Byron started in 2007 with a simple mission: to do one thing, and do it properly.
Now a well-loved premium casual dining brand with a reputation built on simple, fresh, good-quality food and outstanding customer service, diners regularly enjoy hamburgers made from the best ingredients, and paired with a cold craft beer or two.
The business has seen rapid growth over the last few years; from the opening of new restaurants to increased demand and competition through online services; providing customers with new ways to access their signature food and drink.
While entering their next phase of growth, sales and restaurant-visits generated through digital channels were seen as fundamental to the longevity of the business going forward. Clubhouse were approached to develop tools and services to enable them to retain and grow competitive advantage; starting with a redesigned brand website and takeaway platform.
Do one thing, and do it properly: Beautiful content, served exactly when you need it.
Impactful typography, playful illustration, animated glyphs and an intelligent UI work to deliver a unique feel that is esoterically Byron.
Part of the brand’s charm is their use of popular illustrators to communicate messaging throughout their restaurant interiors. We commissioned those same illustrators to create visuals that answer the needs of our digital visitors in a uniquely Byron way. Illustrations were identified to cover a variety of narratives and functional needs across the site; from simple visual flourishes, to announcement messaging, navigational aids and alerts.
And of course there’s never any sizzle without a juicy steak-burger behind it. The site presents a simple and intuitive experience for the user, thanks to smart, service lead thinking behind the scenes. Key journeys such as making a booking, contacting a restaurant or browsing the food and drink on offer were adapted to best serve the needs of each customer based on their context and device. A brand new UI and site architecture allowed us to more than halve the number of steps needed to complete primary tasks compared to the previous site design, and thanks to an intelligent homepage that learns from previous visits, users on the go can access their favourite restaurant in as little as one click or tap.
The Byron brand was already leader of the pack for visual craft and brand identity. With a clean taxonomy, a focus on serving the right content at the right time, and playful interactions true to the brand’s DNA, the all new Byronhamburgers.com continues the well-loved brand ethos, and does the simple things well.
Summer 2016 saw the launch of Stella McCartney’s new fragrance, POP; a celebration of individuality, authenticity and adventure.
As Stella’s philosophy is that fragrance and cosmetics should enhance each woman’s unique, inner beauty, rather than distract or overpower it, POP celebrated an attitude rooted in authenticity and individuality; a liberation from the one-size-fits-all mould.
Stella’s characterisation of POP:
“POP is a spirit. It is about capturing and celebrating that very special and exciting time when you are finding yourself and coming into your own. It is about freedom, and starting your life away from judgements or labels. Together as one, these strong young women are a force to be reckoned with.”
Clubhouse were tasked with launching the fragrance promoting the POP mindset, to a new generation coming into their own; true to themselves and those around them.
#POPNOW: An interactive celebration of POP from creative females around the world.
Following the launch the new campaign film, we kicked of a digital collaboration series to work with, and hero, different female artists across Stella’s channels. The brief to each of the artists was completely open as it was important that they could interpret ‘POP’ and what it means to them in their own way, and through their own medium.
Part of what POP stands for is the idea of freedom and liberation, so instead of being restricted by the constraints of a prescriptive brief we wanted our collaborators to be able to explore and create in their own way.
The art created featured across Stella’s social channels that included a newly designed Tumblr. Collaborations so far have included Rosanna Webster, Mannon Wertenbroek, Jen Campbell, Lisa Wassmann and Becka Saville.
#POPNOW Interactive Experience
As part of the collaboration series we wanted to give the POP audience the opportunity to create a piece of personalised content with one of our artists in a fun and unique way.
To bring this to life, we worked with New York-based 3D Internet artists Reed+Rader to create an interactive experience that allows girls to place themselves and one of their friends into an abstract interpretation of one of the scenes from the launch film. The result was a dynamic video experience powered in realtime by 3D webGL animation across mobile, tablet and desktop.
Artist collaborations are ongoing. The series will continue into the new year with influential and credible female creatives like Phillipa Pell, Natalia Stuyk, Fran Buss and Laura Callaghan. This content – each completely unique and different from the last – perfectly encapsulated the essence of POP, and the message Stella wanted to convey.
As the content had authentic roots, the distribution of it through Stella’s as well as the artists’ own channels, allowed the campaign to spread organically through an authentic network of viewers, without the need for media support. This continues with each new collaboration; cementing the POP ideology throughout the season.
The interactive #POPNOW experience was a spirited and playful without taking itself too seriously. The prospect of personalised content saw over 1000 unique UG content pieces created in the first few weeks, from with a globally-engaged audience from cities including London, New York, Paris, Seoul and Moscow.
adidas StellaSport is a brand aimed at the next generation of female athlete – one that cares as much about culture, style and creativity as they do about fitness itself. With the social landscape of fitness growing more crowded and competitive each day, it’s no longer enough to broadcast bitesized content, to be passively consumed by the audience.
Of course, creating beautiful content to inspire the audience is worthwhile and important to every brand but we didn’t just want to create inspirational content for StellaSport – we wanted to embrace collaboration, narrative and authentic storytelling to engage our audience in ways that matter.
We worked closely with adidas to create a unique editorial platform that would not only celebrate these girls but also allow us to collaborate with them, and that would allow them to tell their own story, in their own way.
Instead of building a standalone digital platform from the ground up, we built the editorial platform on Tumblr, a place where our audience already created, shared and engaged with relevant content. We developed a unique tagging strategy that meant we were able to use the best of the native Tumblr functionality, but also enhance it beyond the platform’s normal boundaries. Our custom hashtags transformed single posts into connected stories, and multiple posts into long-form articles, transforming the adidas StellaSport Tumblr into an editorial platform.
Along with the custom design and build came the specially designed content strategy turning a simple editorial site into the sub-culture hub for the brand. Tapping into our wide Global influencer network we’ve fuelled the site with over 100 collaborations from all around the world, allowing them to tell their side of the story in their own way, inspiring and empowering an audience young females along the way.
From London and New York to Rio, Tokyo, LA and Tel Aviv, we’ve worked with some of the best emerging talent across the Globe; producing short films, city guides, illustrations, photography and some incredibly beautiful articles.
The Stellasport Tumblr and our creative collaborations have earned the spot of best practice within adidas to guide other categories such as Women’s and Originals with their latest campaigns.
> 10.2 million article impressions generated
> 3.8% earned engagement on content
> 3 minutes average dwell time
Sharing the same space for just a few minutes a day with kind and friendly strangers has been shown to make us more optimistic, improve our self-esteem, and feel safer within our environment.
When we give to others or act cooperatively, the reward centres of our own brain light up in acknowledgement, but strangers aren’t always inclined to be friendly to each other, and researchers now believe our shared spaces are becoming less friendly over time; particularly in built-up communities and areas like London.
Considerations for Londoners when looking for areas to live are fairly black and white. Average house prices, proximity to amenities, travel links and resale values are all high-priority concerns when settling on a location, but what these don’t tell you is how happy you’re likely to be within your chosen community during the time you live there.
With a population of 8million+ and one of the largest metropolitan environments in the world, we wanted to give Londoners’ an indication as to which areas of their city are best to live in for social wellbeing and long-term happiness. Would the millionaires on Bishop’s Avenue in Hampstead be better neighbours than the house-sharers of Hackney? Did Brixton’s community reputation ring true for those regularly moving through it’s public spaces?
We approached Professor Dacher Keltner; Social Psychologist at The University of California, Berkeley (and ‘Emotions Consultant’ for Pixar’s film tackling social wellbeing, ‘Inside Out’). He uses a technique called the ‘Jen Ratio’ as a way of gauging the social wellbeing of any shared environment. The higher the ratio the better the social well-being of the space, and the happier you’re likely to feel after spending time in it. It’s a simple yet powerful way to predict whether a particular space will contribute to your overall happiness in the long term.
In the first social experiment of it’s kind, we took the Jen Ratio for a test drive in a large-scale, city-wide social study; brought to life in an immersive interactive experience. The Happy Forecast is a webGL-powered interactive map of London that ranks each parent postcode by the positivity of the communities that inhabit them, after 700 hours of community observation throughout all 119 borough postcodes.
The site brings ‘raw’ scientific data of the Jen Ratio to life using a familiar visual for Londoners – the weather forecast. Happier postcodes feature sunny and bright 3D models such as fruit trees, flowers and clear blue skies, whilst the less happy areas use lighting clouds, sparse trees and dark skies.
People engaged. Over 600,000 page views with no paid media support were registered from visitors interacting with the site, on average, for well over 3 minutes each.
Within the press, a total of 38 pieces of coverage were earned during launch week alone. The site featured, along with a 3 minute interview, on the ITV National News at 6pm, 7pm and 10pm. In addition to numerous awards, we received high quality coverage on outlets including BBC, ITV online, City A.M, The Huffington Post, The Evening Standard, Shortlist, The Mirror and TimeOut.
Finally, and perhaps most importantly, the project did spark the positivity and awareness we wanted. Social wellbeing along with how we behave towards our fellow Londoners were both well and truly part of active conversations, and for the areas that received poor forecasts, Londoners rallied, with spin-off campaigns of positivity being generated organically.
“In my many years of being in this game of happiness, this is some of the most innovative work I’ve encountered.”