Category: IDENTITY DESIGN

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning company which owns and operates over 40 different branded hotels in the UK 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 guest experience for their customers at each of their locations.

They were looking to create a corporate, but contemporary, brand identity alongside their staff, who they proudly seen 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 individuality. We saw bringing that to life with the final brand as crucial.

We also 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 which travels rapidly in the water.

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

14
Jun

SOCEX 2017

BRIEF

The Serious and Organised Crime Exchange (SOCEX) is a forum designed to connect law-enforcement professionals during a period of great change for the community. 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 style which was established in previous years.

SOLUTION

The loft team made widespread use of a hooded figure throughout the brochure to reflect the effect crime has on communities. The front cover received careful attention with the figure overlooking a council estate against a backdrop including images reflecting other conference themes. The menacing hooded figure was particularly helpful to the event organisers as it avoided the risk of stereotyping race or gender.

Previous brochures made use of a network to connect the different people in the booklet and this was carried on throughout. However, in the 2017 brochure, it was complimented with vivid page backdrops – each of which brought the different themes to life.

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 just completed the design of the 2019 brochure, its 7th 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

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 for them to engage with entrepreneurial role models at different levels.

The programme supports XXX who have an interest in setting up their own business or wish to rise rapidly 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 the 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 new organisation and what they were planning to do. We started with the words inspiration, connections & support, to create a range of visual themes for the new brand.

We eventually settled on a brand story of celestial navigation and the old maritime tale that ‘in times of trouble, the stars will guide you home.’ Every entrepreneur at one stage of their journey will hit rocky times and have nothing left to carry them other than ‘absolute faith.’ The use of the star constellation ‘Nashira’ symbolising ‘lady-luck’ for the brave gives real meaning to that message 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, there was such a love of the celestial Navigation theme, that the brand was launched at the Glasgow Science Centre in the Planetarium. The CEO, Geoff Leask, used this platform to tell an audience (looking up at a room full of stars) about Nashira and the brand story that 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 forum for the most influential people in law enforcement to get together to discuss the issues of the day. The first conference had three tiers of agency invited – local, regional and national.

As a long term supplier of Altia Solutions (now Altia-ABM,) one of the conference’s co-founders, we were delighted to be given the opportunity to create the new SOCEX brand and communications.

 

SOLUTION

We had to create an entirely new brand which included a name, identity and creative theme.

We wanted to capture the essence of bringing three strands of law enforcement together and explored different ideas. One of the most interesting was the bringing of people ‘into-alignment’ which would become the main creative theme, we aligned three different networks with an ‘X’ for ‘Exchange’ to show this.

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

 

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, Managing Director of Altia Solutions, Chief Sponsors of SOCEX 2015

14
Apr

BEEKS FX VPS

BRIE

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 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 this identity and this included using a lower-case and more 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 their website, which has a clean, straight-forward design displaying the service offered by the company in the simplest way possible.

 

RESULT

The project was a tremendous success, the explainer video can be seen at https://www.youtube.com/watch?v=1gZ-Guh4JIc

“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 Scottish-based luxury car franchise which specialises in the sales and servicing of high-performance vehicles. The organisation was founded 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 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, the teams for Aston Martin and 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 looked at more abstract ideas involving people and service, eventually settling for Chinese whispers, a simple idea that if you look after one person, they will tell another. This lovely and befitting story was taken and developed into a mark which featured a range of 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 provider helping investigators save time, increase productivity and improve the accuracy of their investigations. They are UK-based with customers all over the world and the company asked the loft to find a way to showcase the benefits of their individual software solutions to prospective customers.

SOLUTION

We had great fun working with Altia staff, eventually deciding to create a series of sub-brands which could be used for both digital and print communications. The sub-brands each had a unique story relating to the products and these included transforming data, cleaning, data, linking data and linking police data.

We communicated data as chaotic circles and then used special patterns to highlight the different characteristics for each of the products.

The sub-brands were a tremendous success and formed an integral part of the group’s communications over many years. They provided a reference for sales teams, were re-interpreted for different marketing activities, extended in light of the company’s merger with ABM Intelligence and were refreshed when the company re-branded and refreshed when the company re-branded.

RESULT

“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.”

“Altia Solutions has been working closely with the loft for several 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, CEO of Altia-ABM (previously known as Altia Solutions)