A Presentation for Christy
Christy is a firmly established, well-known British company, credited with inventing the modern towel way back in 1850. The official towel supplier of Wimbledon, they are known for the high quality and luxurious feel of their products. On top of towels, they also produce a wide variety of linens and other bathroom accessories.
Christy came to us during a rebrand, seeking help with their brand messaging and wider communications, including a presentation.
When they approached Ultimate, Christy had recently embarked on a thorough rebrand. Their primary focus was on making the brand more relevant to their target audiences, both consumer and retailer. Christy is a strong, British heritage brand but it wasn’t necessarily capitalising on that fact as much as it could be. Brands such as Burberry, Barbour and John Lewis have all developed highly successful brand strategies which not only highlight their rich histories, but also demonstrate their continued relevance to a modern, possibly younger, audience.
To achieve a similar result, Christy needed to improve their overall level of professionalism towards prospective customers, partners, retailers and resellers. The quality of their pitch/sales presentations and other general communications needed to reflect their position as a luxury heritage brand with a solid track record of producing high quality goods. In order to re-establish Christy within such a market, we needed to produce a brand equity statement, outlining the company’s brand values, proven record and promises to consumers.
High Quality Imagery
Our presentation needed to look slick, professional, and most importantly, not like PowerPoint. Christy uses spectacular imagery within its retail space and our collateral had to match that.
Anyone who used the presentation required the ability to seamlessly navigate around a series of content options, adjusting their path in line with the specific target audience and situation. It essentially had to act like a website.
A wide variety of people were going to be using the presentation so two distinct versions were required. There was a locked down version which could be easily distributed to the account directors and an editable version, ready to be tailored by the senior leadership team.
A Bespoke Presentation With Seamless Navigation and Effective Messaging
To successfully answer this brief, it was crucial that we established the brand messaging right at the start. This would be the solid foundation on which the rest of our work would be based, ensuring that everything remained cohesive and pushing the same points. To do this, we conducted a brand messaging workshop with the Christy team, drawing out the elements of the brand that demonstrated value to the consumer or retailer, highlighting the company’s track record and their unique offering.
With this messaging established, content was written for the presentation in a format most suited to communicating those messages, namely, not overloading each slide with text. This content was then adjusted as necessary to fit into an over-arching structure through which the user could easily navigate, using a simple menu system. All of our design work was produced in line with the brand guidelines, ensuring that it remained in-keeping with the fresh new rebrand.
We actually produced two presentations for Christy, aimed at two distinct group of users. Whilst still fully interactive to use, the first version was locked down for editing. This version was made available to employees who regularly deliver presentations via their laptops, Surface Pros, iPad Pros etc., helping maintain that all important cohesiveness. The second version was fully editable but with some simplified graphics and menu systems, allowing key members of the senior leadership team to quickly edit content if need be.
“This presentation has taken us to another level in terms of the professionalism of our communications with clients. You wouldn’t think this was created in PowerPoint. Thank you for all your help!”
Leigh Taylor, CEO