Brand Development
NPS_Curate
- Brand development
- Menu design and creation
- Tone of voice development
- Brand strategy
- Brand support
Inspired by the original TGI Fridays bar situated in New York back in 1965, 63rd+1st is a cocktails and plates lounge, that essentially brings a slice of NYC to a range of locations in the UK. We were asked to support the team in developing the brand, work on the brand strategy, and support them with their vision for the future.
This brand is in its infancy, and we’re excited to be involved, getting our teeth into it and developing a full brand strategy with their team to really understand the concept and direction they wanted to take the brand in.
We developed the creative and tone of voice across a range of assets they could work with, including website redesign and restructure, newsletter templates, communication, and brand awareness pieces, launch collateral and social campaigns.
We also worked on new menu development and designs to make sure the whole brand feels like a real slice of NYC.
Acquisition Campaign – Mix it up
NPS_Curate
- Campaign concept development
- Campaign direction
- Asset creation
- Campaign rollout
- Project Management
As Virgin Active’s creative partner, we regularly support their team with all areas of creative which we love being part of. It’s most exciting when it’s campaign time. This particular campaign is named ‘Mix it up’ and we were involved in the creative and delivery process from beginning to end.
We developed the concept and how it was visually portrayed. Working with the script and actors to direct the characters within the ad, helping to create their unique little quips and quirks. Which brought the famous Virgin personality to the campaign. We worked closely with the team at Virgin Active and Virgin Group to make sure every aspect met with their brand vision and style.
The creative approach behind the Mix it up campaign was based on the premise that a Virgin Active club is the best of all worlds and offers a totally flexible approach to fitness. There’s so much choice and variation of activities all under one membership. Workouts are available to members in-club, outdoors or at home via their app. This campaign was distributed over Video on Demand, digital billboards, paid and organic social media, in-club digital screens and press ads.
It was great fun to work on with the whole team involved. Virgin were very pleased with the results and that makes us happy, and proud to have been a part of it.
Menus, menus, menus
NPS_Curate
- Brand support
- Menu design and creation
- Project management
As The Ivy Collection’s creative partner, we work on a regular basis with their team to create and produce their suite of menus. As an iconic restaurant brand, these menus are an integral part of their brand vision and guest experience. We support their team with seasonal menu changes and any event and promotional menus throughout the year.
As an integrated part of the process, we work alongside The Ivy Collection’s brand & marketing team, food & beverage team and their Chef’s. The stunning illustrations created by Adam Ellis bring the seasonal menu changes to life and the print by IPW1 is meticulous and super-organised as these pieces are massively time sensitive. We’ve also been involved in creating some of the illustrations created for bespoke menus within our team at Curate.
These menus really exhibit the true ‘art of a menu’ and how a menu is a sensory, tactile part of the brand and guest experience. The production process is constantly being refined and improved, with a strong focus on team-work between the in-house team, printer and ourselves. The term ‘well-oiled machine’ describes this creative process perfectly, as it’s no mean-feat to turnaround such a vast amount in such a short period of time.
We think the results show the dedication all round and it brings a smile to our faces to witness a guest at The Ivy peruse the à la carte successfully.
Hotel Group Rebrand and Development
NPS_Curate
- Brand support
- Menu design and creation
- Project management
Harbour Hotels is the UK’s largest independently owned hotel group, with 15 locations across the South of England. We work together with Harbour Hotels as their creative partner. Initially, we were asked to come aboard to look at developing their overall brand and produce a full and extensive set of guidelines, which we were delighted to be involved with.
These guidelines as with any brand, evolve with time and working with their brand and marketing team we ensure these are kept up-to-date and relevant. We work as regular support to the brand from creation of top line campaigns to day-to-day menus and social media campaigns and assets.
As part of the guidelines, we have created colour palettes, usage of typography and designed pattern assets. We’ve also worked on the tone of voice which we feel is integral to any brand and this is carried across any campaigns, messaging, and the website.
Within the guidelines we have kept room for creative scope, so there is always brand consistency, but range for creative ideas and executions some of which are pictured here.
We have created illustrations for specific campaigns and then animated these over social assets. We’ve created gift cards and wallets that feel special to the recipient.
We work extremely closely with the brand to make sure their philosophies and beliefs are translated, such as the key card that is sustainable and created from bamboo. As it is one of their philosophies to be as plastic free as possible especially being largely coastal in location.
Watching their growth and being part of their development is something we’re extremely proud of.
