Dom Gregory - Creative direction for brands, people and products

09/07/2013

CPLG: Rebrand

Copyright Promotions Licensing group are the largest independent licensing agent in Europe representing Global Entertainment and Sport Brands. After a couple of workshops at boardroom level, we explored different routes including heritage, the rough guide, sherpas and coffee shops. A combination of clever copy and a logos that communicated the brand values created a whole new look and feel for the brand that originated from business being conducted around informal but well in informed conversations and 40 years of expertise. The tag line ‘Expert Common Sense’ was born and the print followed though with a tactile earthy colour palette. the Digital experience is a responsive CMS pin-board style experience that can be localised and quickly add news features. Creative Direction / Dominic Gregory Design / Grace Wong Print / KNP

09/05/2013

Al Jazeera: Rebrand

Al Jazeera Chidlrens Channel Rebranding JCC television channel- (literally meaning; The Children of Jazeera) required repositioning. It had become too young and was losing market share to competitors. The brief was to create a child centric channel brand for Arabic Children aged 6-11. Its mission: to be loved by children and trusted by parents. Our time frame was just 6 months. The key to the creative solution was to put children at the heart of the channel. We wanted them interacting, imagining and controlling the outcome, whatever the platform. We wanted a much shorter Arabic name for the channel and a more confident, modern and contemporary, creative feel to the channel that reflected their needs and the modern Arabic developing world. The new brand needed to celebrate the traditional aspects of Arabic culture, giving them a modern, relevant context where appropriate. JeemTV was developed and implemented over the 6 month creative period. I led the re-naming and logo direction working with Atrissi design – Jeem (derived from the Arabic the letter J) was decided as its sound, shape and eventual logo design could be interpreted to resonate with the target audience in a very creative way. Its distinctly Arabic, modern and memorable. The diacitic dot in the centre of the logo is at the heart of the children activating the brand. To bring the logo and brand to life, we worked Arabic children and Jump Design London to have children activate, then control and resolve the channel identity. Children are also featured as part of the off air branding; holding, presenting, interacting via the orange dot featured in the logo. Their hands swipe the screens and user interfaces controlling and selecting the content they see around them. For the launch campaign I envisaged the on air and web teaser elements that saw the children’s hands activating the dot and discovering programming content. I also worked with the set and sound designers to help articulate the brand across the business. As creative director across the whole ‘360 degree’ rebrand; I wrote and oversaw implementation of the creative strategy including the new channel name, logo design, idents, navigation and brand style guide. I brought together a talented team of individuals and agencies in Doha, Europe and London including the motion graphics agency, the digital team and the creative team responsible for all elements supporting marketing and launch. Client / Al Jazeera Childrens Channels Agency / Kids Industries Creative Director / Dominic Gregory Art Direction / Robin Whyler Senior Design / Warren Sherwin Design /Kate Randall / Rachel Millard / Adam Colp / Grace Wong / Typeface Design / Tarek Atrissi Digital DIrector / John Kent Digital Design / Aidan O’Brien / Jo Pearce / Huw Gwilliam Motion Graphics / Jump Design Omnipresent / Gary Pope

09/07/2013

Consumer Insight tools

For Disney’s consumer products, the brief was to ’embed’ consumer insights and brand values across a European Sales team, its partners and product developers. We wanted to combine existing market and brand knowledge with an informed understanding a child’s development ages and stages. Consumer insights give context to sales and creative decisions every day so the task was to clearly articulate and format the most powerful or relevant insights. After a series of consumer insight workshops, the large volume of ‘dry’ content and knowledge required refining and filtering into a format that could be utilised everyday, whether at a desk or in a meeting. The creative solution was a deck of cards and a high quality notebook designed for every key stakeholder containing these insights in a more accessible format so the knowledge became ’embedded’ in the teams behaviours. Creative Direction / Dominic Gregory Design and Illustration /Cameron Jones Print / Pureprint

09/07/2013

Guinness: Rebrand

Guinness World Records Positioning & Rebrand. Consumer research revealed high awareness of the brand and an opportunity to rationalise the many different brand communications. The mission was to become more commercially focused and consumer centric. After running workshops with global stakeholders and blending this with a consumer study we repositioned the brand with an enriched logo, modernised, slick, elegant and imbued with authority. We also created a memorable tag line that is now uttered at the moment of the certificate being presented. A brand style guide and an amazing client to work with. Agency / Kids Industries Creative Director / Dominic Gregory Design / Stewart Lucking / Kirstie Aitken

05/07/2013

Brand development

I know how supporting marketing and commercial functions by delivering a clear brand DNA to your partners is essential. I have led creative development of tools that give clear direction and inspire partners to push innovation and quality whilst capturing the DNA of the brand. These qualities are essential to successful marketing, branding and product execution. The examples shown delivered marketing, PR , commercial and new business strategy and a fresh, inspiring message through print and electronic media. Creative Direction / Dominic Gregory Design & Art Direction / Dominic Gregory / Kirsty Pope / Brynn Robinson / Louise Franey Patel / Clelia Lobba

10/07/2013

JeemTV: Knowledge File

A signature piece of work to capture all the insights and learnings around the rebranding of Al Jazeera Children’s channel to JeemTV. This 220 page 297 x297mm book was designed for the Queen of Qatar and key members of the Qatar foundation to highlight the child centric transformation of their children’s channel. A luxury item, this was a limited edition book. It featured a slip case and spot varnished cover. The content was designed as a book about children for adults, featuring insights and minimal text, making it a coffee table book and a proud celebration of transformation. The vertical typography is based on the idea of files and books on a shelf and the colour scheme is based on the orange dot within the teal channel branding so as the book is pulled from the slipcase, the knowledge is being activated. Agency / kidsIndustries Client / Al Jazeera Children’s Channels / Qatar Foundation Creative Direction / Dominic Gregory Interior page design / Stewart Lucking Cover Design / Dominic Gregory Print / Pureprint Group

10/10/2010

From Insight to product

Disney needed a clear creative strategy to support their hottest property: Pirates of the Caribbean. Disney had not produced anything like this before as traditionally each line of business produces and executes their own collateral and vision. It gives clear insight into what connects the consumer to the brand and evolves the insights to tangible product designs. It also combines the activity across all their LOBs and present the business partner with a compelling vision of possibility and execution, backed up by research and the brands unique design style. Creative Direction / Dominic Gregory Design / Vicky Turner & Graeme Bell

05/03/2011

Creative Direction

I ran a workshop for Kids Industries with the senior management from Guinness World Records and identified the tension between being an authority and the consumer need to be continually surprised and entertained. Here’s two examples of how we explored strategy, territories, blocks, then captured and delivered a new brand position and shaped the creative brief. After an exhausting and productive day, the tag line: ‘Officially Amazing’ was born and a new brand hierarchy established. Sometimes its just staring you in the face.

09/01/2011

Fast Product Development

‘Ready to go’ Product Development creative and operational model. Film properties require speed to market, creative direction for consistency and asset economy to maintain brand integrity. Utilising only core assets, we launched a range of product graphics ready to apply to power SKUs. This sped up development time and gave us maximum consistency at retail. The creative direction ties closely to the marketing strategy helping the campaign to integrate to retail. Utilised by European licensees hitting on shelf deadlines and maintaining core creative proposition it drastically reduced approval and product development lead times. Style guide / Disney Consumer Products ©Disney Art Pack Direction / Dominic Gregory Product concepts / Kirstie Aitken

10/02/2011

Quality & Product Satisfaction

Quality, Value, Design and Branding all influence a customers decision to purchase a product. When developing or approving products at Disney, the question my team asked was “Is this product going to give the consumer a consistent experience of the brand?” It was agreed we were inconsistent with feedback and hadn’t set our own benchmarks before communicating them across Europe to our partners. By analysing consumer data and insights we produced a toolkit to communicate more consistent feedback to partners. By setting minimum standards for product performance, we benchmarked quality, performance, value for money and design aesthetics. This led to better understanding internally of what drives purchase and externally to drive better quality products even at low price points. it also brought a healthy dynamic to our virtual European team together to agree standards and understand manufacturing and price implications on a local level. Produced while Creative & Product development Director at The Walt Disney Company with a team of 12 European product developers and designers.

I work with agencies & content creators to develop & transform brands

Share this:

CPLG: Rebrand

Al Jazeera: Rebrand

Consumer Insight tools

Guinness: Rebrand

Brand development

JeemTV: Knowledge File

From Insight to product

Creative Direction

Fast Product Development

Quality & Product Satisfaction