Branding and Retail Trends for 2016

“I-AM HELPED US SHAKE UP THE PERCEPTION OF WHAT A CARIBBEAN EATING EXPERIENCE IS, THROUGH A CHAIN OF FAST CASUAL RESTAURANTS THAT COMBINE THE QUALITY OF TRADITIONAL RESTAURANT COOKING WITH THE SPEED AND CONVENIENCE OF FAST FOOD." Chris Morris Founder   BAYGO NEW GENERATION CARIBBEAN –  Born from the realisation that London was missing a fast-paced and healthy Caribbean grab & go food concept, BAYGO is the product of the founder’s Caribbean island heritage and urban London upbringing. We started working with the team behind BAYGO in 2016, and from naming and concept to execution it’s been an incredible journey. Having already established their successful Singapore Caribbean restaurant ‘Lime House’ the BAYGO family approached us to help with the launch of their fast-casual concept in the UK. Brand Mission BAYGO’s mission is to change the perception of Caribbean food in the UK , and make it easy for time poor office workers to experience fresh, del...

"I-AM is more than an agency. They are an amazing team who immediately understands customer needs, who approaches everything with a different point of view and who became one of us in a very short time!"   Çiğdem Çintuğlu Chief Digital Officer   Allianz , as number one insurance company in the market with more than 5 million customers, approached I-AM to create a new portal, where Allianz can be with their customers all the time and witness their change in needs in their lives and be there to meet the new needs of the customers. Throughout the digitalization process of Allianz, we designed the digital service channels including mobile and online web channels. We conducted interviews with the insurance and pension customers in which the usage scenarios are brought out and the emotional states for each usage scenario are determined. The user experience research and in-depth interviews clearly showed us that the customers are showing low level of interest and lack ...

“I-AM are a well-organised , highly creative and truly innovative company.” Hüsnü Erel Executive Vice President, Garanti   Garanti Bank approached I-AM to re-design their investment portal Paragaranti . The research and interview revealed us that existing investment portals are alike and the content generated in all financial portals are for the advanced levels; no content is suitable for the customers with basic financial knowledge and risk appetite. This gap we had realised in the market became one of the most crucial insight onto which we based our design strategy. From a housewife who invests only in gold, to a trader who manages his own portfolio, we categorized 5 different persona groups. After deeply analyzing the needs and experience maps of these personas, we designed Paragaranti experience from scratch – an investment information platform which meets the needs of user profiles with various risk appetites and financial knowledge. To avoid intimidati...