smashing magazine gives hunter site thumbs up

Smashing Magazine, the weblog dedicated to designers and developers, has given the thumbs up to the site LEWIS designed for Hunter Boot Ltd in their latest article - 10 Useful CSS/JS Coding Solutions for Web Developers.

The article, written by Justin Johnston, pays close attention to interesting design techniques and coding solutions and it puts the blending of Flash and CSS on the Hunter homepage in this arena.   

LEWIS CSS designer, Greg Jones, responsible for the CSS build on the Hunter site, recalls the reason behind the approach, "The Hunter Boot homepage flash feature was originally planned out to be fully flash driven. However, the HTML textual content and the hyperlinks had to be completely accessible and editable through the client's content management system.  So, after exploring a few different ideas and methods, I came up with the idea to use CSS to position the HTML on top of the flash movie. While the solution seemed obvious, this isn't a conventional CSS method but the final result works well and I'm delighted that Smashing Magazine has flagged it up in their article."

Justin Johnston, the article's author, also describes the homepage photography, which was art directed by Ian Kirkby, as ‘wonderfully constructed black and white imagery'.

The Hunter e-commerce site has been a great success for both LEWIS and the client since its launch and most recently won the award for Re-launch of the Year at The Drum Marketing Awards.  Read more about the story here.  If you think LEWIS might be the perfect agency to help build an award winning e-commerce site for your company, get in touch.  We'd love to help.

how refreshing - the clipper rebrand

A good old cuppa is this nation's favourite drink having overthrown gin and ale in the 18^th Century to hit the top spot.  According to The Tea Council, we Brits consume around 165 million cups of tea per day.  That's a lot of liquid and as such the competition between brands to supply the lion's share of the demand is fierce.  So, whether the consumer opts for a convenient tea bag or traditional leaves; standard, herbal or fruit flavoured or even decaff with a hint of lemon twist - tea brands need to be proactive and continue to build on their loyal customer base by winning the hearts of the UK tea lovers.

Clipper Teas, established around 25 years ago, has enjoyed a popularity boost in line with the current shift in the UK's attitude towards general health and social consciousness.  Their products which now include coffee and chocolate drinks as well as a full range of conventional, exotic and herbal teas are described by the company as ‘Natural, Fair and Delicious'.  LEWIS couldn't help but notice the brand's new look and decided to investigate further. 

Read on to find out what three people with three different perspectives from the LEWIS team thought about the company and its rebrand which was carried out by London based design agency, Big Fish.

A marketing strategist's perspective

Arlene Crawford, Senior Account Manager

What objectives do you think fuelled the rebrand?

I believe that Clipper clearly felt that the brand needed to be refreshed and updated.  They probably researched the current branding and packaging with their customers and discovered it was becoming dated and no longer on a par with the values and aspirations of the business.  It may have been important for Clipper to create a more unified brand identity if they are looking to expand the business.  It could also be a move to improve staff morale and pride in the business.  Of course, there is always cost to consider so perhaps there was also an opportunity to ensure that the new packaging materials and design are more cost effective and environmentally friendly.

How can Clipper retain its loyal customer base?

If Clipper has researched its market carefully and consulted with its customers about the rebrand prior to launch then they will be confident of retaining and strengthening customer loyalty.

The long-term strategy for retaining its loyal customer base may include:

• Regular monitoring of brand perceptions and warmth with its customer base to help identify any potential problems or opportunities.

• Product and consumer research to ensure Clipper continues to meet the changing needs of its customers such as their tastes, drinking habits, values and customer service requirements and so on.

• Continually focusing on the provision of quality products at the right price.

• Ensuring distribution channels meet the needs of its target markets and the business objectives by asking themselves where the customer would expect to find Clipper and if there are enough catering businesses using the brand, therefore exposing customers to it in cafes, canteens, restaurants etc?

• In terms of communications, it's important for Clipper to engage and reward its loyal customers via regular contact through its newsletter, clubs and tasting opportunities. These customers can be powerful brand advocates and help gain new customers.

Using the rebrand as its primary tool, what promotional methods do you think Clipper should employ to attract new markets?

As with any tactical promotion, the marketing mix will vary depending on the objectives, target audience, message and what is likely to achieve the greatest return on investment.

A few suggestions include:

• Focusing on brand advocates to help attract new customers. In my opinion, Clipper should look at developing their marketing efforts around social networking to help generate interest and positive awareness of the brand. For example, introducing a comments section with ratings options on their website for tasters to share their views on the products. Creating an environment for blogging would also be a useful technique.

• Free samples and tastings could form part of any events being held with partners such as Fairtrade or in-store promotion stands.

• Use the rebrand to negotiate increased visibility and shelf-space within retail outlets distributing the products.

• Increase awareness of the brand via local/community coffee mornings, lunches etc. Organise tea party promotional events.

• Build awareness and interest by developing a viral campaign. This could include a competition to create a new flavour of tea (similar to the Walkers' crisps competition).

• Look at opportunities to partner with brands on promotions that will enhance both brands. For example, a tea and cake or tea and biscuit combination. Clipper and Dean's shortbread, Clipper and M&S scones would work well.

• The rebrand is also an opportunity for the sales force to target potential distributors and encourage them to join Clipper's growing portfolio.

A designer's perspective

Scott Millar, Designer

Comparing the old packaging vs the new, what are your impressions of the brand?

To me, the new packaging evokes an impression of an organic, natural and environmentally conscious, high quality product.  I felt that the old packaging was cold, almost clinical and didn't relate with me directly to tea.

What image do you think Clipper Teas wants to personify with the new branding?

I think whereas the old packaging could have been for anything, the new is unmistakably for tea.  I think they want to appear trendy yet with a retro feel.  It comes across like they want to promote a product that is pure and tasty sold by an informed and ethical company.

What approach would you have taken if you'd redesigned the packaging?

Firstly, I would have spent a bit of time in the tea aisle at Tesco and planned how I could make something different from the competition.  I really appreciate the route that Big Fish have chosen but perhaps I would have pushed to have seen less text on the box.  I would also have explored branding the Clipper packaging with the logo horizontal as opposed to vertically.  In my view, both of these treatments may have added to its legibility on the shelf.

Have you noticed any particular design techniques worth mentioning?

The typography used on the packaging complements the illustrations really well.  The use of hand drawn lettering rather than a standard typeface ties in the branding nicely.

A tea drinker's perspective

Beth Smith, Digital Designer

What is your tea brand of choice?

I'm new to the world of tea, it used to be Twinings but I prefer the look of the Clipper box in my kitchen so I'd choose it.

What did you think of Clipper's original packaging?

Metaphorically speaking, it was to me, like an annual report from the financial sector backed by a bunch of suits that were too scared to do anything about it - in a box with tea in it!

Will the rebrand encourage you to buy more Clipper products?

For sure, I'd suggest that they should consider doing a scheme where if you buy five packs of their tea they will send you a free airtight teak container all beautifully Clipper branded.

Do you think the tea will taste any different now?

Not to me, although I might drink more because I like the packaging!

A final LEWIS thought

In summary, the LEWIS team has been impressed by Big Fish's rebrand for Clipper Tea and they will be interested to see how it continues to roll out over the coming months.

If you're wondering whether it's time to refresh your brand, perhaps you should speak to our expert team at LEWIS who are on hand to offer practical advice or have a look at our portfolio to see the work we've done to breathe life into our clients' brandsWe're also quite good at making cups of tea so feel free to drop by and test our cuppa making skills!

_{DISCLAIMER:  Despite having amongst us some of the most hardcore tea drinkers in the land, LEWIS Creative Consultants have never worked with Clipper Tea or their associated agencies and are totally unconnected to the brand.}

new client win for LEWIS

Business Gateway, who offer advice and support for new and growing businesses in Scotland, has awarded LEWIS the contract to develop a new extranet website for users to find information about the brand and its application throughout all marketing materials.

Working with the Leith Agency and Business Gateway, LEWIS will develop a secure extranet site to promote understanding of the brand guidelines within each local authority in Scotland, and with the contractors who are responsible for delivering the Business Gateway services.

The extranet site, a key tool for Business Gateway to support local areas, will include a template section for users to create, amend, save and export their own marketing materials from a range of templates created for this purpose e.g. press adverts and leaflets.  It will also hold all marketing assets for example, logos, photography, marketing and campaign materials.

Come back and visit our portfolio section to see the finished result later this year.

picture this - surface view

Websites have grown from their humble beginnings in the 1990s.  Now every individual, company, government body and not-for-profit organisation worth their salt has a dedicated online home for their brand. 

At LEWIS, we create truly award-winning websites for our clients.  Take the case of Hunter Boot Ltd, where we won The Drum Marketing Award for Re-launch of the Year for the e-commerce site we designed on Hunter's behalf in 2008.  It takes a team of experts across creative, technical and marketing expertise to bring such websites to life.  The LEWIS experts respect nothing more than great design and continually appreciate, and are inspired by, the millions of websites that are currently being hosted on the World Wide Web.

Read on to discover what conclusions Kirsty Johnston, Scott McBay and Gillian Grant from our digital account team reached when they were asked to analyse www.surfaceview.co.uk - a website that allows users to create unique, bespoke prints, murals and blinds from an unrivalled selection of images.

First impressions count

In what Kirsty describes as ‘a feast for the eyes', the site was instantly intriguing to all three of our analysts encouraging them to naturally explore the site.  Gillian, who thought the website oozed style, was immediately sold on the product and kept navigating through the site until she discovered how to make a purchase.  However, our Senior Search Account Manager, Scott, felt that the three sections, Surface View, Surface View two and Surface View blog, could have been more integrated as opposed to being isolated in separate sections on the site.

Attention grabbers

Everybody highlighted how impressed they were by the site's feature that allows users to select an image and see a preview of it in a format and room of your choice.  For example, an image from the National Gallery collection becomes a blind, mural or print in a bedroom, living room or office situation, simply by the click of a button.  This feature was tipped as a ‘really clever selling device' by Kirsty who thought it allowed Surface View to target a variety of audience groups through the same channel and Scott particularly liked the way that the canvasses slide into the centre of the screen into situ along with the furniture which provided some movement and action to the site. 

Room for improvement?

Gillian's clever suggestion of allowing users to submit their own image and have it turned into a mural, might appeal to some consumers for certain events like weddings. 

Scott thought that Surface View is missing a trick with the pricing.  He expected that the products in this slick and stylish website would be outrageously expensive but upon reaching the checkout basket, he was pleasantly surprised.  Scott suggested that if Surface View considers promoting price brackets throughout the site, this may help to engage users and improve conversion rates.

Cool collaborations

Surface View already work with V&A, Marvel and the National Gallery but when asked what other sorts of images or collaborations the team would like to see in their range, Kirsty suggested collaborating with a high-profile photographer such as Rankin or Annie Leibovitz.  Gillian thought that a Where's Wally could create hours of intrigue for the buyer and Scott thought that some of the amazing images from LIFE magazine make an excellent collection to add to the company's portfolio.

Firm favourites

On any given day, with the vast array of images available, users could choose a different favourite image depending on their mood at the time.  When asked to choose a favourite image, Scott decided he liked the Boys Own, Astronauts and Cowboys image the best because of its comic book style.  Gillian loved the Retro Romance, We Should be in a Film image which made her feel happy, wanting to kick back in the sunshine with a good book and Kirsty, although she loved the V&A lace images, would choose Ella Doran's Dandelion for her home because of its vibrant colours and striking simplicity.

A final LEWIS thought

Websites can come in many shapes and forms, whether they are brochure sites, e-commerce sites or even bespoke microsites which can promote particular aspects or services of a company.  Check out our portfolio to see the variety of websites we've designed for our clients and give us a call if you think that you need our help to build or redevelop your online home.

sshhh - 10 top web analytics tips

1.    Select an analytics package that is right for you

Make sure that you select an analytics package that suits your requirements as a business.  Research the packages available while asking yourself the following questions:

• What level of analysis is required?
• Would the free packages available suffice or should I opt for a professional package?
• How much am I willing to spend?
• Do I want someone to host the analytics for me?
• How much traffic should I expect to measure?
• Do I need to track revenue?

Alternatively, speak to your agency and provide them with pointers in relation to the questions above.  With this background knowledge, they should be able to recommend a package for your needs.

2.    Set your Key Performance Indicators (KPIs)

Analytics packages can provide masses of data, some of which may not be relevant to your needs.  To avoid drowning in it, ensure that what you extract from analytics is aligned to your overall business KPIs.  For example, if your company is looking to attract new business, you may want to segment unique users and review what these users are doing when they arrive at your website and where they have come from.

3.    Improve content

Reviewing where traffic comes from and what users do when they arrive at your website is great but the key to getting the most out of your analytics package is being able to apply actions on your site as a result of the data findings.  A good starting point is to review pages with high bounce rates.  A bounce rate is the percentage of visitors who ‘bounce' away to a different site after viewing only a single page of your website.  Look at the structure and content of pages and investigate how you can engage the user by encouraging them to spend more time exploring your website.  You may find that pages with high bounce rates either contain irrelevant content or the user has navigated there expecting to find something and has been disappointed with what they have found.

4.    Tap into your on-site search

If you have site search built into your website, review the data to identify any recurring trends.  Site search can help you identify and fill content gaps or identify popular content that could be promoted on your site's homepage.  For example, if your website sells video games, you may find an increase in searches for games vouchers at Christmastime because bewildered parents generally don't know what game to buy for their teens.  Providing a link from your homepage to vouchers may increase sales which you can review post-Christmas.

5.    Become traffic police and private investigators

When marketing budgets are tight, it is essential more than ever to evaluate which channels are performing and which are not.  Monitor the traffic to your site from paid search campaigns, organic search, banners and e-mail campaigns to establish what is working most effectively for you.  However, be aware that there is often a positive crossover effect accross campaigns, so a visitor may make multiple visits to your site through different channels before making a purchase or enquiry.

6.    Discover user preferences

It is possible to test multiple versions of a page and evaluate performance through analytics.  Campaign landing pages, for example, are the perfect mechanism for testing.  Variations in copy, layout, images and calls to action can all have an impact on conversion rates.  The testing of two different pages with the same type of content or purpose, often referred to as A/B testing, is designed help to determine the better of two variations while multivariate testing can test the effectiveness of limitless combinations.

7.    Segment your visitors

Visitors to your site often come from a mix of sources and are likely to have a range of different behavioural patterns.  Many analytics packages allow you to gain a deeper insight into your visitors by isolating and analysing data.  Even basic segmentation tools can paint a more accurate picture.  Rather than looking at all visits generally, you can compare visitors by source and behaviour through to conversion.

8.    Set up funnels

Essential for e-commence, sites funnels work by assigning a series of page views that when completed in sequence lead to a defined goal, often in the form of a sale.  Analytics will tell you the ratio of people who begin placing an order to the number of people who actually complete one.  Crucially though, through using this funnel process, analytics will be able to indicate the exact drop-off points for all customers who abandoned their purchase.  This may show that customers are having problems with specific pages or are finding the purchasing process tortuous.

9.    Exclude internal traffic

Don't muddy your stats with visits from internal sources or suppliers who may be working on your website.  It is possible, and highly recommended, to exclude specific IP addresses to ensure a more accurate picture.

10. Enhance your analytics results

If you're keen to enhance the  results from your analytics package you won't go far wrong with Google Webmaster Tools.  By setting up a sitemap.xml, listing all the pages on your website, you can assist search engines in discovering pages within your site.  Essentially you are feeding them a list of the pages that you want included within search engine results pages (SERPS).  In return, Google offers advanced stats on the performance of your site including:

• Top search queries your website ranks for within Google
• Internal and external link details
• Stats on how Google views the site

 Sitemap.xml is supported by Google, Yahoo! Microsoft and Ask.

advertising that moves you

It’s the challenge constantly presented to most digital marketing teams – how do we create an effective online campaign that not only looks good but engages users and promotes our key messages powerfully?

It goes without saying that a great creative idea and effective messaging is key but good agencies are always looking to develop a new hook and improve on the basics. The latest digital and TV advertising techniques to capture our attention are those that employ the use of motion graphics that focus the viewer’s attention on key aspects of a creative execution, limiting distraction. Through the use of innovative visual effects, it is possible to effectively control the eye of the viewer and force them to engage with isolated aspects of an advert. This technique is demonstrated particularly well in Inlingua’s advertising of their Business English programme. The combination of 3-D modelling and subjective camera shots portrays a genuine sense of movement and action whilst the breaks in the motion determine the points that their audience will be allowed to concentrate on.

Although debate surrounding the recent TV advert for Google Chrome continues as to whether or not it actually tells the viewer enough about the product, what it does and where to get it, there’s no denying that the ‘stop motion’ technique used within the advert effectively engages the eye of the audience and holds their interest in the story. Almost every second of the advert obliges viewers to engage with the Google Chrome logo, a fact recognised by eyetracking specialists Think Eyetracking who have branded the advert the best they’ve ever tested.

Another interesting animation technique to have grown within the world of digital advertising in recent times is the use of kinetic typography. Kinetic typography, a technique using motion and text to express a theme or message, has been used to display movie title sequences for over 50 years (think the opening credits of Spielberg’s Catch Me if You Can) but this has advanced across the digital realm due to the advancement of Flash and After Effects software. Vimeo have some great modern examples of the theory in practice by various digital designers.

At LEWIS, we’re always on the lookout for pieces of work that inspire us to push boundaries for our clients’ projects. The selection above has certainly whetted our appetites and will encourage us to explore these techniques future projects. Keep your eyes peeled!

beth smith

Ever since Beth could remember, she’s been interested in anything design-related. Exploring a wealth of media from fine art to web design, she made the decision to map out a career in design for digital around seven years ago and has been curiously discovering new lands ever since.

"I wished I'd thought of that.  Why didn't I invent ... the post it note."

vip fun for LEWIS

The LEWIS team recently enjoyed a brilliant VIP evening event at Musselburgh Race Course which included dinner in a private hospitality suite, with private bar, TV and racing coverage and a balcony overlooking the finishing post.  The evening was rounded off with a sing-a-long concert performed by an Abba tribute band in the grounds.

With the sun shining, luck was in the air.  The team cashed in a few successful flutters on the night, but by far the biggest win of the evening was on the sixth race when a risky Woodsley House at odds of around 20-1 triumphantly came in first across the finish line.  Excitement rose but nerves were fraught following a Steward's Enquiry announcement.  A resounding sigh of relief was let out when Woodsley House was officially announced the winner!  Now, where did that betting slip go ...?

scottishpower save save save campaign

LEWIS designed and developed an online game and Flash banner adverts to support ScottishPower’s Spring 2009 savings campaign which reassures customers that ScottishPower is the energy supplier of choice when saving money, time and energy.

The banners were created in a range of formats including leaderboard and expandable and featured across a series of high-profile sites including Yahoo!, Times Online and STV.

The online game - a dedicated microsite - takes the form of a game show where ‘contestants’ are invited to see how much they could save by selecting the savings options that appeal including; go paperless, switch to Direct Debit and hang dry your clothes. By selecting various options, contestants are shown how much they could potentially save and are invited to be in with a chance of winning back the total value by entering into a prize draw.

sharkey group website redevelopment

LEWIS redeveloped Sharkey Group’s existing website to create a flash-based site that addresses the primary business concerns of this construction specialist’s existing and potential clients.

The flash-based site asks users a series of questions relating to their particular business concerns and offers solutions according to the users’ answers by providing relevant evidence in the form of project case studies. Acting as the central point for all Sharkey related information, the site also showcases Sharkey’s work by allowing users to search for projects comparable to their needs whether by sector or value.

arlene crawford

What does a client really want from their account manager? Expert advice? Guaranteed results? A friendly face? With over 15 years working client-side in the communications industry, specialising in digital and integrated campaigns, there’s no better person than Arlene to deliver what the client needs.

"If I was a cocktail I'd be ... a cosmo girl."

be the first to know, sign up to our e-newsletter now!

Do you want to keep up to date with all the latest LEWIS happenings, read interesting features about the industry and pick up handy tips to help make you look good among your colleagues? If you do, why not sign up to our e-newsletter.  Simply click here where you'll be taken to our most recent newsletter and you can sign up.

We kicked off with our first e-newsletter in February this year which featured David Lewis' top ten tips on how to get ahead in digital.  Issue 2 contained a great article uncovering some of the truths behind social networking sites.  It also covered highlights from the past month including the digital campaign we launched for our client, James Hay and details of our success at The Drum Marketing Awards.

cater allen online campaign

The digital team at LEWIS created the online elements of a campaign for their client Cater Allen Private Bank, part of the Santander Group, to promote their current savings bond products to both the end consumer and professional advisers.

LEWIS developed a series of online banners to be placed on sites including Telegraph and The Times Online which promote Cater Allen's market leading savings rates, available for a limited time only.  The banners drive traffic to the campaign's dedicated microsite, which provides clear product details and facilitates new applications.

The creative for the campaign, which takes the form of framed artwork, draws on the idea that the interest rates offered by Cater Allen are limited edition, works of art, underpinned by the security of being part of the Santander Collection.  This creative style features the rates as the actual artwork with each separate rate being defined by a different artistic style and housed in a complementing frame.

trufill invention review by ian black

What are you bringing to our attention?

Scotsman Beverage Systems - Trufill

Where can people see this in action?

Here is the YouTube clip

How did you find this/the first time you saw this?

Think it was in a tech blog and thought it was cool so bookmarked it!

Overall opinion

Trufill is Scotman Beverage Systems new invention which dispenses drinks from the bottom up! It really is an innovative idea and simply – it looks incredible! It’s bringing the magic of television and sci-fi to life!

What are the benefits?

Despite the fact that it is just “cool”, Scotsman Beverage Systems say their new invention can deliver 10 drinks in 10 seconds and estimate that it can save between 75% and 80% in labour costs.

the truths about social networking

Social networking has exploded into mainstream consciousness in recent years. Where before only the IT savvy dabbled in blogging while mere mortals uploaded their latest holiday snaps, now practically everybody is at it.

But is it all just a load of ego-driven waffle or are there real benefits for both the everyman and the business user? LEWIS launched a survey into the burgeoning world of social networking sites to find out. The survey was taken by clients, industry partners and the LEWIS team. The findings are now unveiled for all to see.

Twitter

“I was pretty sure this was geek territory only but it looks like thanks to Jonathan Ross and Stephen Fry, Twitter has become mainstream”  Tamsin Ansdell, Director, Mightysmall 

Known for

Being the latest web craze that’s sweeping the globe. Even celebrities are into it, notably über-genius, Stephen Fry who currently has 454,655 followers.

The basics

A micro blogging tool that allows Twitterers to update their status in tweets that are 140 characters or less. The good It’s a good way to keep bang up to date with like-minded people. For example, designers can keep track of new design techniques or trends from other designers. Stuart McMorris, Digital Designer at LEWIS admits he was a bit hasty to knock it all those months ago.

The bad

People think it is a waste of time and there is a feeling that although it is today’s fad, it’ll be forgotten when the next big thing comes along.

The insider’s tip

Tweeting is not just a deskbound activity, our own in-house search specialist, Scott McBay recommends Twitter for use on your iPhone or mobile device.

Facebook

“I occasionally use it to keep in touch with some friends who live abroad.” Paul Giblin, Digital Marketing Manager, ScottishPower

Known for

Being the world’s number one social networking site, taking over from Myspace at the end of 2008. Even Barak Obama has a Facebook profile which he used to his advantage during his election campaign.

The basics

A social networking site that was started by a Harvard student allowing students and staff to set up a profile. The site quickly spread to other universities and was made available to a global audience in 2006.

The good

People enjoy using their Facebook to keep in touch with friends and family that live abroad or who they don’t get to see very often. It’s also a quick and easy way to leave messages for friends as Laura Magill Account Director at Feather Brooksbank, was pleased to discover recently when her page was full of birthday greetings.

The bad

Possibly becoming a victim of its own success, the Facebook bubble may be bursting. Most of our survey respondents said they were getting bored of the site and could stay away from their profile for days. Rob McNair, Head of Online for Tiso commented, “You know it’s time to move on when the silver surfers move in.”

The ugly

There was a lot of bad press recently when Facebook changed their terms of service stating that they owned everything that users uploaded or added to the site. After lots of pressure from users protesting via Facebook groups the terms of service were changed back. Many users have concerns over the usage of content on Facebook and associated security risks. Mike Alabaster, Communications Manager at Santander Private Banking UK sums up some of these reservations by saying he worries about the information Facebook holds and what it may be used for in the future.  

Flickr

“It can be handy for creative research.” Scott Millar, Studio Manager, LEWIS

Known for

Hosting a massive 3 billion images. However, not all are available to view, particularly in United Arab Emirates where the government has actually blocked Flickr completely, while censorship of varying degrees is enforced throughout Singapore, China, Korea and Germany.

The basics

A photo sharing site that is owned by Yahoo!

The good

The creative types among the survey contributors found it to be a good source of inspiration and Scott McBay was thankful he uploaded his holiday photos to the site when his hard drive died. Creative agencies such as Mightysmall find it useful, “We have a work account to post our photography and films. Or we use it a lot for image sourcing for client projects” says Tamsin Ansdell, of Mightysmall.

The bad

It’s clunky, slow and not particularly user-friendly meaning people would not want to spend a lot of time on the site. For this reason Paul Giblin of ScottishPower prefers Photobucket saying, “Even browsing other user group images [on Flickr] is painful.”

The project

Flickr have launched an ongoing project called Flickr Clock that collects members’ videos and displays them according to the time they were taken. As more members participate, Flickr expect to be able to showcase what a moment in time looks like from a diversity of perspectives.

LinkedIn

"We regularly use LinkedIn, particularly to source potential candidates for specialised and unusual roles." Michelle Lownie, Director, Eden Scott

Known for

Helping you to keep in touch with business contacts and work colleagues.

The basics

A professional networking site used by 35million professionals to share information, ideas and opportunities.

The good

Users can get business referrals through contacts which helps them to grow their businesses. Some of the survey respondents mentioned the usefulness of being able to get references from previous employers. LEWIS’ Scott McBay, Senior Search Account Manager at LEWIS also pointed out that it’s useful for keeping up with the people who may have changed jobs.

The bad

Users have found it frustrating to search on and some of the respondents who set up an account when it launched in 2003 subsequently didn’t return to the site. There’s a feeling that the site may be overtaken by new developments. Rob McNair’s tip off is to look out for VisualCV – the evolution of online cvs.

The crunch

Visitors to LinkedIn rose 22% in January – this could be through users honing their networking skills and refining their C.Vs in a possible knee-jerk reaction to the current economic climate where redundancies are rife.

Myspace

“A friend of mine who is in a band has a profile and she swears by it!" Laura Magill, Account Director, Feather Brooksbank

Known for

Previously the number one social networking site, now it’s all about the music. Well-known bands and up and coming bands promote themselves through their dedicated page on the site.

The basics

A one-page-per-user blog owned by FOX, aka Rupert Murdoch and his media empire

The good

It’s been hard to find some positive comments about Myspace from the contributors but in terms of music it was found to be beneficial for keeping up with bands, listening to their tracks and finding out about their upcoming gigs. It also benefits the bands that can promote themselves free of charge on the site and easily form an online fan base.

The bad

Having been cast aside for its neater younger brother, Facebook, Myspace seems to be the unfashionable kid at the disco nobody wants to dance with.

The reason

Change and adaptation happens slowly or not at all because of the bureaucratic hierarchy and for this reason Myspace could be getting left behind.

LastFM

“You often hear music you would never normally hear. Hypeblog is better for hearing random music.” Stuart McMorris, Digital Designer, LEWIS

Known for

Letting you build a library of music and recommending similar artists for users to discover. The basics It streams music over the internet for free.

The good

You can build up a vast library of music and discover new music to fall in love with.

The bad

Users find its functionality frustrating for example, if listening out with your saved library of music, Last Fm will only play one song at a time as opposed to continuously. Tiso’s Rob McNair said he would use it more on the iPhone if their app didn't break as frequently.

The competition

Last Fm is really jostling for prime position within the musically geared networking sites. There’s a vast amount of choice, from Spotify, Pandora, Hypeblog and iTunes digital radio stations to name a few, so users will gravitate to the one with the most user-friendly interface and widest range of music.  

You Tube

“The founders made an absolute bomb when they sold it to Google - but it still doesn't make any money.” Gareth Roberts, Web Developer, LEWIS

Known for

Mostly low quality camera phone mishaps and wacky wedding dances.

The basics

Site for uploading and sharing video content that was bought by Google in October 2006.

The good

People who completed the survey mostly said that they found it useful and user-friendly. They like being able to watch rare videos from days gone by or to learn how to play guitar with the tonnes of tutorials available.

The bad

Certain users don’t like how the comments aren’t policed therefore finding arguments and unsavoury comments which ought to be removed. This opinion is echoed by ScottishPower’s Paul Giblin, who thinks that there must be an element of risk for big businesses to use it.

The feud

On Monday 9th March this year, You Tube made the decision to block all premium music videos to UK users after failing to reach a new licensing agreement with the Performing Rights Society (PRS). Although You Tube are still in talks with the PRS, it looks like users will not be watching the latest Leona Lewis video any time soon. The controversy may lead some users to look elsewhere for video content. Rob McNair recommends Vimeo which he thinks has much more interesting community and content commenting that the video quality is also much better.  

Kontain

“I love this! It was so quick and easy to set up.” Gavin Wilkie, Digital Designer, LEWIS

Known for

Being a relatively new social networking site designed by acclaimed Swedish design agency, Fi.

The basics

It’s a platform for people to blog and upload photos and media files such as audio and video.

The good

Easy to use, you can keep a tally of how many people have viewed your upload. LEWIS uploaded images and the link to our recent Vernacular campaign and it was viewed over a thousand times within five days. Angela Dolan at LEWIS says, “It’s amazing how many views your stuff can get and I love how you can keep a tally of the view count.”

The bad

Although popular among niche groups, it is still quite unknown among the mainstream community so in the saturated climate may struggle to gain mass user-ship.

The feature

On the site, Kontain highlights upcoming features which include more detailed activity statistics and the ability to embed media from other sites.  

The rest

The survey’s respondents, when asked to name a particular site or social networking tool that hadn’t been listed, came back with a wide range that they use on a regular basis. The perhaps forgotten Friends Reunited got a mention as did Bebo, the networking site mainly used by teens.

Handy tools such as StumbleUpon – like channel surfing for the web – and the social bookmarking site, Del.icio.us were also highlighted. One of the respondents championed Discogs, a site aimed at music buffs looking to sell their rare vinyl and connect with other music lovers across the globe. Another community site that was highlighted is the, perhaps bizarre, Second Life which is a virtual world where users live online through multiple identities they have created.

What we may see more of in the future is a fusion of different tools becoming one. For example, a beta version of Amplified Journeys has just been launched which allows users to enter an intended road trip (i.e. Glasgow to London via Manchester) and a playlist will be suggested according to the user’s preferred genre. Linked to both iTunes and Google Maps, users’ journeys will be mapped out step-by-step both musically and geographically.

In short ...

As a result of the survey, we at LEWIS believe that social networking, in its many forms, is here to stay. Yes, it’s true when a site like Twitter achieves mainstream popularity top tier opinion formers will gravitate to the next big thing. But undoubtedly, each site has its own unique uses and benefits and therefore, its own dedicated user group.

So do you agree with our survey results or do you think social networking is tomorrow’s chip wrappings?

Have your say in our poll at the top of this page.  

student placement review

Tell us about the projects you worked on during your 2 week stint at LEWIS?

During my placement at LEWIS I was working on magazine adverts for financial software company, 4sight. I was included from the first stages of the process which involved brainstorming ideas with Ian and Scott then I continued to develop concepts and ideas on my own working in a sketch pad. After deciding on four final concepts to be presented to the client, I worked on creating them on the computer. With continued support from Ian and Scott I created four alternative ads for the client this included sourcing and retouching images along with layout design and typography, I was also involved in presenting the work to the client. I also retouched illustrations and created feature page layout pages which are to be included in a top secret project for LEWIS clients.

What was it like working in a professional studio environment?

I really enjoyed my time at LEWIS. Working in a professional environment gave me an insight into how everyone works together within the studio to bring a project to life. It was great to experience the difference between college and LEWIS - I think I’ll be able to work more professionally and efficiently at college now and be much better prepared when I eventually enter into the industry myself.

How did you find working with Ian, Scott and Arlene from the graphics team?

Ian, Scott and Arlene were all fantastic, they were always there to help and I was never left on my own without knowing what I was suppose to do. It was great to be able to see how they work on a day-to-day basis from putting together tenders to dealing with clients.

Apart from the graphics team, who else did you work with?

It seemed everyone at LEWIS was there to help if I needed it. Jo helped me by looking over some of my ideas along with Ian and helped by giving me some feedback on my work.

So, what’s next on the horizon for you?

When I return to college I think it’s going to be full steam ahead. I finish in June with an exhibition of our final work but before that, we will be having an industry night in May where we will be inviting people from industry to get a sneak preview and be able to give us advice and feedback on our final project and portfolio. I am hoping to go to Duncan of Jordanstone in Dundee in September at second year entry to finish my degree in Graphic Design and then from there, enter the industry as a professional!

student placement review

Tell us about the projects you worked on during your 2 week stint at LEWIS?

Initially, I worked on the Tullis Russell 2010 World Cup wall chart which involved brainstorming to find an innovative design solution for the A1 chart. I was required think outside my comfort zone because I’ve previously not worked to large format. I was then briefed on the new Eildon Housing Association head quarters development. LEWIS are working on new signage for the newly acquired premises in the Borders. I took part in the meeting with the graphics team and was given the opportunity to share ideas and opinions. The most satisfying work was contributing to an undercover project for LEWIS clients. I helped with image retouching, creating a mock up of the final product and supplying some hand drawn illustrations. Contributing to something I knew was very special to LEWIS really made me feel part of the team.

What was it like working in a professional studio environment?

It was a great experience, everybody is just so outgoing and passionate about what they do and it’s something that you immediately notice. I felt comfortable and able to express myself creatively and it’s an experience that is invaluable to my career as a designer.

How did you find working with Ian, Scott and Arlene from the graphics team?

They were exceptional, they have so much knowledge and were always keen to help and talk through areas of design I didn’t previously understand. It’s very inspiring working along people who really know what they’re doing and have an infectious love for design. It’s people like them that drive me to be who I want to be.

Apart from the graphics team, who else did get to know?

I had the chance to briefly meet everyone else, but I mainly got know Angela who I thought was fantastic and is always intrigued with what’s going on around the studio and always ready to give a helping hand. Jo was also very helpful, she studied the same course I’m currently doing and was full of good advice. Sylvia who I only got to speak to a few times was lovely, she has an encouraging presence within the team and I loved her accent.

So, what’s next on the horizon for you?

I’m planning on taking a year out after I graduate from Edinburgh’s Telford College so I can go to Canada and plan to come back to start university in 2010. I’m so excited about the next few years, they are going to be very important to me and I just can’t wait. Being at LEWIS has reaffirmed who I want to be and why I’m in love with design, it’s an experience I needed to help keep me focused and prepare for the future.

not on the high street review by angela dolan

What are you bringing to our attention?

A website called www.notonthehighstreet.com

Where can people see this in action?

At the URL above.

How did you find this/the first time you saw this?

I’m really not sure where I first saw this but no doubt I saw something cool in a magazine or newspaper and it was from this site.

Overall opinion

There are two basic reasons people would go to this site: 1. To buy something for themselves 2. To buy something for another as a gift.

Over and above that is the fact hundreds of independent designers and retailers across the UK are converging under one (online) roof meaning there are thousands of beautiful, quirky and unique products available to the purchasing public that wouldn’t be found in typical high street stores.

There is truly something for everyone including something for the ladies, there’s also plenty for children of all ages and for grown up boys too (a.k.a the men!) there’s something for every room in the home, including the garden and there’s even gift wrap and cards if you’re gift shopping.

In fact there is so much to choose from you’d really need to either be looking for something specific or you’d need to set aside a couple of hours to get happily lost in the site.

What are the benefits?

If you’re the type of person who doesn’t like to follow the IKEA crowd then this is the site for you. Also it is a really good way to support the smaller businesses throughout the country.

LEWIS award win for hunter boot website

LEWIS is delighted to announce our latest award win for Re-launch of the Year, in partnership with Hunter Boot Ltd, at The Drum Marketing Awards in Manchester on Thursday 16th of April.

Beating off the competition, which included The Bridge and Hemisphere for their work on Vladivar Vodka and Manchester Central respectively, LEWIS walked away victorious. Following a successful pitch in June 2007, LEWIS began working with Hunter Boots to develop brand and commercial growth amongst their customer base through digital means. A major part of this was to create and launch a sophisticated and stylish web presence to showcase the brand and to offer Hunter customers an increased level of customer service, including the opportunity to purchase Hunter Boots online.

Read more about the strategic thinking behind this award winning work in our Hunter Boot case study.

sshhh - 10 top copywriting tips for marketers

1. Check and double check

A cardinal sin is a glaring spelling error or an apostrophe in copy where it shouldn’t be. That sinking feeling when you see the print ad you so thoughtfully created and not to mention paid for, will be gutting. Check finished copy over thoroughly first time. Take a break and return with a fresh pair of eyes and double check.

2. Be sure of what you’re proposing

Don’t expect people to read between the lines. Before you commit to writing copy, be crystal clear about your main objectives and the proposition on offer.

3. Visualise your audience and write to them

Whether your specific target group are financial advisers, yummy mummies or perhaps diehard Metallica fans, I suggest you prepare a mental image of those people. It will help you get into their mindset and will act as a source of inspiration.

4. Avoid being too clever and cryptic

There’s no need to reinvent the wheel. If you’re trying to be too clever people will see it as insincerity and if the copy is too cryptic, readers will miss the point. It’s great to show you’re a veritable wordsmith and can create a smile in the mind, but it’s best to clarify the proposition first, then you can have fun.

5. Don’t use 10 words when five will do

To improve understanding, keep your sentences short. Or, break sentences up with good punctuation. Did you know that 100% of readers understand an article when the average sentence length is around eight words? The average sentence length is 15-20 words.

6. Speak the reader’s language

Where the target audience is from, their age, gender, economic status and lifestyle will all have a direct impact on their use of language including slang. Using appropriate language will help you engage the audience and encourages them to warm to your proposition.

7. Online rules

People read copy online differently to how they read print copy. People tend to skim web pages looking for relevant headings, bullet points and references to help meet their objective for visiting a website. Use relevant words within headings to match what the user is searching for. Be direct with links to other pages as opposed to inviting the user to ‘click here’ or ‘find out more’ use the phrases, buy tickets, read profile, or download timetable. Better still, include the actual subject in these links i.e. buy T in the Park tickets, read Gordon Brown’s profile or download Virgin Trains timetable.

8. Words are key

If you are writing copy for web, be conscious of using appropriate keywords as this could help increase your visibility within search engines. Get an insight into what users search for within search engines and research keyphrases before embarking on your next web copy project.

9. Don’t forget the call to action

If you’ve followed the advice in point two, you will be sure of the purpose of your copy and what your intentions are. All this will be in vain if you do not hammer home the point with a definitive call to action. A call to action is punchy and direct: sign up here, call this number, visit our website, if you do X then you will get Y. Get the picture?

10. Check again

Refer to point one at the very beginning, grab that copy and check it again before it’s too late. Good luck!

LEWIS weaves brand identity through eildons new hq

The LEWIS graphics team is currently working with Eildon Housing Association to create a brand identity for their new head quarters and produce a full range of associated signage to be displayed throughout the building.

The new identity will be deployed throughout the building in the form of internal zone signage, door plaques, branded vinyls and exterior signage. The LEWIS team are working on a solution that will reflect the building’s history and be sympathetic to the surrounding land.

Eildon HA’s new head quarters will be in the form of a regenerated weaving mill, based in Selkirk, which is planned for project completion in mid-June this year.

Come back to view the completed project in our portfolio section later this year.

scottishpower switch off for earth hour 2009

LEWIS Creative Consultants continued to help their client, ScottishPower, enhance their green credentials by adding a widget to their site that promoted the energy provider’s support of Earth Hour 2009.

The widget allowed users to ‘switch off the lights’ using a pull cord on ScottishPower’s green site which was designed by LEWIS and launched in late 2008.

The pull cord then triggered an overlay displaying a realtime clock counting down the days, minutes, hours and seconds to Earth Hour 2009. The overlay linked to the Earth Hour site and outlined ScottishPower’s endorsement of the project across the weekend of Earth Hour 2009 (27th-30th March).

masterton corporate identity

The LEWIS studio team created a corporate identity for the integrated decommissioning specialists, Masterton, in line with their existing brand colour preference.

The client requested a clean, professional logo that promoted their reliable and confident image whilst incorporating the company’s seven disciplines which include industrial dismantling and specialised demolition, LEWIS created seven M’s interlocked together in a circle.

As a novel touch, the negative space created by the M’s in the centre of the logo come together to create the shape of a wrecking ball.

masterton corporate stationery

Masterton’s new corporate identity has been applied to a range of stationery including letterhead, continuation sheet, compliments slip and business cards.

Clean and professional, the stationery is predominantly white featuring the company’s distinctive blue logo and full contact details. All the elements have been 4-colour printed using a stochastic technique which delivers a more detailed, crisper result.

The stationery is used throughout Masterton’s offices in Falkirk and their subsidiary office in Tyne and Wear.

masterton van livery

As part of Masterton’s new corporate identity roll out, the LEWIS graphics team provided full livery designs for their fleet of vehicles which includes Transit and Connect vans and pickups.

The livery encompasses designs for front, back and side elevations.