Experience

Case Histories

Case histories

Accoya is the registered product brand name of Titan Wood Ltd. Titan Wood Ltd is owned by Acccsys Technologies Plc, a public company listed in London and Amsterdam.

The patented processes owned by the company are used in a factory in the Netherlands to create a modified wood from fast growing pine sourced from New Zealand. This modified wood is called Accoya and literally turns a soft wood into a hard wood. The process known as aceteylation changes the cellualar structure of the wood to prevent it absorbing water. This process creates a more durable, harder and completely non toxic product which has similar performance characteristics as hard woods such as teak. Accoya is a major break through and could replace many of the hard woods currently being used in the building industry.  The green credentials of the wood are also impressive and have been proved by CAMCO.  

Greenfield were employed as consultants to prepare a new global marketing strategy in line with the company's goals which are to establish licensees for the process who will build their own manufacturing plants close to sustainable softwood forests around the world.

The work involved  rebranding and repositioning the corporate companies and the Accoya and Tricoya brands (Tricoya is a an associated registered brand involving the same process but using wood fibre and chips to create a composite solution like MDF or OSB).  All marketing was reviewed and online assets such as websites and e-communications were created. New teams were recruited in the USA and a series of strategic plans launched to seed the brand across North America, Europe and Asia. 

Details of the company and brands may be found at www.accoya.com and www.accsysplc.com  

Goremortgage is a consumer remortgaging and debt consolidation business. Greenfield created a new range of TV commercials for the UK ITV and satellite networks, developed the brand and created the market positioning and strategy.

party

40th Birthday party? You need a best friend to get you through that and sometimes they even solve the remortgage as well!

Watch here on Youtube:

http://www.youtube.com/watch?v=eK-4jxfuW-I

shopping

Your best girl friend is always there to lift your spirits and take you shopping... best friends even find the remortgage company you need!

Watch here on Youtube:

http://www.youtube.com/watch?v=kXMkU9P2Xac

lawnmower

Brother comes round and solvesTony's remortgage problem and fixes the lawnmower...easy!

Watch here on Youtube:

atch?v=wXxqY-ScD50" target="_blank">http://www.youtube.com/watch?v=wXxqY-ScD50

carwash

Brothers can be annoying but also useful. Paul helps Tony clean up the car and the remortgage problem.

Watch here on Youtube:

http://www.youtube.com/watch?v=GONbjY-fcwU

VT group plc

VT is the south’s leading Public Limited Company and, as a global operator, is a complex organisation with many areas of expertise and business interests stretching from shipbuilding to careers management.

I have been involved in all aspects of their business from strategy and brand management to the communication of change, both internally and externally. I identified from the outset of our business relationship that the growth of the internet would create an avalanche of needs which would enable the company, (originally known as Vosper Thornycroft ) to completely reassess its communications from a corporate level all the way to the grass roots.

Core to the strategy was a re-branding of over 40 different subsidiary companies from Scotland to Dubai from California to Portsmouth.  For over 50 very successful years VT Group plc subsidiary companies, all worked with individual identities. The transparency the internet now provides required an urgent new approach to the identity of those companies

Over the course of two years, I re-branded all companies owned by VT and reviewed strategy for joint ventures. A new web portal www.vtplc.com with both intranet and internet was created and a new global email strategy was implemented. The new VT Group Plc headquarters were opened and became the flagship for the ‘new’ VT brand. The Portsmouth dockyard site when opened became VT shipbuilding and the old Vosper Thornycroft name finally came down with the closure of the old yard at Woolston.

I simultaneously created leading edge web solutions for many of the VT group government contracts held by the company. These include the creation of a national portal for careers aimed at school children, www.careers.co.uk  and many other important  projects for careers advisory organisations in the SE of England.

Lester Aldridge

One of the largest solicitors in the region Lester Aldridge, requirede a review their corporate identity. They were expanding rapidly both in size and their product offering and felt their identity did not reflect their new position in the market. They wanted to renew and refresh their image to reflect their company ethos as a forward thinking, professional and successful organisation.

Lester Aldridge needed to unify the individual divisional branding and thus demonstrate  to both the market and employees the size, scope. success and strategy of the company

I developed a new corporate identity implementation strategy from first principles through to delivery. My solution was simply to generate a strong brand icon that represented the strength of the name and which could be easily applied across all internal and external communications.

IQUR

As the world leaders in liver disease diagnostics the directors of HepCgen approached us with a problem. They were developing not only revolutionary diagnostic techniques but therapeutic and delivery systems too. As one of the most respected research organisations in the world, for liver related issues, they needed to broaden their identity from the very specialist area of hepatitis related diseases to liver disease in general.

HepCgen needed a new name, a re-launch and a strategy to move forward into logistics, drug development and further diagnostic solutions for hospitals across the globe. 

We developed a new marketing strategy from first principles through to delivery. Our solution was simple in its brilliance. We created the name iQur – a play on ‘iecur’, the Latin word for liver. iQur is now registered as a global trademark

Once the new name was agreed and registered, we set about developing a corporate ID, website, marketing literature, conference materials, exhibitions and consumer PR

FUJIFILM

In 1998 digital cameras were a new specialist product for the technologist, Fujifilm needed a strategy to introduce the technology to the mainstream comsumer. They asked us to create the strategy and launch a new product range. Our solution was to introduce the product as a PC peripheral and build a strong distribution and retail presence in the market, including major trade and consumer advertising, PR and events. We also created a major new web portal for Fujifilm and developed the first online picture download and print service intially run by Boots the chemist. In all we worked for Fujifilm on all aspects of this transformation for 5 years.

Aston Villa Football Club

Building a loyal fan base is essential to any club but building a corporate hospitality business is key for the future as this sector continues to grow.

We created a new brand for Aston Villa named  Business Villa which focused on marketing a sophisticated range of services to business across the Midlands. Business Villa is now an essential club brand and continues to grow.

Discovery Yachts

Designing and manufacturing of bespoke yachts capable of crossing oceans safely is a very specialist business. Discovery's goal is to become a leader in the 50-70ft sector and we worked with the compnay across all media to build a world quality brand.