> 
A best practice brand... 
Making the stores more accessible, inspirational and inclusive has enabled the brand’s presence on the High Street to stand out. Retail influencer, Ian Scott has recently commended the Sports Direct flagship sites on Oxford Street and Birmingham New Street, using them as best practice examples for other retailers to take notes from. Scott comments on the value of making the stores accessible through sophisticated wayfinding: “At Sports Direct they understand how shoppers navigate when creating the signage…” Alongside this, Scott references the brand’s Bra Studio: “This concept in the Sports Direct Elevation concept is a great example of how sophisticated, informative and easy to shop it has become,” reinforcing the importance of imbuing a physical retail space with inspiration to enhance the customer journey (<a href="https://www.linkedin.com/posts/ian-scott-0534694_gymshark-regent-street-store-audit-november-activity-6996753923315220480-JxTw/?utm_source=share&amp;utm_medium=member_desktop" rel="noopener">LinkedIn</a>).
Real results&nbsp;
Sports Direct are clearly on the ball - the results so far demonstrate the appetite from consumers for change. Swapping a less accessible environment, for a more open and premium space has allowed the brand to develop a loyal group of brand ambassadors, not just budget-driven customers. Their elevation strategy is scalable across Europe and will continue to impact their business and consumers to futureproof their brand looking ahead.&nbsp;
<ul style="font-size: 16px; line-height: 1.75;">
<li>The stock price has increased since the Elevation Strategy was initiated. The Frasers Group stock price had moved from 377 GBX to 740 GBX at the time of writing.</li>
<li>The One Off has helped Frasers Group elevate more than 100 stores (and counting) across the UK and Europe, together with partners EB Designs, Smith Brewer and Inurface Media.</li>
<li>An increase of over 18 million followers across social platforms and improved engagement through digital in-store offerings, resulting in 82% of users finding Sports Direct products on social media and 450k more followers on Tik Tok.</li>
<li>Sports Direct, Birmingham New Street nominated for Retail week’s Best New store award 2023. </li>
<li>Sports Direct, Oxford Street won store design of the year at the Creative Retail Awards 2022 and was awarded silver for Best Brand Experience at the Transform Awards 2022.</li>
</ul>
What lies ahead for the brand is exciting to contemplate, and we are excited to continue to support in their future ambitions to innovate and keep pace in the retail industry.&nbsp;
We also want to thank key partners who were instrumental in translating Frasers Group’s elevation strategy into Sports Direct stores. EB designs successfully project managed each store through to delivery, alongside production partner, Smith Brewer, and Inurface media, Frasers Group’s digital partner. 
See more of our work with Sports Direct <a href="https://www.theoneoff.com/clients/sports-direct/" rel="noopener" target="_blank">here</a>

Sports Direct: A customer focused retail destination&nbsp;

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A clearly defined brand identity has never been more crucial.

A clearly defined brand identity has never been more crucial 

With an uncertain economic market and a general feeling of insecurity, customers are putting frugality at the forefront of the agenda, and with this tightening of the purse strings comes a clear decision from customers to align more closely with the brands they favour and trust. &nbsp; This importance is only catalysed by a crowded and ever-changing landscape, in both physical and online environments as well as improved access to a growing number of new international brands. To stay relevant and front of mind, brands need to have both a clear mission and voice which strategically builds trust with both customers and employees.&nbsp;&nbsp; Clarity is key, with 94% of consumers stating that ‘it’s important that the companies they engage with have a strong purpose, whilst only 37% believe companies actually have a clear and defined purpose.’ Brands who have clear identities and well-articulated brand personalities across media can create a halo effect, drawing customers in and maintaining their loyalty and trust. (Forbes, 2020)&nbsp; 
FatFace: A strategy to re-engage and re-define customers&nbsp; Set up in 1988 by a pair of British skiers Tim and Jules (with the namesake coming from the founder's favourite black mountain run in Val d’Isère, La Face) FatFace has become a mainstay of the UK high-street.&nbsp; Historically, the FatFace business model was never intended to focus on technical products and instead always catered for après ski collections. Ski made way for surf to suit UK coastal towns and when the business was sold, more mainstream and high street locations were opened. FatFace was growing, but as the business aged, so did its customers. &nbsp; Loved by a broad aged, middle class family customer base, FatFace moved to an ageless, relaxed collection dominated by womenswear style and menswear classics and basics. &nbsp; This left a credibility gap for a younger audience as Abercrombie and Fitch and Jack Wills became the go to premium student wear. Alongside this, brands like Zara, Next and H&amp;M all expanded, introducing new collections. Direct competitors followed suit with brands Crew, Joules and White stuff all embarking on expansion strategies. FatFace were being squeezed and brand clarity was needed.&nbsp; The One Off team worked with the Board to re-position the brand, which began with the decision to change the brand line ‘Life is out there’ to ‘Life with meaning’. Transferring FatFace’s core sentiment from a youthful, exuberant even selfish existence to a calmer kinder one based around stronger more compassionate values, maturity and empathy helped create a strong focus on delivering results across social and environmental issues and a relevance to a global FatFace family.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/GROUP%20SHOT_48262.jpg" alt="GROUP SHOT_48262" width="7776" height="5184" loading="lazy" style="height: auto; max-width: 100%; width: 7776px;"> This reflected much of the work the FatFace team were already actively involved with and the re-positioning saw the brand take on new collections, with the buying team exploring products, suppliers and causes which felt more authentic to the ‘Life with meaning’ strategy. &nbsp; Following the development of this strategy, a creative positioning was set. ‘Time Well Spent’ acted as a guide to the values we stand for, of doing good, of self-improvement of being with family and friends…for valuing your time and spending it doing the things you love with those who you love. &nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/FatFace-Article-Time-Well-Spent-Image.jpg" alt="FatFace-Article-Time-Well-Spent-Image" width="2000" height="833" loading="lazy" style="height: auto; max-width: 100%; width: 2000px; margin: 0px 0px 22px;"> The project began with an overhauling of the brand name and a redesigning of the logo itself, with a new sans serif capital font with supporting typography, brand palette and brand toolkit for use across all channels.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/FatFace%20Article%20Branding%20Work.jpg" alt="FatFace Article Branding Work" width="6000" height="3750" loading="lazy" style="height: auto; max-width: 100%; width: 6000px; margin: 0px 0px 22px;"> The previous FatFace logo (which was made up of a dreadlocked head and handwritten style typeface) was dropped and a new brand icon was developed, simplifying and distilling the original inspiration of La Face mountain. &nbsp; The Christmas campaign was the first to deliver the new FatFace brand positioning and identity, with the script providing a guide to living life with a little more wisdom.&nbsp; From there, the design team were able to develop a full campaign direction. From tone of voice lines to art direction, and photography for their Spring, Summer, and High Summer campaigns, working fully with the buying teams in terms of product selection, styling, and full design. Providing ideas for how the campaigns could launch across their channels with initiative ideas to add more value to their customers and build on their ethos.&nbsp; We also fully produced, art directed, photographed, and filmed three campaigns in Camber Sands, London, and Cape Town respectively creating all the corresponding content to help the internal teams roll out the creative across their estate.&nbsp; &nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/FatFace%20Article%20Photoshoot.jpg" alt="FatFace Article Photoshoot" width="2000" height="1333" loading="lazy" style="height: auto; max-width: 100%; width: 2000px; margin: 0px 0px 22px;"> “The new creative positioning more accurately presents what the brand is doing now &nbsp; ...a combination of life and style with a compelling brand purpose. It is fundamentally kinder and believable, and that brand persona is now being delivered beautifully across all channels, especially digital. It’s all making the difference to reducing bounce rate, adding attention time and delivering the better conversion numbers.” added Adam Devey Smith, Creative Strategic Partner at The One Off.&nbsp;
Matt Burnett was Head of Marketing at Fat Face at the time of the brand refresh: “Through life and style, and a revitalised and defined brand purpose, The One Off have provided us with a unique and relevant platform on which to continue to grow the Fat Face brand and to communicate with both existing and prospective customers in the UK and globally.”&nbsp; &nbsp; FatFace: A Confident Brand &nbsp; Through re-branding, FatFace have been able to define a clear, authentic, and successful brand identity, which resonates with both existing and new customers. &nbsp; Because of this change, they are now able to curate relevant brand activations, campaigns and experiences which feel uniquely them and will ultimately speak to their customer. &nbsp; &nbsp; Over the last two years FatFace have announced the following initiatives…&nbsp; – A successful and engaging sustainable Christmas wrapping paper campaign &nbsp; – Partnerships with Land Rover and the Marine Conservation Society &nbsp; – A new pet’s range (FatFace families love dogs)&nbsp; – A partnership with Thrift+ to offer customers a Preloved site &nbsp; – Expansion into new global markets &nbsp; By defining a clear direction, FatFace have been able to move into a space whereby they have an authoritative voice when it comes to the things that both they and their customers are passionate about. &nbsp;
And this also shows when it comes to sales…&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Fatface%20Blogpost%20All%20Infographics.png" alt="Fatface Blogpost All Infographics" width="3724" height="1213" loading="lazy" style="height: auto; max-width: 100%; width: 3724px;"> – FatFace reported a ‘22% year-on-year rise in sales over the Christmas season, covering the five-week period to 1 January 2022.’&nbsp; – Sales for the five-week period rose by 3% compared with the same period in 2019, and 22% up on 2020, when many of its stores were forced into lockdown amid Covid-19.&nbsp; – This performance was buoyed by demand at its online shop where sales increased 62% on 2019.&nbsp; (https://www.retailgazette.co.uk/blog/2022/01/fatface-back-on-track-as-sales-rise-above-pre-pandemic-levels/)&nbsp; “Looking back at our performance in the first half of the financial year, our focus on digital transformation supported by a highly productive store estate drove positive growth across the business with profitability returning to more normalised levels. Internationally, our US business continued to grow strongly and gives us a great platform for future growth..." “As we look ahead, we will continue to execute our digital first strategy. We are on track and momentum is with us – we have a fantastic brand, a strong ESG (environmental, social and corporate governance) agenda, and product ranges for the whole family to live life in.”&nbsp; Will Crumbie, CEO of FatFace.&nbsp; (https://www.theretailbulletin.com/fashion/fatface-revenues-rise-above-pre-pandemic-levels-10-01-2022/) &nbsp;
Do you want to maintain relevancy with your customers and ensure your brand is fit for future expectations? &nbsp;

With an uncertain economic market and a general feeling of insecurity, customers are putting frugality at the forefront of the agenda, and with this tightening of the purse strings comes a clear decision from customers to align more closely with the brands they favour and trust. &nbsp; This importance is only catalysed by a crowded and ever-changing landscape, in both physical and online environments as well as improved access to a growing number of new international brands. To stay relevant and front of mind, brands need to have both a clear mission and voice which strategically builds trust with both customers and employees.&nbsp;&nbsp; Clarity is key, with 94% of consumers stating that ‘it’s important that the companies they engage with have a strong purpose, whilst only 37% believe companies actually have a clear and defined purpose.’ Brands who have clear identities and well-articulated brand personalities across media can create a halo effect, drawing customers in and maintaining their loyalty and trust. (Forbes, 2020)&nbsp;

A truly One-Off Christmas Card…

This year we wanted to make a truly 'one off' Christmas card for our clients and partners. So, we were challenged to create a completely unique festive treat.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/47917a11-cd7d-4802-9671-258b2ad51002.jpg" alt="47917a11-cd7d-4802-9671-258b2ad51002" width="800" height="598" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"> Our inspiration DALL·E 2 is a new AI system developed by Open AI, that can create realistic images and art from a description in natural language. When this incredible bit of code was open sourced in December it meant that we could use it to experiment, and then within our own campaigns.&nbsp; Upon learning that this platform had the potential to create an astonishing 16,777,216^1048576 potential images, we knew that using DALL·E 2 was the way to create something totally one of a kind. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/47bbe642-db6a-4e23-9a20-b1ed2398e07f.jpg" alt="47bbe642-db6a-4e23-9a20-b1ed2398e07f" width="800" height="713" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"> We used DALL·E 2 to build our own Christmas card generator, which created completely unique images and greetings messages from a super quick and easy prompt in the 12 days leading up to Christmas Day.&nbsp; In this way – we were hot off the mark, and one of the very first users to use the platform in the way we did.&nbsp; Artificial minds together with human ones... We used the generator to raise money for the UK based mental health charity Mind, with each card having a suggested donation of £1 accompanying it.&nbsp; DALL·E 2 represented an artificial mind, which helped us raise money for human ones – a nice touch, we thought.&nbsp; The concept behind our one-off Christmas cards demonstrated the value to be found when human creativity intersects with technological advancements.&nbsp; The Results?
&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(14)-4.png" alt="MicrosoftTeams-image (14)-4" width="4579" height="2442" loading="lazy" style="height: auto; max-width: 100%; width: 4579px;"> Thank you to everyone at The One Off who helped turn our initial concept into truly one-of-a-kind cards we could then share with our partners and clients in time for Christmas.&nbsp; And thank you too to everyone who got involved, and donated, or used our card generator to explore the possibilities of AI!&nbsp; It was a huge success, and we hope you enjoyed the cards you created or might have seen across social media.&nbsp; 
&nbsp;

This year we wanted to make a truly 'one off' Christmas card for our clients and partners. So, we were challenged to create a completely unique festive treat.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/47917a11-cd7d-4802-9671-258b2ad51002.jpg" alt="47917a11-cd7d-4802-9671-258b2ad51002" width="800" height="598" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"> Our inspiration DALL·E 2 is a new AI system developed by Open AI, that can create realistic images and art from a description in natural language. When this incredible bit of code was open sourced in December it meant that we could use it to experiment, and then within our own campaigns.&nbsp; Upon learning that this platform had the potential to create an astonishing 16,777,216^1048576 potential images, we knew that using DALL·E 2 was the way to create something totally one of a kind. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/47bbe642-db6a-4e23-9a20-b1ed2398e07f.jpg" alt="47bbe642-db6a-4e23-9a20-b1ed2398e07f" width="800" height="713" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"> We used DALL·E 2 to build our own Christmas card generator, which created completely unique images and greetings messages from a super quick and easy prompt in the 12 days leading up to Christmas Day.&nbsp; In this way – we were hot off the mark, and one of the very first users to use the platform in the way we did.&nbsp; Artificial minds together with human ones... We used the generator to raise money for the UK based mental health charity Mind, with each card having a suggested donation of £1 accompanying it.&nbsp; DALL·E 2 represented an artificial mind, which helped us raise money for human ones – a nice touch, we thought.&nbsp; The concept behind our one-off Christmas cards demonstrated the value to be found when human creativity intersects with technological advancements.&nbsp; The Results?

Sports Direct and Sky shortlisted for best new stores Retail Week 2023

Sky at Westfield White City shortlisted for best new store

Best new store nominee: Sky Glass at Westfield
We're delighted to say that the flagship store concept we developed for Sky to launch Sky Glass at Westfield White City has been shortlisted at Retail Week Awards for Best New Store. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-09-30%20at%2014.21.48.png" alt="Screenshot 2022-09-30 at 14.21.48" width="2162" height="1498" loading="lazy" style="height: auto; max-width: 100%; width: 2162px;"> Since 2021 – Sky has been on a journey of change and shifting their retail strategy was a key part of this. &nbsp;This shift responded directly to a desire from consumers for more meaningful and experiential brand experiences, alongside a wider brand purpose to create a more sustainable business (and future for us all) and a desire to talk to consumers about how they are changing as a business. We wanted to help Sky further leverage their stores to tell and enhance its brand story, by focusing on the rich and immersive in-store customer experience.&nbsp; Every detail in the store design helped create an environment to effectively showcase and launch Sky Glass in a way that elevates it above other brands; from the lighting and visual effects that echo Sky Glass’ advertising campaign ‘Made from magic’ – to the spacious and clean store design that displays the TV in a premium, gallery-like setting.&nbsp; &nbsp; The elevated store allows customers to have an enhanced understanding of the world of Sky, allowing shoppers to experience its products, services, and content in more intuitive ways. The Sky Westfield London store was achieved through collaborative design and build process with key members of the Sky operations and retail teams internally; with design by The One Off Ltd; Project Management by Fulkers; and development and build by Quantum4 and ISG. With over a decade’s worth of experience working together and producing store concepts, designs, and displays, this latest iteration of our collaborative design process has created long-lasting impact, both for retailers and consumers.&nbsp; The proof is in the pudding when it comes to the measurable success of the store:&nbsp; - &nbsp; &nbsp;The store has been amazing for Sky’s general brand awareness and recognition, being situated in a prime retail position in Westfield London’s centre. - &nbsp; &nbsp;Sky have seen a 50% increase in footfall, as well as the recorded 46% of customers who purchased Sky Glass in store. - &nbsp; &nbsp;There has been a strong upward trend in terms of Sky Glass TV sales throughout the store, by up to 20%. - &nbsp; &nbsp;Sky have noted a high level of conversion from in-store demos with the experienced staff members, proving to be very popular with customers
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Best new store nominee: Sports Direct, Birmingham New Street
Sports Direct's Birmingham New Street store has also been shortlisted for the Best New Store award 2023.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/10305_05792.jpg" alt="10305_05792" width="774" height="581" loading="lazy" style="height: auto; max-width: 100%; width: 774px;">
Pursuing a long-term elevation strategy, the brand's £10 million, four-floor flagship store on New Street planned to "supercharge the next generation of British retail." &nbsp; &nbsp; The space focuses on accessibility, inclusivity, and inspiration making the space a customer-focused retail destination. &nbsp;Key interactive features include a bra studio to assist women in finding the right support whatever their chosen sport and a "Shirt Personalisation hub" which allows football fans to customise their favourite team shirts. &nbsp; Further experiential destinations include; a golf putting green for consumers to trial golf clubs and shoes, running gait analysis and a Jordan basketball jump challenge encouraging consumers to get active and beat the highest jump score for the day. A full height, central atrium with digital messaging across each floor provides impactful and clear way-finding, guiding consumers to explore dedicated category zones showcasing inspiring displays from leading sportswear brands. &nbsp; Michael Murray commented on the store's opening last year: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof."
(<a href="https://www.theretailbulletin.com/sports-and-leisure/sports-direct-opens-new-flagship-store-in-birmingham-06-05-2022/" style="color: #000000;">https://www.theretailbulletin.com/sports-and-leisure/sports-direct-opens-new-flagship-store-in-birmingham-06-05-2022/</a>)

Best new store nominee: Sky Glass at Westfield

It’s Beginning to look a lot like Christmas

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Several Brands have already released their Christmas adverts, or campaigns. It is official – It is time to dust off the Bublé Christmas album and go rummaging for last year’s panic purchase Christmas Jumper.&nbsp;&nbsp;
This year brands have had to be hyper-sensitive of a consumer demographic entrenched by a cost-of-living crisis, the ongoing impact of Coronavirus, as well as other political and cultural issues straining our social fabric.&nbsp;&nbsp;&nbsp;
We have decided to look at some of the recently released campaigns from brands vying for the attention of consumers, to uncover the different themes, and messaging used to create a sense of reassurance, and support as well as enjoyment this Christmas.&nbsp;&nbsp;
<h3>TkMaxx&nbsp;</h3>
TK Maxx is fashion brand known for offering affordable items for their consumers. They have leant into the current anxieties surrounding the cost-of-living crisis in their Christmas advert, which is encapsulated by the slogan: ‘Tis the season to nail all your gifting for less’.&nbsp;&nbsp;
Knowing how expensive Christmas can be, the brand has used their heroine ‘Sam’ who they coin as the ‘Gifting Hero’ to show how their products can be bought and given as a less expensive alternative this season.&nbsp;&nbsp;
TK Maxx are reinforcing their belief in offering consumers great value in a fun and playful way. During the advert, Sam is also congratulated for being more conscious and value-driven, “given the odds” in the context of such a difficult time for everybody. The brand is emphasising the need to make small saves where and when we can and rewarding this more conscious behaviour in a collective way too.&nbsp;&nbsp;
Their hashtag accompanying the advert, which is one trending across social media: #Christmasnailedforless is a very fitting, and pro-active message for consumers this Christmas.
<div class="hs-embed-wrapper" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; max-width: 437px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.5%; margin: 0px;"><iframe width="200" height="113" src="https://www.youtube.com/embed/nFy0w-qbsUQ?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" title="TK Maxx - Christmas Nailed | 2022" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
&nbsp;4/5 Christmas Pudding Rating&nbsp;&nbsp;
<h3>ASDA&nbsp;&nbsp;&nbsp;&nbsp;</h3>
‘Have your Elf a Merry Christmas’ is the strapline for this supermarket’s Christmas campaign. ASDA’s tactic in creating an advert full of fun, spirit and cheer is to bring people a form of escapism by releasing a more light-hearted advert.&nbsp;&nbsp;
In this advert, Buddy joins ASDA as their newest employee on a trial shift. During the short clip, Buddy spreads and shares his Christmas cheer with his fellow employees. Making the mundane more joyful is the ambition here, reminding people that Christmas should be a happy time spent together having fun.&nbsp;&nbsp;
Whilst promoting spirit, this ad also promotes the latest festive treats the brand will be selling this season. The campaign was built using original footage from the 2003 film ‘Elf’, adding an element of nostalgia and familiarity to their Christmas message.&nbsp;
<div class="hs-embed-wrapper" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; max-width: 437px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.5%; margin: 0px;"><iframe width="200" height="113" src="https://www.youtube.com/embed/KnW1TWqAXYs?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" title="Have your Elf a Merry Christmas | Asda Christmas Advert 2022" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
5/5 Christmas Pudding Rating&nbsp;&nbsp;
<h3>M&amp;S&nbsp;&nbsp;</h3>
M&amp;S’ Christmas food advert stars Dawn French who plays the Christmas fairy. French is also joined by her familiar co-star, Jenifer Saunders who plays duckie: a very loved dog chew toy.&nbsp;&nbsp;
The short film follows French the fairy as she works her Christmas magic to help Duckie feel more festive, and to fly away from the family dog.&nbsp;&nbsp;
Flying over the festive spread of food laid out in the house, the pair explore M&amp;S’ newly launched Christmas range. The central theme portrayed here is friendship, summed up by the words of French at the start of the ad: “It’s Christmas and I need to find me a little friend”.&nbsp;&nbsp;
The friendship the fairy and ‘Duckie’ form is all about offering support and help to create joy and explore the excitement of Christmas (found in M&amp;S food!) The dog in this advert, who ‘Duckie’ tries to escape, could also be seen as a metaphor for escaping the daily demons that might hold us back from enjoying Christmas altogether.&nbsp;&nbsp;
<div class="hs-embed-wrapper" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; max-width: 437px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.5%; margin: 0px;"><iframe width="200" height="113" src="https://www.youtube.com/embed/f2jMCyfnvmA?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" title="Fairy is back and is joined by her new sidekick Duckie! | 2022 Christmas advert | M&amp;S FOOD" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
4/5 Christmas Pudding Rating&nbsp;&nbsp;
<h3>LIDL&nbsp;&nbsp;</h3>
From Paddington to Pudsey bear, we all know the nation loves a teddy. Lidl have decided to capture their consumers hearts by telling ‘The Story of the Lidl Bear’.&nbsp;&nbsp;
During the advert, we watch the bear transform from its humble beginnings to far-reaching fame. The voice over shares the message: ‘fame can get in the way of what really matters’ – reinforcing the importance of staying true to yourselves, and those who matter most to you.&nbsp;&nbsp;
It is also a stark reminder that not everyone has people to be with or receive gifts from this festive season. The campaign appeals to people’s goodwill, asking families to donate any gifts they can to Lidl’s charitable toy bank initiative.&nbsp;
A very emotive campaign, designed to show consumers that Christmas is about giving, and spending quality time with one another. This concept of quality also speaks to a core value of Lidl’s which is about selling low priced products that are high quality, marrying nicely with the emotional sentiment of the advert.&nbsp;&nbsp;&nbsp;
<div class="hs-embed-wrapper" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; max-width: 437px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.5%; margin: 0px;"><iframe width="200" height="113" src="https://www.youtube.com/embed/NVrrXKN4Cww?start=2&amp;feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" title="Watch ‘The Story of Lidl Bear’" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
4/5 Christmas Pudding Rating&nbsp;&nbsp;
<h3 style="font-weight: bold;">What makes a great Christmas Ad in 2022?&nbsp;&nbsp;</h3>
Considering some of these great, well-spirited brand adverts we have compiled a tick-list of elements we think makes for a successful Christmas advert for this coming festive season.&nbsp;&nbsp;
 Stockings full of Christmas Cheer ✔️ &nbsp;
A Community-driven message ✔️
&nbsp;A Loveable character, or hero ✔️
An awareness or sensitivity to the existing social or economic climate ✔️
A catchy strap-line, or jingle ✔️
We are still awaiting the highly anticipated advert from Christmas aficionado’s: John Lewis, and are excited to see what themes, or messaging this brand decides to cover to spread the spirit of Christmas and connect with their consumers.&nbsp;&nbsp;&nbsp;

Celebrating Creative Retail Awards win!

Last week, the Creative Retail Awards recognised the very best in retail, leisure and hospitality design. Categories across sustainability, omni-channel, technology, store-design and VM recognised the most exciting and innovative in the industry. 

It was a fantastic night with teams from Sports Direct, Sky and The One Off attending and we were thrilled to come away with 2 wins and 3 highly commended awards in the following categories: 
Store Design of the Year&nbsp;
<a href="https://www.theoneoff.com/projects/sky-sky-westfield-london/&nbsp;" rel="noopener">Westfield London, Sky Glass Launch</a> – Sky with The One Off –&nbsp;HIGHLY COMMENDED
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<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-09-30%20at%2014.21.48.png" alt="Screenshot 2022-09-30 at 14.21.48" width="2162" loading="lazy" style="width: 2162px;"><a href="https://www.theoneoff.com/projects/sports-direct-oxford-street/&nbsp;" rel="noopener">Sports Direct Oxford Street</a> – The One Off - WINNER
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202022-09-30%20at%2012.11.40.png" alt="Screenshot 2022-09-30 at 12.11.40" width="1406" loading="lazy" style="width: 1406px;">
Overall Store Collaboration&nbsp;
Westfield London, Sky Glass Launch – Sky with The One Off - WINNER
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/10262_7974.webp" alt="10262_7974" width="2550" loading="lazy" style="width: 2550px;">
Omni-Channel Experience&nbsp;
Sports Bra – Sports Direct with The One Off –&nbsp;HIGHLY COMMENDED
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/10134_4530-1.webp" alt="10134_4530-1" width="1275" loading="lazy" style="width: 1275px;">
Graphics, Signage &amp; Wayfinding&nbsp;
Nike X Billie J – The One Off –&nbsp;HIGHLY COMMENDED
As always, a massive thanks to our clients for the faith you place in us and to all our teams.

Last week, the Creative Retail Awards recognised the very best in retail, leisure and hospitality design. Categories across sustainability, omni-channel, technology, store-design and VM recognised the most exciting and innovative in the industry.

Welcome to YOUR HOUSE

We brought together Toshiba TVs and Defected Records to create a partnership that streamed the best of Defected Croatia 2021 live on Twitch. But just live streaming DJ sets is so 2020... So we created an even more immersive experience to give viewers a vicarious taste of what it’s like to be at the festival: a live magazine show that broadcast the best of the festival, every day of the festival.

<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;" data-mce-style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;"><iframe style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;" title="Toshiba X Defected" allow="autoplay; fullscreen; picture-in-picture" xml="lang" src="https://player.vimeo.com/video/610689966?h=ebe24fbd60&amp;app_id=122963" width="640" height="360" frameborder="0" allowfullscreen="allowfullscreen" data-mce-src="https://player.vimeo.com/video/610689966?h=ebe24fbd60&amp;app_id=122963" data-mce-style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
At 10pm Croatian time (which was 9pm UK time – perfect for our audience), fans could tune into Y/OUR HOUSE via Twitch and experience all the highlights from the day. The show included interviews with headline acts, the best moments on the dance floors, stories from punters on the ground, and all the magic you’d enjoy if you were actually there.
The campaign ensured we got Toshiba TVs into the hands of super fans who couldn’t travel to Croatia. Although it pulled an audience that was primarily in the UK, it also included people tuning in from Australia, Russia, the USA and elsewhere.
The partnership was a perfect fit. Defected Records is fundamental to Twitch’s music strategy, and its values of equality and diversity are closely aligned to those of Toshiba UK.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/Screenshot%202021-10-19%20at%2011-31-04-png.png" loading="lazy">
Y/OUR HOUSE blended the authenticity of a live show with the polished production values of a highlights video. Each show documented the vibrancy of the festival and gave you the feeling of genuinely being there. To achieve this, and to break the traditional mould of TV production, we had a network of roving reporter-shooter-editors using a range of kit from iPhones to Black Magic cameras. This mobile, low-impact approach captured the authentic feel of the festival and allowed the teams to get into the heart of the action.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/DJ%20at%20Defected%20Croatia-jpg.jpeg" loading="lazy">
The awareness campaign evolved as the campaign did. It helped create hype before the festival, it drove up live viewership during the festival, and it made sure the views still kept on climbing after the festival for all those wanting to relive the action vicariously. We used social extensively and across multiple accounts between both Defected’s and Toshiba’s online families. This allowed us to build interest in what was happening at the festival, while also offering an easy way to tune in. A large percentage of the impressions were organic across both brands, showing the global appetite for this kind of content (and that people were ready to celebrate the ‘end’ of lockdown).
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/Flyposting-jpg.jpeg" loading="lazy">
Fans could tune into the show on Defected’s Twitch page and microsite, which we updated daily. While the Defected Twitch page focused on live content, the microsite allowed fans to tune into the show (both live and on catch up), find out about Toshiba TVs, and also enter a competition. The microsite evolved through three phases to ensure the best content was always available.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/Toshiba3-gif.gif" loading="lazy">
Party packs were given away to Defected super fans who couldn’t make it, as well as to Toshiba TV competition winners. The packs included fun ways to vicariously enjoy the festival – loads of Defected merchandise, along with a Twitch-enabled Toshiba smart TV and sound bar. The gifts’ arrival and unpacking was part of the experience and led to additional social streams from the recipients.
It is no surprise, we are finalists for The Drum Content Awards 2021, with results like these:&nbsp;
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/image-png-1.png" loading="lazy">
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/MicrosoftTeams-image%20(86).png" alt="MicrosoftTeams-image (86)" width="1790" loading="lazy" style="width: 1790px;">

We brought together Toshiba TVs and Defected Records to create a partnership that streamed the best of Defected Croatia 2021 live on Twitch. But just live streaming DJ sets is so 2020... So we created an even more immersive experience to give viewers a vicarious taste of what it’s like to be at the festival: a live magazine show that broadcast the best of the festival, every day of the festival.

Nike 365

Nike 365 is product that can be worn all year round and is a staple for your wardrobe. Every 12 months, Nike refresh their 365 products with new styles.&nbsp; The One Off were once again tasked with creating new content that would showcase these products in their element. We focussed on Nike’s core categories, Running, Training, Football, Basketball and Sportswear, across Men’s, Women’s, and Kid’s. We captured still and motion content which will be seen across many Sports Direct platforms, including in store graphics, website imagery, social channels, and digital screens.&nbsp;
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<img src="https://f.hubspotusercontent30.net/hubfs/8613030/Mens_Training%20-jpg-2.jpeg" loading="lazy">
The creative development process included the creation of mood boards to show creative direction, location recces, and model casting, followed by 6 days of production - the shoot. Following the shoot, our team had to select the most effective content captured out of thousands of quality shots.&nbsp;
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/blog_Images7-jpg.jpeg" loading="lazy"><img src="https://f.hubspotusercontent30.net/hubfs/8613030/blog_Images6-jpg.jpeg" loading="lazy">
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/blog_Images5-jpg.jpeg" loading="lazy">
With these shots, we developed graphic packs, to showcase where the newly created content would be positioned within stores and online. The Nike areas of 31 elevated Sports Direct stores, including the newly reopened flagship store on Oxford Street are being refreshed with the new content. Look out for it at your closest store or in the Nike areas of sportsdirect.com.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/blog_Images4-jpg-1.jpeg" loading="lazy">
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/blog_Images3-jpg-2.jpeg" loading="lazy">At The One Off we’re able to deliver full end-to-end photography and art direction process for everything from global fashion campaigns through to product packaging photography. Our in-house photography studio means we can create quicker and at higher quality, without the associated costs. We also offer the full production service for shoots outside our studio, whether locally or abroad... <a href="https://www.theoneoff.com/work/advertising/photography-art-direction/" rel="noopener">Learn more here.</a>
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<img src="https://f.hubspotusercontent30.net/hubfs/8613030/365_BTS-jpg-1.jpeg" loading="lazy">
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/ezgif-com-gif-maker-gif-3.gif" loading="lazy" style="max-width: 560px; margin: 0 auto;">
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Nike 365 is product that can be worn all year round and is a staple for your wardrobe. Every 12 months, Nike refresh their 365 products with new styles.&nbsp; The One Off were once again tasked with creating new content that would showcase these products in their element. We focussed on Nike’s core categories, Running, Training, Football, Basketball and Sportswear, across Men’s, Women’s, and Kid’s. We captured still and motion content which will be seen across many Sports Direct platforms, including in store graphics, website imagery, social channels, and digital screens.&nbsp;

Rebranding and launching an energy tech company that’s daring for a greener tomorrow

Rebranding and launching an energy tech company that’s daring for a greener tomorrow.

We recently completed the rebranding and transformation of the Vercer brand into Dare. This collaborative process involved creating a new corporate ID, a website and a brand film.

Whereas Vercer was a commodities trading firm specialising in global energy markets with a focus on derivatives, Dare is a significant repositioning of the company into a leader in the energy tech space. Having developed its own proprietary Energy Trading Risk Management system and benefiting from being agile in its processes, Dare is able to facilitate change faster than older, legacy companies.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/logo.png" alt="logo" width="4658" loading="lazy" style="width: 4658px;">
<blockquote>
Dare’s mission is bold and it’s a company full of bright young minds that have a shared vision for a greener future. The challenge for us was to capture their dynamic spirit and ‘can-do’ attitude, while at the same time outlining&nbsp;their ambition, expertise and commitment to support the energy transition within the new brand. Mike Beukes, Executive Creative Director
</blockquote>
<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;" data-mce-style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;"><iframe style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;" title="DARE - BrandFilm" allow="autoplay; fullscreen; picture-in-picture" xml="lang" src="https://player.vimeo.com/video/588285342?app_id=122963&amp;h=fd0a57ef46" width="640" height="360" frameborder="0" allowfullscreen="allowfullscreen" data-mce-src="https://player.vimeo.com/video/588285342?app_id=122963&amp;h=fd0a57ef46" data-mce-style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
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<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 100%; margin: 0px;"><iframe src="https://player.vimeo.com/video/586841999?app_id=122963&amp;h=dfdf58dea1" width="360" height="360" frameborder="0" allow="autoplay; fullscreen; picture-in-picture" allowfullscreen="" title="DARE_web_social" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
Another aspect of the Dare brand is that it has to appeal to the best young minds in the business to help shake up the energy market. It was therefore important to put as much of the brand’s personality into its corporate identity as possible, so that people can easily understand Dare’s vision and value proposition. The result is an energetic look and feel that conveys Dare’s vibrant vision and refreshing philosophy.
<blockquote>
As a company we can facilitate and drive investment into clean energy markets, so&nbsp;it was important for us to convey this while highlighting our strong trading performance and market knowledge.&nbsp;The One Off has helped us to get a complex message across in a compelling and exciting way. Ayman Rahman, CEO and founder of Dare.
</blockquote>
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/photo.png" alt="photo" width="4658" loading="lazy" style="width: 4658px;">
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/Brandguidelines.png" alt="Brandguidelines" width="4663" loading="lazy" style="width: 4663px;">

We recently completed the rebranding and transformation of the Vercer brand into Dare. This collaborative process involved creating a new corporate ID, a website and a brand film.

George High Summer

When asked to refresh the George Summer campaign for their high summer product launches, we were keen to incorporate a similar look and feel. We explored keeping the same gradient colour border as summer but refreshed to align with the lavender and sage colour pallet of the high summer shoot. It was also important to push the focus of new ranges to the customer, so we interlinked the ‘NEW’ lockup into the campaign concept.&nbsp;&nbsp;

<blockquote>
I loved working with TOO on the high summer campaign for George. It was great to see the concept come together where the fresh pastel colours from set translated into the creative graphics with the new lock up. Having the translucent new lock up in really helped lift it and bring it to life. Bobbi Christie, Content Specialist&nbsp;George Brand. &nbsp;
</blockquote>
Once the campaign direction was set, we created a mini guideline of the concept which was supplied to all other agencies. We were then briefed to look at the press, social media, VM and POS.&nbsp;&nbsp;
The social animations were a perfect platform to really bring the ‘NEW’ lockup to life. We were able to have this moving across the screen behind the shot to really make the campaign message pop.&nbsp;
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/George%20High%20Summer%20Blog%202.png" alt="George High Summer Blog 2" width="1800" loading="lazy" style="width: 1800px;">
For in-store POS and VM windows, we had to adapt the campaign to work in a longstanding display. For this we striped back the ‘NEW’ lockup and applied just the lavender and sage colour gradient to the graphics. This still gave a fresh and new vibe to the stores which supported the concepts behind the campaign.&nbsp;&nbsp;
<blockquote>
We know we needed to adapt the POS slightly for instore, but you guys came up with a solution swiftly. The POS looks fab &amp; really pops! Caryn Bowie, POS Specialist George Profession.
</blockquote>
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/George%20High%20Summer%20Blog%201.png" alt="George High Summer Blog 1" width="1800" loading="lazy" style="width: 1800px;">
We were able to explore the graphic direction and campaign concept further with our Lavender Fields window displays for VM. We really wanted to push the boundaries with this display and utilise the whole space for their flagship store in Stratford-Upon-Avon. For this we created a lavender banner which covered the whole back wall and created a colour takeover of the space. We also incorporated&nbsp; the gradient borders into the windows display by using a gradient decal around the whole window and brought the campaign to life with some hanging borders to frame the mannequins. &nbsp;
<blockquote>
Love the Lavender Fields window! All the elements such as lilac banners, Polaroid style frames through to the lavender bunches in the mannequins really tie the range together. Megan Rowlands,&nbsp;Visual Merchandising Specialist in MBO.
</blockquote>
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/George%20High%20Summer%20Blog%203.png" alt="George High Summer Blog 3" width="1800" loading="lazy" style="width: 1800px;">&nbsp;
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/George%20High%20Summer%20Blog%204.png" alt="George High Summer Blog 4" width="1800" loading="lazy" style="width: 1800px;">
Working on all these elements for the high summer campaign has been a huge team effort and has touched multiple disciplines throughout the studio. It’s been a great campaign to be a part of from start to finish. &nbsp;

When asked to refresh the George Summer campaign for their high summer product launches, we were keen to incorporate a similar look and feel. We explored keeping the same gradient colour border as summer but refreshed to align with the lavender and sage colour pallet of the high summer shoot. It was also important to push the focus of new ranges to the customer, so we interlinked the ‘NEW’ lockup into the campaign concept.&nbsp;&nbsp;

Sky 'Access All Areas'

We are so proud to announce the opening of multiple&nbsp;Sky stores across the UK this year. Through these&nbsp;<a href="https://www.linkedin.com/company/sky/" data-attribute-index="2" data-entity-hovercard-id="urn:li:fs_miniCompany:3318" data-entity-type="MINI_COMPANY">Sky</a>&nbsp;store designs, our teams have combined our shopper and sector insights with Sky’s vision to create the “Access All Areas” concept. This is a consumer focussed window into Sky’s world that demonstrates the benefits of being a&nbsp;<a href="https://www.linkedin.com/company/sky/" data-attribute-index="4" data-entity-hovercard-id="urn:li:fs_miniCompany:3318" data-entity-type="MINI_COMPANY">Sky</a>&nbsp;customer.

<img src="https://f.hubspotusercontent30.net/hubfs/8613030/TOO_Popai%20Awards_2021_Sky2-jpg.jpeg" loading="lazy">
<blockquote>
“Sky is extremely proud to have worked alongside The One Off to deliver a suite of Sky shops that bring service, innovation and convenience together under one roof, sharing our amazing benefits with new and existing customers, at a time when keeping people connected has never been more important” - John Magill, Head of Store Design and Merchandising.
</blockquote>
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Our teams have lead the interior design of the stores to be adaptable, stay fresh and exciting. This is a departure from Sky’s sales focussed, mid-mall kiosks and shows that, when experience is placed at the heart of the retail experience, it delivers exceptional sales performance.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/TOO_Sky_2-jpg.jpeg" loading="lazy">
Working in very close collaboration with Quantum 4 to develop various elements of the fixtures, this is just one of seven Sky stores now open in the UK since October last year (and throughout a pandemic) including; Liverpool, Glasgow, Gateshead, Bristol, Leeds, Sheffield Meadowhall, and now Westfield Stratford.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/TOO_Sky_3-jpg-1.jpeg" loading="lazy">
Here are some of our key store highlights:
<ul>
<li>The Stage – a flexible experiential element allowing shoppers to take centre stage and insert themselves into Sky’s hit content through AR and Motion Capture.</li>
<li>Sky Q – staff assisted product demonstration showcase the features of the Sky Q box.</li>
<li>Mobile – handsets are integrated in ways previously impossible in mid mall kiosks. Includes a flexible system allowing manufactures’ own brand elements</li>
<li>Service – lounge style sets allow product demonstration and transactions to happen in the same space. Convenient for customers and staff, whilst optimising floor space</li>
<li>Repairs (iSmash) – a partnership with the market-leading mobile phone after sales care provider ensured both customers and non-customers were looked after</li>
<li>Sky VIP – VM brings to life the benefits of being a Sky customer, and the overlooked Sky VIP program, in a visually rich way</li>
<li>Ocean Rescue – celebrating Sky’s reduction in their impact on the planet, primarily focused on their move away from single use plastics</li>
</ul>
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/TOO_Sky_1-jpg.jpeg" loading="lazy">
We are proud to announce this project has been shortlisted for the Popai awards for 2021 and with 9 new Sky stores now open, we look forward to seeing more on the horizon.
<img src="https://f.hubspotusercontent30.net/hubfs/8613030/POPAI-Shop_CMYK-jpeg.jpeg" style="margin: 3rem auto 0px !important; max-width: 300px; display: block;" loading="lazy">

We are so proud to announce the opening of multiple&nbsp;Sky stores across the UK this year. Through these&nbsp;<a href="https://www.linkedin.com/company/sky/" data-attribute-index="2" data-entity-hovercard-id="urn:li:fs_miniCompany:3318" data-entity-type="MINI_COMPANY">Sky</a>&nbsp;store designs, our teams have combined our shopper and sector insights with Sky’s vision to create the “Access All Areas” concept. This is a consumer focussed window into Sky’s world that demonstrates the benefits of being a&nbsp;<a href="https://www.linkedin.com/company/sky/" data-attribute-index="4" data-entity-hovercard-id="urn:li:fs_miniCompany:3318" data-entity-type="MINI_COMPANY">Sky</a>&nbsp;customer.