The Yard Creative
25 Northcote Road, London, SW11 1NJ
The Yard Creative was founded in 2006 in Steve and Sian James-Royle’s front room, and a year later the couple opened their first studio in South London. After leaving college Steve spent eight years with Corsie Naysmith and Astound, where he headed up the interiors department. Whilst Sian trained as a product designer, initially following a career in user experience design within the digital industry.
Their capabilities definitely complement each other, with customer and client research providing the foundation for every project they undertake; creating a clear strategy which is backed up by a robust thought process.
One of their most interesting projects is ‘The Story Shop’ for the charity World Vision. In this inspiring and original project, The Yard’s creative use of digital is cleverly combined with interior design, resulting in the most engaging, informative and emotive experience; where the children in need tell their story, literally reaching out to potential benefactors (see ‘Need to Know’).
With this and other projects, the consultancy seems to have a knack for creating attention grabbing retail Kiosks on shopping centre walkways.
Models Own ‘Bottle Shop’ is another example; a playful oversized and over-spilling, pink nail varnish bottle with alluring rainbow product displays, clearly targets an audience of young cosmetics aficionados.
Their identity and kiosk concept for Protein Haus – a relatively new entrant to the fitness food market, positions the brand as a credible and serious contender, whilst the spin-bike seating provides a not so subtle reference, that good nutrition and exercise go hand in hand!
Even on the smallest scale they’ve produced some ingenious work, and you can’t get much smaller than the ‘Rail Gourmet’ trolley they designed for Southern Rail. This project showed real consideration for its users; with much improved product visibility allowing customers to see all that’s on offer and it’s easy for sales assistants to operate. There’s even space for a small screen, creating extra revenue via advertising.
They partner with some interesting brands, who in turn entrust them to create a step change, adding something new to the retail landscape.
More thoughtful and interesting projects are bound to follow.