Springpoint Limited

Lloyd’s of London was a pivotal project for Springpoint Limited in so much as it illustrates how we saw challenges as opportunities in disguise which could deliver bigger ideas.

Some projects can be harder than others. Inspiration may be elusive, or challenges can pop-up throughout the process.

Lloyd’s of London was an unusual client in that they had a history so rich that inspiration could be found everywhere. In fact, there was so much it became a challenge in of itself.

In 1996 Lloyd’s of London asked us to help them improve brand reputation. It had taken a serious hit following a number of insurance disasters, accruing losses totalling £8 Billion between 1988 and 1992. It is estimated each “Lloyd’s Name” (those who ‘underwrote’ the insurance) lost an average of £287,000. Many of the names were non-institutional investors.

Our goal was to create a new brand strategy and identity to revitalise Lloyd’s reputation. With a focus on trust, we had to promote the Lloyd’s brand as a contemporary insurance market built on unshakeable foundations.

The Lloyd’s project team consisted of: Fiona Gilmore, Mark Pearce, Gary Broadbent, Dennis Furniss, Laurence Lassalle, Pat Perchal, Oonagh Connolly and Kathy Miller. And not forgetting our client: Sir David Rowland.

If anyone is missing please message below.

For the full case history and story visit:
https://www.propella.agency/views/project-archives-lloyds-of-london



Springpoint Limited Lloyd's Propella Dennis Furniss Laurence Lassalle Gary Broadbent

Branding for the chemical fertiliser industry is generally scientific and clinical. However the benefit of using fertiliser is to provide farmers with improved and sustainable yields. With this simple insight we created an identity that visualised the concept of 'nurturing growth'. Designed by Gary Broadbent, Laurence Lassalle and account direction by Alistair Cu***ng.

Whilst this job was completed at Michael Peters & Partners, it was a landmark project designed by Springpoint founder and design guru, Mark Pearce and was an inspirational piece for many of those who worked with him. This fabulous idea forever changed how postage stamps were designed in the UK and was one of the most successful issues ever released by the Royal Mail. It was a deserving winner of a D&AD pencil in 1990.

This beautifully styled job for Glenfiddich built on a brand truth, that they're the only remaining distiller who coal-fire their copper stills. We reproduced the tarnished effect on the tins which sparkled under the fluoro lights in duty-free. Designed by Gary Broadbent, finished art by West One Arts.

Mrs Beeton's 'Empire Breakfast' packaging was designed by Springpoint ECD, Mark Pearce and ex-Michael Peters designer Roman Huszak. Each product was wrapped with the same oversize label and hand-tied with a length of red ribbon. The beautiful illustrations were created by Harry Willock, copy written by Martin Firrell and all traditionally artworked by West-One-Arts. The work featured in the coveted D&AD annual in 1993.

William Grant's "Millennium" celebration packaging. Now, this one I'm quite sure was Laurence, though I think everyone had a turn at least thinking about which Scottish personalities and inventions should make an appearance on the tube. Not sure who did the artwork (Debs or Jules?) and account handling (possibly Nick Gray?)

Birdseye were a huge client for many years. This was a new approach to frozen food - the meals were sensational! This was another Pat P design, assisted (I think) by Oonagh and Aude Bories.

Mirage ice cream from Unilever. Another new product for Europe designed to take on Häagan-Dazs in the early 1990s (1993-4?). Very smooth and rich (probably a little bit too rich from the taste tests I remember). Production was all pre-mac. Photography by Paul Williams consisted of many complicated cutout sheets of transparent gel with small cameos of ingredients the images were then retouched and recoloured on Paintbox (remember that?!) at great expense! Stephane, do you remember that shoot? Designers included Mark Pearce, Gary Broadbent, Justin Banks... I think production was managed by the lovely and greatly missed Aubrey Hastings-Smith.

This page is a touch of nostalgia and a tribute to all the wonderful people who were full-timers, freelance, friends or suppliers at this great design agency. Founded by Fiona Gilmore and Mark Pearce in 1990, it attracted awesome talent, including many who had worked at the iconic Michael Peters Group. It had an amazing culture responsible for building many enduring friendships (and producing some jaw-dropping strategy and creative!). The party came to an end in 2002 when it was sold to IPG and in 2004 it was absorbed by Future Brand. Please feel free to add your comments, memories or photos. X

A wonderfully colourful logo for a florist whose arrangements were sculptural masterpieces. Designed by Laurence Lassalle, a brilliantly intuitive and creative designer, who decided to put the unusual flowers centre stage with the "floral architect" in the background. Creative direction by Mark Pearce.