H&R Johnson
“We’re working hard, with the help of our mentor, on improving our design research and integrating the design studio into the business, especially with regard to linking design and marketing more efficiently.
“The good news is that we’re already reaping the benefits from this move, with the whole team becoming more focused on our brand and the direction of our new product development.”
Catherine Spibey, Head of Design, H&R Johnson
Dr Roy Hodgkinson Deputy Managing Director
Stephen Dixon Marketing and Finance Director
Catherine Spibey Head of Design
Mentored by Andy Cripps
H&R Johnson have been racing ahead with their progress on the programme and several significant steps have already been made. Catherine Spibey has taken up a promotion in the newly created role as Head of Design in a move which coincides with a reorganisation of the design and marketing teams. The design team have been moved into the main offices and are now based adjacent to the marketing team to allow for better communications and integration of teams.
To reinforce this, a successful brainstorming session between design and marketing was set up. As a first for the company, this session provided an opportunity to explore issues faced by both departments.
The 'Design. So What?' event was also held at H&R Johnson’s head office for 18 key staff from senior management, marketing, design and production. This proved vital in terms of establishing a business case for design and allowed staff from all disciplines to understand their contributions to the design process within the firm.
The opening of the ‘Material Lab’ in London has been seen as a major step in raising the firm’s profile and has led to an increase in orders from architects, specifiers and designers, including several high-profile orders. The diversity of orders gained through the Material Lab has also opened up new product development at the firm.
As a direct result of the design immersion programme, the company have also commissioned a product development consultancy to support their internal design team and have started work on several exciting NPD and intellectual property projects.
As with the majority of the companies involved in the programme, H&R Johnson are also taking steps to explore their brand values and are talking with an external agency to establish how best to communicate the brand to both internal and external audiences.
"I've worked closely with two companies on the programme and I've been impressed with how they have risen to the challenge of addressing design within their businesses. Both firms have embraced the experience of the programme, and I'm pleased to say that we're already seeing some very exciting projects emerging as a result of their hard work and vision."
Evan Kitsell, Mentor
Dynamic Ceramic
“We keep referring back to our experiences of the Design Immersion day. We just find ourselves reflecting back to it a surprising number of times – it made us think in a slightly different way – the day affected so many different areas of the company from sales through to production.
“I just didn’t know what to expect – I thought we might get some help with product literature. I previously viewed design as the detailing on components – and now realise it is obviously far more than that.”
Harry Hodgson, Managing Director, Dynamic Ceramic
Harry Hodgson Managing Director
Mentored by Evan Kitsell
The team at Dynamic have worked hard to establish a better understanding of their brand, enlisting the support of their mentor to help them with the image of their business and creating a set of brand values.
A team comprising members of the senior management, sales and production departments took part in an internal brand day where words and phrases were chosen that describe the company now and where the team would like the company to be in the future. This exercise proved constructive for everyone involved and the brand is now seen as a vital part of their communications, both internally and with customers.
All of this brand work has led to Dynamic Ceramic commissioning a design agency, Parker Design, to create a new corporate identity, promotional materials, exhibition stand and packaging. This will be completed in time for ONS (Off-shore North Sea) an oil industry trade show they will be attending in Norway in August.
Dynamic Ceramic have also performed strongly this year and are currently engaged in recruiting new staff.
The Tabletop Group
“The programme has been instrumental in demonstrating the inherent value that we have residing in our brands and how, by working in collaboration, we can unlock that value to create real tangible business benefits – a point that was welcomed by our members of the Group Executive team.
“In addition to that, the process we have entered into is incredibly timely, as we had recently completed the acquisitions of Mason Cash and T G Green. The external expertise that we received has demonstrated very clearly how we can integrate our 3 key and core brands (The Tabletop Company, Mason Cash and T G Green/Cornishware) into one cohesive public face and story.”
David French, Managing Director, The Tabletop Group
David French Managing Director
Claire Martin Marketing Manager
Mentored by Jonathan Ball
The Tabletop Group were one of the first off the blocks, working closely with the mentor to commission a design agency. They are working closely with Fiona Myles at Brand Catalyst on a significant branding project which will focus on developing their brand, exploring new markets and communication channels.
Representatives of the company attended the User Centred Design and Language of Brand Networkshops and information from the events has been disseminated internally in line with the work undertaken with Fiona’s team.
In the final months of the programme the mentor would be keen to be involved in helping Tabletop tighten up their new product development process and support them with any plans for new shapes to complement their ranges.
“Working with the consultancy has been enlightening for everyone involved. It’s been incredibly useful to have an independent source to bounce ideas off and to give us guidance on new products and markets.
“The team here have found the experience valuable and it has brought about a real step change in the way that we approach our image and the way we present the company. We now have a much stronger focus on design and branding and we’re working hard to create a culture internally that nurtures development in these areas.
Claire Martin
Marketing Manager
The Tabletop Group
Caverswall China
“One of the most valuable things to come out of the immersion programme for us is the understanding we now have of our luxury brand.
“We now incorporate this understanding into everything we do, whether it is communicating to customers, producing marketing materials, exploring new markets and developing new products.”
Trevor Johnson, Managing Director, Caverswall China
Trevor Johnson Managing Director
Mentored by Andy Cripps
The team at Caverswall have been focusing their efforts on defining the company’s brand values and have made some significant changes in the way that these values are disseminated to the workforce.
In a move to involve staff more with the brand, good news stories are now posted up on a notice board in the factory to raise morale and to allow everyone to see when things are going well.
At least two members of the small team have attended every workshop, demonstrating huge commitment to the project and the future success of the company.
Dudson
“It has been invaluable to have an impartial mentor come into the business to help evaluate our strengths and opportunities from a non ceramic point of view."
“Essentially the Design Immersion Programme has shown us that we already have a strong brand and if we use it correctly, we have the potential to become even more successful as a company. We now have to work out how to develop the potential using the expert help from our mentor.”
Dan Goodall, Design Director, Dudson Ltd.
Max Dudson Chief Operating Officer
Dan Goodall Design Director
Mentored by Andy Cripps
Brand has been the focus at Dudson with several internal workshops being held for key senior management. As a direct outcome of this work, seven core values were defined. The ‘Language of Brand’ seminar was also held for an internal audience of senior managers and board members. The event was held on the 16th June and was invaluable in strengthening brand awareness within the company.
As a result of the brand work being undertaken several potential brand agencies will be considered in the near future.
In addition, the company’s renewed commitment to design has been demonstrated with the appointment of a design director to the board for the first time in the company’s 200 year history. Dan Goodall, who was previously Design Manager for the firm, formally took up the role in January 2006 and continues to drive the design process internally.
"Each one of the companies I'm mentoring has discovered a new-found appreciation of design and I'm pleased to say, are already seeing the benefits of embracing design led thinking throughout their businesses.
"These companies have proven that it is possible to make some valuable changes within a relatively short period of time and I'm confident that in the next few months we'll see further developments that will ensure that these companies have a bright future".
Andy Cripps, Mentor
Naylor Industries
“Before the immersion programme we were probably typical of a lot of manufacturing businesses in that design was something that we did at the end of a project if we had time. That’s completely changed now and design is something we talk about before we get involved in anything else.
“We now think about design and the image that we’re trying to portray when creating something like a brochure rather than just jumping in and writing it, and we now try to apply the design principles in everything we do.
“Essentially the immersion programme has given us a new way of thinking about the way we run our business.”
Edward Naylor, Managing Director, Naylor Industries
Edward Naylor Managing Director
Helen Macintosh Group Marketing and Commercial Director
Mentored by Jonathan Ball
New product development has been the focus at Naylor Industries and their mentor has encouraged them to schedule monthly NPD meetings. Four NPD teams have established within each of the four divisions of the company. As a result NPD is now ongoing within the Plastics, Concrete, Clay Ware and Flower Pots divisions.
Several physical changes have taken place within the site’s premises, and include a new reception area and new signage on the approach to the site. To accompany the new signage, all company vehicles have new livery.
Marketing has been a key area for Naylors, and their commitment to this area of the business had been visible in many ways. The board have allocated specific budgets to updating all marketing materials with a focus on design and to consolidate the board’s commitment, a new Group Marketing and Commercial Director, Helen Macintosh, has been appointed since the programme began.
Filming has also been taking place at the factory, creating a visual diary of changes that have taken place. You will all have a chance to see the film at the ‘close-out’ event in October.
Ibstock Brick
"The workshops have been invaluable for us as they have not only provided information, but also offered a step-by-step guide to implementing the theories in our own business.
As a direct result of the programme we're making some significant steps to building our brand and stretching ourselves with product development."
Andrew Halstead-Smith, Marketing Manager, Ibstock Brick
Wayne Shepard Managing Director
Dr Denzil Spencer Technical Director
Andrew Halstead-Smith Marketing Manager
Mentored by Jonathan Ball
Ibstock have been concentrating on new product development and the senior management team have been working closely with the mentor to speed up their NPD processes. The management team have worked hard to meet regularly, not an easy task when they are distributed across 24 sites in the UK, but with commitment from everyone involved they are now developing a stronger understanding of their product portfolio and the direction of development of new products.
In addition, since the programme began, Ibstock's Product Innovation Manager, Lex Harrison, has been supported by the DIP team. As a result, several really exciting developments are now in the pipeline and the product innovation process has been streamlined.
Ibstock hosted the ‘Product Creation’ Networkshop at their factory in Leicestershire. The day was very valuable and enjoyed by all, especially as every delegate was able to make a brick.
Information from the workshops has been disseminated internally, and Andrew Halstead-Smith has also been leading on an internal branding project using the tools presented as part of the ‘Language of Brand’ Networkshop.
Johnson Matthey Colour Technologies
“Johnson Matthey has used lots of consultants over the years but the design immersion team did a fantastic job in just one day, handling the whole experience for us sensitively and practically. I have sung the praises of the programme throughout Johnson Matthey.
“Even though I am now moving on within the company, I will continue to be involved in the programme and look forward to coming back for the close out event.”
Julie Butterfield, Site Services & Planning Director, JMCT
Julie Butterfield Site Services and Planning Director
Howard Winbow UK Sites and Technology Manager
Paul Cartlidge Product Manager
Mentored by Evan Kitsell
Branding has been an essential part of the work done at Johnson Matthey. A design agency has been commissioned to create a complete new identity for the firm’s sales and marketing activities. With help from the mentor, three agencies were reviewed and The Chase was chosen to complete the project, which will include the creation of new sales tools and colour samples, redesigning the website, promotional literature and exhibition stands.
There has been excellent representation from the company at all of the Immersion workshop events, illustrating the company’s commitment to the immersion programme.
Due to internal restructuring, Julie Butterfield has taken up a promotion within the company and while Julie remains involved in the programme, Howard Winbow and Paul Cartlidge have taken up joint responsibility as key project contacts.
Overview of Networkshops Held To Date
User Centred Design
H&R Johnson Factory
September 2005
User Centred Design is a crucial part of the design process, which looks carefully at behaviour of different customer groups. It provides insights into a consumer’s habits and needs, and helps companies to discover what their customers, both current and future, actually want.
For most of the businesses on DIP this was new thinking, with many of the delegates finding the workshop enlightening. The workshop explained how user focused design can help drive innovation, as well as providing the tools and techniques commonly used by designers to better understand the customers of a product or service.
Language of Brand
JCB Conference Centre
November 2005
A brand is the promise made by the company to the customer. A company expresses its brand values each time its customers come into contact with its products and services. This workshop was delivered by Fiona Myles and gave a clear understanding of how a brand could be developed. Fiona offered some very useful insights into the way that design infuences brands and how a company's values and personality can make it stand out from the competition.
The delegate’s own ‘brands’ were used as an example of how a brand’s personality is key when consumers purchase and form relationships with a company, product or service. Everyone was invited to pick three words, an image and a colour that they felt represented them to establish their own brand values. This exercise was then repeated with delegates choosing words, images and colours for their companies, and using these to form the basis of a values statement.
Product Creation
Ibstock Brick Factory
January 2006
Ibstock Brick very kindly agreed to host the Product Creation Networkshop at their factory in Leicestershire. As part of the workshop everyone was invited to take part in a factory tour and experience making a hand-made brick.
Most of the companies that have been through the programme so far have made significant improvements to their NPD processes as a direct result of input on the immersion day and also through the product creation workshop.
The workshop explained the design process, the different types of designers and the role designers and other personnel play throughout the product development process. It suggested tools to make decisions about design issues, and covered recruitment, management and briefing of designers using case studies and exercises for the delegates to relate back to their own companies.
Design. So What?
H&R Johnson Factory
April 2006
This workshop was specifically requested by H&R Johnson to help their Design Immersion team to understand why the company is changing and to encourage them to be actively involved in creating a culture of design within the business.
Oliver King, an expert design facilitator took the team through a stimulating and interactive half day workshop using a series of case studies, enjoyable exercises and practical tools to show:
- what design is;
- why design is important to the individual and to the company;
- the habits of companies that successfully use design;
- how each individual can play a role this process.
Design Day
London
June 2006
Many of the companies took part in a visit to London to experience the working design practices of several companies including design agency, IDEO, Innocent Drinks, H&R Johnson’s Material Lab and AGA Rayburn.
IDEO specialise in helping companies to innovate. They design products, services, environments and digital experiences. The visit included a tour of IDEO’s workspace and an opportunity to hear about their user-centred approach.
Innocent Drinks is a rapidly growing company that expresses its brand in everything it does, from products and services, communications, environment and behaviours. The visit provided an insight into how Innocent drinks lives their brand both internally and externally.
Material Lab is H&R Johnson’s latest venture, opening its doors in January 2006. While the venue is based around a showroom for H&R Johnson’s manufactured products, the Material Lab hasevolved to be so much more. Drawing attention for its modern interiors, Material Lab provides a new concept in product sourcing, design and research for designers and architects across the world. During the visit, Steven Dixon shared the thinking behind Material Lab and some of the exciting responses it has received so far.
A visit to the AGA showroom concluded the day by offering an insight into life after the Design Immersion Programme. As one of the companies involved in the first pilot of the design immersion programme they shared their experiences of the project and an overview of the design and brand development which occurred as a result of their involvement.
"I've really enjoyed working as a mentor for three companies on this programme. As each have embarked on their own immersion journeys it's been exciting to see them develop their brands, new products and in many cases, a new way of thinking about design in their businesses."
Jonathan Ball, Mentor
Future Event
Design Museum
October 2006
A special ‘Close out’ event is being planned for 19th October 2006, and will be held at the Design Museum in London.
This event will provide an opportunity to share the experiences and achievements of your group of companies. More news of the event will follow shortly.
During the life of the Design Immersion Programme, I have seen companies engaging in great projects and making very exciting progress. This work is set to continue during the final months of the programme and I look forward to revealing even more successes and new product innovations at the close out event in October at the Design Museum.
Gavin Pryke
Project Leader
g.pryke@staffs.ac.uk