Tag: identity design


How Business Should Be Done, Bridge2Business Brand Launch

This week, we are celebrating some of the company’s #MagicMoments tied up in grainy phone pics that we’ve collected over the years. Today’s pic is ‘How business should be done, Bridge2Business Brand Launch.’

We had just hired our first staff, moved into a new studio and started to take on our first bigger pieces of work with new clients. Everything was starting to move and move pretty fast too, Ruth and Alejandro were making scarily rapid progress – I could see that the work that we were delivering was getting better and better, much more creative, more interesting too. I had realised that although I was a ‘decent; designer that working as part of a team was so much more rewarding and also gave better results too. The guys could do things I just wouldn’t have the patience to do, could see things in a way I couldn’t.

I had also realised that having other people focussing on the creative part meant that I could focus more on clients, service, the business which is what I always wanted to really do. We were winning lots of work at that time and just knocking it out of the park time and time again. One project sticks in the mind – the creation of a new brand for Bridge2Business. I had personally known Geoff Leask for a few years when he was the Operations Director of PSYBT and had moved to head the new Bridge2Business Programme for Young Enterprise Scotland.

The project was about inspiring college students into enterprise. It was a brilliant initiative, one which I am glad to say is going stronger than ever. It was one of those projects that was just so much fun to do… The team had generated brilliant ideas, Geoff and his team had wonderfully contributed their ideas too and we had collectively created something that we all just loved. A new identity which was fresh, modern and packed with meaning.

What was more, with the help of others, I had realised what was possible. The final pic taken above on my old Blackberry phone is one of the more cherished business pics I have, complete with the bottles of Prosecco that Geoff had kindly bought us to celebrate. Some wonderful people, the new Bridge2Business identity on the computer, a very tired me and a tremendous sense of collective achievement.

This is how business should be done.


Benedetto is an enthusiastic creative and business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder and Creative Director of the loft, a branding consultancy in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

Check out the final Bridge2Business Brand Project >>> 

Or Bridge2Business itself >>> 



Aillie & Jade, The Future In Good Hands..

It’s always great to work with new designers – they always offer super-interesting perspectives, new ideas and essentially make us think twice about what we’re doing and if we could do it much, much better. This week we had the pleasure to work with, not one but, two exceptionally talented young ladies – Aillie and Jade.

Aillie has just graduated from Glasgow Clyde College and Jade is in her final year at The City Of Glasgow College. Both did an absolutely phenomenal job this week bringing some great new energy to our currently digital studio, wowing us with some incredibly exciting ideas and helping us get on top of a rather heavy workload with just a little bit more flair.

Of course we’d love to share with you what they did, but all creative work is schtum for now as we show our clients first, but here are a couple of arty images from their folios…

We’ll definitely share their great work with you in the next couple of weeks.

The Future is in Good Hands…



Everything You Need for Branding Projects

Branding is one of the most fun, interesting and effective things you can do as a company. The projects helps to bring people together, present a refreshed image to the world and demonstrate a real statement of intent to anybody that’s watching. If you are thinking of re-branding or creating a new brand, this is our guide to help you.

1. Why are you creating a new brand or re-branding?
Before starting the project, we’re keen to know, why are we creating this new identity in the first place?

– You have a new company message.
– Your company has been acquired or has merged.
– The company has changed its general direction.
– It’s just time to refresh the company image.

Or is there another reason we haven’t mentioned?

2. Identity or brand?
Are you creating an identity project that give an external face to your company, product or service or creating a proper brand which determines who you are and what you do? There are also many options in between.

Which of the following do you need?

– Values/ vision/ mission?
– USP/marketing message/ messaging for different stakeholders?
– Identity design?
– Stationary design?
– Brand guidelines?

Or are there other things we may haven’t mentioned like vehicle liveries, signage, merchandise, etc?

3. People Involved?
Who will we be interviewing to get thoughts on the current brand? Who do we work with day-to-day? Who are the key decision makers?

4. Info on the company?
Before we get to the project itself, let’s find out a little more about the company we’re branding.

Any of the following is useful.

– What does the company do?
– What’s the company story?
– What makes your company special compared to others or what is its competitive advantage?
– Any other info on the culture?

Any documents with any of the above or even just a link to your current website or social media pages work.

5. Target Audience?
Successful brands help to bring people together to strengthen existing or create new relationships with key stakeholders.

What we want to know is who are the stakeholders we’re looking to attract/build relationships with.

– Existing Customers?
– New Customers?
– Staff – New or Existing?
– Suppliers?
– Shareholders?
– Other Stakeholders?

6. Ideas being expressed?
What do you want your brand to express.

Is it any of the following. 

– The Founder’s story?
– Core Values?
– Company Vision?
– Mission Statement?
– USP or competitive advantage?
– Simple marketing message?

We don’t like to over complicate things at the loft so if it is just a simple message – that is fine too.

7. Tagline?
Talking of messages, does your company have a tag-line or any other language to describe itself or any of its offerings?

8. Where brand will the new brand be rolled out?
Once we have created this amazing new brand for you, we’d love to know where it will be rolled-out.

Will it be in any of the following places.

– Business Card?
– Corporate Stationary?
– Forms of signage?
– Online uses?
– Custom merchandise?
– Team uniforms?
– Other places?

9. Brand Guidelines?
All new brands come with a range of guidelines, this depends on the size of your company and what you do. When creating guidelines, we like to know, which of the following is useful.

– Typefaces?
– Colours?
– Photography Styles?
– Copywriting Tones?
– Rules for misuse?

1o. Deadlines and Budget?
Two of the most important things to know. How long do we have and how much do you have to spend?

Starting with your deadline, we simply need to know when do you need your new brand-identity as well as the different outputs?

Regarding budget, usually a ballpark of wherever you feel comfortable is fine. Give us a window of minimum-maximum spends, and we can take it from there. If you’d like help on maximising project budgets, we have a post on that too >>>

And that’s us 🙂

Whether you have everything on the list or not, don’t worry, we can help fill with the other questions.Thanks for reading and don’t hesitate to contact us if you have any questions?



Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen and happen fast and in a big way. He wants things done yesterday and is relentlessly driven in his quest to make tomorrow better than today for his company, the people he serves and the wider community.