Category: IDENTITY DESIGN

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning hotel operator with properties in Scotland, England and Wales. Formerly known as Somerston Hotels, they have a team that is renowned for delivering a fantastic guest experience. They were looking to create a corporate, but contemporary, brand identity to mark changes in the organisation’s including their new name.

SOLUTION

We got to know the people at Atlas and found that each of the different staff members had personality, individuality and a real desire to help. We also saw a togetherness and a desire to drive the business forward as ideas that could be built on.

Each of these concepts were explored before deciding to use the image of a colourful shoal of fish traveling rapidly in the water. All unique in their own way, all swimming together and crucially 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

14
Jun

SOCEX 2017

BRIEF

The Serious and Organised Crime Exchange (SOCEX) is a forum aimed at connecting the law-enforcement community, giving them an opportunity to meet and discuss the most important issues of the day. The loft had helped to create the initial brand and we were delighted to be given the opportunity to work with the organisers for the 3rd year in a row for the design of the 2017 brochure.

We were asked to be bold in bringing the main theme of the conference to life – harm and impact on communities – whilst building on the SOCEX visual identity.

SOLUTION

Previous brochures had made use of a network graphic to connect the different people in the brochure and this was carried on for 2017, we complimented this with vivid page backdrops – each bringing different conference themes to life.

We made widespread use of a hooded figure to symbolise the effect crime has on communities which was particularly helpful to the event organisers as it avoided the risk of stereotyping race or gender.

RESULT

The brochure was incredibly well-received by both the client and also the delegates of the conference. The loft has continued to work with the organisers of SOCEX since, having completed the design of the 2019 brochure earlier this year, its seventh in the series.

“SOCEX, Serious and Organised Crime Exchange. As a concept, the Conference title can spring up many images — whether coming from the dark world of blockbuster thrillers or gritty police dramas on TV. The loft managed to capture the seriousness of the subject matter being discussed across the two day conference while providing a document which will have a life long after the conference itself, capturing the core elements of the event in such a way that attendees and their colleagues will return to it as a vivid reminder of what took place.”

Martin Jack, Managing Director of Think Different Events and Co-Founder of SOCEX

05
May

BRIDGE2BUSINESS

BRIEF

We were delighted to be given the opportunity to create a new brand for Bridge2Business. As part of Young Enterprise Scotland, this new programme was designed to connect, support and inspire college students into enterprise.

We were asked to create an identity that captures the spirit of entrepreneurship and appeals to both the students and the decision-makers of the colleges where the programme would be rolled out.

 

SOLUTION

We worked closely with the Bridge2Business team to generate ideas that would tell a great story about the new organisation and what they were planning to do. Visual themes were built around words such as inspiration, connections, support, etc.

This led to a brand story of celestial navigation, and in particular the old maritime tale that ‘in times of trouble, the stars will guide you home safely.’ This was particularly relevant as every entrepreneur at one stage of their journey will hit rocky times and just have to rely on that little bit of fortune. The use of the star constellation ‘Nashira’ which symbolises lady-luck gives additional meaning to that message.

RESULT

The brand was launched in the Planetarium at the Glasgow Science Centre where CEO, Geoff Leask, told an audience (looking up at a room full of stars) about Nashira and the brand story we had created together.

“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 of Young Enterprise Scotland

14
Apr

SOCEX

BRIEF

The Serious & Organised Crime Exchange (SOCEX) is a national forum which brings together the most influential people in UK law enforcement to discuss relevant issues for the community. The first conference had three tiers of agency invited – local, regional and national.

We were delighted to be given the opportunity to create the brand and communications for this new initiative, which was co-founded by Altia Solutions (now Altia-ABM.)

 

SOLUTION

We wanted to capture the bringing together of three strands of law enforcement ‘into-alignment’ so we designed three different network graphics and combined them with an ‘X’ for ‘Exchange’ to form the main identity. ‘Into-alignment’ would become the main creative theme for the project, identity as well as the brochure and other communications.

‘Exchange’ was chosen over ‘Conference’ as a more accurate description of the type of event being held. Chief Sponsors and Co-Founders, Altia Solutions would also be hosting the prestigious Keith Hughes Awards, and a secondary identity was created for this.

 

RESULT

The conference was a huge success and continues to run now as a greatly expanded and international forum. Indeed, the loft continues to support and has recently completed the design of the 2019 brochure, its seventh in the series.

“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, CEO of Altia Solutions (now Altia-ABM,) Chief Sponsors and Founding Partners of SOCEX 

14
Apr

BEEKS FX VPS

BRIEF

Beeks FX VPS are one of the global leaders in managed Virtual Private Servers for automated trading. The company serves brokers who operate in the London Stock Exchange. Their managed ‘VPS’ is a dedicated service supplied from a data centre allowing individual traders a quicker, more efficient and reliable solution for transactions.

The organisation was acquiring a New York provider 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 explainer-video too.

 

SOLUTION

We wanted to showcase all of the company’s strengths with the new identity and this included the use of a lower-case and dynamic ‘b’ for beeks, creating a continuous loop to show how the service actually works and inserting a hidden ‘map pin’ to highlight 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 the explainer video, which has a clean, straight-forward design displaying the service offered by the company in the simplest way possible.

The final explainer video can be seen at https://www.youtube.com/watch?v=1gZ-Guh4JIc

 

RESULT

The project was a tremendous success.

“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 dealer which specialises in the sales and servicing of high-performance vehicles. The organisation was founded by Hugh and Chris McMahon who had owned and eventually sold The Lomond Audi Group, now known as Lookers Audi.

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

SOLUTION

Both the founders and the teams for Aston Martin/Rolls Royce all contributed thoughts which were quickly summarised with a new brand statement ‘The Leven Car Company provides an experience of service that is moulded around its customer, lives long in the memory and is without limits.’

The next step was to find creative ways to bring these words to life. In addition to automotive themes, we wanted to highlight the importance of people – eventually settling for Chinese whispers, a simple idea that if you look after one person well, they will tell another. This idea was taken and developed visually into the brand story and mark which featured a range of human silhouettes fading outwards and tied together in 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

ALTIA SUB-BRANDS

BRIEF

Altia Solutions (now known as Altia-ABM,) are a rapidly growing software company which helps investigators save time, increase productivity and improve the accuracy of their investigations. They are UK-based with customers all over the world. The company asked the loft to create a new set of sub-brands for their software products and to find a way to showcase their benefits to prospective customers.

SOLUTION

We created a series of sub-brands which were designed to look like data but with a unique story relating to each of the products – these included transforming data, cleaning data, linking data and linking police data. We used special patterns to highlight the differences of each of the products.

RESULT

The sub-brands were used for many years on many of Altia and subsequently Altia-ABM’s marketing communications – they have recently been updated in-line with the company’s new brand and are about to be rolled out again for 2019.

“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, CEO of Altia-ABM (previously known as Altia Solutions)