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Challenge
Developing a Breakthrough Strategy for a New Hotel Brand
LodgeWorks is a 700-person hotel development and management firm whose leadership team created Residence Inn and Summerfield Suites. In our second project for them, LodgeWorks asked us to help them invent a new boutique hotel brand.
What We Did
Over the course of 12 months, we conducted extensive research into guest needs, market conditions and industry trends. We collaborated with the client team to invent and test an array of bold new hotel concepts, eventually defining a unique target, position and detailed guest experience model. Phillips+Co. also created the hotel's name, AVIA. The new hotel will launch in 2008 in cities including Napa, CA, Long Beach, CA and Savannah, GA.
Read the case study
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Services
Consumer research, collaboration sessions, ideation, concept testing, naming, partner agency selection
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Challenge
Creating New Packaged Food Concepts
A major US food and beverage brand asked us to invent product and marketing concepts specifically tailored to Target.
What We Did
Our cross-disciplinary team of designers, researchers, and illustrators quickly absorbed the clients' and Target's brand DNA. With a deadline of two weeks, we concepted, illustrated and in some cases prototyped new product concepts. Our concepts, backed by third-party research, spanned product "reskinning", point-of-purchase concepts and new product line concepts.
Services
Trends research, ideation, prototyping, communication support
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Challenge
Inventing a New Generation of Cleaning Products
A major consumer packaged goods company hired us to develop new household cleaning tools for the mass market.
What We Did
Reaching out to our network, we built a dream-team of cross-disciplinary thinkers and took over a $1.5 milliion condominium for a unique two-day innovation lab, creating hundreds of concepts, with over 2 dozen selected to move onto the next stage of review. Our client, a veteran new products leader, called the project “The most impressive concept generation project I’ve been involved in in 25 years of product work.”
Services
Ideation, prototyping, concept testing
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Challenge
Reinventing the
Yellow Pages
Our client challenged us to look at their print yellow pages business, which, in line with the entire industry is being changed radically by the Internet.
What We Did
With the client challenge that we look primarily at non-Internet solutions, (another team was already hard at work), we quickly identified dozens of new “white spaces” of potential growth, in part by leveraging the clients’ substantial existing publishing capabilities in new ways, tapping new markets and flipping existing business models. Our team, which included both print and Internet experts, created hundreds specific new product concepts, with a several now moving into market testing and executive review.
Services
Ideation, prototyping and concept testing
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Challenge
Leading a Team of 60 Executives in a Unique Innovation Lab
Hospitality Design, a leading hotel industry trade magazine, wanted to challenge the status quo of their industry. They challenged us to lead a 60+ person team of industry leaders from 20 companies in a process of inventing futuristic hotel concepts to inspire the next wave of hotel innovation.
What We Did
Working with international hotel design firm Gettys, we developed and co-produced a 6-month series of events, and named the program the “Hotel of Tomorrow Project”. We led an intensive 2-day ideation summit, generating thousands of ideas, from living wallpaper to hotels that float on air. The work was featured in a special issue of the magazine, and in a Phillips+Co. designed, 90-foot-long multimedia exhibit. Based on the strong start, the Hotel of Tomorrow Project is now in its third year.
Services
Ideation, prototyping, concept testing, naming, experience design, exhibit design
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Challenge
Developing Innovation Strategies for a Leading Trade Show Producer
Nielsen Business Media produces a number of leading trade shows and publications for the corporate training market. They challenged us to develop a range of innovation strategies to grow their already strong business.
What We Did
We conducted primary research at industry conferences and led innovation labs with key corporate customers to uncover additional ways to serve the market. Based on customer research, we suggested renaming many of their conferences, uniting them under a single name, Training. In doing so, Nielsen connected their well-loved print publication by the same name with their live events into a single, stronger brand. Our client has since enjoyed accelerated year-over-year growth through their ongoing dedication to innovation.
Services
Customer research, competitive analysis, trends research, ideation, concept testing
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