Crea International - Italian Retail Design

Tim: a new brand identity boosting success

A project aimed at creating a consistent brand identity to be declined on different distribution formats, on national network


Tim boosting success

Tim, with its more than 800 retail stores opened in less than two years, is the example of how a success of a retail design project not necessarly born from the eccess of innovation.

In effect Crea International, working on Tim, has focused on a “ Warm Technology “ concept to shift the attention on products, services offered and communication of the brand, while avoiding the invasive presence of technology and tempering the chily presence of plastic materials typical of this kind of retail market, applying warm colours and material such as wood in a modular view, to be adapted at different locations.

The aim was to harmonize the image of all distribution formats of retail network, innovating the service model and the landscape of the new concept store, ensuring uniformity and quality of execution of suplliers involved.

Tim boosting success
trento conference

A new image to allow the company to regain market leadership, still maintaining its values of institutionalism, solidity and functionality, with a new and stronger brand identity, within the physical space. Through the “wave”, which is the form declined on logo and within Tim retail stores, a reassuring and warm environment has been created with enveloping and dynamic shapes where customers become the real protagonists of the stores. Technologies just hidden, preferring the centrality of people as individuals with their own identities and needs to which the brand is targeted to offer a new identity, oriented to provide sense of closeness, listening and reassurance.

But beyond this, it is a global project where Crea International has been involved in a 360 degree team work overseeing the creation of the concept and its interpretation in the various distribution formats, supervising all roll out steps: starting from the selection of the fitteen suppliers to prototyping, going to the layout supervision of single locations until the quality control of the various implementations, creating an appropriate strategy going to the selection and support of the six general contractors engaged in the project, coaching and training them to join the successful results that today Tim is really proud to show. Physical Brand Design applied in a structured work analyzing the values of the brand and the points of differentiation with competitors with the attention of consumers' behaviour to define the design guidelines and the service model to be implemented in the first step of the creative concept. In the prototyping phase Crea's team has worked on preliminary drawings on furniture, giving indications on lighting architectural solutions and selecting general contractors, coordinating and overseeing their work.In the roll out phase, Crea drew the manual project, offering examples of layout, description of facilities and indications on materials and accessories and organizing classroom trainings with architects of the nine architecture studios involved to coordinate and support the work, directing artistic production through inspections and periodic visits. In the last phase of development, design strategies to meet the specific needs of the various distribution channels, in particular locations for shopping malls and multibrand stores, have been defined to adapt the concept to different formats.

Different formats starting from Franchising which are today more than 600, about 45 proprietary stores, 120 stores inside Italian shopping malls and about 400 Multibrand stores. From September monobrand stores are in progress, 100 provided for this year, numbers that are evolving for 2013.

 

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