Category Archives: Advertising Projects by Black Sheep

Quietly beavering away

Its been while since we popped our heads out of the pen and into the blogosphere. With summer now finally arriving and a well earned holiday on the cards, it’s probably a good time to bring you up-to-speed with what we’ve been doing over the last few months.

We’ve re-branded ‘Broneirion’, Girlguiding Cymru’s outdoor centre in Mid Wales, as well as providing them with a new visual language and marketing collateral.

We’ve also provided promotional support to Hybu Cig Cymru with exhibition banners and marketing brochures as well as producing the latest prospectuses for Cardiff Business School.

But a large chunk of the work that we’ve been producing over the last nine months, has seen us focus on developing and growing on one of our long term clients; multimat®, one of the UK’s leading outdoor equipment manufacturers.

From the ground up, we’ve looked at brand perception on the high street and gaged the opinions of the end user, to how they are supported by the retail sector, which culminated in the production of a complete audit review of the market and their share in it and how their brand stacks up against the competition, together with recommendations for advertising and a social media strategy.

After approval of our recommendation, we’ve undertaken a complete redesign of their packaging, specifying new range colours and imagery to support their products. We’ve supported this by the inception of two new ad advertising campaigns, one for their ‘superlite air’ inflatable mattress, the other; for their family premium range of self-inflating mattresses.

We’ve also produced our first a short form video to promote the brand online via YouTube & Facebook and have just competed their 2013 outdoor & military collection catalogue.

This refocusing on brand profile is in anticipation of their launch into Europe next year, starting at the 2013 OutDoor show in Friedrichshafen, Germany. Where we recently visited the show to recce the venue and check out the competition.

This is my videoblog/visual diary/reference material from the trip.

OutDoor 2012, Friedrichshafen – a visual diary from Neil Asher on Vimeo.


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Here come the Men in…

Black or White?

Be comfortable, sleep warm

Be comfortable, sleep warm is the brand concept that Black Sheep delivered to Beacons Products, specifically devised for their Multimat® product range whilst undertaking a brand audit and re-positioning of the product line. A concept that came to light after account director & co-owner Jack Bland, accompanied Beacons Products MD, Adrian Stammers to Advance Camp, Everest in the Himalayas.

Jack and Adrian on their way to Road Head Camp, Mount Everest. Going the extra mile (8848m above sea level) up to understand our clients business, is what we do best.

The Multimat product brand audit, naturally led on to the creation of a new identity.   

Which has since seen Black Sheep have working in partnership with the Beacons team over the last few years, updating its packaging, product literature, website and trade press advertising in order to maintain their position of as one of leading brand names for sleeping systems in the outdoor market.
Underneath are some example of the work carried out over the past few years.

Above: Multimat® Website

Above: 2007 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2008 Multimat® product range catalogue

Above: 2009 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: 2010 Multimat® product range catalogue

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Trade Press Advertising

Above: Exhibition stand

Above: Product Packaging / Labeling

Managing the Barratt Brand

Black Sheep spent three years managing all the advertising and design requirements for Barratt Homes in Wales, undertaking the regions implementation of a national re-brand. Our brief was to differentiate Barratt developments from the competitors in a saturated property market.

Above: development ‘Welcome to’ leaflets

Above: development ‘Site Plan’ leaflets

Above: development 48 sheet posters

This involved the design and copywriting for individual press advertisements for over 20 developments ensuring consistent, expressive, effective brand communication throughout. This was supported by a comprehensive suite of promotional materials.

The service level agreement in place required the production of a minimum 20 press adverts per week. Our service included design, artwork, copywriting, proofing, media planning and insertion into the publications within four working days.

Here’s how a typical week’s campaign would run:
Monday – We attended weekly strategy meetings every Monday afternoon to agree advertising requirements for the coming week.

Tuesday – Black Sheep prepares a contact report outlining the requirements, specifications, special offers, discounts etc. This is presented no later than 12 noon on Tuesday for approval that afternoon. Media space is booked.

Wednesday – Black Sheep proofs artwork internally before first pdf proofs are supplied to the client by 5pm.

Thursday – Client advises of changes/amends by 12 noon. Amended proofs are returned to client that afternoon.

Friday – Client approves artwork on Friday morning. Black Sheep outputs final artwork and supplies to various publications within their individual copy deadlines.

The campaign did not stop for Bank Holidays! We simply condensed the whole process into three days instead of the usual four.


Directives from Barratt’s Head Office often meant the campaign’s focus was changed entirely on Thursday mornings from what had been agreed in Tuesday’s contact report. However, media deadlines cannot be moved so we re-allocated resources accordingly.

Above & Below: Special offer press insert leaflets

Campaign results (‘06-‘07)
Sales increased by 16%
(an additional £14,240,000 million worth of property)

‘The turnaround time for this is very short and Black Sheep have never let us down.’
Sandra Dixon, Sales and Marketing Director
Barratt Homes South Wales

Other work undertaken includes:
Development branding

Below: Marketing & Showroom Suite design

Above: development ‘Welcome to’ leaflets

Above: Display panels

Above: large format graphic panels

Above: House type brochures

Below: large format outdoor signage

Expect a Letter

Black Sheep’s ‘Expect a Letter’ campaign for SGC, targeting London design & advertising agencies received a 60% response rate.

The campaign’s aim was to present SGC as a print company who understood what a creative agency required from their print partner and therefore attract a high calibre customer producing a greater profit margin.

We sent out ‘guerilla marketing’ style letters to creative heads telling them to ‘Expect a Letter’ on a named day. These arrived unbranded, with no explanation as to who or where the letter was from.

On the first allocated day a 1m x 1m ‘S’ arrived,

which we then repeated the process over the course of the next two weeks to unravel the mystery senders initials- SGC.

Stephens & George commercial, part of the larger Stephens & George Print Group. SGC is the sheet-fed printing arm of the organisation.
The campaign was later rolled out to the top 100 design businesses across the country.

P.S: Thanks to Kate for picking up my typo!

Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing woolly about that!
Providing strategic and creative thinking: Advertising Campaigns, Branding & Logo Design, Direct-Marketing, Brochures & Graphic Design through to Print Buying to clients in Cardiff, South Wales.