- Insights
The Trouble With Being Good at Everything
Why brands that promote everything they do get remembered for nothing, and how finding one clear message helps a business become the specialist people choose and pay more for.
By Matt Mason
Thoughts
News, views and updates from Chocolate Ltd.
- Branding
- Insights
Words can paint a thousand pictures
How a two-word campaign line for The Turing Building carried three meanings, and why the right words don’t just describe an idea but can be the idea.
By Matt Mason
- Insights
There’s Nothing Vanilla About Chocolate
Why playing it safe in real estate marketing is its own risk, and how bold creative ideas have delivered commercial results for clients for nearly 30 years.
By Chocolate
The Black Dot, White Wall Principle
Why white space isn’t wasted space, and the simple whiteboard trick that shows how leaving things out makes the right message impossible to ignore.
By Matt Mason
Inito – When a window display becomes a sales tool
How a shop window peacock made from 1,000 peel-off offers drew queues of around 100 people on launch day for a new Indian fast food chain.
By Chocolate
City Lights Point: Giving a Premium BTR Its Own Identity
How long-exposure city-light photography inspired a distinct brand and film for Lendlease's most premium building at Elephant Park.
By Chocolate
When does design become art?
A personal reflection on the space between art and design, from an uncle's early advice to hoardings, murals and hand-painted work at Chocolate.
By Matt Mason
“Louder Than Words”: Rethinking the Property Leasing Brochure
Why Chocolate stripped a Meadowhall leasing brochure down to 250 words - and what that says about getting property marketing's customer journey right.
By Chocolate
Naming and Branding the World’s Largest Sports Investment Platform
How we built a confident corporate identity for the $14bn Global Sport Group, from naming to full launch, in just weeks.
By Chocolate