2014

Borja Goyarrola
Corporate Branding
Portfolio
WORK ABOUT US NEW WHO CONTACT
Brand Language
ALL Design is a multi-disciplinary design
practice, working across the spectrum of
design from teaspoon to city.
The design ethos of the company is
a bold, optimistic approach. This is
translated graphically into a simple and
strong logomark based on a circle, with
the letters made out of rectangles, and a
bold use of colour that is part of its
design DNA.
The name of the company is an acronym
of its two founding partners, Alsop and
Lawrie Limited an ideal description of
its vision and has generated a brand
language to describe the different areas
of activity in a friendly and engaging
way: for example, the Transport work
is represented by the sub-logo ALL
aboard, the education work by ALL
bright, and so on. Each of these areas is
represented by a distinctive strong colour,
adding to the sense of enjoyment and fun
that the company brings to the design
process and client relationship.
Reinvention
However, the most signicant aspect of
this project is the transformation from a
largely architectural practice into a design
and innovation consultancy.
This has been due to a re-think of who
ALL Design is - from seeing itself as a
design company working on buildings,
objects, graphics, etc ALL Design now
speaks of itself through the benets that
the work has produced for our clients.
This is a complete shift in discourse, and
has opened the possibility to move into an
unprecendented scope of projects.
2012
ALL Design
Design practice
Brand Strategy
Brand Identity
WORK ABOUT US NEW WHO CONTACT
WORK ABOUT US NEW WHO CONTACT
WE CREATE
IMPACT
THROUGH
DESIGN.
WORK ABOUT US NEW WHO CONTACT
right
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bright
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aboard
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shop
AS1003
together
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embracing
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at home
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ways
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in
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things
AT1003
connected
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out
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learned
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green
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pop
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done
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HOSPITALITY
all right
MIXED DEVELOPMENT
all together
INTERIORS
all in
LANDSCAPE
all out
EDUCATION
all bright
normal
CULTURAL
all learned
RESIDENTIAL
all at home
TRANSPORTATION
all aboard
MASTER PLANNING
all embracing
RESEARCH
all ways
SUSTAINABILITY
all green
COMMERCIAL
all done
told
A1003
COMPANY STATEMENT
all told
PRODUCTS
all things
STREET CREATURES
all pop
OUR OWN PRODUCTS
all shop
BRANDING
all connected
transparent
negative
WE CREATE IMPACT THROUGH DESIGN.
OUR BUSINESS IS TRANSFORMATION:
OF CITIES, ORGANISATIONS, AND
PEOPLES LIVES FOR THE BETTER.
ATTRACT
THE RIGHT
CROWD.
EXHIBITION OF WILL ALSOPS
PAINTINGS, TORONTO
Will returns to the Olga Korper
Gallery, Toronto, to reveal his most
recent paintings.
26 January to 23 February 2013
STRATHGOWAN, TORONTO
A new way of living in the city.
WORK ABOUT US NEW WHO CONTACT
WE CREATE IMPACT THROUGH DESIGN.
OUR BUSINESS IS TRANSFORMATION:
OF CITIES, ORGANISATIONS, AND
PEOPLES LIVES FOR THE BETTER.
LANDSCAPE DESIGN MAGAZINE
This Japanese magazine has
just published some Will Alsops
master plan projects, and their
relationship to landscape design.
Read the article online
WANT
TO DO
SOMETHING
BIG?
HECHUAN ART TOWN
We have started imagining this
new quarter in Hechuan, China,
dedicated to art.
right
A1003
bright
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aboard
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shop
AS1003
together
A1003
embracing
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at home
A1003
ways
A1003
in
A1003
things
AT1003
connected
AC1003
out
A1003
learned
A1003
green
A1003
pop
AP1003
done
A1003
HOSPITALITY
all right
MIXED DEVELOPMENT
all together
INTERIORS
all in
LANDSCAPE
all out
EDUCATION
all bright
normal
CULTURAL
all learned
RESIDENTIAL
all at home
TRANSPORTATION
all aboard
MASTER PLANNING
all embracing
RESEARCH
all ways
SUSTAINABILITY
all green
COMMERCIAL
all done
told
A1003
COMPANY STATEMENT
all told
PRODUCTS
all things
STREET CREATURES
all pop
OUR OWN PRODUCTS
all shop
BRANDING
all connected
transparent
negative
WORK ABOUT US NEW WHO CONTACT
WANT TO DO
SOMETHING BIG?
START BY DOING
SOMETHING REALLY
SMALL
CARDIFF BAY VISITORS CENTRE
The Cardiff Authorities asked
Will Alsop to design the 6 Km
Cardiff Bay Barrage, but in order
to engage the public, the project
needed a focal point. Alsop was
asked to design a Visitors Centre
which would convey its aspirations
and objectives.
The structure is simple: oval steel
ribs support marine plywood
panels and are supported on a
steel substructure, with track-like
foundations.
RESULTS

Expected to last 3 years, it proved
so popular that it was granted a
stay of another 15 years
Created the framework to engage
the community and institutions
RIBA 2000 Award
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WORK ABOUT US NEW WHO CONTACT
>
>
right
A1003
bright
A1003
aboard
A1003
shop
AS1003
together
A1003
embracing
A1003
at home
A1003
ways
A1003
in
A1003
things
AT1003
connected
AC1003
out
A1003
learned
A1003
green
A1003
pop
AP1003
done
A1003
HOSPITALITY
all right
MIXED DEVELOPMENT
all together
INTERIORS
all in
LANDSCAPE
all out
EDUCATION
all bright
normal
CULTURAL
all learned
RESIDENTIAL
all at home
TRANSPORTATION
all aboard
MASTER PLANNING
all embracing
RESEARCH
all ways
SUSTAINABILITY
all green
COMMERCIAL
all done
told
A1003
COMPANY STATEMENT
all told
PRODUCTS
all things
STREET CREATURES
all pop
OUR OWN PRODUCTS
all shop
BRANDING
all connected
transparent
negative
2014
Las Heras, for Rough Luxe
Hotels
Strategy
Brand creation
Strategy
The client owns a chain of boutique
hotels under the Rough Luxe brand
a redefnition of luxury as a unique
and authentic experience, with two
further values completing the vision:
craftsmanship and rooted.
After purchasing this XIII C. estate in
Spain, and reinstating its long-abandoned
farming activities, the client wanted to
link the place with today, and with their
overall hotel brand.
The solution has been to reinvent
Las Heras by bringing in architecture
students from all over the world to build
temporary structures in the land - the
best of them remaining as hotel rooms.
Las Heras will thus become a private
club, an experiential place for corporate
retreats, and a hotel.
Brand creation
The concept has been distilled into a
book that acts as a road map for what
the place will be when the vision is
fully realised.
It contains a historical account of the
estate, a novel, and detailed information
on the land and the region.
The book is an engaging object that
encapsulates the character of the place
and its history, and has been carried out
with the highest production values.
This is complemented by a promotional
campaign targeting the best
architectural schools in the world, as
well as a media campaign in
collaboration with boutique PR agency
Stratton Reekie.
www.masdelasheras.com

33 Parkgate Road is a new office complex
and cultural space in Battersea. The
building - an old Victorian diary - is being
transformed, slowly and rather organically
into a cultural hub for this part of town,
and acts as a catalyst for its neighbours,
the RCA, Vivienne Westwood, and Foster
& Partners.
In addition to hosting the London studio of
ALL Design and a number of media and
design companies, it is home to a whisky
distillery, a boxing gym, a slow food kitchen, a
gallery of Arabic art, a bar and Testbed1 - an
art space that welcomes and encourages
cultural experimentation.
Our wayfinding design echoes this approach.
The signs shapes - rectangular except for
the curvy directory sign -, white colour and
clean typography make the signs stand out
against the various wall surfaces like a fragile
new art proposition. Yet their solid fibreglass
construction conceals their durability and
sturdiness.
The arrow-cum-speech bubble directory sign
at the entrance of the site is illuminated with
LEDs; slightly aloof yet engaging, it is also a
welcoming invitation to passers-by.
2013
33 parkgate Road
Ofce & cultural hub
Waynding
2011
McMichael
Art Museum
Offering Assessment Study
This presigious museum was facing
a steady decline in attendance
levels, coupled with diminishing non-
governmental patronage and funding.
We were asked to carry out an initial
assessment of its offering in terms of its
architecture, branding, and marketing
the rst stepping stone towards devising
a revitalisation plan.
Observe outside
> Social demographics & cultural trends
in Vaughan, Toronto, Ontario and Canada in general
> Trends in positioning and direction
in similar arts institutions around the world
Look inside
> How the learnings from above inform
our understanding of McMichael
Identify
> stakeholders, interested groups, out-
of-reach groups, insight groups
Listen
> Workshops, round tables and one-one
interviews with the groups above
Learn
> Consolidate all the knowledge
accumulated in the previous step
Build
> As the second part of the workshops
and interviews programme, work with
the groups to collectively defne what
McMichael should be
propoSed ApproACH
We envision managing the process
in a 6-step programme leading to
defning the Strategic Plan
Strategic
pLAN
Vision
Values
*ensure
Concurrent with this process defne
a plan for communicating our goals
and engaging institutions and
donors so as to ensure that the
Museums Strategic plan can be
supported fnancially.
*project
In parallel to the last 4 phases, defne a
plan for transforming the perception of
the Museum at institutional level.
This is done through an internal
steering committee, insight
conversations with experts in arts and
cultural world, and through studying
other institutions approach.
ACTIoN: defnition of a communication
strategy, including new media
What do people want?
What moves them?
What do they want out of a
visit to an arts centre?
What do we really offer?
Can we give more? How
is our role and mission
communicated?
Bring on board all those
who can help identify the
issues and defne the
vision
Gain insight into the
challenges faced and
engage all those who will
transform the Plan into
reality
Articulate in a clearly
structured way all
issues, strengths and
opportunities
What would the ideal
McMichael be for each
group?
Dream and Imagine
Amultifaceted approach,
exploring issues at all levels and
perspectives, from volunteers to
institutional donors:
offering (collection and
exhibition programme)
functional aspects of
the museum (physical,
organizational, behavioural)
Internalize all the issues,
understand both the limitations
and the options to overcome
them, and understand our
positives
Once all the issues and positives
are internalized, the process of
discovering the future is free of
burden and open to truly creative
ideas and excitement
The decrease in attendance
may have to do with broader
issues of the perception of what
Canada means for Canadians
of self-image. This is coupled
with howthe perception of the
arts and the role of museums
has changed dramatically in the
last 20 years world-wide.
Research
Interviews and
consulting
with experts
Internal thinking
and debate
Internal thinking
and debate
Management of the
process
Workshops, round
tables, interviews,
consultancy
Workshops, round
tables
Discussion and
debate
The RFP brief shows that MCAC
has already looked into these
issues, but it will be important
to articulate them in light of
what the previous step tells us
Although MCAC is already fully
conscious of its importance,
we propose reaching out
also to groups who may not
be currently engaged, and
to groups who could provide
further insight, like academics
and artists currently not
considered stakeholders.
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1 3 1 2 3 2 4 4 5 5 6 6 Formulation oF strategic plan
1 end of step 1 start of step
Aug 2011 SEP OCT NOV DEC 2011
Branding systems Brand creation Design & strategy
Logomark Page 1 of 2
Spanish toy company Moc Moc the
name is based on the onomatopoeia of
the horn in Spanish markets electric
cars for children aged 311 years.
The overall visual identity
communicates fun and excitement to
kids, as well as a sense of total safety
to parents,
The wordmark utilizes the type
jigsaw puzzle-like to conform the
shape of a car that softly bumps into
an obstacle.
>
Electro Getxo

Spanish toy company Moc Moc the
name is based on the onomatopoeia of
the horn in Spanish markets electric
cars for children aged 39 years.
Brand Expression
The overall visual identity communicates
fun and excitement to kids, as well as a
sense of total safety to parents.
The wordmark utilizes the type jigsaw
puzzle-like to conform the shape of a
car that softly bumps into an obstacle.
Brand Proposition
We positioned the brand as an
aspirational toy: Moc Moc is a safe
challenge that will assist in the childs
development by instilling a sense of
achievement.
Results
Moc moc quickly reached a leading
position in its sector, outstripping the
companys sales forecasts consistently
during its rst three years of life.
2006
Moc-Moc
Toys
Brand identity
Branding systems Brand creation Design & strategy
Logomark Page 1 of 2
Spanish toy company Moc Moc the
name is based on the onomatopoeia of
the horn in Spanish markets electric
cars for children aged 311 years.
The overall visual identity
communicates fun and excitement to
kids, as well as a sense of total safety
to parents,
The wordmark utilizes the type
jigsaw puzzle-like to conform the
shape of a car that softly bumps into
an obstacle.
>
Electro Getxo
Branding systems
Brand creation
Design & strategy
Advertisement
Page 1 of 2
<
We positioned the brand as an
aspirational toy: Moc Moc is a safe
challenge that will assist in the childs
development by instilling a sense
of achievement.
Moc moc quickly achieved a leading
position in its sector, outstripping the
company's sales forecasts
consistently during its first two years
of life.
Electro Getxo

The 25 year old Basque Film Institute were
about to move in to prominent new
headquarters. To mark this new phase
in its history, the BFI decided to
commission a brand update. In addition,
the client needed to attract a higher
calibre of potential donors in order to
secure future funding.
Brand Inmersion
The rst stage was to undertake research
to establish exactly how people felt about
the BFI. The results showed that although
there were extremely good levels of
motivation among staff, and an excellent
professional reputation internationally, the
BFI had a somewhat erratic reputation
within the cultural sector at large.
Clearly the re-brand had to work on two
levels, to continue to appeal as a credible
institution at corporate level whilst
attracting and capturing the hearts and
minds of the general public.
Our Solution
At a corporate level, our solution was
based on communicating the idea of the
cultural importance of the BFI and of
cinema in general, through a solid letter
F, illuminated by light in movement
the international denition of lm.
The graphic material at this level has a
restrained character, so as to establish
the BFI as a credible institution.
This is matched by a very contemporary
style for all visual material targeting the
general public.
In addition, we organized for them
weekly appearances in regions
radio network, as well as informal
meetings with identied opinion formers.
Results
Since the rebranding, the BFI has
become one of the more popular
cultural institutions in the Basque Region,
among the top ten in unprompted recall.
2007
Filmoteca Vasca
Film Institute
Brand Identity

Our branding clearly positions this new
museum as a contemporary centre
for navigation, as opposed to a mere
showcase for the maritime history of
Bilbao and the Biscay area.
Visual Brand
Central to the identity is the brand
marque consisting of ve blue lines
showing continuous movement. This
iconic image linked the sea with the river
by emphasising the tidal ebb and ow.
The marque also creates a link with the
Bilbao rivers history in shipping and
shipbuilding contained in the vessel
shaped symbol.
This mark also describes the museum
at an experiential level: themoving bars
representing the hypnotic movement of
sea waves.
Brand Tone
The strapline come by the sea (for a
museum located on a river, and 4 miles
from the sea), instills a sense of
excitement and anticipation in the visitor.
The overall identity has a utilitarian
feel, echoing the trading and ship
building activity that took place in the
river for 500 years.
Results
BMM has quickly established itself as a
cultural landmark in the city, with both
locals and tourists.
2006
MMRB
Maritime Museum
Brand Identity
Waynding & Publications

Horus, a Russian commercial property
developer, had grown into a multibillion
dollar business in four years of trading.
This growth gave the company the
stability necessary to follow the bold
vision of its founder as a design-led
company conscious of the inuence of
their activity in the urban thread.
This high approach is matched by a very
pragmatic approach to business. The
biggest challenge when creating the
brand identity was to devise a visual
language that reconciles the two aspects
without negating each other.
Therefore there are two concurrent
themes running through the identity:
all corporate communications have an
elegant restrained tone, whereas the
material for the promotion of projects is
bold and colourful.
This basic differentiation allows the
client to present itself with the required
gravitas in the nancing markets, and to
demonstrate its passion for architecture
and design in its daily work.
Graphically, the brand core elements have
evolved from the founders fascination
with trees, which we have in turn used as
a metaphore for buildings and cities.
At a corporate level the company is
represented by an elaborate engraved oak
tree, whereas the projects are represented
by a simple sapling.
This concept is articulated through the
identity by a colour coding system for
the projects, where each development is
identied by a bright colour chosen from
a broad palette.
These premises have been applied
to a large number areas, including
literature, advertising, environmental,
merchandising, and on-line, through a
careful crafting of all items, including a
customized typeface.
2009
Horus for Nick Bell Design
Property
Brand identity

Thank you.
Borja Goyarrola
borja@obisk.com
+44 (0)77 8711 7944