Cars and typography, two things I adore. Both born from similar aspects. Precision, balance, form, weight and both can be beautifully crafted. However, they are two things that don’t go together too well.
Sat in traffic some time ago I realised I was staring at 7 different typefaces, SEVEN! All of them poor and only 2 on brand to the car manufacturer.
Now, you may think, who cares or who will notice, and in some ways, you’re right, however… Take Audi for instance, they spend billions of Pounds (Euros) developing cars and their marketing. All of which are slick, on brand and have that lovely synergy running through every aspect of their material. Advertising, probably some of the best in the automotive industry. Brochure, beautifully photographed and designed documents with a whole host of print finished to finish the product off, some now with augmented reality. Then you go into a showroom, which is like something from NASA, clean, bright and laid out with absolute precision. All of which have consistent branding elements, logo, colours, shapes and typeface, two in fact on ALL of their marketing material. So if they went with the same theory of typography they are using inside their cars, the marketing material would look appalling, they wouldn’t do it and you would notice. The brochures and advertising would have a completely uncomfortable feel and not have the same soothing experience. The Audi brand wouldn’t stand for the same qualities and values.
The same must apply inside the cars, if the brand type was flowed inside the cars, they would give a nicer feel and a more comfortable experience. When we’re driving our cars we look out of the windscreen and when our eyes are looking inside the car, we’re looking at a reading or display ie, letters or numbers. The speedo, petrol gauge, radio, air con temperature, gear, sat nav, hands free etc, all of which have a font displayed and all are different.
I don’t understand where their thinking is. I’m in the car for at least 2 hours a day, staring at the font “Eurostile Extended”, please please help! Car manufacturers, sort it out !
As the industrial property market continues to improve, niche property marketing agency Blaze Marketing remains at the forefront of campaigns to market some of the highest profile developments in the North West, having won four since the start of 2015 including Union Square awarded this week.
The Union Square, Trafford Park joint venture between Marshall CDP (development) and M&G Real Estate (funding) recently announced its speculative start on site this April. The scheme is a 175,000 sq ft (16,257 sq m) unit. Blaze is working with joint agents B8 Real Estate and Davies Harrison providing a full marketing campaign (to include branding, signage, brochures, website, advertising, etc).
Blaze has also been appointed to Winwick Quay in Warrington, for La Salle Investment Management following its recent purchase of one of the North West’s largest industrial estates, just off J9 of the M62. Working with Colliers and Knight Frank, the company has been instructed to re-brand and create a new improved marketing campaign for the scheme facing the A49.
Well established scheme, Wingates in Bolton has also recently instructed Blaze to promote remaining availability following the purchase of the scheme by M7 Real Estate, which includes 11 units totalling 128,449 Sq ft, and Blaze is working alongside agents GVA and LSH.
Castlehill in Bredbury, bought by Cornerstone, is looking to re-position availability at the scheme through a re-branding exercise and Blaze is working on this scheme with B8 Real Estate & JLL.
Daniel Bourmad, co-director at Blaze said, “It’s become quite apparent that in recent months there have been a number of high profile investment purchases of industrial schemes in the North West highlighting renewed confidence. As the new owners seek to re-position their schemes in more modern and forward thinking ways, Blaze has been asked to step in. We not only offer re-branding designs, and the usual signage, brochures and digital solutions, but also interactive tours which allow potential occupiers and agents to view the scheme online with 360 degree views from their desktop.
As technology progresses, this type of an interactive solution lends itself fantastically to property marketing and we’ve found this a successful approach with clients such as Logicor and Peel. It’s especially useful for buildings planned but not yet on site alongside CGI’s.”
Kevin Whitter, head of creative at Blaze, added, “In line with our business growth plan and continuous expansion of our client base, we’re keen to grow our team whilst retaining our professional and creative values. We enjoy pushing boundaries with our digital offering and want to be seen at the forefront of technology when considering clients’ campaigns. We aim to offer well planned and thought-out, bespoke campaigns for all of our clients.”
Blaze Marketing has recruited a new graphic designer, Steven Johnson, to join co-founders Daniel Bourmad and Kevin Whitter as they gear up for growth having built a reliable client base for Blaze in its first year.
Co-founder of Blaze Marketing, Daniel Bourmad said, “We have had a fantastic year since we set up with a great deal of support from our contacts, and many have commented that the timing was perfect, just as the property market is benefiting from an upturn. It’s fantastic that we’re able to expand so quickly after set up which is at the higher end of expectations. We will be continuing our growth through this year with an ambition to recruit further staff in the near future.”
Steven joins Blaze from Skills Network in Selby, North Yorkshire. He re-trained as a graphic designer at Shillington College in Manchester having
worked for a number of years in business administration. Steven studied Business and Law at Sheffield Hallam University and hails from Darlington in
the North East and is 30 years old.
Kevin Whitter, head of creative at Blaze Marketing said “Steven has a great knowledge of both digital and print solutions, and an enthusiasm for working with clients and a passion for creating unique and exciting brands. Steve also has extensive experience working closely with videographers, web developers and printers to create innovative and eye-catching projects. He will no doubt be a valuable asset to the growing team here at Blaze.”
Blaze marked its first year in business with a party at Liquorice in Manchester’s King Street at the end of 2015, Daniel Bourmad added; “Our party was great fun and we intend to hold it as an annual event, bigger and better year on year to coincide with our growth to thank our clients and
others that have supported us.”
The agency has also launched an updated website www.blaze-marketing.co.uk to highlight some of its successes over the last year including –
* Establishing a number of national clients in both public and private sectors
* Winning a number of competitive pitches including Vision Park for Trebor Developments, Burnley Council & GVA
* Full strategic campaign for Solway 45 acting for LSH, the MoD, Cumbria & Carlisle Councils for a 250 acre site close to the Scottish Borders
* New marketing material for Peel Holding’s national retail portfolio
* Shortlisted for “Property campaign of the year” at the Northern Marketing Awards 2014
Following its successful launch in December 2013, niche property marketing agency Blaze Marketing last night celebrated its first year in business with a party at Liquorice Bar on the ground floor of 82 King Street in Manchester city centre. The event, attended by 80 guests, the majority of which were clients that Blaze has acquired over the past year including property agents, developers and landlords.
Co-founder of Blaze Marketing, Daniel Bourmad said,
“We have had a fantastic year since we set up with a great deal of support from our contacts, and many have commented that the timing was perfect, just as the property market is benefiting from an upturn.
“Our party was great fun and we intend to hold it as an annual event, bigger and better year on year to coincide with our growth to thank our clients and others that have supported us.”
The agency has also launched a newly updated website www.blaze-marketing.co.uk to highlight some of its successes over the last year including –
Kevin Whitter, co-founder of Blaze Marketing stated that the company is also recruiting;
“In line with our business growth plan and continuous expansion of our client base, we’re keen to expand the team whilst retaining our professional and creative values. We enjoy pushing boundaries with our digital offering and want to be seen at the forefront of technology when considering clients’ campaigns. We aim to offer well planned and thought-out campaigns for our clients.