ThinkingCX has the role of strategic consultant, working for Spectra CGI across name, positioning, brand proposition, brand messaging and customer experience, in collaboration with Strong & Together.

How do we position an ambitious technical provider as equal to the creative aspiration of their design clients?

Our task was to enable the studio to position itself as a provider of equal excellence to creative clients. What we were asked to do was to help build the business out into a brand. To ensure that there could be no mistaking the capability of the CGI studio to render any visualisation brief an outstanding piece of advertising collateral.

With a new name, identity, proposition and messaging, run through a new website and marketing assets Spectra CGI is all set to engage new commissioning teams at UK and International design agencies.

ThinkingCX has the role of strategic consultant, working with Strong & Together across name, positioning, brand proposition, brand messaging and customer experience.

How do we reach a wider audience with an existing book?

First published in 2016 Food To Make The Soul Smile has been a popular purchase for customers at Eliane. They have experienced the eateries, tasted the recipes and know that Eliane is a micro-retailer with a wider, healthier menu and a belief in the power of whole food for everyone. In 2019, to reach a wider market - those who have not eaten Elaine - a need to communicate on a much louder level was identified.

There was no need to reprint the whole book. We designed a new dust jacket to catch a browsing eye and created messaging and illustration to clearly communicate the ethos and essence of the brand, as well as the type of recipes inside and their benefits.

A stand out dust jacket with fresh copywriting to say “Hello, this is exactly the right cookbook for you”.

Food to make the soul smile - Nutritious Delicious Choice - Enjoy over 100 recipes from vegan to vegetarian to meat.

Now anyone who sees the book can clearly understand, at a glance, whether it is something they identify with and need to add to their kitchen collection.

We were also able to take the opportunity to add illustrations from the evolved brand identity to the dust jacket styling. Helen Naish was commissioned as our illustrator.

Existing customers - our most valuable advocates - were invited to a co-branded celebration with neighbour The Hungerford Bookshop to relaunch the book, be updated on Eliane’s vision and to taste some of the book’s nutritious delicious choices.

Take a look the full book and the evolved Eliane brand identity design. 

ThinkingCX has the role of strategic consultant, working with Strong & Together, for Eliane.

A location of quality & provenance – Joli is selected to The Borough Market Kitchen

In 2019 ThinkingCX and Strong & Together played a role in supporting our client Joil in their selection to The Borough Market Kitchen for the quality and provenance of their ingredients as well as the skill and creativity of their cooks. This growth opportunity builds upon the renaming and rebranding that we previously undertook with Salina and Rahim for Joli

“We had reached a point where our branding was holding us back. The new name and identity has led to the creation of new opportunities for us to grow and expand our business.”

Salina & Rahim Campbell, Joli Founders

As part of The Borough Market Kitchen Joli are able to invite customers to take their tastebuds on a journey with Joli’s new specialty clay pot cooking. A high proportion of the produce used in their dishes will be sourced directly from the Market’s produce traders—the shortest supply chain possible. In line with the commitment to sustainability that they share with Borough Market, Joli at The Borough Market Kitchen is free of single use plastics, and their stand and signage is constructed from sustainably sourced materials.

Borough Market starts a new chapter in its story with the opening of The Borough Market Kitchen, a place to sit and talk while enjoying high quality food and drink. In mid-November, The Borough Market Kitchen will open in Jubilee Place. Find out more about The Borough Market Kitchen

In 2020 ThinkingCX and Strong & Together played a role in supporting our client Joil in the launch of their first London store.

How might we begin to move a business from an award winning product range to being a talked about brand at the heart of the ‘Global Foodie’ market?

Issues to be solved Recognition problems with the existing name and identity; no clear understanding of what the brand stands for, lack of planned brand strategy to meet growth goals of next 3-5 years.

Solution Better understand the consumers, and match their needs to product characteristics and benefits. Create memorable, vibrant naming, design and copywriting that enables the business goals of simplified brand recognition and deeper, clearer brand expression.

Under-pin the initial work plan with ongoing collaboration and strategic guidance to take the brand forward with a new customer-focused approach.

Outcomes

“We had reached a point where our branding was holding us back. The new name and identity has led to the creation of new opportunities for us to grow and expand our business.”

Salina & Rahim Campbell, Joli Founders

The rebrand launched via a trade stand at Speciality & Fine Food Fair generated a response that confirmed that the same product was now more recognisable, more memorable, and that the brand was now positioned to generate a higher RRP for a new product to market Perfectly Soft Black Garlic. This was followed up the following year with the launch of Whole Black Garlic at Speciality & Fine Food Fair, the launch of Joli at Borough Market Kitchen in 2019, and the opening of Joli Kensal Green and two new products in development for 2020.

In collaboration with Strong & Together. Commissioned via Design Council Design Leadership Programme.

ThinkingCX has the role of strategic consultant, working with Strong & Together, for Joli.

In more detail What the business most needed was a means to fulfil some scalable ambitions: to expand the to-go business and increase wholesale market share by being sought after as a store-cupboard staple by 'Global Foodies’ when they visit their local Deli.  

These ambitions required a workshop to generate better consumer and product understanding, a creative brief to lead the brand project, and a new name and brand identity capable of better expressing the new intentions, with immediacy and through narrative.

Joli captures the essence of the business – the fresh powerful flavours of a maverick recipe creator with a wanderlust for ingredients and a driven-warmth. Joli describes the layered mouth-taste of the products and the lively social mealtime experience of sharing a Joli to-go in London, or cooking with Joli at home having discovered something new and wonderful at the local Deli.

The word Joli means Joy in founder Salina’s Baba Malay dialect, but as a name does not pin the brand down to a specific culture or location. Our bold and beautiful brand identity, together with the clear brand story we created for Joli have been used to build upon the Taste award-winning reputation of the core product range and to-go cooking at Borough Market, to launch new products and to expand the business.

Joli confidently ask customers to take their taste buds on a journey. A journey through their fresh powerful flavours. A journey that is filled with joy. They understand that at the heart of their brand experience is a simple message: Eclectic taste. Inspires obsession. For the foodie. Filled with joy. This has empowered them to create and to grow.

Find out more on the https://www.instagram.com/livejoli/Joli instagram #livejoli

Challenge How might we define the visual and verbal keys to future premium business growth?

Solution Consult with Mozzo on the evolution of their brand strategy, with the view to enabling business growth and new revenue streams. The outcome of the brand repositioning was both strategic and practical including a rework of the brand identity, C2C Fund identity design, packaging across the coffee range, and design for retail and marketing channels. 

In collaboration with Strong & Together.

ThinkingCX has the role of strategic consultant, working with Strong & Together, for Mozzo.

Find out more at Mozzo

In more detail The evolved look, feel and messaging is great coffee focused. The brand's energetic, creative spirit is suggested by the flowing logotype and a simple scribble applied across packaging, retail environment and marketing channels. The scribble is a simplification of previous creative artwork collaborations. 

The unusual business origin is reflected in the tuk tuk graphic. Both strapline and tuk tuk were used previously but are now combined and consistently applied to all product and marketing. 

A simplified approach to packaging is taken. The focus is on stand-out in the direct and in-direct coffee retail marketplace. The design choices emphasise the product quality and the brand’s ambition to simplifying decision making choices for the buyer. 

Packaging hints at the bigger picture. Website and other marketing channels are used to tell the real world story of the ‘Think Outside The Cup' approach - the coffee source, the coffee grower relationships, all the vigorous and engaging detail of the Mozzo adventure so far - as well as showcasing the coffee range. 

Challenge Celebrate or commiserate the 20th anniversary of the font we all love to hate Comic Sans to raise money for Cancer Research UK

Solution With over 500 entries from 38 countries ThinkingCX (formerly known as Make Design Happen) was proud to have a poster titled Without selected for the final book and accompanying exhibition. Other submissions were titled Thick Skinned and School-Boy Error. The ideas came from consideration of the feelings of the much-maligned font, words used to define font and ubiquitous use of Comic Sans in school communications. Words Sandra Dartnell. Interpretation S&T Design.

ThinkingCX has the role of strategic consultant, working with Strong & Together, for Eliane.

Photographs courtesy of Paul Cripps @anymomentintime

Challenge
How might we enhance the value of an existing asset for a Town Council and community?

Two years into the life of the Leighton-Linslade Children's Trail, it was in need of review. For a number of reasons - old information, irregular communications, messages of limited appeal - the enthusiasm of the original launch audience was at risk of not being replicated in the towns growing population. The Leighton-Linslade Town Council responded to a message of missed opportunity and commissioned a pilot phase of activity based on a proposal to increase inclusivity, awareness and engagement with The Children's Trail. 

Solution
The Trail was given a Guardian, and through regular social media communications The Trail was re-introduced to the community. Messaging was moved from niche 'a literary trail' to more universal 'a free family activity.'

Based on the success of a small-scale pilot a larger set of works began based on a customer focused strategy to

_broaden the experience,

_join it up, 

_give it more value for the core audience (families),

_make all the elements more useful and less throw-away,

_give more people, more reason to do it. And do it again. 

The Trail was reframed as 'A free public trail of 22 artworks celebrating children's stories, for little people, with big imaginations, to explore.'

Hand in hand with relevance to children and families, everything was designed with a view to providing self-generating content and endorsement of the Trail for the Town Council.

Outcomes
The 'reimagining' project is now 3 years in. The Trail at 5 years old is not only popular but publicly endorsed. People - adults and children - who would not normally have visited the Town Council have come into reception to collect their rewards. A long standing relationship between the Town Council and the Library has been strengthened and new relationships created. Effectiveness and budget is reviewed bi-annually. Through a small but managed strategy and resource the Town Council is able to use The Trail in its work with other segments of the community, and across diverse economic and social needs: schools and groups, grandparents / carers, tourism, active-lifestyle and mental health. 

ONGOING IMPACT
The great success of this ongoing project collaboration is that has not only transformed the fortunes of the Trail but also transformed perspectives at the council.

"Guardians are special people, they look after things and people and for the last few years Sandra Dartnell of ThinkingCX, has been The Children’s Trail Guardian. Sandra approached the Council as a local parent and said I think we can make the Trail even better. Having received such positive recognition from the Society of Local Council Clerks (SLCC) for the promotion of the Trail, we wish to highlight the transformative influence that Sandra bought to the Trail and to the officers she worked with. Although Sandra has moved to pastures new, we say our thanks as today the Trail is known by so many people and every year local schools are encouraged to introduce this brilliant local asset to their new students. The Trail is our never ending story…"  Vivien Cannon, Head of Cultural and Economic Services, Leighton-Linslade Town Council (2018)

Watch the Children's Trail Videos

Listen to ThinkingCX founder, Sandra Dartnell's previous talk about The Value of Re-imagining Something at PechaKucha.

Find out about Children's Trail artist Martin Heron. His support was integral in the creation and re-imagining of the Trail.

With thanks to TravisBead, Datum and Storm Videos

For two years Creative Bedfordshire was lead (planned, organised and hosted) by Sandra Dartnell of ThinkingCX, for Bedford Creative Arts, with the support of Central Bedfordshire Council and Bedford Borough Council. Whilst incharge Sandra developed strategies, frameworks, communications, culture and responses affecting the customer experience, and documented them for ongoing use. The role was handed over to a new producer when Sandra Dartnell relocated to Wirral in 2017. Images show creative networking events and the Grow Your Creative Business Conference 2016.

Cat Lane Photography and WinterRose Photography for Bedford Creative Arts. 

"Sandra's key strengths are her experience of establishing and sustaining a creative business and her ability to collaborate and make connections and partnerships. These skills enabled her to really develop the Creative Bedfordshire network. I believe her experience of working with clients gave her an informed understanding of both the needs of the very diverse membership and an ability to work well with stakeholders."
Dawn Giles, Former CEO, Bedford Creative Arts (2017)

"I was very impressed with Sandra's ability to listen, understand and advise in a strategic way. I witnessed her attention to detail and meticulous planning. Sandra brought a personable professionalism to the role. She was naturally able to facilitate collaborations for network members and the project. It was particularly useful that she had experience of running her own creative business."
Alan Dodd, CEO, Bedford Creative Arts (2017)

“Creative Bedfordshire is a network and brings together a diversity of creative people and businesses from across the arts and creative industries. By bring them together, in person and online, and supporting them with professional development events, the Creative Bedfordshire network helps combat the isolation of independent business, fosters ideas and actions and creates new collaborative relationships. The network is needed and well used. It acts as a positive force in so many ways - for individual people and businesses involved, for the benefit of economic prosperity in Bedfordshire, for the benefit of cultural identity across the area. That’s why I am involved.” Sandra Dartnell (2016)

In more detail

_Strategy, programming and production for over 20 participatory activity and up-skilling events 2015-17

_Annual participants 300+ from a broad network of self-employed creatives, and creative micro businesses 

_Coordinated online network management 3.5K (Twitter) 1.6K (Facebook), 895 (Instagram) 2K (slideshare)

_ Conference Producer /host. Drew paid attendance of 80+ for a morning of speakers and an afternoon Q&A panel at the University of Bedfordshire.

Event production included pop-up networking in Libraries, Theatres and Music venues; professional writing workshops with the Royal Literary Fund; Grants for the Arts surgeries with Arts Council England; community hall take-over and co-working sessions.

Themes across the professional networking speaker programme of debates and discussions included Taking Your Vision Forward, Ideas into Action, Starting out and Moving Forward, Exploring Trade Shows, Rural Business, Making Events Work, Planning to Succeed, Finding Your Voice, Price, Cost & Value, Connecting with Your Audience, Creating Relationships, Sales & Marketing, Going Solo, Business Adventures, Teaching Your Art, Art in Public, Creating with the Community. 

Relationship building with key sector networks: county / town councils, LEP, growth hub, HEI and FE, cultural education partnerships (Culture Challenge, Royal Opera House Bridge), business organisations (Chamber of Commerce, FSB), community groups and other creative networks across tech, illustration, preforming and visual arts, spoken word, makers, local arts publications and venues.

Reporting, evaluation, documentation (written, photographic, audio), marketing and role recruitment, attendance of LEP Creative & Cultural Sector Group as a voice for Bedford Creative Arts, freelance, micro and rural business.

ThinkingCX consulted with Nila Holden to bring ideas, clarity and focus to the business.

Read more about Nila Holden in The Guardian Small Business and GREAT.gov.uk

Take a look at Nila Holden on Instagram

The brief was to work with the Doctor Pulse team to understand and explore their requirements, establish the MVP and then consider how this could be delivered.

“We brought ThinkingCX in to help advise on a complicated web application project. The platform was to be used across two quite different sets of users and we needed to establish some commonality so that we could standardise the development and work from a single code base. On top of that, we needed to establish a more detailed persona around the user groups to help with the visual identity and language of the platform. Sandra Dartnell’s work was vital in understanding these target audiences, their requirements, their expectations and how we could build a single platform that would service both sides of the business. Sandra’s approach is intelligent, organised, insightful and has great attention to detail. She’s fun to work with and is a benefit to any project.”

— Lewis North, Director, Method & Class Ltd (2017)

Find out more about this project

www.methodandclass.com

Challenge How might we use naming to reach the right audience for a new full-service cycling travel brand?

Solution A name taken from the sport and the terrain, that speaks directly to the cycling adventure enthusiast and reflects the complete and simple nature of the travel service

In collaboration with Strong & Together. 

ThinkingCX has the role of strategic consultant, working with Strong & Together, for Full Descent.

The audience will be looking for a physically and mentally exciting cycling trip that can be arranged rapidly and with confidence for a group or individual. They will want to feel certain that the options encompass their primary desire - be it an epic view from the ride, or a challenging tour to hone their competitive edge. Booking with Full Descent will ensure they simply have their ultimate worldwide cycling adventure.

Leighton-Linslade Town Council consulted with ThinkingCX to bring ideas, clarity and customer focus to the Leighton Buzzard Market brand. 

_brand strategy framework

_creative brief

_key messaging and tone of voice

In 2013 Sandra Dartnell set up business consultancy Make Design Happen to provide project direction consultancy to the managing directors of design and development agencies.

The consultancy saw her take on a strategic role, in particular looking at focus and how the key point of value could be communicated. 

She created relationships with local government, and developed business support content for education and arts and culture organisations.

ThinkingCX was established in 2015 to take Sandra's vision and network of associates to the wider SME business community, at MD level, as a strategic consultancy package focused on problem solving in situations of brand and product development. 

"The clue is in the name. Sandra really does make things happen. She has a deep knowledge of digital, and is very well networked. Plus, she will say if she can't help you (usually followed by an email with top quality recommendations that give you exactly what you need.) Highly recommended!" Gilmar Wendt, Founder GW+Co (2014)