mercoledì 30 novembre 2011

Crea International at Bocconi University: why not? - crea news - CREA International - italian retail design

Crea International at Bocconi University: why not?

The Physical Brand Design idea and strategy approaching service design in telecommunication and retail banking field

Service design is becoming a driving element in defining a brand: the physical landscape in which company services are offered is one of the most important aspects able to communicate a company’s distinctiveness. The attention to the customer and his needs is an aspect which companies are more and more considering as essential in increasing their reputation because customer always expresses opinions and assessments firts of all trough the analysis of the touchable aspects of the service.

In this scenario it’s easy to understand the importance of projecting spaces that are strictly connected with the brand and the service model, that can fully embody brand’s values and spirit. That’s the first reason why, in her master’s degree in Bocconi University, Prof. Antonella Carù has invited Crea International to give a company testimony about service design.

service design marco de carli bocconi

Marco De Carli, strategy director of the retail design company, has held a lecture master to the last year Bocconi’s students, exploring how service design is the first step in retail concept innovation.

De Carli made an overview on Crea International’s way of working through the unique method of Physical Brand Design®: starting from exploring the different aspects of the process to define a service design strategy which lead to create an appropriate service model, retracing all the key points discussed with the client.

service design marco de carli bocconi

Most architecture and design projects are judged for their external aspect, but when it is the Brand that builds its space it is important to listen, to absorb its emotions, feelings and point of view.The aspect and form that will take its shape are the expression of its spirit and soul. That's PBD method, that’s the different starting point by Crea International from the others design studios. The brand identity is studied in every aspects, both digital and physical.Only by a careful analysis with the client a service model perfectly sewn on the brand can be created.

Marco De Carli during his speech focused on the steps which lead in creating an appropriate service design model, according to the brand’s values and expectations. He gave the example of Saudi Arabian Airlines,one of Crea’s important projects, to support this thesis : Crea's team spent 2 weeks in Riyadh, the capital of Saudi Arabia, to try to understand how people live the spaces in places with different culture and habits.This period led to a better understanding of how starting in creating the space and experience and giving life to project.

Besides obviously thinking in creating an appropriate design it has been determinant to breathe the country, to observe people, to listen to their habits, to observe the landscape and, after that, possessing all the elements to start defining the layout. It's necessary to understand what kind of experience people will have within the space, what does the brand really want to translate in it to bring concept innovation to life, making the brand a unique one.

Service design must help to either innovate or improve services to make them more useful and desirable for clients, as well as more efficient and effective for organizations who are working to improve and innovate services. It is a very different way of approaching the way we think of the relationship between company and clients, through the creation of outstanding and innovative experiences, the tool through which companies can create competitive advantages and higher profit margins. But service design is not necessarily synonymous of innovation.

Before designing, a strategy must be put. And it is not always aimed to put high technologies, but sometimes the strategy is used to reinforce the brand’s mark. It must be said that surely technology has changed the relationship between clients and service providers, but it’s important to consider that clients are not so easy to understand, they have individual needs and expectations that are difficult to standardised. So Service design can really support the service market with new concepts, it can becomes the tool through which organisations can find a new way of standing out against competition and to offer new values. And there are a lot of ways of doing that: analyzing some distinctive projects of the retail design company as Air Bank and CheBanca!,Tim and Wind, Marco De Carli's presentation has focused on how service design gives a strong identity to the brand and strengthens its reputation and the relationship with the customer, aimed to make a client a faithful customer always according with the brand’s expectations.

service design marco de carli bocconi air bank

Air Bank, basing on Agora model, is one of the examples where service design perfectly translate the relational model. Air Bank can be considered a store more than a bank, where the customer is free to do what he most desires: taking a seat and self-browsing, or being assisted by an attendant or just having a look to the new bank products. Whatever he decides to do he must feel free in a friendly and simply landascape, that wants to be noticed but be simply and fresh at the same time. A layout where feeling good and loose, easy to understand without renouncing to innovation, how the client who commissioned the project wanted.

service design marco de carli bocconi chebanca

CheBanca! instead is a start-up project that really wants to break down with the traditional bank patterns. It perfectly communicates through service design brand's values of a company that aimed to create a new positioning in retail banking field, without renouncing to simplicity, innovation, transparency and efficiency. A new concept which radically breaks down with the old bank rules, but offers a totally new landscape based on a opened and self browsing space in a friendly and intuitive layout.

service design marco de carli bocconi tim

Tim’s new layout instead was not so focused on new experiences for the customer or new technologies, but the brief of the company was to offer a space able to transfer to customers the historical value of the company, able to reassure the customer giving an accessible service model under a consistency of experience and language. The result is a highly understandable environment, emobodying brand's values, maintaining its colours and forms with the furnishing lines and the wall system all over the space reinterpreting the waves of the logo, symbol of technological and cultural evolution of a country which has always been accompanying the Italian customs and the trend and tastes changing.

service design marco de carli bocconi wind

Last, but not least Wind project underlines how service design has been able to reinforce the brand identity creating fashion oriented and glamour flagship stores, in Milano and Roma. Service design has been able, through the introduction of interaction areas through technology, to raise the brand’s identity and putting the company on a higher level among its competitors.

Marco De Carli comments below the importance of exchanging expertise beteween university world and company one : “ Generally speaking, service design is a strong asset helping the brand to reinforce customers’ relationship, reputation and distinctiveness versus competitors. We strongly believe that the uniqueness of a brand comes, beyond communication and branding, even from a strong experience within the store, in all its dimensions. The future of the brand is evolving and it ranges more and more among a lot of dimensions, between digital, physical and mobile ones.

Spaces can generate value, continuity and credibility within the dialogue between brand and customers.”

Crea International at Bocconi University: why not? - crea news - CREA International - italian retail design

lunedì 28 novembre 2011

Crea International announces the first partenrship in retail travel field : the press conference will take place on November, 30th - crea news - CREA International - italian retail design

Crea International announces the first partnership in retail travel field: the press conference will take place on November, 30th

Design innovation for the Italian-retail-design company working on Welcome Travel’s brand identity and retail design

Welcome Travel Group S.p.A. is the biggest tourism distributive chain in Italy, controlled by Alpitour and Costa Crociere, two important italian leaders in holidays. During these last years Welcome travel’s increase never stopped and it is destined to continue even for next years. In 2011 it has exceeded 1.000 agencies.

Crea International has just started a collaboration with the company to work on a big project , within branding and retail, with a consequent development on all the agencies’ network. The new brand strategy aims on one side to restyle the brand identity such as logotype, colours and graphic DNA and on the other to redefine the purchase experience and concept within the agency with a mix including the store, the presence on web and on the mobile channels. The new agency is a new retail-travel-agency model focused on free time and holidays able to make the client live a full and complete experience, strongly emotional with a deep multimedia involvement. The new coordinated image with its new brand design concept will be even applicated on several corporate materials as stationary ones, communication and advertising ones and retail and web ones too.

This new service design concept will be supported by a new store design, by a wide structure of services, by an effective use of mobile and web channels to encourage the interaction between agents and customers through the creation of a “community “. All supported by the presence of the two big brands, Alpitour World and Costa Crociere.

After this first output a new agencies design concept will be developed, with the mission to strengthen brand identity in a view of modularity, through an innovative service model, perfectly coherent with the single agents’ necessities.

Welcome Travel and Crea International teams are working on this first project’s step to define the projectual drivers through a series of strategic and creative workshops presented to share goals and outputs, where every agency will be able to touch the new Welcome Travel.

Crea International announces the first partenrship in retail travel field : the press conference will take place on November, 30th - crea news - CREA International - italian retail design

venerdì 18 novembre 2011

Retail banking: what's up? - crea news - CREA International - italian retail design

Crea International and innovative design in retail banking

Massimo Fabbro, CEO of the retail design company, will partecipate to a round table which will close the first edition of Parma's university master

Even if we live in a technological and more and more “virtual world”, banks have still existed and will continue to, performing this primary function because of their fundamental business in human lives : they issue credit to people who need it, they make loans and protect depositors' money. Starting from this premise it’s not so diffucult to understand why retail banking field is constantly changing and shaping on the increasing changing in consumers’ and world habits. The new branches need to evolve so that to provide customers with a powerful and attractive alternative to the many new channels that are appearing.

During the intervention to the round table in Accenture center on 11th November, Massimo Fabbro , ceo of Crea International, focused on how the branches of the future have to change. They really need to start thinking how to make the difference to keep up with the times.This has been the key point on which Massimo Fabbro has articulated his speech, touching three fundamental points. The first one in the NEED TO LEARN from other fields to innovate retail banking world. That’s to say that it’s not neccessary to refer to bank competiros in creating new retail concepts, but it would be desirable to direct attention to those sectors where the customer service is the key point of the company’s mission, such as hotellerie, food, fashion, health & beauty.

In the new branch formats the bank have to attract customers, offering new experiences within the space. They have to give a new sense of style like real concept stores to provide a stimulating but also relaxing environment and make in this way banks able to trial new products and services. The second point analyzed by mr. Fabbro is the NEED FOR SIMPLIFICATION in customers’s welcome, in making the fruition easy to understand, with a personal consulting (for young people or old ones for example). It’s important that innovation becomes synonymous of simplification. The third and last step explored by the ceo of the physical brand design company is the NEED OF DIFFERENTIATION. He has shown a big difficulty by the retail banking companies in creating their own identity beacause of the poor attitude to competition. It’s necessary to create something never seen before to attract customers and enhance their banking experience.

Among the audience, the following banks:


Deutche Bank,



Monte dei Paschi,

Banco Popolare,

Banca Popolare di Milano,

Banca Pop. del Mediterraneo.

Massimo Fabbro Crea International retail design banking innovative design
Retail banking: what's up? - crea news - CREA International - italian retail design

Design: Web agency Time&Mind