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28
Oct

New Design & Branding Projects P1

We are delighted to present a series of exciting and new Design & Branding projects created by the loft in the last few years..

 

A DECADE OF SUCCESS

Visual of Portal Security Timeline Infographic

We’ve been really delighted to be working with Declan, Michael and the rest of the wonderful folks at Portal Security for a number of years now…

A few weeks ago they celebrated their 10th birthday and what a 10 years it has been – innovative new products, set-piece client wins, offices in both Scotland & England, accreditations of excellence in their operations and a real attitude of giving back to the communities they serve through countless hours of charity work and so much more. All of this has been at the heart of this decade of success for the organisation..

Of course we were more than happy to wrap all of these outstanding achievements into this special timeline infographic (hey it’s what we do..) Ascending timeline showing the growth of the company, a special hybrid mix of photos, icons, words and most of all cloaked in the most Portal of Portal Blues..

Happy birthday folks….

THE LOFT

 

 ‘HELPING TO REDUCE VIOLENCE IN SOCIETY TODAY’

One of the projects that has given us the greatest satisfaction in recent times is our creative work with The Scottish Violence Reduction Unit. The SVRU are responsible for thoughtful, practical and ultimately effective actions reducing violence in our society today. They have made a significant difference over the last 15 years or so in Scotland and a similar body is now being set-up in London.

There is still much work still to do here in Scotland but one of the real successes of the SVRU has been the ultra-targeted method with which different projects are used to incrementally and effectively reduce different types of violence in our homes, streets & public places.

We were delighted to be given the opportunity to help this exceptional organisation bring these different programmes to life with these graffiti-inspired illustrations – Street & Arrow, Mentors in Violence Prevention, Navigator, Ask Support Care (ASC) and One Community.

Each illustration looking to summarise what these exceptional programmes does in the most imaginative and captivating ways possible.

 

 

 

We hope you like…

 

WORKING TOWARDS A MORE SUSTAINABLE FUTURE

‘Working towards a more sustainable future…’ Or ‘Andare avanti verso un futuro più sostenibile..’

We’ve been busy bees at the loft in the last couple of months creating new identities, websites, campaigns and in this case infographics…

One of the things we’ve been most proud off is this lovely little visual we created alongside Letizia Macri, the Vice President of the ESG European Institute in Rome, Italy. Letizia and the ESG’s vision is to help create a more sustainable, accountable and socially responsible form of commerce across Europe and beyond.

A lovely little project (and with strong Italian roots,) a great little project to be personally involved in…

Infographic is available in both Italian & English languages, but we thought we’d go for Italian for this particular post..

You can find out more about Letizia and the ESG at… https://esginstitute.it

A presto…

Infographic of a more sustainable future

If you’d like to find out more about our Design & Branding services contact us…

Benedetto

 

Benedetto is an enthusiastic creative and business person.

His journey has taken him from a career in car design through to his current role as the Founder of the loft – A Design & Branding Agency based in the heart of 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.

<<< To see more of the loft’s brand solutions 

For more information on brand-building by Benedetto >>>

 

26
Oct

A More Connected Scotland!

A More Connected Scotland!

‘Technology as an enabler’

‘A vehicle for providing fresh opportunities’

‘Creating ways and means to improve the quality of life for the people of Scotland – all of Scotland.’

These were just some of the ideas that we were asked to communicate when creating an infographic for Seric Systems several years back.

Our magnificent team put together a wonderful visual of a Scotland re-created as nodes and links, imaginatively including several icons to communicate important ideas such as diversity and inclusion, all underpinned with the stunning blue brand colour of Seric Systems.

Thrilled to recently see this infographic still being used many years after it was originally designed, slightly re-purposed on this slide-presentation for SmartSTEMs, as well as Seric, with the sister’s charity’s stunning brand wings now included.

Benedetto

Benedetto is an enthusiastic creative and business person.

His journey has taken him from a career in car design through to his current role as the Founder of the loft.

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.

<<< To see more of the loft’s portfolio 

Find Out More About Benedetto >>> 

 

24
Oct

Practical Steps to Better Mental Health

One of the clients we’ve found most fulfilling to work with over the last few years is the TRC Group, an organisation which provides integrated therapeutic support to individuals in both London and Edinburgh. With a new website launched just before lockdown in early 2020 – their large, experienced and diverse therapeutic team began creating short posts to help people with the emotional toll of lockdown.

Posts included relaxation techniques, coping mechanisms and other free tools/techniques/thought-pieces to help people better cope with everything that was going on. Useful at the best of times times, priceless during the several phases of lockdown we’ve had during the last 18 months.

We were more than happy to work with the TRC Group to help them put together all of this outstanding content into its own digital library with collated blog posts, resource centre and press articles.

https://trcgroup.org.uk/library>>> for more info. A tremendous function that I’m sure we can all gain some value from…

Benedetto

Benedetto is an enthusiastic creative and business person.

His journey has taken him from a career in car design through to his current role as the Founder of the loft.

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.

<<< To see more of the loft’s portfolio 

Find Out More About Benedetto >>> 

 

05
Apr

Branding FAQs

Each and every day this week, we are answering frequently asked questions people have about their brands…  (Branding FAQs.)

Today’s question is…

Question – 4
Creating a brand is obviously an important part of business so how much should I spend on my brand?

Our Answer

Ha ha, one of our favourite questions – just like the chicken and egg conversation – what comes first a budget or a price?

We usually like to get things moving at the loft so we give costings pretty quickly after an initial enquiry. In all honesty, branding work can range from the hundreds to the thousands of pounds and much more for larger companies. There are also providers at all ends of the spectrum so there are no limits to what can be spent.

However, creating a brand should not be expensive. A lot of the character of a great brand comes from the culture of the company. The experience your customers or staff have on a daily basis – how people are greeted, how durable is the product or service itself, the quality of the after-sales process, does the company follow up well if there is a problem, etc, etc.

Each of these brilliant basics are just as impactful as great brand/marketing communications and they are completely free.

With regards to how much you should spend?

Spend whatever you are comfortable spending. You’ll know deep down how much certain things should cost and what your own budget is.

As mentioned above, you’ll find providers at all ends of the spectrum, don’t risk too much on an isolated project and look to capitalise on those moves that are delivering you results – be it a social campaign, regular website updates or some kind of video podcast, etc..

That way, a truly exceptional ROI is there for the taking.

As always, if you’d like some more information or ideas, please don’t hesitate to contact us…

Benedetto

 

Benedetto is an enthusiastic creative and business person.

His journey has taken him from a career in car design through to his current role as the Founder of the loft.

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.

<<< To see more of the loft’s brand solutions 

For more information on brand-building by Benedetto >>>

 


 

Branding FAQ’s (Previous Questions…) 
Yes, we are frequently asked questions on branding, website design, social media communications, etc – all the ins and outs of this wonderfully interesting subject – so we thought we’d wrap up some of the answers we generally give into a series of short posts.

These are our Branding FAQs.

Here goes…

Question – 1

We know branding is important, we hear about it a lot, we want to create a stronger brand and presence for our organisation but we just have no idea where to begin.

With Branding, Where Do I Start?

Our Answer
What a great question!

Start by working out what you want to do with your business first. Let your brand serve your business and not the other way around…

What do you want your business to achieve? More sales from existing clients? Attraction of new customers? Attraction of staff members? Improved reputation in the marketplace? Improved perceived value of your products/services? Something else?

The clearer you can be with the desired outcomes, the easier it will be to create ideas that boost your business and therefore your brand. You will also be in a position to give a much clearer brief to your creative/marketing agency and therefore help them more to help you.

To give a little more context, here are a few real-life examples, from clients we’ve helped in the past. 

A software company we worked with for many years was able to increase their sales with existing customers by sending out short little E-mail shots introducing them to new features of the software they were already using. By helping their operators to use their existing packages better, more people in the office started to use their software and licenses-per-customer increased significantly.

We’ve worked with countless companies and been able to help them attract new customers with just a few simple updates to their website. Small additions such as good testimonials on the home-page, less burdensome enquiry forms and a clear telephone number somewhere visible on the site. Each of these micro-details helping to transform the number of enquiries and therefore number of new customers gained by our client.

Finally, we’ve been able to help several manufacturing companies increase the perceived value of their products by simply creating and sharing high-quality, effective art-directed photography of their products. Photography which showcases their products in their best lights, being used by customers and presented in an eye-catching and seductive way. All factors which help increase the average sale value, particularly from new customers for those manufacturing companies.

Once clear on the outcome – the answers can be incredibly imaginative – sales promotions, small product giveaways, E-Books, parts of an E-Book, simple website updates, social campaigns, case-studies, bespoke newspapers, etc, etc…

At the loft, we always believe in spending a little more time in defining the end-outcome, keeping the solution light and manageable, then creating something which is easily repeatable once successful.

Helping business owners and organisation leaders to create stronger, more effective and commercially viable brands.

Question – 2

How do I make my brand stand out from the crowd?

Our Answer

Another great question and one with a bit of a historical context. The whole concept of branding was created by farmers branding their cattle to show ownership and to distinguish them from the others. In time, the profession has evolved, but the idea of differentiating your product, service or company remains the same.

The best way to help your brand stand out is to work out what is special about your product/service/organisation and celebrate that difference in the most effective way possible using all possible marketing channels.

If you’re a printer that is always on hand for clients with last-minute deadlines – find ways to communicate and celebrate your accessibility.

If you’re an accountancy firm with sector-specific expertise in one area – consider ways to celebrate this enhanced wisdom and knowledge.

If you’re an online retailer that sells rare and ‘hard to find collectable’ products – then this is the perfect place to start when crafting your message.

If yours struggling for answers for this one – ask your customers/staff or write a list – going on a journey of discovery about what is great about your own products, service, company, organisation or brand is great fun.

Question – 3
I keep hearing about Facebook, Instagram, YouTube, Twitter, etc, etc. How can these help me to build my brand.  Where does social media fit in?

Our Answer
Another Great Question!!

All these channels are brilliant for giving you the opportunity to show off your brand to lots of new people as well as communicate with people you already know. As well as basic products and services, you can show off more of who you are, what you do and how you do it. All great mini brand-builders.

The options with social are endless – present a little bit about your team-members, showcase different ways people use your products, communicate which social causes you support, share customer testimonials, fun pics of the office, name-check people you are working with, etc…

Whether it is words, pictures or video – each and every interaction gives you the opportunity of another positive engagement with your customers, staff and others too – helping you to build and strengthen the way people perceive your brand.

As always, if you’d like some ideas in how to put this into practice, please don’t hesitate to contact us…

Benedetto

 

20
Feb

Business & Friendship

As the last part of our series exploring some magical company moments, as found as grainy photos in our smartphone… Another Awards Doo Pic, this time for the Entrepreneurial Exchange Awards one year later. This is ‘Business’ and ‘Friendship.’

One of the nicest things about business is working with great people. We’ve been so, so lucky to have met some wonderful people – people who have given advice, helped with challenging problems, opened doors, been our clients, our partners, our collaborators, but most of all our friends.

With the loft being a very open-agency with so much on the go all the time – it is very much in our interests to get on with just about everybody. In fact, we train our staff to only see the good in their ideas when designing and it’s very much how we feel about people – everybody’s different but we’ve met very few people who aren’t good in some way or another.

This shot was taken at the end of an awards doo where we hosted a table for the very first time which was an amazing experience. Clearly not letting any of the wine go to waste, every person in shot is a client but more than that they are all very good friends many years on. A magical moment and one that shows that business and friendship can be combined and combined well.

A lovely way to end our series, thanks for following…

Benedetto

 

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.

Some of the organisation’s we’ve had the pleasure of working closely with over the years..

Glasgow Chamber Of Commerce >>>

Young Enterprise Scotland >>>

MCR Pathways >>>

Sisco >>>

For more about the loft’s unique culture >>> 

 

20
Feb

Enough To Feed An Army, MCR Pathways Talent Tasters

As we do this little trip down memory-lane, looking at grainy smartphone pics. We couldn’t not mention MCR Pathways Talent Tasters, we’ve now done more than ten of these wonderful events over the years. The last one just before COVID hit in March 2020.

Each and every one of them getting us a little bit out of our comfort zones, every single one of them presenting new challenges, every one of them reminding us how fortunate we are that we get to do what we love every single day.

And more than that – individually we’re the lucky beneficiaries of having had people in our lives who have believed in us and helped us nurture our own talents.

Talent Tasters are wonderful events where we get anywhere up-to 10 young people (who are a part of the MCR Pathways programme) with the charity’s co-ordinators in a room and give them as close to a lifetime design experience as possible for half a day.

We usually do some kind of self-branding exercise – sketches, some time with the designers in front of a computer and then a little mini-presentation afterwards. Very much in the sprit of the loft, they are pretty much the only time – our studio is completely closed to clients, deadlines or any other form of interruption and we do everything we can to engineer the possibility that maybe just maybe, one of the young people we work with on that day is inspired the way we were when we decided to pursue a life of creativity.

One of the funnier aspects of this great experience is the king-size breakfast that we sometimes enjoy before the creative work begins, we always over-buy and end up with the hilarious contrast of some young people not eating anything to others that are so high on sugar that they could take off and fly. On this particular occasion, our first event, if memory serves me right the full table was swiped at the end with one of the young people even taking a full jar of Nutella back away with them.

Giving something back is truly remarkable.. :-p

Benedetto

 

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.

Find Out More about the remarkable MCR Pathways programme >>> 

Or the loft’s unique culture >>> 

20
Feb

Teamwork Makes A Dream work, #GYPSeminarSeries

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 for a seminar event we co-hosted a few years back… ‘Teamwork Makes A Dream work, #GYPSeminarSeries’

One of the biggest moments of our company’s short life was a wonderful event we put together as part of the #GYPSeminarSeries with so many other wonderful, wonderful people. As anybody that knows me well, I am big into learning and just love hearing more from people who do big things and do them well. I had just been asked to be onto the committee for Glasgow Young Professionals and we decided to run a series of professional development seminars which would inspire young professionals throughout the city.

We wanted a great speaker for the first event and thankfully we got one with Russell Wardrop of Kissing With Confidence. Together with the loft team doing some amazing work on the marketing, the Clydesdale Bank in St Vincent Street, Glasgow kindly providing their stunning branch to host the event, GYP getting more than 100 young professionals out to a professional development seminar on a rainy Monday night and obviously Russell Wardrop donating his incredibly valuable time – we made something pretty special happen.

This lovely overhead shot taken from the mezzanine with Benedetto about to introduce Russell magically captures it in all its glory.

Teamwork makes a dream work…

Benedetto

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.

Find out more about the exceptional Russell Wardrop and his company ‘Kissing With Confidence.’ >>> 

For more information on the loft’s unique culture >>> 

 

 

 

20
Feb

Persistence Pays – LOFT Walls, Creative Process and PETEX…

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 ‘Persistence Pays, LOFT Walls, Creative Process and PETEX….’

We couldn’t really do one of these look backs without sharing a good old-fashioned smartphone pic of a ‘LOFT Wall.’ Over the years, the loft walls have became a bit of a legend in their own rights. At a time when more and more things are being created, shared and looked at on computers – the loft is one of the few companies that still pins thoughts, ideas and hand-drawn sketches on its wall. It allows us to take a step back, have proper discussions, see what’s working and what can be built on. They have became such a cornerstone to the loft process that, by the most part, clients have given up with formal sit-down presentations in exchange for standing up with a coffee in their hand and having a much more dynamic conversation about the direction of their project. It is one of the things we look forward to returning too the most when Covid restrictions are finally behind us.

One project that took this ‘wall-process’ to its limits was the creating of an advert (and visual identity) for Petroleum Experts. PETEX creates software for the oil and gas sector and are one of the country’s top companies – commercially, creatively and culturally. We were incredibly fortunate to be the first creative agency that they had given an opportunity to work with. Which was a tremendous honour. Unfortunately, although their software was genius, we just couldn’t get our heads around it. One of the reason’s for hiring an agency is that they help you to better communicate an idea, a message or information. We had 2-3 pretty disappointing concept presentations at their offices in Edinburgh and were really struggling. We were probably on the verge of being fired, for Petex, who had always created their own communications, we were probably going to be just another failed experiment. We knew we had one last change to get it right so we gave it absolutely everything for one last push. Over the next few days, we absolutely tested the limits of the loft creative process, our walls and our own design abilities. We must have started with around 15 potential concepts and with a small team – brainstormed-sketched-discussed-refined-sketched again over a 2 day period – each time honing ideas and concepts into final solutions. Our walls had never seen such abuse.

In the end, we finished with about 6 credible concepts which were each hand-sketched and shown as an advert mock-up, each of which I thought were just outstanding, some of the best work we had ever did and would surely, surely answer what we were being asked by Petroleum Experts. More than that, I would be happy regardless of the outcome.

There genuinely is a strange feeling of ‘equanimity’ when you have left it all out on the field, given your all and that was how I had felt. That evening, I happened to be at the same dinner as the PETEX Founder Hamid Guedroudj, ironically the Entrepreneurial Exchange Awards Doo which had so opened my eyes only two years previous and he was the current holder (at that time) of the biggest award ‘Entrepreneur Of The Year.’ I seen him, shaked his hand and asked if he had seen what we had sent through just a few hours back…  He gave me a big smile and said ‘James had said we had sent some ideas through, we may just be able to use them.’

A truly magical moment. Persistence Really Does Pay…

Benedetto

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.

We did eventually go onto work with Petroleum Experts, you can check out the project (including the 6 ads we previewed with the magazine mock-ups) >>> 

Check out Petroleum Experts, an extraordinary company >>> 

 

20
Feb

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

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 >>> 

 

20
Feb

Superhero Entrepreneurs, My First Entrepreneurial Exchange Awards Doo

#Magic Moments

Last week we did a little post about our company’s culture and one of our good friends had mentioned how nice it was to see good, old-fashioned grainy pics of great company moments. Well before the times smartphones had became such good cameras. It got us doing a little trip down memory lane – thinking about some of the great events of the past, some of the magic moments we’ve experienced as a company so we thought we’d share a few of them with you…

A week of #MagicMoments starting with a small personal one…

I started the company back in 2012 and like most start-up entrepreneurs I was doing a lot of networking at the time. I must have been averaging 4-5 events a week (at least) as I looked to meet new people, gain our first clients and learn as much as possible about business. I had always heard of a mystical organisation called ’The Entrepreneurial Exchange,’ it was one of the most prestigious networking groups in Scotland, pretty much for the big boys and girls only and holding a kind of scary appeal. I had already heard about who the big-hitters in business were in Scotland and they all seem to be tied to this one organisation in some way or another.

Kind of out of the blue, one late November afternoon, I got a call on a Thursday afternoon from Margaret Gibson of PSYBT asking me if I had a black tie? Margaret, who was the Marketing Director of PSYBT, had told me that the charity had a table for the Entrepreneurial Exchange Annual Awards Dinner and somebody had cancelled last minute. Unbelievably, I was getting the chance to go to the Entrepreneurial Exchange Annual Awards Dinner at the Hilton. Excitingly, I stopped what I was doing, got into a suit and made my way to the Hotel.

Luckily enough it turned out to be one of the very best nights of my life. The Entrepreneurial Exchange was everything I hoped it would be and so much more. I met some wonderful new people, heard incredible tales of ordinary people doing remarkable things – billion pound companies being created out of nothing, multi-million pound, international deals. I was one of those people, at that time, who listened a lot to the news and it was all – recession, recession, recession or just bad news – this was like another world!

I was fortunate to be there for Maitland Mackie (of Mackie’s crisps fame) inspiring yet hilarious 20-minute acceptance speech when being given his ‘Lifetime Achievement Award.’ Then hearing the equally inspirational ‘Gio Benedetti’ get up a few minutes later and say – ‘don’t worry, I won’t be as long’ with an Italian accent that I was oh so familiar with. I seen a slightly tipsy German man named Twickler (nobody could get his name right) celebrating with unrestrained joy at winning one of those oh-so hard to win awards.

So many of my business heroes were in the room that night and I even had the great fortune to meet a few of them afterwards. I truly enjoyed every last moment of this incredible experience – leaving the hotel bar as daylight was appearing at around 6AM the next morning.

That night changed my life, opened my eyes and more importantly, opened my mind, to what was possible. I remember going straight to my family home in Kilmarnock without sleep and boring my poor dad to bits about the incredible evening I had just had. Something changed that night, I realised I enjoyed being a designer but what I really wanted to be was one of those superhero entrepreneurs…

Benedetto

BB

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.

See both of the wonderful acceptance speeches of Maitland Mackie and Gio Benedetti from the Awards Ceremony here >>>

Find out more about the loft’s entrepreneurial approach >>>