Despite being a $5bn global tech company behind over 485 million transactions every single day with a logo designed by the great Saul Bass, NCR was having a crisis of identity. Their breadth of knowledge across multiple industries—the very thing that should have been their core strength—was diluting their brand message and confusing customers and employees alike.
I created an adaptive visual language that both defines NCR and differentiates it from it's competitors. As a company that's behind over 485 million transactions every day, there is a renewed focus on the value that NCR delivers to people all over the world. This truth is the beating heart of the new brand essence: 'everyday made easier'.
From this new focus comes the graphic identity, which builds upon Saul Bass' 1996 logo, protecting its use and incorporating a wide range of assets including 'NCR New Marker', a bespoke display font that works as the human voice of this global technology company.
Between October 2013 and October 2014, my role was to proactively initiate, oversee and direct the creation of brand photography, printed and digital content and a series of ongoing campaigns to articulate NCR brand values to a worldwide audience.
“You can really see and feel the energy in the new brand, more emotional and engaging—what a difference! We are making progress every day. A huge thanks.”
Vice President, Integrated Marketing and Creative
Design + Art Direction: Tom Cornfoot
Film production: Lee Devine
Brand Block animation: Square Zero
Concept and design for the New Look Photo Studio, an interactive shopper experience in New Look's flagship Dublin store.
The Studio enables shoppers to upload a photo to a virtual New Look magazine cover. The permanent Photo Studio area has its own changing rooms, where customers can try on clothing before their shoot. In the adjacent studio area customers activate a virtual photographer via a 32-inch touchscreen, taking Four photos, their favourite uploaded to a virtual New Look magazine cover, showing on a 5m screen in-store. Shoppers can then share the photos on Facebook.
As lead creative on the project, I designed the kiosk itself, the graphics for the touch screen interface, much of the on-screen messaging as well as storyboarding the five teaser films shown on the giant in-store display.
“The screens and photo studio... allow our customers to do the things they love the most... shop, try on new clothes, model their latest look, share it with their friends instantly.”
Design Concept Senior Manager
Concept, Design + Art Direction: Tom Cornfoot
Films directed + produced: Lee Devine + the IncrediBull film team
The main aims of creating a bespoke display font were to give NCR — a technology company — a more human, approachable feel, and to introduce a clear message hierarchy to NCR communications.
With a unique font for headlines, messaging can be broken down into clear levels, decreasing in prominence based on their importance or priority in the overall document. This enforced a level of brevity to NCR copy which had been lacking before.
All design: Tom Cornfoot
Working with Royal London Group (RLG) to change their culture, embracing collaboration, achievement, trust and empowerment.
The project involved identifying touch points where RLG employees could be encouraged to make small changes to their everyday habits that, when scaled across the entire business would add up to a huge change to the way RLG are perceived by their employees, their competitors and their customers.
I created a series of printed assets that would support the training and culture change program, including a Event Facilitator's Handbook, an Event Guidebook, a series of 'Values Cards' — based on Brian Eno's 'Oblique Strategies', to encourage behaviour change — and a z-card for employees. The printed collateral is supported by an online toolkit, where worksheets and videos can be downloaded for use in training sessions.
In order to instil a sense of gravitas to the project, I devoted a large portion of the budget to ensuring that the toolkits were of extremely high quality. The folders were foil blocked in two colours onto cloth and debossed. My aim was to demonstrate the dual-message graphically — the title can be read as both 'Our Difference is Our Strength' and 'Your Difference is Your Strength' — showing that cultural change across the whole company is only possible when individuals change their own behaviours.
Concept + Design + Art Direction: Tom Cornfoot
Additional Design: Samantha Evans
Copywriting: George Bull
As part of the rollout of NCR's new design direction, I planned and art directed a series of photo-shoots to tell the story of the everyday lives made easier by NCR's products and services.
Working with award-winning photographer Michael Heffernan and local teams in four cities — London, New York, Zürich and Barcelona — we delivered a suite of over 300 images that brought global relevance, fun and authenticity to the brand. The images include a mixture of professional and street-cast models to give the images a genuine and authentic feel.
The shoots have been extremely well received, providing NCR with a range of photographic assets across their product ranges and demonstrating the value that the company brings to the lives of people all over the world that is often overlooked.
Photography: Michael Heffernan
Art Direction: Tom Cornfoot
Skype Moment Makers is a programme created to help drive awareness of the many things that Skype can do by tapping into the passions of a select group of super-engaged Skype fans.
I was tasked with creating a website that would act as a library of recorded 'moments' that Skype fans were sharing.
This process started with detailed content planning and site mapping to establish a simple and compelling user journey. Following this, detailed wireframes were created and the site was designed to the pixel perfect standards required for Skype's 'Oasis' web guidelines.
All pages of the site were designed to be fully responsive and as such look great on desktop, tablet and mobile.
All design + UI + UX + Site Map: Tom Cornfoot
Copywriting: Ginnie Le Mestre
Primark needed to educate all members of staff about the guiding principles of visual merchandising, to improve the overall shopping experience in-store, and to create an understanding of the power of visual merchandising to impact basket size. The solution needed to be offline, as staff do not have access to computers in-store and would need to have information to hand.
I developed the Power of VM toolkit as a companion to a series of events where store managers were trained on the basics of visual merchandising. The toolkits were then issued to managers to enable them to easily cascade the information to staff on the shop floor.
The toolkit itself consists of an A3 sized tent-card with removable training exercises attached by metal rings. This allows managers to adapt their training sessions to suit the focus of their own stores. Also included is a DVD showing a walkthrough of a perfect Primark store and a set of tip cards that fit onto a lanyard, so that shop floor staff have access to best practise VM guidance wherever they are.
The toolkit has been translated into five languages and distributed to over 300 Primark stores around the world. The initial 2012 version has been updated to include updates to Primarks VM strategy in 2013, 2014 and 2015.
“Everything that you have delivered has been a success. Thank you for keeping the passion in the Power of VM.”
Design + Art Direction: Tom Cornfoot
3D Walkthrough: Red Dot Square
I was approached by a small team of aspiring brewers to develop a brand concept for their new enterprise. Based on the idea of 'hopping' (a stage in the beer making process), and in light of the fact that many beers in their stable are 'triple hopped', I suggested 'Three Rabbits' as a potential brewery name, with associated beer names to suit the theme.
I was keen to create something that would stand out from other beer brands both on the bottle and as a pump clip. Both the bottle labels and pump clip are cut in the shape of the eponymous long-eared mammals, with the labels designed to show three rabbits that go the whole way around the bottle.
Concept, Naming + Design: Tom Cornfoot
I was briefed to create a Facebook-based app that would engage Nokia's retail staff.
Having worked on previous campaigns to engage retail staff, I was aware of the challenges involved. Staff in mobile phone stores are constantly bombarded with communications from manufacturers and operators to encourage them to sell the latest device. Nokia had identified a number of staff as key advocates of the brand, and I designed The Inner Circle Facebook app as a way for Nokia to develop a sense of community and brand loyalty.
Within the app, invited members are challenged to complete a series of challenges, which are updated month by month. Each of these challenges is designed to either display a key function of a Nokia device (e.g.'Snap Star', a photography competition) or to encourage users to learn about Nokia devices in a simple and engaging way. As well as prizes awarded for high-profile challenges, each individual can accrue points. By collecting these points, staff could save towards the purchase of Nokia devices and merchandise.
Concept + Design: Tom Cornfoot
Additional Design: Frode Sorensen
As part of a broader PR exercise, Bayer Healthcare wanted to create opportunities to speak to women about their contraceptive choices.
Given the potentially sensitive nature of the subject matter, the idea of this campaign was to create a platform for women to speak frankly and openly about sex, with contraception as one aspect of that conversation.
I designed the campaign identity, giving each part of the campaign it's own theme — beauty, dating and fashion.
Design: Tom Cornfoot
Stand layout and build logistics: Steve Davison