New Blood One to Watch

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When we first got the chance to take a glimpse through a 2nd year Leeds Uni students book, we knew she would be a future star. Rachael came to us looking for a ‘year in industry’ work experience before completing a hectic final 4th year studying. We initially offered 3 months, but were more than pleased to be able to offer her a further 6 months the following summer.

Despite being driven mad by our eclectic choice of music and notable Jazz classics, Rachael finished her 4th year with a rather notable 1st Class Degree. Her final year dissertation ‘Projecting authenticity through digital and print advertising campaigns: an analysis of how luxury fashion brands create brand attachment’ involved in-depth reviews of literature and case studies. It addressed six key areas where brand authenticity is reinforced through advertising. So she knows her Prada from her Primark!

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That’s Brave took the day off to support Rachael at her New Blood D&AD show in London’s Old Trueman Brewery, Brick Lane where she was shocked to be presented with a prestigious ‘One to Watch’ attribution. Fifty of the UK’s top creative talents are awarded this mark of respect by the industry’s leading awarding body which is no mean feet, considering the huge numbers of graduates each year.

We were keen to continue working with Rachael so offered her a position – she has now been with us for over a month working on a range of creative branding projects. For more information or to have Rachael work on your next brief, please give us a call on 01473 217993 or visit the website www.thatsbrave.co.uk/personality

COMMENTS (0) - Posted in Branding, Education, Exhibitions -

Ladykillers, meet the Morons

What happens when a suspicious elderly lady invites a group of bank robbers posing as a string quartet to stay temporally in the same household. Let’s not ruin it for you, but our poster gives a subtle impression as to the final outcome of this dark comedy.

The comedy element was key to the success of the visual which simply draws from the character of the stage set to tell this defining moment of the production. Until you see it, you wont know if anyone actually gets shot or another duck gets a rather nasty surprise.

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Part of the Autumn seasons productions we also developed the visual for a key musical, Oxy and the Morons. After a life changing diagnosis the legendary band decide to reform and party like its the 70s all over again!

The brand visual emanated from the teen spirit of the homemade garage band. The grungy white brick wall featuring spray graffiti and a ‘what do I care’ attitude.

Oxy & The Morons final Poster

COMMENTS (0) - Posted in Advertising -

Wright or wrong?

Tell me, tell me. Not what, but why!

As a brand today you’ll probably have told everyone what you do, but how many of you have told people why you do it? I guess it’s the latter that makes getting up in the morning easy? A key to how a great brand becomes great is how they market and communicate this passion. It’s this passion that people buy, the emotional connection that they have with you and your brand. Once this connection is made they become an advocate and suddenly you’re not just a commodity and decisions towards your brand are less rational.

The biggest brands in the world have one common thought and that’s telling the story of why. They want to attract people who believe what they believe rather than what it is that they do.

A common brand people can relate to is Apple. We all know Apple products are expensive yet we feel drawn to want one, even when we can buy something similar for half the price. Apple would rather tell you how their product can make your life better, then go on to tell you what the product does. It’s this emotional lead in the marketing which is important to get brand buy-in.

One of the most impactful brands wasn’t a product at all, but two brothers called Orville and Wilbur. Known as the Wright brothers these two were the first to achieve powered, sustained and controlled airplane flight. In 1903 there was a great race to become the first but surprisingly it was these two brothers who achieved it first. They didn’t have the best facilities, infact they didn’t have a lot going for them which makes it more surprising as to why they won. The big difference between these two and everyone else trying was that they were doing it to improve and create a new way of travel, where as everyone else was doing it for the fame and money.

People wanted to work with Orville and Wilbur because they believed what they believed. They understood why they wanted to do it and that fitted exactly with why people wanted to help them. Money maybe a result of being a good brand but not the focus of being a great one.

COMMENTS (0) - Posted in Branding -

On The Case

Living in Suffolk means you’re never too far from the countryside. Winding roads, rustling trees – and tractors. Quite a few tractors. So when Case IH approached us looking for some advertising, we were already pretty familiar with the territory.

For those who shy away from hay-baling and drive something a little smaller, Case IH are one of the world’s leading manufacturers of high-quality, do-anything agricultural machines. Drawing on a 180-year history of engineering and innovation which goes all the way back to the man who first took grain threshing out of the hands of labourers and into the hands of machinery, they remain at the top of their field.

Agricultural advertising tends to be quite stale, so we wanted to bring a brave new twist into the mix when presenting the Puma, Case’s powerful mid-range tractor.

Puma Farm Smart Balance

We used a stripped-down, minimalistic style in contrast with the busy, over-complicated imagery usually used in tractor advertising. The idea was to present one key idea in each ad, with a simple image of a piece of the tractor – to get one message across perfectly, in a way that couldn’t be ignored.

Puma Farm Smart Precision

Case’s branding has always been focused on making it clear that they are leading the field; they’ve always been ahead of the pack, so we produced an ad – our favourite – with a slightly confrontational, challenging edge.

Puma Farm Smart Eats

When the ads were finally rolled out as Case attended the Cereals Show in Cambridgeshire, the reaction was surprising: they received comments on their advertising – both positive and negative – and the new presentation was talked about widely. They told us this was the first time their advertising had ever made such an imapct.

Sounds Brave to us.

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Trucks R Online

Trucks R Us is East Anglia’s biggest supplier of new and used commercial vehicles. Established in 1927, they’ve grown into a major brand, and now the little black and yellow stickers that represent them can be seen on cars, vans, diggers, trucks, and every other kind of vehicle, across the region.

They approached us looking for a full re-vamp of their website. The old site was ageing fast, and wasn’t fit for purpose, especially for such a large company. It was time for a change.

That’s Brave re-designed and re-built the entire site from scratch, creating a bespoke, streamlined backend database system, making it easier for the client to track their stock, orders, etc. The visual style emphasised cleanliness and professionalism, perfect for a company known for its high standards and rigorous adherence to quality. The site was optimised to load much faster than the old version; this was one of many design decisions that put user experience as a top priority.

The site was designed to be responsive, which meant that browsing and ordering could be done on mobiles and tablets, as well as desktop computers; when time is a factor, this functionality can be crucial for customers.

All in all, we think our efforts to bring the Trucks R Us website into the modern age were successful. See for yourself:

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High flying brand building

We’re not here to judge, but if you like spending time down the alcohol isle in your local supermarket you’ll probably have noticed a similar theme in the single malt whisky section.

The constancy has been to position the product, focussing on the distinctive landscape, highlighting the way the colour and taste reflect it’s origin. Beautiful views of rolling hills, depicting a rustic distillery surrounded by barley and heather, held together by the deepest and most oppressive skyline.

The challenge, how do you tell a singularly romantic story to position a liquid like Firean which is a blended whisky. Without a specific location like a single malt, a blend needs to think differently than to use the characterful landscape as a suggestion as to the distinctive taste of the liquid inside.

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We began by asking, where does Scotch Whisky come from? From Highland water that tumbles over granite, or filters through heather? From Lowland barley? From smoky, peat-fired maltings or charred old oak barrels?

Firean, means Golden Eagle in Scots Gaelic and it was this broad view idea which tied perfectly to the characteristics of a blend. In the same way, the eagle enjoys the character of the whole land and it was this thought which drove the positioning statement ‘The soaring spirit of the Highlands’. Like the soaring eagle this is a whisky with as broad a view of Scotland as you can imagine.

After crafting the brand story and product positioning we developed the visual style developing on to express the true flavour of its origins. The idea was to reflect the subtle curvature of the landscape in the eagles eye as it soars high above. This continued through into the bottle to combine the eagle and liquid’s characters together as one.

COMMENTS (0) - Posted in Alcohol, Branding, Food and Drink, Illustration -

Because I Cannes

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(Written by Hayley Knott, our one-sixteenth Native American Account Manager)

I once saw an image that attempted to describe how a creative mind thinks. This struck a nerve with me as i sympathised greatly to the fluid chaos that was often my mind. I am instinctively a creative thinker, my mind works at 110 miles an hour trying to compute so many different elements sometimes words even escape me.

I find I am never content with how things are and am constantly challenging everything, forever searching for improvement.

My creative influences and inspirations are constantly changing which inevitable equates to me never being able to pin down a specific style or identity in my own creative communication. So I can completely sympathise with having 2,857 tabs open at once in my mind. In the same thread I have never chosen a specific discipline to master and so often find myself with elaborate and creative ideas but lacking the skills to turn them into reality. This frustration has often exploded in unchecked, unstandardised crafts, gilded bathtubs, full scale mural painting, volunteer face painting at every opportunity and a heck of a lot of mess.

I found my niche in admin and coordination positions, gaining experience from job to job, across varied industries, but searching frantically for my place and my calling, I came across an industry that celebrated everything I was awed by.

A cosmic collaboration of creativity, innovation and impact brought together at the 63rd Cannes International Festival of Creativity, celebrating the brave, the proactive, championing technology and awarding talent and iconic ideas. But it was organised, it followed schedules, it had a structure and was functional; it had a purpose and a business head that delivered.

Being exposed to the industry side of creativity showed me that being creative isn’t just about finger paints and sculpting clay its also about crafting ideas and visions in a way that successfully communicates a message, and delivers on time and to a budget. That hyper organised (and tiny bit bossy) part of me had a place. Finally.

This new awareness and exposure made me challenge everything I was doing and everything I wanted to do. All I knew was that this was the beginning of a great adventure, my adventure.

My administration and project management skills outstripped anything else my CV was carrying in its arsenal and I was going to use what i’m great at to work in the industry I had fallen in love with.

As soon as I found this enlightenment slowly my vision became clearer and all of the excess tabs holding pointless 404 error pages and outdated information that were clogging up my mind started closing, all the energy that was being spent on indecision and unfulfilled aspirations was slowly being turned to a universal goal, a true direction was being mapped and a strong course plotted.

So determined, excited, positive and slightly naive I went for it, full pelt, researching, different companies, their mission, their ethos and their quality of work, deciding what was important for me and what I could offer. Where there is a will there is a way and if Cannes taught me anything it taught me I can!

And that, my fellow Romans and countrymen is how I ended up at Thats Brave. I am a facilitator of creativity as the account manager but it is an environment that encourages creative thinking, no idea is too small or too big to be dismissed, and although I may spend more time on spread sheets than Indesign I have learnt that every element is necessary to deliver a successful creative project, every person is vital in the creative chain. I have learnt that it doesn’t matter if you are not versed in every creative application and know all the ins and outs of every design function on an Apple Mac, as long as you have a passion, understanding and ability to embrace creativity in all its forms you can find your place in the creative process and flourish.

Just believe you Cannes.

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Cards that Mean Business

Hooray for us! Our business card has been featured in international art and design publisher SendPoints’ new publication, Creative Business Cards. We’d like to tell you a little bit about it.

The standard-issue That’s Brave business card (licence to kill not included) is edge-painted, letter-pressed using eco-friendly ink, and made of recycled grey board for a differently, tactile feeling. A sticker is then applied, showing a classic 20’s-style ‘bishop’s finger’ hand pointing readers towards our website.

The intent behind this design was to show, right from the start, that That’s Brave is not a standard design company with ultra-flashy, ultra-clean business cards. We wanted to convey a sense of readiness, difference and bravery.

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(image from typoretum)

What’s more, we love a meeting down the pub, and they double up perfectly to level a wonky bar stool!

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Just Rambling On

The Ramblers, Great Britain’s largest walkers’ rights advocate, has fought since the beginning for the freedom and protection of the country’s avid hikers, strollers and wanderers. Celebrating their 80th birthday this year, Ramblers has grown from a few walking fanatics’ labour of love into a massive nationwide organisation.

To commemorate this milestone and keep their members informed about the foundation’s ongoing work, Ramblers approached That’s Brave to produce their annual Impact Report. This was to detail both the long history of Ramblers and the work they’ve done recently. Everything from Twitter statistics to news of new projects would feature in the sleek, well-designed brochure, covering Ramblers’ activity from 2013 to 2014.

We began with ideas of how to tie all of these disparate pieces of information together. Previous impact reports had been long, inaccessible A4 documents. We decided to produce something a little different – lighter, more user-friendly. We hit upon the idea of using boot-print imagery on a long, fold-out brochure to imply a path from coast to coast. White boot-prints mingled with pictures and information, progressing through the years as the history of Ramblers is told. The idea was to take the reader on a ‘walk’ through the history of the organisation. Silhouetted images of walkers strolling past scenery were used in the background of the brochure, to enhance this impression and tie into the brand.

Neat, simplistic infographics were used to represent information and make it more comprehensible. This approach was used in line with Ramblers’ goal of making their work more accessible to younger audiences.

Ramblers asked for something a little braver than the usual, and we delivered. We were very proud to present the new Ramblers Impact Report, 2013/14, which you can see below:

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