Defining a visual language for MovePlan

Defining a visual language

When I describe the creative design work we’ve done, I’m usually discussing the culmination of a project during which many of the elements that make up a rebrand have dovetailed. These usually start with a logo design project, considering colour, type, then how the brand appears in print and online.

It’s often months of work and reaching the ‘finish line’ is always a very satisfying moment. We’ve recently completed one such project, for global business change consultancy MovePlan. I found one aspect of the project particularly satisfying – defining a visual language for the business, in this case by building them a library of brand imagery. Over a period of three months, all the photographs in this project were shot by renowned architectural photographer Alistair Nicholls – with my art direction.

Since it will be a while before we’re out doing photo shoots again, I thought it might be interesting to reflect on that project and the creative process behind the work.

Read more

How do I plan a rebrand? The MovePlan story

How do I plan a rebrand?

Over the past six months we’ve been working on a series of great brand and web projects. This is one of the biggest and covers nearly all the disciplines in which we work. Our client is the global business logistics consultancy MovePlan.

Their brief to us was to retain their longstanding brand identity and update it by working on a fresh approach to all the ‘moving parts’. This has covered in particular creating a library of custom photography which we’ve applied to the digital assets they use for sales.

With so much uncertainty around today, the kind of project where a strong, familiar brand is updated with better marketing may suit many businesses. In particular those with one eye on ‘what comes next’ and how best to use a squeezed marketing budget. Strategic thinking is the order of the day and this project is a great answer to the question ‘how do I plan a rebrand?’.

Read more

All about ORIS: creating branded photography

creating branded photography

Photographer Andy and I got out of the car and unloaded the equipment. In front of me was a caravan and a selection of cars. A couple of models stood waiting. Our mission: creating branded photography from scratch for our client. The project manager turned to me and said, ‘where do you want to start…?’

It was at that moment, standing in a leafy clearing just outside Heilbronn in southern Germany that I realised, this was serious.

Read more

Legendary German automotive brand ORIS stages an epic creative commercial relaunch

creative commercial relaunch

Over the past six months the team and I have been working on what I’ve come to think as an almost sentimental journey. For sure it’s also been clear-eyed hard work, but there’s something wonderful about seeing a classic brand being given the platform it once always enjoyed.

I’m talking about ORIS, a classic, decades-old southern-German manufacturing name that in recent years had begun to slowly disappear amid a welter of corporate machinations.

We were first offered the chance to consider the brand almost two years ago and it seemed so obvious even then that this business had bags of brand equity, the elusive wonderstuff that design and PR agencies the world over yearn for.

Today, it’s back with nothing less than an epic creative commercial relaunch.

Read more

Creating a bespoke business image library

Creating a bespoke business image library

Whether designing a website or preparing a branded image for a LinkedIn news post, whatever we seem to do, our work has a constant hunger for good photography.

Inevitably perhaps, I’ve always had a point of view on the shots we are given to work with. In a nutshell this is: for a brand, consistency of quality and visual style wins.

The rather wonderful thing is that these days, I get to have a say in how that part of the process works. In the last few years, in a rather subtle way, working with a client in the process of creating a bespoke business image library has increasingly become central to my work.

Read more

Searching for the perfect fit: rebranding an executive search firm

rebranding an executive search firm

Over the past few months we have been working with executive search business Fraser Giles Partnership. With extensive expertise with the hospitality, retail, travel and leisure sectors, they spend their days finding the perfect people for the perfect roles.

In fact for this particular design agency, they were the perfect client. It’s as though, enjoying a ‘good fit’ by instinct every day, they just knew. We began our work for Fraser Giles Partnership with a brief for a new website but that proved to be just the starting point for this project rather than the defining parameters.

By the end of our work we will have effectively been rebranding an executive search firm – but in such a way that it enhances rather than departs from where they’ve been.

Read more