Category: IDENTITY DESIGN

25
Jul

ABM INTELLIGENCE RE-BRAND

BRIEF

After a merger with law enforcement software business Altia Solutions, ABM Intelligence needed an eye-catching new identity that would position them as a key part of the group. ABM Intelligence — an expert-led global provider of Intelligence and Investigation management software — wanted a clean break from the past, a new start with a contemporary yet professional brand that would be a welcome fit in the Altia family.

SOLUTION

The loft explored a myriad of different ways to best communicate the key messages with utmost clarity. The messages were around covert intelligence, safety and security, technology, creating easier solutions for users of the software and systems. Choosing the brand colour was simple — we asked ABM’s employees who, to a (wo)man, wanted blue, so blue it was.

The more challenging step, however, was to design a brand that reflected the group’s identity which depicts small parts of data forming whole objects to symbolise the transition of data from something chaotic and disorganised into something tangible and usable.

RESULT

ABM Software became ABM Intelligence in a fresh, professional start for the company, and they loved it. Focusing on the strong blue chosen by employees, we incorporated the colourful data-style pattern from Altia to create a memorable, quality identity that set ABM Intelligence apart while still remaining close to the popular Altia style.

“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

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

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is a friendly company focused on delivering a fantastic experience for guests at each of the 47 hotels it owns and operates in the UK. They have a reputation for excellence in the hotel sector and is the UK’s biggest franchise of the Holiday Inn Express brand with properties in Scotland, England and Wales.

Atlas, formerly Somerston Hotels, wanted a corporate but contemporary brand created principally for their staff, who they proudly see as a key asset to creating memorable guest experiences.

SOLUTION

Our creative solution was built from getting to know the colourful team of employees, who each had real character and personality, and bringing that to the brand.

Atlas believes in empowering and building teams to deliver personable, characterful, quality service; this togetherness, this passion for working well as a team and driving the business forward as one evoked in us the image of a colourful shoal of fish, all swimming together in the same direction.

RESULT

Atlas was delighted with the impressive new staff brand, which was presented at a special launch to much acclaim. We’re more than a little pleased ourselves with the outcome, and very happy to continue to work with Atlas on other creative projects.

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

SOCEX 2015 BRANDING & BROCHURE DESIGN

BRIEF

The Serious & Organised Crime Exchange (SOCEX) is the first national conference for law-enforcement agencies in the UK with three tiers of agencies being invited to the landmark event in 2015 — 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 responsibility for creating the new SOCEX brand and conference communications.

SOLUTION

We had to create an entirely new brand for the conference including a name, identity and theme. We wanted to capture the essence of this prestigious gathering which centred on bringing three strands of policing together. We explored many themes and one of the most interesting was the aligning of workflows, resources and information ‘into-alignment.’ This would become the main theme for the new brand. We visually aligned three different networks with an ‘X’ for Exchange to compliment the main theme of the conference. The word ‘Exchange’ was chosen over ‘Conference’ as a more natural description of the event. Altia Solutions would also be hosting the prestigious Keith Hughes Awards, and a secondary sub-brand was created for this important event.

RESULT

The conference was a huge success with excellent attendance, an incredibly well-received format and the promise of a SOCEX 2016.

“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 Virtual Private Server is a dedicated service supplied from a data centre. A managed VPS allow private traders a quick, 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 in the midst of an acquisition of a New York company to expand their coverage and we were approached by their management team to design a new brand identity which would capture the values of their brand and also build a more effective digital presence. Finally, we were also asked to create a new video for the front of their website.

SOLUTION

We wanted to communicate a range of different visual messages with this identity. This included getting the look of data into the mark to give it a sense of fast speed. Other elements included creating a continuous loop to show how the Managed VPS service actually works with as it loops the data centre. The hidden ‘map pin’ highlights one of the most significant parts of the company’s story — brilliant strategic positioning. Finally, the depiction of data being fired out of a loop neatly shows the speed of their service. The same visual language is used throughout the website which has a clean, straightforward design to display the sophisticated service offered by the company in the simplest way possible. The video was produced alongside Alasdair Currie of XYZ Design.

RESULT

Beeks FX VPS were delighted with the final results:

“The loft were instrumental in our rebranding 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 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

14
Apr

ENTERPRISE CAMPUS

BRIEF

Enterprise Campus is a new university programme designed to support postgraduate students in commercialising specialised IP which they can develop after their University journeys. The first step into entrepreneurship can be daunting with many new challenges to the student — finance, marketing, operations, human resources, etc, 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 looking to demonstrate the service they provide for student’s 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