BRIEF

True North are an Aberdeen-based organisation which provides advocacy, policy and communications advice to a wide range of companies in the private and public sectors.

We were delighted to be given the opportunity to work with them to create a new brand and identity.

They wanted to showcase the dynamic way they work with clients to drive forward change.

SOLUTION

We looked to bring the messages of dynamism and collaborative partnership to life and used nature as our guide. The Patterns from fish tornados making their way through the sea were a real source of inspiration.

Our team worked though many creative sketches exploring ways to refine and hone the theme. The final design shows a fish tornado dynamically moving forward, the various colours of the fish were inspired by The Northern Lights (Aurora Borealis.)

RESULT

The project was a tremendous success with the new brand being used extensively by True North in many of their communications, as they launch their new business.

BRIEF

PMA Recruitment Services are a Glasgow-based organisation with a specialist focus in recruitment for the construction sector. They were looking to make an impactful introduction with their new brand as they launch their start-up business.

We were thrilled to be given the opportunity to work with them to create a new brand identity and were asked to create something that would help them make a splash in a competitive market.

SOLUTION

Our team studied headline fonts from newspapers, activist signs and other high-impact communications. A preferred logo concept was quickly selected where we went with dramatically condensed letters, bold highly saturated colours and the little additional PMA emblem. We created a range of materials, including a mini brochure, with the logo beautifully captured in a SpotUV finish.

The highlight of the project was the production of the business cards which were 700GSM thick, set on different coloured cards. The characters were letter-pressed, QR codes added, a black foil print on one side and the incredibly intricate double-yellow foil pressed on the darker card. This guaranteeing the most vibrant yellow possible and an incredible conclusion to a truly beautiful business card design, produced by our friends at Glasgow Press.

RESULT

A stunning new identity which has given PMA Recruitment Solutions the impactful introduction they were seeking.

“Benedetto and his team at the loft have been a key partner in getting our business up and running. They have supported us from the off from our brand design to our website. Offering a service we as a start-up business have been able to rely on. Should you need any support with branding, website design or modern ideas for your business, we would totally recommend the loft and their professional team.”

Craig Kenny, Co-Founder of PMA Recruitment Services

BRIEF

We were delighted to be given the opportunity to work with our long-standing client Resolvecall. They asked us to create a brand and identity for their new locksmith business & sub-brand ‘Resolvelock.’

Resolvelock would offer a fast, responsive and customer-focussed service, to both businesses and consumers. We were asked to create a bold identity, that was both memorable and eye-catching. The brand would be rolled out nationally.

SOLUTION

We explored many different ways to communicate the main ideas – the locksmith service, speed, responsiveness, etc. After a series of concept presentations, we agreed on a dramatised typeface for the logo with a stylised key, to its side.

The typeface was styled with a heavier font and tightened character spacings. Subtle cues like broken lines were introduced, making the logo appear as if it’s moving while stationary.

Finally, the outrageous acid green was placed against a jet-black backdrop for greater impact.

RESULT

A sensational result with a memorable brand being created. The identity has 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 the new brand alongside several other projects.

BRIEF

The Glasgow Chamber of Commerce is an organisation that represents businesses throughout the city and, as long-term members ourselves, we were thrilled to be approached by their Deputy CEO Richard Muir to come up with a new identity for the organisation.

Richard wanted to create a bold ‘G’ for Glasgow constructed from illustrations of many of the city’s landmarks.

SOLUTION

Having such a clear brief was an exceptional help, our creative team were able to instantly create eye-catching and visually bold concepts.

We quickly started with all of the famous landmarks of Glasgow – The Kelvingrove Museum, Finnieston Crane, Glasgow University, The Duke of Wellington Statue, etc..

However, instead of slavishly including every single landmark we could think of, we mixed our illustrations with elements of classic Glasgow culture – laughter, music, even the famous Glasgow weather. This created a more personalised type of logo.

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 has been widely praised 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 understand 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

BRIEF

Levy & McRae are one of Scotland’s longest-standing, most respected and well-known legal firms with a reputation for excellence in litigation. 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 design a new brand identity for the organisation. An identity which would forecast a number of changes to the company including a new 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. The symbol of a light house most resonated with The Levy & McRae team.

We 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.

BRIEF

Atlas Hotels are an award-winning hotel operator with properties in Scotland, England and Wales. Formerly known as Somerston Hotels, they are renowned for delivering a fantastic guest experience.

We were delighted to be given the opportunity to help them create a corporate, but contemporary, brand identity to mark changes in the organisation including their new name.

They also wanted to showcase the dynamism, diversity and togetherness of their team.

SOLUTION

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

Each of these ideas were explored graphically 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. A beautiful metaphor for the way the Atlas team works together.

RESULT

Atlas were delighted with the new brand identity which was presented at a special launch to much acclaim.

“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

BRIEF

Bridge2Business is a new programme introduced by Young Enterprise Scotland. The programme’s goal is to connect, support and inspire young college students into enterprise.

We were delighted to be given the opportunity to create a new brand and identity that would capture the spirit of entrepreneurship and appeal to both the students and the 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 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 the message.

RESULT

The brand was launched in the Planetarium of 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