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 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 including their new name.

SOLUTION

We got to know the Atlas team 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

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

ENTERPRISE CAMPUS

BRIEF

Enterprise Campus was a new university programme designed to support postgraduate students moving into entrepreneurship straight after their university journeys. 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 (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.

“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)

14
Apr

FRIDGE ANGELS

BRIEF

Fridge Angels is a refrigeration and air-conditioning repair company based in Glasgow. The loft was tasked with creating a new brand and website that would make them stand out from their competitors.

It was important that they had a professional identity displaying a fresh, contemporary look as well as a strong digital presence.

SOLUTION

We worked closely with John McGrath, the Director of the company, who visited the studio on a regular basis to give his feedback. We wanted to create a brand that he would fall in love with himself.

With the design of the logo, we focused on taking the industrial aspect of the company and combining it with the gentleness of an angel. The ‘wings’ are softly curved, to represent ‘wrapping around a customer’ showing the importance of customer service to the company.

The bright colours are used to provide impact and help differentiate Fridge Angels from their competitors while the cartoon illustrations of the staff further reinforce the friendly, personal and fun nature of the company.

RESULT

An eye-catching, modern brand was created which embodies the lease of life Fridge Angels brings to the sector.

“The loft designed our branding and website. A really friendly bunch to work with and some of the most talented people I have ever met. We will be using them for all future projects. I would strongly recommend them to anybody.”

John McGrath, Chief Angel, Fridge Angels

14
Apr

CPUK

BRIEF

CPUK approached the loft to help them communicate the essence of their brand. The nature of their services was innovative and forward looking but they were looking for greater understanding from clients and a brand that meant something. We were asked to look at the entire brand from the strategy all the way to the design of each of the individual channels.

SOLUTION

We wanted to get under the skin of the company, so we worked to find out what motivated and inspired the key stakeholders. The company was engaged in a large number of highly specialised activities and we worked to find the guiding principles behind each of those activities. To find the true essence of the brand.

Our research led us to ‘Restoring Balance,’ which was eventually used as a theme and found to be the phrase that best described what the organisation was about.

Once ‘Restoring Balance’ was unveiled as the key message, we worked on a range of concepts that were based on those words. The brand, photography, website design, print materials and brochure design were all inspired by variations of a circular theme that depicts the words ‘restoring balance.’

RESULT

A new strategy, logo, brochure and art-directed photography all help to clarify the message of the brand.

“Working with the loft has been an incredibly uplifting journey. From what was becoming dated and obscure, we have a brand that is simple and packs an incredible punch in today’s competitive marketplace. Our brand is so important to everything we do as a business, so getting it right has helped us win more business. I would have no hesitation in recommending that you take this journey and beautifully define, why you do what you do.”

Yosof Ewing, Managing Director of CPUK