Background
After years of being a leading, research-led, brand consultancy, Quadrangle were looking to concentrate on their core strengths and re-launch themselves as a major player in the highly-competitive field of research. In almost every way they looked the part - flash riverside offices by Tower Bridge, hugely impressive track record, posh biscuits in the boardroom, fancy flowers in reception etc. - but they were lacking in one important area...
Brief
Give us a few ideas for a website.
Solution
Took John the gaffer's positioning line 'research for marketing managers'. Thought about it. Didn't like the 'marketing managers' bit. Changed it to 'decision makers' which, at last, opened up some visual possibilities.
Open with shot of about 200 posh chocolates; fade in the word 'Research' at top left; cut to a single chocolate with a bite taken out and add 'for decision makers' after 'Research' at top left.
Adapted this idea for mailers and press ads. Then created two other versions: 1)paint swatch spread followed by a single magnolia swatch, and 2) juke box record selection followed by a specific single (possibly 'Making Your Mind Up' - geddit?)... each with the same 'Research for decision makers' headline.
Result
Website now up and running (though still requires fine tuning - see quadrangle.com), promotional campaign proved hugely successful, Quadrangle put on loads of new biz and I put on a bit of weight at the choccy photoshoot.
As a student I was fortunate to be taught by the great Bob Gill. In one of his projects we had to phone in our design solutions - clearly illustrated the superiority of ideas over style. It was a lesson that stayed with me throughout my time spent slaving away in various design and ad agencies. And it leads to a creative showcase using words, not pictures (well, maybe a couple).
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