Category: IDENTITY DESIGN

25
Jul

ABM INTELLIGENCE RE-BRAND

BRIEF

After merging with investigation software company ‘Altia Solutions,’ ‘ABM Intelligence’ needed a new identity that would position them as a key part of the group. ABM, an expert-led global provider of Intelligence and Investigation management software, wanted a clean break from the past and a contemporary yet professional look that would sit comfortably within the Altia family.

SOLUTION

The loft explored a range of creative ways to communicate the key messages.

The design had to reflect the group’s identity and the final solution shows small pieces of data forming whole objects. This symbolises the transition of data from something chaotic and disorganised into something more tangible and usable. We used the colourful data-style pattern used by Altia to further bring the identity in-line with the rest of the group.

Choosing the brand colour was simple, we asked ABM employees who, to a (wo)man, wanted blue, so blue it was.

RESULT

“The loft helped us to create a new brand after our merger in 2016. They went to great lengths to talk to everybody in the company, they were always responsive to changes and both the identity and cultural aspects of the new brand have been a great help to us in re-positioning the organisation and getting our messages across. We very much enjoyed working with them, highly recommended.”

Paul Hardman, Business Relationship Manager of ABM Intelligence

25
Jul

ALTIA-ABM SUB-BRANDS

BRIEF

Altia Solutions and ABM Intelligence are two companies who provide software and systems to private/public organisations in law-enforcement. They serve people in the UK and the rest of the world.

They had recently merged and as part of their attempts to re-brand the organisation, they were looking for a series of sub-brands which could be used for their different product suites.

The sub-brands should build on the shared visual identity in place by both companies at that time.

SOLUTION

The loft created a series of abstract data-sets using the visual language of the two brands.

We established main messages for each of the different products and then brought these to life with hidden patterns in each of the data-sets. For example there is a broad star pattern, hidden with Insight, which shows the product ‘Linking Data.’

Each product has its own unique message and pattern. These references give sales and marketing teams a great opportunity to describe the benefits of the software when talking to customers.

RESULT

“Altia Solutions has been working closely with the loft for several 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

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning hotel company which owns and operates over 40 different branded hotels with properties in Scotland, England and Wales. Formerly known as Somerston Hotels, they have a reputation for excellence in their sector and are focused on delivering a fantastic experience for guests at each of their locations.

They wanted to create a corporate but contemporary brand identity alongside their staff, who they proudly seen as a key asset in creating memorable guest experiences.

SOLUTION

Our ideas stemmed from getting to know the team at Atlas. Each of the different staff members had character, personality, and we saw bringing that to the final mark as crucial.

We found that Atlas Hotels believe in empowering and building teams to deliver personable, characterful and quality service. It was this togetherness, passion for the team and driving the business forward-as-one, which evoked in us the image of a colourful shoal of fish. All unique in their own way, all swimming together and always in the same direction.

RESULT

Atlas was delighted with the new brand identity which was presented at a special launch to much acclaim and we’re more than a little pleased with the final outcome ourselves. We are happy to continue working with Atlas Hotels on other creative projects.

05
May

BRIDGE2BUSINESS

BRIEF

Bridge2Business is a programme aimed to connect, support and inspire college students into enterprise. It is a part of ‘Young Enterprise Scotland’ and offers first-hand opportunities to engage with entrepreneurial role models at different levels.

The programme supports young people who have an interest in setting up their own business or wish to build a career within 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,’ to create a range of themes.

The main story of the brand came from celestial navigation and the old sailors’ tale that ‘in times of trouble, the stars will guide you home.’ Every entrepreneur at one stage in their journey will hit rocky times and will have nothing left to go on than ‘absolute faith.’ The use of the star constellation ‘Nashira’ symbolising ‘lady-luck’ which gives real meaning to the modern shapes and graphics that support the identity as well as giving the team a great story to tell.

RESULT

The identity is a fresh and modern interpretation of the organisation and what it stands for while the story of ‘lady-luck’ gives the brand real substance.

“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

SOCEX BRANDING & BROCHURE DESIGN

BRIEF

The Serious & Organised Crime Exchange (SOCEX) is a forum for the most influential people in law enforcement to get together to discuss ideas and the issues of the day. The initial event had three tiers of agency invited – local, regional and national.

As a long term supplier of Altia Solutions, one of the conference’s co-founders, we were delighted to be given the opportunity to create the new SOCEX brand and communications.

SOLUTION

We had to create an entirely new brand including a name, identity and theme.

We wanted to capture the essence of bringing three strands of law enforcement together and explored different ideas. One of the most interesting was the bringing of people ‘into-alignment’ which would become the main theme, we aligned three different networks with an ‘X’ for ‘Exchange’ to show this.

‘Exchange’ was chosen over ‘Conference’ as a more natural description of the type of event. Altia Solutions would also be hosting the prestigious Keith Hughes Awards, and a secondary identity was created for this too.

RESULT

The conference was a huge success and continues to run, now as a greatly expanded and international event.

“When Altia decided to develop and be the lead sponsor of the ‘SOCEX 2015’ conference and the 10th annual ‘Keith Hughes Awards,’ the loft worked closely with us, and the event management company, to produce the unique branding for each of the events.They delivered excellent work within tight deadlines and the results were commented on very favourably by many of the attendees. The branding is being used for the 2016 events and I have no hesitation in recommending the loft to deliver innovative and interesting designs.”

Ian Watson, Managing Director of Altia Solutions, Chief Sponsors of SOCEX 2015

14
Apr

BEEKS FX VPS

BRIEF

Beeks FX VPS are one of the global leaders in Managed Virtual Private Servers for automated trading. A managed ‘VPS’ is a dedicated service supplied from a data centre allowing traders a quicker, more efficient and reliable solution for transactions.

Beeks FX’s main business is to serve brokers, who operate in the London Stock Exchange. The organisation was acquiring a New York company to expand their coverage and their management team wanted to design a new identity which would capture the values of their brand while building a more effective digital presence.

We were also asked to create a new video for their website too.

SOLUTION

We wanted to showcase all of the company’s strengths with this identity. This included using a lower-case and more dynamic ‘b’ for beeks, creating a continuous loop to show how the service actually works and a hidden ‘map pin’ highlighting one of the more significant parts of the story – brilliant strategic positioning.

The data being fired out of a loop neatly shows the speed of their service and the same visual language is used throughout their website. The site has a clean, straightforward design displaying the service offered by the company in the simplest way possible.

The final video was produced alongside Alasdair Currie of XYZ Design.

RESULT

“The loft were instrumental in our re-branding exercise at Beeks FX, as we continue to grow our international business, they went above and beyond when working to a tight deadline. Our team enjoyed working with them, and it was a fun experience; however, threats of free Prosecco have yet to materialise!”

Gordon McArthur, CEO of Beeks FX VPS

14
Apr

THE LEVEN CAR COMPANY

BRIEF

The Leven Car Company is a luxury car retailer which specialises in the sales and servicing of high-performance vehicles. Aston Martin and Rolls Royce were the first two brands represented by the organisation and we were asked to create an identity which would ‘comfortably sit alongside two of the finest automotive brands in the world without looking out of place.’

SOLUTION

We started with the people in the company – founders Hugh and Chris McMahon have a long track record in the automotive trade with very clear values which we built on alongside those of the company’s employees. Themes like ‘longevity,’ ‘people,’ ‘continuity,’ came up time and time again which allowed us to form a unique and powerful story for the brand.

‘An experience of service that is moulded around customers, lives long in the memory and has no limits.’

This story is brought to life in the final identity with a range of silhouettes of people, fading outwards from the centre and tied together with an infinity loop.

RESULT

“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) has become more prominent as part of an economic and social agenda for Scotland and despite the rising visibility of STEM, various demographics remain poorly represented.

The SMART STEMs initiative was formed to help address this imbalance, with an initial focus on inspiring young ladies — aged 12 to 18 years old — into STEM.

We were asked 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 event communications including the design of dossier documents for ‘A Wearable Technology’ competition.

SOLUTION

We focussed on keywords – ‘female,’ ‘growth,’ ‘intelligence,’ ‘individuality’ and ‘empowerment’ for the project. Our 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, empowerment and combined this with a visual theme of effervescence to neatly depict the 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.

“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

14
Apr

ENTERPRISE CAMPUS

BRIEF

Enterprise Campus was a new university programme designed to support postgraduate students moving into entrepreneurship straight after their university journeys. The first steps for entrepreneurs can be daunting with many new challenges — finance, marketing, operations, human resources, etc.

Enterprise Campus would provide direction for those ambitious students looking to build the next generation of ‘high-growth businesses.’

The loft was tasked with the creation of a versatile brand identity — one that could be used nationally and then extended regionally for the North, East and West of Scotland.

SOLUTION

We worked closely with different people from the Enterprise Campus team and looked to demonstrate the service they provide for students and their business ideas.

We wanted to get the message across that Enterprise Campus ‘joins the dots’ for budding entrepreneurs and created a logo, which comprises three individual ‘hub’ networks for the individual regions which then come together as one logo for the national brand.

RESULT

The result is a brand identity which reflects a very modern, up-to-date, forward-looking programme.

“Working with the loft was an easy, creative and rewarding experience. This is a key project for us and it was important that the brand represents our values and send a strong message. The whole team were hands-on and enthusiastically took our ideas to the next level. They really took the time to understand our vision and ensure we got what our brand needed. A BIG THANK YOU!”

Sarah Scace, Marketing and Communications Manager for Enterprise Campus

14
Apr

ALTIA SOLUTIONS

BRIEF

Altia Solutions are a rapidly growing, software provider that help investigators and their departments save time, increase productivity and improve the accuracy of their investigations. They are based in the centre of Scotland yet serve customers nationally and internationally.

Altia Solutions asked the loft to look at ways to brand each of their individual software solutions.

INSIGHT
TOOLBAR
TOOLKIT
DIGITAL MANAGER

SOLUTION

We had great fun working closely with Altia staff and management to create a story around each of their products. We found that ‘managing data’ was consistently at the heart of each of their products and therefore, created a range of product tag lines: Transform DATA, Investigate DATA, Link DATA & Link Police DATA.

DATA is a very abstract concept so we communicated it as a series of gridded circles. The initial layer showing chaotic and random shapes with an additional layer demonstrating a special pattern created to highlight the different characteristics of each software package.

RESULT

The new sub-brands give each product in the Altia range an identity of its own. They summarise the characteristics of the different packages and neatly strengthen the overall Altia brand.

“In developing the product branding, the loft talked with all the staff and came up with individual product brand designs that reflect the differing properties of the software yet are linked in their overall theme. We are very pleased with the result and proudly include them on all information sent out of the company.”

Ian Watson, Managing Director, Altia Solutions