Creating meaningful difference
for brands and businesses at key
moments of trust.
Creative Leap is a brand engagement agency focused on designing memorable touch-point experiences that help drive business growth.
to pick up awards
Our approach.
We are experts in discovering and defining a brand’s positioning & purpose and then ensuring that the consequent visual, verbal & behavioral footprint creates a relevant and differentiated customer experience at key moments of trust.
Whether your challenge is winning the war in-store, on-line or in specific B2B or B2B2C environments, we work best in complex, operationally demanding categories and channels that require you to out-think rather than simply out-spend your competition.
Our Senior Team.
We’re an eclectic team, with diverse backgrounds and wide experience in the creative industries.
Whether our background is brand design, advertising, packaging, digital or client side we are united in our commitment to making the world work just that bit better through sound brand management.
David Gray
CEO and Founding Partner
Tim Brooks
Director
Gavin Coutts
Design Director, Packaged Brands
Dominique Bonnafoux
Head of Insight & Propositions
Mervyn Caldwell
Corporate Creative Director and Founding Partner
Mark Chittenden
Packaging Creative Director and Founding Partner
Michelle Healy
Design Director, Corporate Brands
Brand Action Group.
In 2011, Creative Leap co-founded the Brand Action Group, an ROI focused integrated marketing service group. We offer an open-minded and joined up approach across the entire brand mix.
What we do.
At Creative Leap we seamlessly blend the magic and logic of marketing, to turn strategy into action and get ideas to market by applying the following capabilities:
Insight.
- Stakeholder consultation
- Consumer consultation & research
- Co-creation programs
- Needs and drivers mapping
- Decision & purchase process mapping
Uncovering insights that inspire and deliver value is not always straightforward. To truly be of value, insights must be relevant to the needs of your brand and your business.
As a brand consultancy, we think differently about insight. We adopt a broad approach, looking both inside out as well as outside in. This means we look to your business and your partners as well as your customers.
By looking at the business, the brand and the consumer as a whole, we interrogate and challenge the status quo to uncover genuinely powerful insights that are capable of growing or enhancing brand equity to address the commercial agenda.
Above all we pride ourselves on ensuring that our insights are actionable and fit with your overall brand and commercial strategy, even when they do challenge current or planned organizational capabilities.
Strategy.
- Propositions development & brand positioning
- New brand creation & brand extension
- Innovation – NPD & service development
- Brand architecture & portfolio strategy
- Naming and messaging
We endeavour to see the bigger business picture – working with our clients to identify their brand heritage, equity, vision & values, commercial imperatives and strategic intent.
Too many businesses practice what we call ‘paper innovation’ – strategies that result in little more than a nicely produced report outlining an exciting world of possibilities.
Creative Leap fosters its executional capabilities – we are not just about the high level strategy but about its implementation.
Identity.
- Corporate identity
- Product & service brand identity
- Brand books and brand guidelines
- Digital asset management
- Brand engagement & internal communications
A brand is so much more than just logotype, packaging or graphic guidelines. Beyond the physical elements a strong brand identity should communicate the purpose, values, personality and benefits of the product or service it represents.
Like people, brands are capable of creating deep and meaningful relationships and they are judged by how they look, what they say and what they do.
Consumers experience a brand in many ways, so maintaining a coherent visual, verbal and behavioural identity is important if a brand is to achieve its full potential.
We work in teams, combining insight, strategy, design and production disciplines to ensure that the brand identities we help create and articulate always connect with their audiences to reinforce a core promise and build a positive and powerful image.
Design.
- Packaging graphics & structural design
- Literature and collateral design
- Digital applications design and build
- Video and broadcast graphics
- Way-finding and signage systems
Design can add unique value and insight at all stages of the branding process. The best strategic solutions rarely arrive from analysis alone, so we don’t approach design as just a downstream activity or veneer.
Design intuitively blends creativity, knowledge and experience to see new opportunities. Design organises, puts form and content together and applies aesthetic judgment to communicate the brand message. Design can change perceptions and create desire.
Our designers are passionate about brands and driven to get great ideas to market. They work in partnership with the broader Creative Leap team, our clients and production providers to ensure that the ideas we develop are always actionable, affordable and above all effective.
Good design makes ideas appealing. Great design makes them irresistible.
Experience.
Here you’ll find a selection of our work, bringing to life our capabilities. Hover over the logos to view disciplines and access case studies.
.jpg){kind=logo}
.png)
Awards.
Creative Leap are an award winning agency, consistently nominated for and awarded over the last 10 years. We are a top 10 creative agency in the DBA Design Effectiveness list and are very proud of all our work and awards, both nominated and won. Scroll across to see them all.
March 2012
Client
McNeil Products: Regaine
Award
OTC Marketing Awards: OTC brand revitalisation of the year – Runner Up
Project
New packaging and print optimisation designed to re-position Regaine squarely into the male grooming category contributed to the brand being awarded a coveted brand revitalisation of the year award. Described by one judge as “a fantastic revitalisation – It was commercially successful, but more than that. It opened up a potentially embarrassing condition to a much wider audience.”
March 2012
Client
McNeil Products: Calpol
Award
OTC Marketing Awards: Best new OTC packaging design – Highly Commended
Project
New dosage requirements and the need to make Calpol stand out in the category signalled the need for a packaging design re-fresh. The new design exploits an innovative new sculptured pack shape to highlight the Infant and six plus variants to create impact and interest on the shelf.
April 2012
Client
Boots Laboratories
Award
Transform Awards 2012: Best rebrand for a spinoff or new company – silver
Project
The Boots Laboratories Brand identity, was created to compete head to head with the leading premium skin care brands around the world. Within just two years, the brand has grown to embrace 32 products in four markets, achieving ROI in just one year and an overall retail value of more than £15 million MAT.
2011
Client
Boot Laboratories – Serum 7
Award
DBA Design Effectiveness Awards nomination – watch this space
Project
The Boots Laboratories Serum 7 brand identity has again been nominated for the 2011 DBA Design Effectiveness awards. Boots is a virtually unknown brand outside of the UK. The Boots Laboratories master brand was created to enter these new European markets. Without any above the line support, Serum 7, the first Boots Laboratories product range, captured 7% of the French pharmacy anti-ageing skincare market within two months of launch.
2011
Client
Benylin Mucus Cough
Award
DBA Design Effectiveness Silver Award 2011
Project
With increasing competition from rival brands and under pressure from own label, a big idea was needed to consolidate Benylin’s position as ‘Beacon Cough Brand’. Consumer and market insight led to the creation of a new brand platform, which for the first time specifically targeted mucus sufferers. Benylin Mucus Cough quickly became the third most valuable product in the total cough category. In its first year adding £2.6 million incremental sales to the brand with 56% of Benylin Mucus Cough buyers being new to the cough category.
2011
Client
Boot Laboratories – Serum 7
Award
Marketing Design Awards nomination
Project
The Boots Laboratories Serum 7 brand identity was nominated for the 2011 Marketing Week Awards. Boots is a virtually unknown brand outside of the UK and the Boots Laboratories master brand was created to enter these new European markets. Without any above the line support, Serum 7, the first Boots Laboratories product range, captured 7% of the French pharmacy anti-ageing skincare market within two months of launch.
2010
Client
Almus
Award
Pharmacy Business Generic Innovation of the Decade 2010
Project
The Almus brand of generic prescription medicines was created and designed specifically to make life better for pharmacists by reducing the potential for dispensing errors and improving patient safety. On launch, the new brand had a truly dramatic impact, growing sales from zero to £30 million in the first year and exceeding target by 300%. A year later the brand had increased from the original range of 38 products to over 200 with sales of £50 million. In 2010 Almus was awarded Generic Innovation of the Decade in recognition of innovation in packaging design for patient safety.
2010
Client
Benylin Mucus Cough
Award
OTC Brand of the Year 2010
OTC Launch of the Year 2010
Project
With increasing competition from rival brands and under pressure from own label, a big idea was needed to consolidate Benylin’s position as ‘Beacon Cough Brand’. Consumer and market insight led to the creation of a new brand platform, which for the first time specifically targeted mucus sufferers. Benylin Mucus Cough quickly became the third most valuable product in the total cough category. In its first year adding £2.6 million incremental sales to the brand with 56% of Benylin Mucus Cough buyers being new to the cough category.
2010
Client
Vitol
Award
2010 Marketing Design Awards
Project
The Vitol Group is one of the world’s largest independent energy trading companies, committed to help meet the energy needs of an ever changing world. The creation of a new suite of corporate communications materials for the group involved the development of a revised brand architecture and a new visual style for literature, trade shows and web. It helped Vitol achieve clear standout within the industry, repositioning Vitol as an energy trading company to both internal and external audiences and winning the 2010 Energy & Utility Marketing Design Award.
October 22, 2009
Client
Alliance Boots
Award
DBA Design Effectiveness Gold Award Winner 2009
Project
The Boots Laboratories Serum7 brand identity has won a coveted gold in the 2009 DBA Design Effectiveness awards. Boots is a virtually unknown brand outside of the UK. The Boots Laboratories master brand was created to take boots into these new European markets. Without any above the line support, Serum7 the first Boots Laboratories product range captured 7% of the French pharmacy anti-ageing skincare market within two months of launch.
August 27, 2008
Client
Juvéderm Ultra
Award
DBA Design Effectiveness Award Winner
Project
The creation and launch of Juvéderm ULTRA a new, premium, non-surgical beauty treatment into the European medical aesthetics market has been awarded a DBA Design Effectiveness Award. With no ATL support sales of the new brand where well dramatically ahead of target in the first quarter and achieved 5% market share in only 4 months from launch.
2007
Client
Benylin Cold & Flu
Award
DBA Design Effectiveness Award 2007
Project
Although brand leader in cough, Benylin only had 3.8% value share in cold and flu. An opportunity existed to launch a new Benylin range into the category along with the creation of a new brand identity and packaging design across the entire portfolio of Benylin products. On launch Benylin gained 5% value share of the Cold & Flu category in just 6 months, and exceeded first year targets after only four months. The new range grew the cold & flu sector by 2.1% bringing more value and shoppers to the category than any other brand. Benylin was the most successful category launch that year, out performing Lemsip new product launches.
March 11, 2006
Client
OTC Marketing Awards
Award
Creative Leap takes top spot.
Project
Creative Leap took both first and second place in the Best New OTC Packaging Design category as judged by a panel of healthcare industry experts. The wining entry was the Gaviscon Cool Handy Pack; a pocket sized version of our highly successful brand extension work on Gaviscon Cool. In a close second place was Clearsil Ultra skincare range described by one judge as " A brilliant concept and ground breaking strapline". A full case study is available via the home page of our web site. This win marks the fifth year in succession that Creative Leap has taken the honours in these awards.
August 22, 2005
Client
William Grant's Family Reserve
Award
Shortlisted for DBA Design Effectiveness Awards 2005
Project
Over 80% of all whisky sold is bought in the run up to the festive season. The new seasonal gift packaging for William Grant's Family Reserve, the world's 4th largest Scotch whisky brand, has been a major contributing factor in the 8% increase in overall sales in an otherwise declining global market. The demand for the new packaging from markets around the world has increased by an amazing 87% following the runaway sales success of 2004. As a result the work has been shortlisted in this year's prestigious DBA Design Effectiveness Awards and Creative Leap has been appointed to move the packaging on again in 2005!
2004
Client
Almus
Award
DBA Design Effectiveness Award 2004
Project
The Almus brand of generic prescription medicines was designed specifically to make life better for pharmacists by reducing the potential for dispensing errors and improving patient safety. On launch the new brand had a truly dramatic impact, growing sales from zero to £30 million in the first year and exceeding target by 300%. A year later the brand had increased from the original range of 38 products to over 200 with sales of £50 million.
News and views.
Considered design of new identity & website encourages debate around end-of-life issues
Living and Dying Well approached Creative Leap with the aim of sharpening their identity and online offering; to present their complex debate professionally yet thoroughly. After a detailed scoping and Information Architecture phase, it was clear that web content should be organised and served to their visitors in a multitude of ways.
Careful design, colour coding, tagging and logical linking eases the user through the debate, coupled with a highly designed Content Management System that is powerful yet highly usable means updates are swift and regular.
www.livinganddyingwell.org.uk
Barclays – Banking shaped around you
Barclays quest to identify meaningful difference in the retail banking sector involved an extensive ‘future focused’ consumer insight program to help identify customer relevant brand experiences at key touch points.
The resulting brand blueprint developed in partnership with Creative Leap puts the customer at the heart of the brand promise and has already begun to manifest itself in new, consumer-centric business initiatives such as the innovative, current account features store.
Former GlaxoSmithKline Consumer Healthcare Marketing Director joins Creative Leap board – from 1.9.2012
We are delighted to announce the appointment of Tim Brooks, former GlaxoSmithKline Consumer Healthcare Marketing Director, as non-executive director.
Tim, who was at GlaxoSmithKline for 11 years, will have ‘hands on’ responsibilities for strategy development as well as supporting specific client relationships and projects.
Nordiska DNA Diet: achieving month 1 sales target in 24 hours
The Nordiska Diet is a revolutionary new breakthrough in weight management and the first of its kind; a DNA-based diet product. Creative Leap developed the brand positioning name, logo, visual identity and website for ‘start up’ client MyGenomics.
The product was launched as a pilot in January 2012 and was an immediate success. With support from Commucan, Creative Leap’s partner PR agency, The Nordiska Diet gained international press coverage helping the brand achieve its first month sales target in less than 24 hours.
Creative Leap continue to pick up awards
Both the DBA and the Transform awards recognised the success of our work for Boots laboratories this month with a bronze and silver respectively. The Boots Laboratories Brand identity, was created to compete head to head with the leading premium skin care brands around the world. Within just two years, the brand has grown to embrace 32 products in four markets, achieving ROI in just one year and an overall retail value of more than £15 million MAT.
Creative Leap are well represented at the 2012 OTC Marketing Awards
Brand revitalisation and Packaging design for Calpol, Benylin and Regaine all got recognition at this years OTC Awards, winning praise in the best packaging, best new launch, and brand revitalisation of the year categories respectively.
February 29, 2012
Happy Leap Year!
...from all of us at Creative Leap.
Archive.
2011
Creative Leap engaged to create the brand assets in support of the most prestigious sports awards in the world
With the Laureus awards coming to London in 2012, we have been tasked with raising the design bar and delivering an extensive suite of high quality print materials in support of this global, renowned VIP event.
2011
Creative Leap heads off east to ferment brand ideas for Chinese wine
David was invited to take part in China’s largest conference on drinks marketing to talk about brand innovation in the drinks market and opportunities to develop marketing strategies for Chinese wine entering the EU.
2011
Creative Leap appointed to energise the brand development and communications for an $80 billion energy company
Mercuria have rapidly risen to join the top tier of global energy trading companies. Creative Leap have been briefed to overhaul their brand and communications activity, helping to maintain the extraordinary momentum of their business.
2011
Creative Leap appointed for global insight and strategy program
Bupa International, the leading provider of international private medical insurance has appointed Creative Leap to develop and deliver a global customer insight and workshop program as an input into their customer proposition development activity.
2011
Creative Leap and MBA join forces to create Brand Action Group
Brand consultancy Creative Leap and communications agency MBA have joined forces to create the Brand Action Group, an ROI focused integrated marketing services group embracing insight and strategic consultancy, brand and communication planning and brand design as well as online and offline advertising, PR and social media campaigns.
2011
International harmony
A packaging re-staging and production optimization project for the Regaine hair loss brand has been rolled out across all key international markets. Sharper graphics, innovative packaging formats and high production values combine to reflect the product’s category-leading efficacy and premium positioning.
December 14, 2010
Feed the fun
An innovation program involving stakeholder consultation and customer insight work provided input into an NPD planning workshop, also designed and facilitated by Creative Leap.
October 18, 2010
A breath of fresh air
Sudafed has been re-launched with a new range architecture, product naming and packaging, developed by Creative Leap. The new packaging is designed to look less medical and appeal to moderate congestion sufferers who now form the larger market opportunity. The clean and simple design strips away all superficial communication and clutter to help the consumer quickly select the most appropriate product for their symptoms.
June 16, 2010
The metabolic approach
As the specialist Nutraceutical division of a leading Italian pharmaceutical company, sigma-tau health science engaged Creative Leap to develop a new brand idea and packaging for a range of six products for launch into new international markets.
May 5, 2010
Making health a Europe-wide priority
Alphega Pharmacy is a leading network of independent pharmacists in Europe. With a shared brand identity, members provide consistently high levels of service wherever they practice. An in-store campaign across 6 markets throughout the year aims to improve the quality of health in communities across Europe.
April 30, 2010
Boots Laboratories captures new markets with the launch of Serum 7 Lift
The award-winning Boots Laboratories brand has now extended its reach into Italy with the addition of the Serum 7 Lift range. The new skin care brand is now taking share of the high-end pharmacy anti-age market in France, Portugal, Spain and Italy. Serum 7 Lift complements the core Serum 7 range and consists of five products formulated to combat deeper lines and wrinkles.
March 15, 2010
A simple insight adds new product platform to Benylin portfolio
All cough medicines are segmented by the same cough types: Chesty, Dry and Tickly. However today 63% of people say that they suffer from cough with mucus build up. From this simple insight a new platform specifically targeting mucus sufferers was created, exploiting premium foil packaging and rich metallic colours to stand out on the shelf.
March 1, 2010
Protection from germs and odours
Mayborn is a babycare and household products manufacturer. Key brands in the baby and child division include Tommee Tippee and Sangenic – the patented nappy disposal system. An ongoing brand architecture program has involved initial customer insight work through to proposition development and quantitative evaluation as part of the creative development process.
February 8, 2010
Bringing Energy to life
The Vitol Group is one of the world’s largest independent energy trading companies, committed to help meet the energy needs of an ever changing world. The creation of a new suite of corporate communications materials for the group involved the development of a revised brand architecture and a new visual style for literature, trade shows and web.
January 8, 2010
The future is shaping
Novabel is a breakthrough product – a new class of versatile shaper in the facial aesthetics market. The launch to the healthcare professional market at IMCAS in Paris required a complete program of work form initial customer insight through positioning and proposition development to the creation of launch campaign and ongoing sales & marketing collateral.
November 11, 2009
Global brand insight
AkzoNobel Car Refinishes is a leading supplier of paints and services to the car repair, commercial vehicle and automotive plastics markets around the world. A global brand architecture program involved stakeholder consultation and customer insight work across Europe, North America and Asia as input into a series of branding workshops, also designed and facilitated by Creative Leap.
October 26, 2009
Purity and performance
BoCouture is a next generation product positioned to compete with Botox . The launch to the healthcare professional market at EADV in Berlin required a complete programme of work from initial customer insight through positioning and proposition development to the creation of launch campaign and ongoing sales and marketing collateral.
September 5, 2008
The Science of skincare
Boots Laboratories is a new brand from Alliance Boots Europe’s No.1 pharmacy-led health and beauty organisation . The brand is committed to supporting skin health through a tailored programme of research and development in partnership with leading universities around the world. It builds on a long and successful history of healthcare research and development.
August 8, 2008
New line extensions
Sudafed has added two new products to their brand portfolio. Sudafed Congestion & Headache ‘champions clarity’ by providing targeted relief from a blocked nose and the persistent headache that often accompanies it. Sudafed Day & Night contains two different formulations that work to provide relief from congestion during the day and at night.
June 15, 2008
Customer orientation
Land Registry Direct has appointed Creative Leap to develop and deliver a customer insight programme amongst key user groups of the LRD website to inform site development going forward.
April 20, 2008
All for One
Radio Taxis Group has revealed a new corporate identity that unites previously disparate brand offerings under a single coherent Group brand and visual identity system that unequivocally locates the business in its London heartland.
March 21, 2008
Ribena – new product development
The Ribena innovations team has appointed Creative Leap to work with them to develop and test new product concepts under the Ribena masterbrand.
February 28, 2008
Beauty Reborn
The acquisition of a leading dermal filler business provided Allergan, the makers of Botox, with an opportunity to launch a premium non-surgical beauty treatment into the European medical aesthetics market. A new brand positioning and visual identity under the banner of ‘Beauty Reborn’ supports an integrated Healthcare Professional and consumer campaign in key markets.
February 12, 2008
One Transport
Radio taxis is a one-stop shop for corporate and personal ground transportation needs, providing a range of branded services within an integrated journey management IT solution. One Transport is the new brand created as the marketing platform for this solution.
January 2, 2008
Fit4Life
The Department of Health has appointed Creative Leap to develop an umbrella brand concept to help unite various health-focused initiatives under a single banner to help combat childhood obesity.
September 26, 2007
New structural design to broaden consumer appeal
Premium Scotch whisky brand Chivas Regal has unveiled new global structural packaging designed to drive awareness and desirability with young affluent consumers. The packaging structure pushes traditional tin manufacturing processes to reflect the precision-engineering visual cues typically found on top-of-the-range sports watches and performance cars.
April 24, 2007
Better Business
The launch of a new brand required the development of a targeted communication strategy for the IFA intermediary channel. This involves the creation of a clear B2B proposition and a full suite of communications collateral.
March 23, 2007
New Identity For Alphega
The new brand identity for Alphega, the pan-European virtual pharmacy chain within the Wholesale and Commercial Affairs division of international health and beauty leader Alliance Boots, builds a high quality retail presence for health conscious consumers.
March 14, 2007
Full metal jacket
A range of high quality trade communication materials for Stolichnaya Vodka, the iconic Russian Vodka brand, includes a stylish bespoke metal case embossed with the brand logotype.
March 10, 2007
New Brand Identity
The new brand identity Alliance Healthcare positions the business as a leading European pharmaceutical healthcare distributor, serving over 125,000 pharmacies, hospitals and health centres through over 380 depots in 14 countries.
February 6, 2007
A new approach to Cold & Flu
A new product launch into the Cold & Flu Category required a powerful, differentiated on shelf presence for the UK’s leading cough brand. The Benylin ‘well burst’ creates iconic packaging, built on a core consumer insight around their emotional relationship with the category. This is formalised graphically as an optimistic radiating white sunburst against a brightly coloured background.
August 15, 2006
New structural design for Chivas Regal 12 Year gift packaging
An ambitious brief to challenge the norms of gift packaging gave rise to a stylish new concept draw from an adjacent category. Quality cigar packaging proved the inspiration for this world first that has redefined the art of the possible in structural gift packaging.
July 19, 2006
A merger of equals
The merger of Alliance Unichem and Boots plc created Alliance Boots, Europe’s No.1 pharmacy-led health and beauty business. A new corporate identity was required to demonstrate this merger of equals drawing on the visual identities of both brands to create a new, distinctive and dynamic marque.
May 15, 2006
People-driven strategic communication in Government
As the social and media landscape changes, government communication faces unprecedented challenges in cutting through information clutter and reaching increasingly cynical and indifferent audiences. By taking advice from top-flight communications practitioners the Cabinet Office/Government Communications Network has developed a consistent approach and process to help crack even the toughest communication problems. Creative Leap was commissioned to create the name, brand identity and launch collateral for this major initiative. The result is Engage – a practical set of strategic communications principles, tools, case studies and training materials, designed to reach out and connect with audiences across all of society.
April 26, 2006
Corporate Social Responsibility policy within (Mars) Four Square
As demonstrating an ethical approach to doing business moves steadily up the corporate agenda, Corporate Social Responsibility statements have become an increasingly important part of corporate communications activity. Part of Mars Group, Four Square already operates within the 5 Principles of Business and wished to demonstrate how these principles are central to a coherent CSR programme. Creative Leap was commissioned to develop the brand name, identity, flagship brochure and communications collateral for a major existing CSR initiative.
February 17, 2006
Working to drive Radio Taxis forward
Creative Leap has been appointed to create a test direct marketing campaign for Radio Taxis to promote the company’s personal account charge card to prospective customers. The test mailing comprises a letter and information leaflet emphasising the safety and convenience of using a licensed black cab. The campaign was Radio Taxis’ first real marketing activity in the personal account area and it has been a huge success, informing the development of future direct marketing activity.
.jpg)
August 30, 2005
New Glenfiddich gift packaging for 2005/6
Following the major success of the Glenfiddich gift packaging in 2004, William Grant & Sons International have appointed Creative Leap to design the gift packaging for the range for the upcoming 2005/6 season. Orders are already in from the markets and Glenfiddich is set to ship over 1.2 million units, a 20-25% increase on 2004 forecasts.
Contact.
For any further information or if you would like to meet, please get in touch.
David GrayCEO and Founding Partner
T +44 (0)207 549 0708
E david.gray@creativeleap.com For general enquiries
Northburgh House
10 Northburgh Street
London
EC1V 0AT
T +44 (0)207 549 0700
F +44 (0)207 549 0701
E info@creativeleap.com
