Category: IDENTITY DESIGN

28
Oct

Resolvelock

BRIEF

We were delighted to be given the opportunity to work with long-standing client ‘Resolvecall’ to create a brand and identity for their new locksmith service ‘Resolvelock.’ The company would offer a fast, responsive and customer-friendly service to both businesses and consumers. We were asked to create an extremely bold identity that was memorable and eye-catching for a company that would be rolled out nationally.

SOLUTION

We quickly agreed on an acid green logo with a dramatised font and key. We subtly added as many cues as possible to emphasise the main ideas of speed and responsiveness. The typeface was designed to be as dramatic as possible while the introduction of broken lines makes the logo appear as if it’s moving while stationary. Finally, the outrageous acid green was placed against a jet black backdrop for even greater impact.

 

RESULT

A sensational result with a memorable brand being created. The identity design’s made its way onto a fleet of commercial vehicles and a holding-page website with much more to follow. The loft continues to work with Resolvecall on the rollout of this new brand alongside several other projects.

24
Nov

Glasgow Chamber of Commerce WeeG

BRIEF

The Glasgow Chamber of Commerce represents businesses throughout the city. As long-term members, we were thrilled to be approached by Richard Muir, their Deputy CEO, to come up with a new identity. Richard knew exactly what he was looking for – he wanted to create a ‘G’ for Glasgow which would feature representations of many of the city’s landmarks.

SOLUTION

Having such a clear brief was an exceptional help, however we wanted to go further to make this identity ‘truly Glasgow.’ We quickly started with all of the famous landmarks of Glasgow – Kevingrove, Finnieston Crayne, Glasgow University, The Duke Of Wellington Statue, etc. However, we mixed these landmarks with classic Glasgow characteristic such as laughter, music, even the famous Glasgow weather. We produced a range of identities based on the Chamber brand colours including animated versions.

RESULT

The Glasgow WeeG (Weegie is a classic local term to describe Glaswegians,) has been an incredible success – it is widely loved by everybody at the Chamber of Commerce, wider city and beyond.

“I’ve known Benedetto and the loft for the best part of 10 years and they positively brim with innovation, attention to detail and enthusiasm. They have a rare ability to turn creative outputs around very quickly and effectively. They intuitively understands us as clients and have been instrumental in creating one of our key identities and some vital member communications.”

Richard Muir, Deputy CEO of Glasgow Chamber Of Commerce

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning hotel operator with franchises throughout the UK. Formerly known as Somerston Hotels, they have a team renowned for delivering fantastic guest experiences. They were looking to create a corporate, but contemporary, brand identity to mark changes in the organisation including their new name.

SOLUTION

We wanted to highlight the personality, individuality and service-oriented nature of the Atlas staff. After several concept phases, the client honed in on the idea of using the symbol of a colourful shoal of fish traveling rapidly in the water. All unique in their own way, all swimming together and crucially in the same direction. The new brand identity was presented at a special launch to much acclaim.

RESULT

“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 ‘Young Enterprise Scotland’ programme designed to connect, support and inspire college students into entrepreneurship. We were asked to create an identity that would capture the spirit of enterprise and appeal to both the students and decision-makers of the colleges.

 

SOLUTION

We worked closely with the Bridge2Business team to generate ideas that would tell a great story about the new organisation. Visual themes were built around relevant words such as enterprise, inspiration, connections, support, etc. These ideas eventually led to a brand story of ‘celestial navigation’ and the old maritime tale that ‘in times of trouble, the stars will guide you home.’ Particularly relevant as every entrepreneur at one stage of their journey may hit rocky times and just have to rely on that little bit of fortune. The use of the star constellation ‘Nashira’ symbolises lady-luck and gives additional meaning to the message.

RESULT

The brand was launched in the Planetarium at the Glasgow Science Centre where Young Enterprise Scotland 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

SOCEX (The Serious & Organised Crime Exchange) is a new national forum created to connect the law-enforcement community. Co-founded by our client ‘Altia Solutions’ and ‘Think Different Events,’ the first conference historically had three tiers of policing agency – local, regional and national – invited. We were delighted to be given the opportunity to create all the branding and communications for this new event.

SOLUTION

We wanted to emphasise the historic bringing together of three strands of law enforcement ‘into-alignment’ for the inaugural conference. We designed three circular network graphics of different sizes and combined them with an ‘X’ for ‘Exchange’ to form the main identity. ‘Exchange’ was chosen over ‘conference’ as a more accurate description of the type of event being hosted. The network graphic would become the main creative theme for all of the event communications. Co-Founders, Altia were also hosting the prestigious Keith Hughes Awards and a secondary identity was created for this.

RESULT

The conference was a huge success. The loft created all marketing communications for SOCEX over the next five years.

“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 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 operating in the London Stock Exchange where their managed ‘VPS’ allows individual traders a quicker, more efficient and reliable solution for transactions. Beeks were acquiring a New York provider to expand their coverage and their management team wanted to design a new identity, build a new website and we were also asked to create an 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 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 significant parts of their offering – 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 (produced by Alasdair Currie of XYZ Creative) can be seen at https://youtu.be/w5IR25OFW-s>>

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 retailer specialising in the sales and servicing of high-performance vehicles. The organisation, founded by Hugh and Chris McMahon, were looking to re-define the idea of ‘customer-experience’ in their sector. Aston Martin and Rolls Royce were the first two franchises 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

We wanted to create a mark that had real meaning – something special. We looked beyond automotive themes to concentrate on the human aspect of the business and service itself. The selected logo idea was a silhouette of several human heads linked together in an infinity loop. A concept which came from Chinese whispers, a simple idea that if you look after one person, they will tell another. The logo was created alongside a powerful brand statement. ‘The Leven Car Company provides an experience of service that is moulded around the customer, lives long in the memory and is without limits.’ Both were used in many of the company’s brand and marketing communications – most notably with the beautiful business cards manufactured by Glasgow Press.

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

ENTERPRISE CAMPUS

BRIEF

Enterprise Campus is a university programme designed to support postgraduate students moving into entrepreneurship after university. 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 SUB-BRANDS

BRIEF

Altia Solutions are a rapidly growing software company helping investigators save time, increase productivity and improve the accuracy of their investigations. They are UK-based with customers all over the world. We were asked to make their software products stand out in the marketplace while finding a way to showcase their benefits to prospective customers.

SOLUTION

We decided to create a series of sub-brand identities for each of the four products. The sub-brands were designed to look impactful but with a unique message designed in.  The identities were created to look like data but with each of them a different colour and containing an abstract data pattern to communicate the main messages of the software – transforming data, cleaning data, linking data, etc.

RESULT

The sub-brands were part of Altia’s marketing for several years. They have been updated twice – firstly in 2016 and most recently in 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, Managing Director of Altia Solutions