The Design Laboratory

BACKGROUND

Please describe your company and your position there.

I am VP Global Brand Marketing within Britax Römer, global manufacturer of car seats & strollers

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Design Laboratory, and what were your goals?

We needed to unify & re-fresh our brand in order to become a true global brand and The Design Laboratory helped us to create a new Corporate Identity

SOLUTION

How did you select this vendor?

We pitched 4 companies worldwide and after the first meetings with The Design Laboratory we were convinced they have been the right partner

Describe the scope of their work in detail, including any steps and the final deliverables.

To start, we had several briefing meetings and a big marketing meeting with all teams around the globe. We shared the different CIs that the brand had around the world in America, EMEA and APAC. We explained history, values, our product portfolio, our target group and how we need help and support around harmonizing our brand identity, creating an in-depth CI document including further guidance for the creative teams and strategy for differentiation across channels (HPP, MPP, OPP - as we sell products in all channels). One of the challenges was that part of our brand identity we do have several sub-brands in every region.

How many people from the vendor's team worked with you, and what were their positions?

We've been working with several team members. In the beginning the leaders have been involved and especially in the marketing workshops the whole team from the Design Laboratory. Later in the project we've been intensively working with our customer contact and creative support from their team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The Design Laboratory created in a very short time a great strategy how our brand identity can look like across the globe and be implemented. Later on they created an in-depth CI document for our brand (& sub brands per region) with many examples how the implementation of the CI can look like. We've been very impressed and excited with what they come back and implemented the new CI immediately.

Describe their project management style, including communication tools and timeliness.

The Design Laboratory is a great agency to work with. They had a very clear project management, communication, and onboarding process for us as a new client. They were implementing the project according to promised timeline and always communicating clearly where we are within the process. They valued feedback and we've had just great discussions regarding how to execute the project best together.

What did you find most impressive or unique about this company?

We loved the working style & the diversity on the team that immediately understood our need developing a unified global brand identity for the world respecting different sub brands, cultures etc. They've been incredible fast in the communication, in answering questions and very reliable. Also we really enjoyed the meetings as they were great, open discussions that were professional, open and honest but also taking our feedback, wishes and ideas into account.

Are there any areas for improvement or something they could have done differently?

We can't imagine anything different as we were impressed by the result working with them on such a short deadline.