Category: BRAND LOVE

25
Jul

BRIDGE2BUSINESS CAMPAIGN

BRIEF

Bridge to Business, headed up(at the time of writing) by our long time client and good friend Geoff Leask, is a programme run by Young Enterprise Scotland that offers college students first-hand opportunities to engage with and learn from some of the countries most successful entrepreneurs.

We had worked with Geoff previously, creating the Bridge2Business brand, inspired by Celestial Navigation, but this new campaign — The Seven Traits of Entrepreneurs series — was all about celebrating the virtues of entrepreneurship and appealing to college students to consider starting their own businesses.

SOLUTION

Building on the existing celestial navigation theme we created seven different poster campaigns, each highlighting a specific trait displayed by successful entrepreneurs — tenacity, positivity, self-belief, vision, passion, maverick, flexibility.

We brought each word uniquely to life by spelling it out in stars, stars created by us from a delightful bespoke typeface, an entire character set, to differentiate each individual image. Each of these images then became an eye-catching poster making up the Seven Traits of Entrepreneurs series.

RESULT

The bespoke typeface is perfect for future campaigns, and the stunning posters drew attention across the country but it was digital where the campaign had the best effect, taking on a life of its own. Young Enterprise Scotland were thrilled.

“When we developed our ‘seven traits of entrepreneurs series’ we needed something that would help us tell our story, be easily recognisable as part of the Bridge2Business brand and in keeping with the overall feel of everything we had developed to date. The loft team was creative, communicative and passionate about our work — outcome a very happy client!”

Geoff Leask, CEO of Young Enterprise Scotland

05
May

BRIDGE2BUSINESS

BRIEF

Bridge2Business is a programme aimed to connect, support and inspire college students into business. The programme is a part of Young Enterprise Scotland and offers college students first-hand opportunities to engage with appropriate entrepreneurial role models. The programme supports those students who have an interest in setting up their own business or wish to be more enterprising in the workplace. The loft was tasked with designing a new brand that encapsulates the spirit of the programme and would appeal to both the students and decision makers of the colleges.

SOLUTION

We worked closely with the entire Bridge2Business team to generate ideas that would tell a great story about the brand. We started with the words ‘inspiration,’ ‘connections’ & ‘support’ and created a range of themes. The main story of the brand eventually came from celestial navigation and the old sailors’ tale that ‘the stars will always guide you home’. Every entrepreneur at one stage in their journey will hit rocky times and will have nothing left to go on other than ‘absolute faith.’ The use of the star constellation ‘Nashira’ which symbolises ‘lady-luck’ gives real meaning to the modern shapes and graphics that support the brand identity as well as give the people representing the organisation a great story to tell.

RESULT

The brand and resulting guidelines are a fresh and modern interpretation of the organisation and what it stands for. More importantly, the story of ‘lady-luck’ gives the brand substance. The visual frameworks created provide lots of potential for further ideas as we work with ‘Bridge2Business’ to build the brand further.

“The team at the loft have been an inspiring, creative and friendly team to work with. Listening to our needs and having a real understanding of our audience ensured that their communications solution is absolutely spot on — highly recommended.”

Geoff Leask, CEO, Young Enterprise Scotland

14
Apr

THE LEVEN CAR COMPANY

BRIEF

The Leven Car Company is a prestigious, luxury car dealership which specialises in the sales and servicing of high-performance vehicles, to highlight the prestige of the marques they deal with — Aston Martin and Rolls Royce were the first two brands represented by The Leven Car Company.

We were asked by Hugh and Chris McMahon to create a brand that would represent their commitment to ‘exceptional customer-service’ and one which would comfortably sit alongside two of the finest automotive brands in the world.

SOLUTION

We spent time with many of the company employees including the directors and sales/technical staff of both the Rolls Royce and Aston Martin franchises. We wanted to build on the personal stories and business ethics of Hugh and Chris McMahon; who previously ran the Audi Lomond Group for 14 years.

The initial themes that we explored included — ‘longevity,’ ‘people,’ ‘continuity.’ We co-created a brand story based on an ‘experience of customer service that lives long in the memory, one with no limits.’ The design had several key features — people are at the heart of their business which is why the logo mark has the depiction of eight human faces. The range of faces shows a company that is happy to mould itself around the different requirements of its clients. They represent the importance of a reputation for the company and finally, all the faces link together as a loop of infinity to represent the limitless nature of their commitment to clients.

RESULT

An eye-catching brand was created, and one that everybody involved is incredibly proud. One of the highlights of the project was the distribution of the stunningly beautiful Duplex, Colorplan letter-pressed business cards with silver foiling.

“The loft created a brand identity for The Leven Car Company — one with which we are incredibly proud. The company gave a very personal service, took the time to understand the business, consulted the entire team and they provided us with a top quality design culminating in a brand that sits alongside two of the world’s finest — Aston Martin and Rolls Royce — without looking out of place”

Chris McMahon, Managing Director of The Leven Car Company

14
Apr

SMARTSTEMS

BRIEF

Science, Technology, Engineering and Mathematics (STEM) is a key part of Scotland’s economic future and a potent vehicle for promoting greater equality, social mobility and encouraging true individuality in future thinkers and creators. STEM has become more prominent as part of an economic and social agenda for Scotland. But despite the rising visibility of STEM, various demographics remain poorly represented.

The SMART STEMs initiative was formed to help address this imbalance, with a focus on inspiring young ladies — aged 12 to 18 years old — into STEM. We were delighted to provide branding and communication support for the landmark conference in June 2015. This included the design of the brand identity, website and all the communications for the event including the design of dossier documents for ‘A Wearable Technology’ competition.

SOLUTION

We focussed on keywords — ‘female,’ ‘growth,’ ‘intelligence,’ ‘individuality’ & ‘empowerment’ — as the catalyst for the project. Our initial research took us to the idea of ‘Athena’ — the Greek Goddess of intelligence. We thought of Athena as the perfect symbol to convey female intelligence and empowerment. In depicting Athena we used the language of science and a visual theme of effervescence, this neatly depicts the metaphorical concept of growth and aspiration.

RESULT

The result is an exciting and visually recognisable brand identity. The character of Athena and the visual language developed helps to successfully convey the message of SMARTSTEMs and give the brand weight.

“It was a pleasure working with the loft. Expertise, flair and professionalism in spades. We really appreciated their input on this project and they demonstrated a keen understanding of what we wanted and required.”

Colin Crook, Enterprise Architect at Seric Systems