Fleming European brand convergence

Dug's response was the Big Shelf concept, an idea that turned a complex web of corporate information into a system which put the customer back in control while allowing the company and its divisions to work together more effectively.

The Shelf is an information matrix that is rotated by customer type, product type and geographic location. The design allows for this unlimited access and applies a consistent look and feel independent of product details of local area legislation.

He ran a workshop to sell the idea and guided an internal team through the development process.

The best way to visualise the way the shelf works (and to understand the thinking behind the unusual design) is to imagine a Rubik's cube of financial services which could be rotated to assemble the right package (like a set of the Rubik's coloured squares) and then unfolded and projected onto a flat surface.