NEWS RELEASE
For Immediate Release
April 30, 2010

Media Contact:
Beth Ling
Director of Public Relations
Interbrand Design Forum
(937) 312-8803
beth.ling@interbrand.com
Dayton, Ohio—Lee Carpenter, founder of Interbrand Design Forum, has appointed current president and COO, Bruce Dybvad to CEO. Carpenter, who has served as CEO of Interbrand Design Forum since it’s founding in 1978, will now focus solely on his role as CEO of Interbrand North America, a position he’s held since 2006.

Dybvad joined Interbrand Design Forum in 1980 and was named President in 1998. He added the additional role of President of Interbrand Cincinnati in 2006. A resident of Cincinnati, Dybvad has a B.S. in Design from the University of Cincinnati’s College of Design, Architecture, Art and Planning (DAAP). He is a member of the Retail Design Institute and sits on the editorial advisory board of VM+SD. Dybvad is now also CEO of Interbrand’s Cincinnati office.

“We will continue to concentrate on helping clients create and manage brand value,” says Dybvad. “There’s some pretty exciting synergy happening between the Dayton and Cincinnati offices as we bring together smart strategy and game-changing creative. Our common focus on Shopper Sciences is something savvy companies understand. We have the ability to deliver the power of their brands across all touchpoints. That’s what it takes to drive choice at retail today.”

In his position, Carpenter will continue to shape the strategy and growth of Interbrand across North America, which in addition to Interbrand Design Forum’s offices in Dayton and Los Angeles, includes Interbrand offices in New York, San Francisco, Cincinnati, Toronto and Mexico City.

Under Carpenter’s leadership, Interbrand Design Forum has developed a business model, unique to the retail design industry, which folds brand strategy and shopper insights into the creation of the optimized retail space. The firm’s innovative methods continue to evolve in answer to a retailer’s survival-need to discover what makes their brand relevant and engaging.

In 2002, Design Forum became part of Interbrand, extending its reach to help brands globally develop sound strategies and ground-breaking new brand experiences at retail. In 2008, the company added Interbrand to its Design Forum name to reflect its place in the world’s largest branding consultancy.

About Interbrand Design Forum
Since 1978, we have been creating retail brand experiences for companies around the world. Interbrand Design Forum’s talent for game-changing innovation led us to create a business model that integrates analytics-based strategy—the first and only company with such a comprehensive offering. We are part of a network of 1,200 associates in almost 40 offices around the globe. For more information, please contact Beth Ling (937) 312-8803 or visit www.interbranddesignforum.com.

About Interbrand
Interbrand (www.interbrand.com), the leading brand consultancy and authors of the annual ranking of “The World’s Most Valuable Brands,” published by BusinessWeek, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset – their brands. For more information visit the world’s only online exchange about branding, produced by Interbrand, at www.brandchannel.com.

NEWS RELEASE
For Immediate Release
September 15, 2009

MEDIA CONTACT:
Beth Ling
Director of Public Relations
Interbrand Design Forum
(937) 312-8803
beth.ling@designforum.com

INTERBRAND DESIGN FORUM ANNOUNCES LAUNCH PARTY AND SPECIAL EVENTS FOR GLOBALSHOP CONFERENCE
2nd Annual Most Valuable U.S. Retail Brands Report to be Unveiled March 11

DAYTON, OHIO— Retail brand consultancy Interbrand Design Forum will unveil the 2nd annual Most Valuable U.S. Retail Brands report at the GlobalShop Conference which will take place in Las Vegas March 10 – 12, 2010 at the Sands Expo & Convention Center.

The report will officially launch on Thursday, March 11 as Interbrand Design Forum’s CEO Lee Carpenter and Interbrand’s Global CEO Jez Frampton and present “The Most Valuable Retail Brands: What it Takes to Drive Choice” from 10:30 a.m. – 11:30 a.m. (Session #12) and unveil the top 50 brands.

This annual ranking by brand value tells which of the top 50 retail brands rose and fell, but most of all, sheds light on what drives a brand’s performance and what ultimately influences the shopper. By drawing on insights from the study, attendees will learn which top retailers are flexible and adaptable enough to be relevant to the changed consumer and which have found ways to innovate.

During the show Interbrand Design Forum will welcome guests in Room 701, which is adjacent to the registration area and near the conference session rooms. The lounge will be open during show hours Wednesday through Friday, including these special events:

• Daily Breakfast begins at 9 a.m. Attendees can stop by for a cup of coffee or a bite to eat.

• “Jumpstart Your Creative Juices” Cocktail Party, Wednesday, March 10 from 2:30 – 5:00 p.m. As one of the world’s leading brand experience agencies, we know a few things about great creativity. Stop in for one of our signature cocktails and explore new ways to find inspiration.

• Most Valuable U.S. Retail Brands Launch Party, Thursday, March, 11 from 2:30 – 5:00 p.m. Join us as we celebrate the launch of the 2nd annual report. Enjoy a cocktail and discover who’s made the Top 50 list. Champagne toast at 4:15 p.m.

• Afternoon Breaks offer an opportunity to visit our space for ideas about delivering growth at retail and grab a snack or a cool beverage.

About Interbrand Design Forum
Since 1978, we have been creating retail brand experiences for companies around the world. Interbrand Design Forum’s talent for game-changing innovation led us to create a business model that integrates analytics-based strategy—the first and only company with such a comprehensive offering.

In 2008, we added Interbrand to our Design Forum name to reflect our place in the world’s largest branding consultancy. We have been part of Interbrand since 2002, which gives us a network of 1,200 associates in almost 40 offices around the globe. For more information, please contact Beth Ling (937) 312-8803 or visit www.interbranddesignforum.com.

NEWS RELEASE
For Immediate Release
November 17, 2009

Media Contact:
Beth Ling
Director of Public Relations
Interbrand Design Forum
(937) 312-8803
bling@designforum.com

Homemakers Renovation sets new benchmarkin furniture industry
Interbrand Design Forum redesigns all 400,000 square feet of the space to create a state-of-the art destination store

dayton, ohio— Retail brand consultancy, Interbrand Design Forum worked with Homemakers Furniture to transform its existing store into a best-in-class retail and service experience.

The newly redesigned 400,000-square-foot location in Des Moines, Iowa opened July 31, 2009. The project resulted in every square foot of the building being either remodeled or redesigned and includes a 215,000 square-foot showroom and an expanded warehouse.

The company selected Interbrand Design Forum to design its new store, which included a complicated series of existing buildings with varied ceiling heights and column spacing. While it presented challenges, Homemakers was committed to staying in the same location and worked with the design team to optimize the use of its awkward pie-shaped land by reorienting entrances, parking and circulation.

“With a space of this size, it was essential to make it easy for the customer to understand and use the store,” said Scott Smith, senior vice president, executive consultant, Interbrand Design Forum. “The new design focuses on ease of access, visibility, vertical circulation, traffic flow, merchandise displays and check out.”

To improve navigation, the team punctuated the store with feature areas that bring to life each destination category, while weaving in small accessories and showing total room solutions. Sightlines were a critical aspect of this and the team had to find the right balance of open space and backdrops, making it manageable to shop while showcasing the impressive selection and clearly identifying high-end options as well as value room packages.
The new design provides flexibility for varying levels of stock capacity, seasonal requirements and floor sets and maximizes the space while creating a disciplined merchandising approach.

To avoid over-merchandising with too many room settings, the team helped Homemakers optimize the presentation, and provide more open space. The design minimized the investment in theme rooms, instead using oversized graphics to convey a style. This approach allows Homemakers to easily freshen the vignettes and stay on trend.

In an effort to attract interest in the previously under-performing mezzanine level, the team moved two destination categories, bedroom and mattresses, upstairs and opened the architecture to add escalators, which enhanced circulation. A satellite bedroom at the bottom of the escalators also increased interest and added to the dramatic improvement.

Driving choice through a clearly articulated brand proposition
“As a family-run business, Homemakers had a clear idea of who they were, but their story wasn’t being brought to life in way that differentiated them, said Smith. “Homemakers needed to be positioned as an authority on the home, so we focused on that idea as we created a strategic brand positioning and translated it into an image and personality that provides consistency throughout all the visual elements of the shopping experience, including the new logo.”

The idea of home is central to the brand that has a tradition of serving customers freshly baked cookies, and is reinforced with the signature fireplace tower. The 16-foot square hearth provides a warm welcome inside the 50-foot tall grand entrance, while serving the practical purpose of disguising an immovable mechanical room.

This area also provides the backdrop for the new accessories marketplace, which presents all of the merchandise in one central area. Since accessories offer an opportunity to drive traffic, additional displays were incorporated throughout the store, in addition to being featured in room vignettes.

Building on customer service
Customers can pay for purchases in the front checkout area or at any of the 79 point-of-sale stations, which are located throughout the store. These strategic towers play dual roles, carrying the brand message and serving as work stations where customers can find assistance, obtain information or place an order.

Service is at the heart of the Homemakers brand, so back-end improvements were a key element of the project. The distribution center and pick-up department were significantly expanded which improved efficiency and reduced wait time for the 50% of customers who pick up their merchandise.

The new space is also energy efficient. By using a number of energy conservation strategies, Homemakers is projected to save $95,996 in energy cost per year. These measures qualified Homemakers to take advantage of incentive programs which offset 50% of the incremental costs associated with the energy conservation investments, and expert payback analysis shows the effort will pay for itself after one year.

“Homemakers has set a new standard with this store. This is the new benchmark for furniture retailing,” said Ron Blumkin, President of Nebraska Furniture Mart, a Berkshire Hathaway company who owns Homemakers.

About Interbrand Design Forum
Since 1978, we have been creating retail brand experiences for companies around the world. Interbrand Design Forum’s talent for game-changing innovation led us to create a business model that integrates analytics-based strategy—the first and only company with such a comprehensive offering.
In 2008, we added Interbrand to our Design Forum name to reflect our place in the world’s largest branding consultancy. We have been part of Interbrand since 2002, which makes us part of a network of 1,200 associates in almost 40 offices around the globe. For more information, please contact Beth Ling (937) 312-8803 or visit www.interbranddesignforum.com.

About Homemakers
Homemakers Furniture was started in 1974 by Carl & Ina Merschman and their family. With the recent renovation and expansion, Homemakers has become one of the top ten largest furniture showrooms in the country with nearly 300 employees. Recently celebrating 35 years of business, Homemakers has cultivated a strong tradition and is one of the premier Home Furnishings Stores in America. To find more information about Homemakers, go to the newly redesigned website www.shopHomemakers.com or contact Kimberly at kimberly.r@shophomemakers.com or call (515)309-4635.

NEWS RELEASE
For Immediate Release
September 15, 2009

MEDIA CONTACT:
Beth Ling
Director of Public Relations
Interbrand Design Forum
(937) 312-8803
beth.ling@designforum.com

INTERBRAND DESIGN FORUM NAMED ONE OF THE TOP DESIGN FIRMS OF THE YEAR BY DDI MAGAZINE

DAYTON, OHIO— Retail brand consultancy, Interbrand Design Forum was named to DDI’s Design Firms of the Year list in the September 2009 issue of the magazine.

The recognition is based on the votes of fellow members of the retail industry. Interbrand Design Forum’s work has been widely publicized this year, including the new Michaels Stores prototype, JCPenney’s first-ever Manhattan store and the launch of Burger King’s new global restaurant strategy, which included its new 20/20 prototype as well as the innovative Whopper Bar concept. Read the rest of this entry »

DAYTON, OHIO— Retail brand consultancy, Interbrand Design Forum teamed with Michaels, the world’s largest arts and crafts specialty retailer, to develop a new store prototype that transforms categories by creating a store-within-a-store experience in departments like jewelry-making, custom framing and scrapbooking.

By gathering consumer insights, the team identified a need for the store to have more personality and provide inspiration and fun throughout, but with an eye on the return on investment.

“The key was to balance in-store innovations with operations to find the financially productive opportunities that allow the retail brand experience to shine through,” said Scott Jeffrey, chief creative officer, Interbrand Design Forum.

To do this, Interbrand Design Forum used its StoreBoard™ methodology to look at how space and capital could be allocated for maximum brand and financial return. This exercise freed up more space to celebrate the significant categories, and jumpstarted the process of improving organization of the store and its merchandise.

The team developed “the art of inspiration” as the design filter which led to a new layout, wayfinding program and adjacency plan that clearly showcase Michaels’ expertise.

“We wanted to communicate creativity by using the products within the store to highlight key departments and tell the story,” said Jeffrey. “This approach provides intuitive navigation and gives the store a distinctive branded personality.”

The difference is dramatically apparent from the moment a customer steps into the store. The store is an open, modern design with wider aisles, warm colors, brighter lighting, ‘inspiration kiosks’ for project ideas and work spaces for customers to lay out an idea or design before purchasing.

An entry focal creates a gathering place for seasonal and trend items. Pulled from multiple departments, the display immediately inspires the shopper. From this vantage point the consumer has a clear view of the entire store and can quickly locate her destination.

The store’s sightlines were improved by removing the top stock shelf from the fixtures. That overstock merchandise is now accommodated above the perimeter fixtures with a system that keeps the boxes out of sight.

By optimizing the use of space, Michaels was able to expand and celebrate five key departments:

* Located in the center of the store, the scrapbooking department is highlighted by a soffit featuring a graphic that emulates a paper lantern. Work space within the department allows customers room to lay out their page ideas before buying. A wood floor and additional oversized paper lanterns hanging from the ceiling delineate the department and add visual interest to the store.
* The new jewelry department offers more than 5,600 different styles of beads, which are clearly sorted. A large furniture-inspired fixture showcases the open stock beads that are new to Michaels’ offering. Typically staffed, the feature doubles as a greeter station, with its placement just inside the door. Textured carpet adds warmth and serves the functional purpose of catching any dropped beads.
* The new kids department highlights The Knack℠, Michaels’ program for children, showcasing project idea displays that offer shopping convenience for parents. The department celebrates The Knack’s branded colors and the fixtures are tiered to provide good sightlines of the entire offer. Arranged by age group, each display features a finished sample project, a free project sheet with step-by-step instructions and all the products needed to complete the project.
* The art supply area has been redefined and improved to meet the needs of artists at any level, with an expanded and easy-to-shop presentation of canvas and brush options.
* Custom framing is a key destination in the store. It is called out with a large frame feature that hangs from the ceiling. A center island encourages a hands-on design experience as the customer works alongside a dedicated custom framing staff member. The merchandise is organized by style and the new design offers increased opportunity to provide ideas and expose the shopper to options.

Organization was critical to these departments, so Interbrand Design Forum conducted research to understand consumer’s decision hierarchy. These insights helped establish category and shelving principles which led to the optimum way to group and display the merchandise and influenced the shelf and product level graphics.

“We have broken the mold of what customers expect from a craft store with this new design,” said Stuart Aitken, Michaels Chief Marketing Officer. “Our customers have told us they want freshness and inspiration from our stores, and those qualities shine through from the moment the customer walks in the front door.”

“Crafting is all about fun, and what I love about this store is that it is energetic,” said Jeffrey. “It looks like creativity is packed into the space. This makes it a more engaging place to shop, and for the employees it creates a better place to work, providing more opportunities to inspire customers.”

The first prototype opened in Hurst, Texas in early October 2008. The store pictured in West Chester, Ohio (near Cincinnati), was one of 24 stores Michaels opened utilizing the new design in 2008.

About Interbrand Design Forum
Since 1978, we have been creating retail brand experiences for companies around the world. Interbrand Design Forum’s talent for game-changing innovation led us to create a business model that integrates analytics-based strategy — the first and only company with such a comprehensive offering. In 2008, we added Interbrand to our Design Forum name to reflect our place in the world’s largest branding consultancy. We have been part of Interbrand since 2002, which makes us part of a network of 1,200 associates in almost 40 offices around the globe. For more information, please contact Beth Ling (937) 312-8803 or visit www.interbranddesignforum.com.

About Michaels
Michaels Stores, Inc. is the world’s largest specialty retailer of arts, crafts, framing, floral, wall décor, and seasonal merchandise for the hobbyist and do-it-yourself home decorator. The company currently owns and operates over 1000 Michaels stores in 49 states and Canada and 161 Aaron Brothers stores.
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Dayton, OH — Today, Dayton-based Design Forum announced that it has changed its name to Interbrand Design Forum.

Since January 2001 Design Forum has been part of Interbrand, the world’s leading branding consultancy, with 36 offices in more than 20 countries. Lee Carpenter, who founded Design Forum in 1978 continues to lead the company and in 2006 he assumed the additional role of CEO of Interbrand North America, which encompasses offices in Cincinnati, Los Angeles, New York, San Francisco, and Toronto.

“The name Interbrand Design Forum better reflects our international network of creative and brand strategy experts,” said Carpenter. “There is no change in our company leadership or our staffing.”

Interbrand Design Forum will remain in Dayton at its current office located at 7575 Paragon Rd. in Washington Township where it has 200 employees.

“In addition to strengthening our strategic branding expertise, the relationship with Interbrand has expanded our geographic reach which has helped us win global projects such as AT&T and Holiday Inn and it allows us to provide additional resources to important clients like John Deere and Stop & Shop. It has also created wonderful opportunities for our staff to collaborate with other talent, share best practices and travel around the world,” said Carpenter.

About Interbrand Design Forum
As the retail experts within Interbrand, Interbrand Design Forum offers a singular combination of brand-building creative, research and strategic resources, to develop experiences that energize store productivity. Many of the biggest names in retail rely on Interbrand Design Forum’s unique approach and real-world expertise to innovate and determine the best course of action for growth and to execute their programs in the store. For more information, visit www.interbranddesignforum.com.

About Interbrand
Interbrand, the world’s leading brand consultancy, combines the rigorous strategy and analysis of management consulting with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guides clients in the creation, enhancement, maintenance and valuation of their most valuable asset — their brand. Founded in 1974, Interbrand has 36 offices in more than 20 countries around the globe. For more information visit www.interbrand.com.

The Design Forum Suite
Design Forum will be welcoming guests in Room 182. The room will be open during show hours Tuesday through Thursday. Stop by and say hello, talk about retail or have a quick snack.

Presentation
Design Forum’s Chairman and CEO Lee Carpenter will be speaking at the GlobalShop Conference. For more information or to register: http://www.globalshop.org/globalshop/show_floor/conference/conference_list.jsp

Reinventing the Store (Session #5)
Lee Carpenter, Chairman and CEO, Design Forum
Tuesday, March 18, 2008
10:30 a.m. − 11:30 a.m.
Even after many years of success, a brand may begin to lose energy. Fast growth, imitation or simply not keeping up with the customer can dilute identity. A great comeback requires strategic brand and design thinking. This highly visual and thought−provoking presentation will examine the reinvention efforts of Holiday Inn, Barclays Bank and Applebee’s—how they pumped new blood into tired experiences, creating a whole new atmosphere around their brands. Lee Carpenter will share how smart choices are made, how new thinking applies to old problems and how relevant value and meaning is expressed through design. Learn how the magic that endears and excites customers can be continuously regenerated.

Room Events:
Daily Breakfast
On Tuesday, Wednesday or Thursday our suite will be open at 9 a.m. Stop by for a cup of coffee or a bite to eat.

Lunch with Design Forum’s CEO− Tuesday, March 18 at 11:30 a.m.
Lee Carpenter, Design Forum CEO, will be in the room to answer questions following his conference presentation (Session #5, 10:30 a.m. − 11:30 a.m.) Drop in to say hello and grab some lunch.

DAYTON, OHIO—Interbrand, the world’s largest branding consultancy and its retail experience group Design Forum worked with Intercontinental Hotels Group (IHG) to relaunch the Holiday Inn brand family, which includes both Holiday Inn and Holiday Inn Express. The focus of the relaunch program is to create a more contemporary brand image, improve quality and drive consistency for the more than 3,000 hotels around the world.

All Holiday Inn hotels will be required to implement the relaunch which includes a new service promise, redesigned brand signage, an updated welcome experience and a refreshed guest room that will be installed at hotels once all criteria have been met. Holiday Inn hotels currently open or under development are expected to have implemented the relaunch program by the end of 2010, with the first due to open in spring 2008 in the United States.

Design Forum conducted in−depth global research to understand the most significant aspects of Holiday Inn and its brand family. From this research the team from Holiday Inn and Design Forum established the overarching brand positioning “Championing the Real World” that embodies the quality, spirit and personality at Holiday Inn’s core: modern, friendly, innovative and accessible. The focus is on the customer and the world in which they live. This direction represents a greater emphasis on catering to business travelers.

Within this overarching brand positioning, design filters emerged for the individual brands. For Holiday Inn it is about “accessible comfort” — creating a hotel experience that provides everything the guest may need, when they need it, for today’s world. The Holiday Inn Express experience focuses on “inspired simplicity”. It is a self−reliant and empowering hotel experience that gives guests everything they need and nothing they don’t.

“Holiday Inn is an iconic brand that many people have held close to their hearts for more than 50 years and it was important that when we contemplated changing the brand we understood what was liked and disliked,” said Scott Smith, Senior Vice President for Design Forum.

According to Smith consumer insight was especially crucial in updating the logo because it needed to signal major change.

“On a scale from one to ten, with one being the least amount of change and ten being total reinvention, we needed to be in the 7−8 range,” said Smith. “But we couldn’t just be revolutionary for the sake of showing dramatic transformation. The new identity needed to communicate the essence of the brand and it needed to work consistently around the globe.”

Research showed that Holiday Inn’s top asset related to the logo was the color green, so the first step was to take the color and update it to a fresher, more energetic green.

This green became the backdrop for a bold H monogram that is Holiday Inn’s signature icon across the entire brand family. The identity is simple and modern with bright color, dimension and clean lines. Its handwritten nature pays homage to the original logo. The monogram sits in a green square — a simple and contemporary element that is used throughout the design program. The H’s crossbar is a dimensional arc that becomes another part of the brand vocabulary. From a functional standpoint, the large monogram is highly recognizable on a busy street and helps travelers easily identify the property.

The identity also consists of a second element—the wordmark—which provides the full name, such as Holiday Inn, Holiday Inn & Suites or Holiday Inn Express, in a font that compliments the style of the hero H.

Design Forum developed a brand architecture for the family of brands. The monogram H in a green box is part of every lock−up, maintaining the consistency of the umbrella brand identity throughout the entire family. In the case of Holiday Inn Express, a second box appears to the right, providing a vehicle to incorporate the brand’s signature azure blue.

With such a significant proposed change, the team tested the logo in North America, Europe and Asia to determine how the mark was perceived against the brand’s core attributes: modern, friendly, innovative and accessible.

“There was a period of continuous refinement as we incorporated feedback from thousands of consumers from the different continents,” said Smith. “In the end, the logo that was selected tested very well on all criteria on a global basis. It is friendly and dynamic and most importantly it is totally ownable for Holiday Inn.”

One of Holiday Inn’s top priorities is to deliver a consistent brand experience across the chain, but with so many properties it is a significant challenge to quickly relaunch the brand. Design Forum worked with Holiday Inn to create a short−term plan for updating all 3,125 hotels by 2010.

“Our focus is on what matters to our guests. Ninety percent of what’s important in a hotel stay is a modern, clean, safe property with efficient, friendly service that affords a great night’s sleep— and that’s what they’re going to get at every Holiday Inn and Express, from Birmingham to Beijing,” said Mark Snyder, Senior Vice President, Worldwide Brand Manager for Holiday Inn family of brands.

This program identifies six brand hallmarks that will work across the Holiday Inn brands’ diverse real estate around the globe and have a significant impact on the guest experience.

The brand relaunch program includes:

Redesigned Brand Signage
Holiday Inn is making dramatic changes to its signage — evolving the iconic script logo, energizing the signature color green and eliminating the current shield shape. The brand will replace more than 11,000 signs around the world to reflect this refreshed and contemporary look. The redesigned brand signage also will be incorporated into design elements in each of the more than 3,100 hotel lobbies and more than 400,000 guest rooms.

Refreshed Guest Room
New bedding will redefine the look and feel of each guest room with fresh, white triple−sheeting and pillows that come in two comfort levels: “soft” and “firm.” An enhanced bathroom will feature an improved showerhead that offers superior pressure, as well as a signature shower curtain with curved rod and new amenities to deliver a consistent bath experience that feels fresh and contemporary.

Warm Welcome
A new signature arrival — including new lighting, landscaping and design features — will create an energized and branded sense of welcome that is universally recognizable. Customized music and scent selections also will engage guests in a complete sensory experience, and a decluttered front desk will promote a more efficient and interactive check−in process.

New Service Promise
Since a differentiated lodging experience cannot be delivered through imagery and product alone, Holiday Inn is committed to providing best−in−class service. As part of the relaunch, the brand will initiate a new service culture — “Stay Real” — to further ensure staff develops the behaviors and skills to best serve guests by treating them as real people and consistently delivering the real, genuine service for which Holiday Inn is known.

About Design Forum
Design Forum is the premier retail consulting firm whose design process integrates research, strategy, branding, design, architecture and implementation. Headquartered in Dayton, Ohio with offices in London, Los Angeles, New York, Paris and San Francisco, the company has produced award−winning designs for an international client list that includes Walgreens, Applebee’s, Smart Car, AT&T, Washington Mutual, Yankee Candle, John Deere and Procter & Gamble. For more information visit www.designforum.com or contact Beth Ling, 937/439−4400.

About Interbrand
Design Forum is part of Interbrand Group, the leading brand consultancy and authors of the annual ranking of “The Best Global Brands,” published by BusinessWeek, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset −− their brands. Founded in 1974,Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world’s only online exchange about branding, produced by Interbrand, at www.brandchannel.com.

About Holiday Inn
Holiday Inn Hotels & Resorts is part of the InterContinental Hotels Group family of brands with global headquarters in the U.K. and Americas headquarters in Atlanta. With more than 1,300 properties worldwide and nearly 1,000 in the U.S., Holiday Inn is the most recognized lodging brand in the world and certainly the most iconic. Since 1952 full−service Holiday Inn hotels have provided the services that business travelers need, while also offering a comfortable, casual atmosphere where vacationing guests can relax and enjoy amenities such as restaurants and room service, swimming pools, fitness centers, and comfortable lounges. Additional features such as meeting space and onsite business centers, KidSuites® rooms, Holidome® indoor recreation centers, the Kids Eat Free and Kids Stay Free programs and Priority Club Rewards memberships have helped to establish the Holiday Inn brand as “America’s Hotel.” Call 1−800−HOLIDAY or log on to www.holidayinn.com for more information or to book a reservation.

About Holiday Inn Express
Holiday Inn Express is the modern hotel for value−oriented travelers. Fresh, clean and uncomplicated, Holiday Inn Express hotels offer competitive rates for both business and leisure travelers. Guests Stay Smart at Holiday Inn Express hotels where they enjoy a free Express Start™ breakfast bar, free high−speed internet access, free local phone calls (US only) and the ability to earn Priority Club Rewards points that can be redeemed for great merchandise, airline miles or free stays in more than 3,800 hotels. There are currently more than 1,700 Holiday Inn Express locations around the globe. For more information about Holiday Inn Express or to book reservations, call 1−800−HOLIDAY or visit www.hiexpress.com.

DAYTON, OHIO—Design Forum, a leading retail consultancy, worked with Procter & Gamble Co. to bring the Mr. Clean™ brand to life in the form of the Mr. Clean Performance Car Wash®, a premium interior and exterior wash that offers state−of−the−art car cleaning equipment with a high level of service and multiple customer amenities. This is P&G’s first expansion into the retail market.

The car wash opened June 27, 2007 at the corner of Mason−Montgomery and Socialville−Foster Roads in Deerfield Township, near Cincinnati, Ohio. As part of the company’s strategy to stretch its successful brands, the Mr. Clean Performance Car Wash further extends the Mr. Clean brand. The brand has seen sales triple in the last five years to more than $400 million, with the launch of the Mr. Clean Magic Eraser® and the Mr. Clean AutoDry® home car wash product.

The effort is a result of the company’s FutureWorks division, which seeks opportunities beyond the scope of P&G’s existing business units. FutureWorks identified the car wash industry as a strong prospect for growth and thought there was an opportunity in the market to deliver a high−quality wash.

“We are treating this project like a learning lab to help determine whether P&G will build out the concept as a national chain,” said Glenn Williams, P&G spokesman. “Our research shows that consumers are quick and happy to associate the Mr. Clean brand with a high quality car wash.”

In addition to the research that P&G conducted, Design Forum gathered consumer insights and found out that having a clean car makes people feel better about their lives.

“The idea that a clean car makes people happy led to the idea of ’magically clean’ as the design filter, which carries through all elements of the design, from the phrases and images used in the graphics to the form of the fixtures,” said Scott Jeffrey, chief creative officer, Design Forum.

Coming into the project P&G had already established the name “Mr. Clean Performance Car Wash.” Design Forum used the key elements of the Mr. Clean brand identity to create a dimensionalized circular seal logo with the Mr. Clean character at the center. The team freshened the Mr. Clean typeface and colors and added the words “Performance Car Wash” to create a strong, powerful mark.

The Experience
As customers drive up to the facility, clear signage directs them to the self−serve or full−service queuing. For full service, they pull under a bright blue arched canopy and an attendant approaches their car with an electronic handheld device for taking orders. Three lanes help manage traffic and minimize the perception of a long line. Overhead there are Mr. Clean−branded menu boards that describe the wash options which include everything from a basic wash to a full interior detailing. After the customer chooses the level of wash, the attendant prints a receipt from the handheld unit, notes the selection, and the customer’s car enters the state−of−the−art wash tunnel.

As the car is being washed, customers have several options. There is exterior seating including brand−blue benches and picnic tables. Inside the 2,100−square−foot convenience store there is a gift shop and coffee bar serving P&G’s Millstone Coffee®, complete with a lounge space offering wireless Internet and flat screen TVs.

In addition to the coffee, the store provides an opportunity to sell other P&G products, like Tide to Go®, Febreeze® Auto Fabric Refresher™ and licensed Mr. Clean car products, alongside snacks and drinks, greeting cards, stationary, car−related accessories, housewares, books and toys for the kids.

“We wanted the Mr. Clean Performance Car Wash to be loaded with amenities and we especially focused on the female customer, who we discovered often feels uncomfortable in traditional car washes,” said Jeffrey. “In addition to the fact that the customer can get a fast car wash, the experience is clean, bright, friendly and safe, while the store provides added convenience and entertains the kids.”

The Space
From the exterior the building looks simple and contemporary, conveying a sense of quality and speed, but not appearing overly expensive. A metal architectural band circles the top of the building and a blue arch detail brings elements together and points to the entrance. A tile mosaic surrounds the entryway, with varied shades of blue creating a dramatic backdrop for the Mr. Clean identity to be the focus of the building.

The interior space is predominantly white with a fresh, bright color palette that ties back to the brand’s signature azure blue. The vivid green accent color was inspired by the packaging of the Mr. Clean AutoDry line of home car wash products.

Upon entering the store there is a curved welcome wall that introduces the experience. Above the signature water supergraphic, dots that mirror the shape and angle of the Mr. Clean Performance Car Wash logo communicate the brand attributes and voice with phrases like “Helping you shine is our business” and “Cars everywhere rejoice.”

“The welcome wall is a powerful moment to tell the brand story,” said Jeffrey. “Through imagery and brand messages it conveys the ’Experience the Shine’ theme and lets people know that this is a premium car wash experience.”

Throughout the interior, large windows allow customers to observe their vehicles moving through the adjacent 140−foot wash tunnel. Mimicking the exterior canopies, three blue archways segment the space and help move people through the different areas. These arches also provide an impactful backdrop for the special merchandise focals, where curved white fixtures highlight various items for purchase.

Rippling ceiling details and a blue splash mark inset into the floor punctuate one of two stations—the “Sud Soaker” and “Radical Rinse”—where kids of all ages can control remote spray nozzles that shoot colored suds and high pressure rinse water at the cars as they roll by.

The blue and white cash wrap is in the center of the space, dividing the merchandise from the lounge area. Here, the same blue tile mosaic from the entry adorns two sides of the counter, and low refrigeration units and shelves offer up drinks and snacks, with the coffee bar on the side. A stylish ceiling detail anchors this part of the store and overhead signage includes the familiar Mr. Clean character as well as the Millstone coffee logo.

The centerpiece of the sleek lounge area is the water feature, which has a tile backdrop. An acrylic panel is floated in front of the trickling water with the statement: “We promise you a delightful car cleaning experience to help you shine.” Beyond the water feature a curved wall that mirrors the one at the entry features a supergraphic of a shining car with Mr. Clean reflected in its hood.

From this vantage point customers can see their cars emerge from the car wash tunnel to receive the final touches. At this point an employee takes the car to one of 18 stations in the Finishing Canopy where vacuuming and other detail work takes place. This blue canopy was designed to communicate performance and highlight the moment when the car is “magically clean.”

“We wanted the canopy arches to be contemporary and simple,” says Jeffrey. “They are impactful from a distance, they are memorable and they differentiate. They really become an arcon—an architectural icon—for the brand.”

About Design Forum
Design Forum is the premier retail consulting firm whose design process integrates research, strategy, branding, design, architecture and implementation. Headquartered in Dayton, Ohio with offices in London, Los Angeles, New York, Paris and San Francisco, the company has produced award−winning designs for an international client list that includes Walgreens, Applebee’s, Smart Car, AT&T, Washington Mutual, Yankee Candle, John Deere and Procter & Gamble. For more information visit www.designforum.com or contact Beth Ling, 937/439−4400.

Design Forum is part of Interbrand Group, a leading global branding consultancy. The organization is owned by Omnicom (NYSE: OMC) (www.omnicomgroup.com), a strategic holding company that manages a portfolio of global market leaders.