The One Off: ID & Branding

Getting to the heart of a brand is crucial. By researching the market and referencing consumer insight we are able to develop a strong brand positioning strategy not just for now but with potential for development into the future.

This may also include naming, brand extension and key messages that can be used to form part of an integrated marketing campaign.

Good brand design relies on excellent brand management and tools such as identity guidelines enable effective implementation
and internal brand alignment.

Blackwell
The archive was an early inspiration to investigate the type-form and colour from the original Blackwell signage and stationery. A typeface was commissioned to echo the original fascia identity.

The identity has now been rolled out across the business, along with a full set of guidelines and retail
graphic standards.

Blackwell
Developing the brand strategy for Blackwell bringing to life the heritage, passion and expertise inherent in the brand.

Creating a tone of voice that focusses on what the brand can deliver through books and other product rather than just
selling books.

The identity has now been rolled out across the business, along with a full set of guidelines and retail
graphic standards.

Blackwell
Collection Manager, Blackwell’s Library management software has been widely used in the library industry for many years, but has acquired negative opinions from its users. The latest version features a redesigned interface and radically improved features throughout.

We were asked to create a new identity campaign to launch the new version at the American Library Association’s (ALA) conference, which would re-introduce the software to the industry and highlight its vast array of improved features and benefits.

Working with the client, we highlighted the 4 key features through a new strapline: “Discover, Share, Fast, Easy” which formed a structure for the main creative.

Blackwell
We developed a design to position Collection Manager as the front runner in library management and create a buzz around the new software through standing out from the hundreds of other exhibitors at the ALA conference.

Each of the strapline words is visually represented though a series of energy exuding lines and supporting text; dramatic and directional for “Fast”, blending and overlapping for “Share” etc. These can either come together to form a bold and dynamic graphic identity that works as a whole or can be broken down into 4 individual parts.

A confident re-introduction for Collection Manager, with initial feedback from the client and customers being very positive. The campaign has been rolled out in a number of formats including: large scale exhibition banners, posters, brochures, email newsletters etc.

Black Orchid Interiors
A new logo was developed to compliment the brand's individual style and products. The logo drew inspiration from the studding used on their furniture, giving it a handcrafted, yet sophisticated feel.

A graphic pattern was created from the logo to run throughout all brand elements.

The new colour palette is a series of period and muted tones. This supports the logo and reflects the personality and style of the brand.

Luto
To create an identity that positions Luto as the market leader within their industry. The identity needed to be friendly and approachable whilst conveying absolute clarity and precision.

We developed and created a new brand & digital identity and dynamic website. We created a palette that was fresh and contemporary and was appropriate for both the end user and the pharmaceutical industry.

The developed marque was iconic and abstract with a hand crafted playful feel which added to the softness and warmth of the brand palette.

Luto
The new identity was applied to brand elements including stationery, brand literature and a bi-lingual video capable website.

Luto
The client now has much more freedom than previously in terms of keeping the brand website fresh and relevant.

A fully content manageable and customisable site that the client is able to keep up to date, along with a contemporary new identity and communication pallet have given the brand a new lease of life.

Millie's Cookies
Identity, including; logotype, colour palette, typeface, brand language and iconography to complement a new store design. The new logo has personality with a handcrafted, yet lively feel.

Millie's Cookies
The new colour palette and illustration style supports the logo and is true to the brand values of fun, friendly, youthful and kooky.

Millie's Cookies
Millie’s brand imagery was created to support the identity. Inspired by the taste sensations of the core product range, it appears across the brand environment and packaging to add a unique, distinct and ownable feel.

Millie's Cookies
A brand bible was created to capture and communicate the newly created Millie’s brand experience. The document encapsulates everything about the brand, from identity guidelines and tone of voice
through to how to build a new
Millie’s environment.

The book is in use globally across the Millie’s widening estate stretching from the states to Hong Kong
and Singapore.

Millie’s brand imagery was created to support the identity. Inspired by the taste sensations of the core product range, it appears across the brand environment and packaging to add a unique, distinct and ownable feel.

Silver Cross
Silver Cross was a brand that was tired and seen as old fashioned.
The aim was to develop a new
brand strategy and re-create the
brand values.

Silver Cross
The Identity included a small caption on the back of every business card relating to each person and capturing the brand essence in an intelligent way... "A windy day on 22nd Feb, 6lbs 5 oz".

Knickerbox
The brief was to develop a new brand identity for Knickerbox to visually differentiate it from the sister brand Ann Summers providing stand out and recognition both within the dual branded retail environment and with competitors on the high street.

The new Knickerbox logo was crafted to create a distinctive mark, flirty and feminine yet simple, using the ‘k’ as a brand signature.

Knickerbox
Support graphics were also developed, soft and elegant patterns with a carefree feel, to be used to support the brand identity and store environment on wallpaper, packaging and point of sale.

Knickerbox
The result was a rejuvenation of a brand, increased awareness and footfall in stores.

Shuropody
We were briefed to create an identity for a new foot care and footwear offering that would reflect the warmth and calmness of the brand.

The inspiration for the brand came from nature. The use of earthy tones and soft pebble imagery reinforce Shuropody’s focus on natural treatments and comfort footwear.

Brand photography was taken in Spain which echoed the ‘aveda’-like feel of the brand.

Shuropody
The identity and supporting palette is in use across literature, consumer comms, website and within the 54 store estate.

We are continuing to evolve the brand with future projects including seasonal window displays, advertising and product promotions.

Barclays
From pencils for meeting rooms to 122 brand walls across 15 floors, we expressed the Barclays brand, at appropriate volumes, through the new Worldwide Headquarters at Canary Wharf.

Barclays
We worked with Jeff Banks on a whole range of staff uniforms, from the security guard at the front door to the hostess on the 31st floor. One lump or two... six designs, 7,000 mugs; one for everybody.

We designed a welcome pack for each member of staff which gives them everything they need to help settle into their new home. The magic, six sided help cube!

Oxford University Press
To generate awareness of the relaunch of Oxford World’s Classics to both a trade and consumer audience on a limited budget of £30K.

Oxford University Press
We created the ‘More than Words’ campaign which took inspiration from the emotive qualities intrinsic to the Classics titles.

Our year long marketing strategy also including ranging the books into a series of accessible subject areas which made purchasing and merchandising less complicated.

Each emotive word (desire, dream, escape, believe, discover and thrill) was made up from the actual sentences from the Classics books and then crafted into a shape to reflect that word. The campaign spanned retail POS, trade and consumer advertising and internal sales tools.

Oxford University Press
Our interpretation of the ‘More than Words’ window for retailer Blackwell has earned them a nomination for Campaign of the Year at the National Bookseller awards.

The campaign, last year, increased sales by the following:

Overall 7% increase for the series
UK 38% increase
Europe 28% increase
ROW 38% increase

Greene King
We were briefed to look at the brand positioning of Greene King’s pubs, creating a graphic language and identity for ‘lifestyle’ and
‘classic’ pubs.

Greene King
The design celebrates classic, local pub heritage while creating a positive and welcoming experience. A lifestyle concept offering customers the upbeat and buzzy experience associated with a bar without feeling like a pub chain.

Greene King
Identities, fascias and tone of voice for each pub concept were created and implemented across menus and chalk boards.

Hapé
We were asked to develop the existing Hapé brand, transforming it from a brand predominantly recognised as a manufacturer into an international, premium toy designer, manufacturer and retailer.

Hapé
We developed a new positioning and value set in line with the brand line of ‘forming the future’. Refresh and soften the identity palette to suite a wider consumer facing audience for the master brand.

A sub category was developed that carried a unique ecologically focussed product along side the core traditional toys.

Hapé
The brand elements have been implemented throughout the Hapé team and are informing new product design and development across a new green collection of
sustainable toys.

Look out for the new range of eco-friendly toys we have been appointed to design and brand.

Jump
Identity and brand development for children’s activity centres based across the UK. The brand needed to be fun, friendly and full of life which is reflective of the young audience and the brand name.

The colour palette and tone of voice brings the personality of ‘jumping beans’ to life.

Jump
The brand was applied across stationery, customer communications and brand environments.