Category: COMPLEX2SIMPLE

25
Jul

ALTIA-ABM SUB-BRANDS

BRIEF

ABM Intelligence was introduced to us by the great-to-work-with team at Altia Solutions, our long term clients, who were merging their companies to tackle new markets and opportunities. ABM were to be brought further into the Altia family.

The loft had previously created visual identities for the Altia product suite, each of which had a hidden message, we like to think of them as individual works of art but they serve a very real purpose in helping the Altia Sales and Marketing staff introduce the essence of what their products do. For this project, we were being asked to bring them up to date in line with the Altia visual language and also to introduce two new lines, Pegasus and Intellicase for ABM. This would give the organisation a consistent collection throughout the entire group.

SOLUTION

Pegasus is a covert intelligence system for law enforcement, while Intellicase is the commercial variation of Pegasus — similar but different enough to require its own identity.

Meaning for us is at the heart of everything; for a team that ‘designs with soul’ everything has to mean something, so we grappled with — and won over — the logical link between thinking an idea and the visual presentation.

This was a technically challenging design brief and the team worked really hard. The minute detail of the individual designs was the source of many headaches but, Aspirin-fuelled, the team created a beautiful collection of new logos which clearly professionalises the brand and its full product suite.

For Pegasus we created a graphic that cleverly replicates the multiple levels of access, the key pattern becomes narrower as you get to the more secure parts of the system. Intellicase was gifted different colours to showcase the different priorities of the programme.

RESULT

The end result was a suite of really beautiful icons which gives the entire group a professional and more importantly consistent appearance. It is another step in the journey for the organisation as it becomes an internationally recognisable brand.

“Altia Solutions has been working closely with the loft for two years and throughout they have listened to us and understood what we were looking for and then delivered excellent concepts and ideas, any of which could be used. In that time they have delivered an updated brand for the company, new branding for new business streams and products, all the artwork for our brochures and marketing collateral and the branding and artwork for a major UK police conference that we sponsor. I am always confident that the loft team will come up with designs that are ready to use, often with tight deadlines.”

Ian Watson, Managing Director of Altia Solutions and ABM Intelligence

14
Apr

PETEX

BRIEF

Petroleum Experts are one of Scotland’s most successful private companies, providing engineering solutions through a range of software products for the oil and gas sector. They have won prestigious awards such as the ‘Queen’s Award for Enterprise,’ along with personal awards for their founder Hamid Guedroudj, including the ‘Ernst & Young Entrepreneur Of The Year 2014’ and ‘Scotland’s Entrepreneur of The Year 2013.’ Their software tools are used by oil and gas production companies throughout the world. One of their solutions ‘The Digital Oil Field (DOF Suite)’ is a key product for Petroleum Experts and we were delighted when they asked us to explore new ways to communicate the essence of their ‘Digital Oil Field’ concept to customers. The next stage was to create a series of advertisements and visual images that they could use in sector-specific journals, to be extended to trade shows.

SOLUTION

The loft carried out an incredibly thorough research phase to properly understand what the Digital Oil Field was, and its value to customers. We were tasked with designing ‘an image that an engineer in Timbuktu could understand.’ Our research helped us to define a key message that the ‘Digital Oil Field’ software helps companies better understand the commercial potential of their Oil Field Asset. We eventually created a range of different images and presented them as potential adverts. The selected advert was a telescope with each lens providing a more magnetised, informed and clearer picture of the Oil Field. The five lens represented the five layers of the Software.

The team went through many phases to bring the adverts to life. We explored both one and two-point perspective images and particular attention was given to ensure that each of the layers were accurately represented in the final composition. The perspective of the individual layers were designed to show that each layer helps a user gain a better perspective of what is happening with the oil field asset. The figures were chosen to be representative of the broad demographic of  the customers of the company. Finally, a tagline of ‘A Clearer View’ was selected which perfectly illustrated what the ‘Digital Oil Field’ does — it gives a clearer and more accurate summary of the oil field asset. A secondary advert was requested for a ‘desert’ image in addition to the original offshore image.

RESULT

The final adverts have been very well received by Petroleum Experts. They have been used in various industry-specific periodicals and trade show advertisements. We were delighted with the final results as well as the client. In 25 years of successful business, Petroleum Experts had never used a creative agency. We were privileged to be the first creative company to be asked to bring their ideas to life. One of the most satisfying elements of this collaboration was the creation of glass paperweights which feature the new advert. Petroleum Experts distributed these at their 25th Anniversary dinner in 2015.

“The team at the loft created an image that visually captured the remit we set — our business, our industry sector and a technology message — in a visually attractive way. Their team spent quality time with us to understand the spirit of what we wanted to be captured and then, through several iterations, came up with the final images which we are very satisfied with. These images are used in publications, product brochures and on our website”

James Woodrow, Petroleum Experts Limited

14
Apr

SERIC SYSTEMS

BRIEF

The quality of life for people in today’s society can be indirectly affected by their basic level of ’Digital Enablement.’ ‘Uploading a CV,’ ‘speaking to relatives on Skype’ or ‘purchasing items online’ are some of the many actions that we take for granted each day. Seric Systems, alongside their partners IBM were looking to address this problem by collaborating with a range of organisations from the private/public and third sectors to unleash ‘a virtuous cascade of volunteering’ who would collectively help to digitally enable a group of people that are uncomfortable with technology in today’s society.

SOLUTION

We worked closely with Seric Systems and IBM to create an infographic that firstly communicated the nature of the problem and then described their ideas for a solution. We were inspired by a Scotland where every citizen is digitally enabled. The infographic was divided into a number of sections that highlight the nature of the problem and the steps taken.

RESULT

The final infographic has been produced in both digital and print formats. A social media campaign was used to lobby the Scottish Government on the nature of the issue, whilst also pushing them to introduce a formal accreditation for people to be digitally enabled.

“I really like the loft, their understanding of the brief, level of creativity, and quality of work have all impressed me. They are also a good bunch and are very easy to work with.”

Stuart Macdonald, Managing Director of Seric Systems

You can see the full infographic here.

11
Sep

SPRINGBOARD MARKETING

BRIEF

Springboard Marketing provide intelligent sales solutions for their clients via a range of services including telemarketing and CRM System management. They greatly increase the efficiency of sales teams in using those systems. One of the biggest challenges faced by Springboard Marketing is the persuasion of company’s sales staff to properly use and record their lead data for the good of the team.

SOLUTION

We worked very closely with Steven Sibbald of Springboard Marketing and one of their key clients to create a ‘board game infographic’ that would encourage sales staff to follow the prescribed sales processes. We were very focused to ensure that the most important information was present in the final solution yet the game was simple enough to adopt. As an interesting addition, We had great fun creating individual avatars for some of the key people in the company.

RESULT

The final digital and printed versions of the board game infographic are now widely used by a number of the sales staff of the client of Springboard Marketing. Job done!

“The loft did an outstanding job in assisting me with a very complex piece of work. They created an exceptional solution that was both creative and beautifully finished. Great team, good fun and brilliant designers.”

Steven Sibbald, Managing Director of Springboard Marketing