Category: IDENTITY DESIGN

25
Jul

LEVY & MCRAE BRAND IDENTITY DESIGN

BRIEF

Levy & McRae are one of Scotland’s longest-standing, most respected and well-known legal firms with a reputation for excellence in litigation amongst other activities. Over the last 140 years the firm has acted and continues to act in many of the largest, high profile and most complex cases which have come before the Scottish Courts.

We were delighted to be given the opportunity to work with the organisation on the design of a new brand identity. The identity would forecast a number of changes to the company including a changed management team, a move to new premises, and revised priorities moving forward.

SOLUTION

We wanted an image which would be professional, meaningful and interesting yet understandable. A symbol which could be understood by clients and staff alike. After presenting multiple options – the Levy & McRae team liked the idea of them acting as a beacon of help for people in distress so the symbol of a light house most resonated.

The loft team subsequently went to great lengths to ensure that the light house theme would be communicated in the most interesting way possible and many developments were explored with the final version being captured as a plan-view with the light reflections being formed to create a cohesive and strong identity.

RESULT

We were delighted with the final results as were Levy & McRae. The identity heralded a new era for the firm and they currently use it to this day.

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning 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 were looking to create a corporate but contemporary brand identity alongside their staff, who they proudly see as a key part 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 life with 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 were 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.

“From our very first discussions, Benedetto and his team really understood what we wanted to achieve and approached the project with creativity, enthusiasm and professionalism. Despite a tight deadline, they delivered a first rate corporate identity which has been whole-heartedly embraced by our organisation and which represents our corporate culture.”

Lesley-Ann Cardow, Group Marketing Manager of Atlas Hotels

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’s’ offering to young people and gives first-hand opportunities to the students 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 promising 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.’ We wanted to build on the likelihood that every entrepreneur at one stage of 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’ gives real meaning to that message and the modern shapes and graphics also support the identity whilst giving the Bridge2Business 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 a real edge.

“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

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 the 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, creation of 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. The organisation was founded in 2014 by Hugh and Chris McMahon who had owned, operated and eventually sold The Lomond Audi Group. (Now known as Lookers Audi.)

Aston Martin and Rolls Royce were the first two brands represented by the new company, and we were asked to create an identity which ‘could sit alongside two of the finest automotive brands in the world without looking out of place.’

SOLUTION

We started out by looking to find the right words to describe what made the organisations special – Hugh McMahon, Chris McMahon, the teams for both Aston Martin and Rolls Royce all contributed their ideas and we learned a huge amount, eventually settling on words such as longevity, continuity, people, etc.

The next step was to find a creative way to communicate these ideas, we explored creative visual themes such as The Spartans Warrior Society – despite the wide range of automotive imagery we wanted to be more open-minded – and eventually honed in on the distinctive idea of ‘Chinese Whispers.’ This was perfect as it was different, represented the words and made reference to the simple idea that if you look after one person, they will tell another.

The theme was taken and developed into a final mark which was brought to life with a range of silhouettes of people fading outwards from the centre and tied together in an infinity loop. The final flourish was the creation of a complimentary story. ‘The Leven Car Company provides an experience of service that is moulded around it’s customers, designed to live long in the memory and with no limits.’

 

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