Design

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KBC Peel Hunt – Brand identity

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KBC Peel Hunt is a medium sized city broker with big ambitions and a low profile. We were asked to create a new brand that helped to raise the profile of the business (”I want to be talked about in the pub”), and present a more consistent, powerful message internally and externally. The central proposition, ‘achieve more’, focuses on the benefits for their clients. It is expressed through a set of five iconic images that show moments of achievement – improbable, but not entirely impossible with the right combination of strength and commitment. (Winner at 2007 Benchmark Awards)

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The Sc-Fi channel – Brand identity
The Sci-fi Channel was TV for trekkies and geeks. Following a decision by the channel to begin airing paranormal and fantasy shows as well as traditional science fiction, they wanted to position themselves as a cool, more mainstream channel. We took the idea of everyday people having secret paranormal powers, and created five idents to reflect that. The identity modernised the logotype and typography, and ‘owned’ the distinctive purple gradient for strong, consistent branding across all media channels. (Awards: D&AD silver pencil, Art Directors Club USA Gold, Promax Silver)
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RPC – Graduate recruitment campaign

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As a city law firm, RPC needed to attract the very best trainee solicitors, as a medium-sized partnership the challenge they faced was considerable – how do they compete against larger, long-established recruiters with much deeper pockets? Our approach was simple: be bold, challenge the ‘norm’ and don’t be afraid not to be liked by everyone. The campaign fuses the visual style of comic books and tabloid photo stories to create an exaggerated tongue-in-cheek view on the world of law graduate recruitment. We follow the journeys of two trainees as they embark on their careers at different law firms – one at RPC, and one at a caricatured vision of a rival firm. The distinctiveness of the execution means the campaign stands out from the crowd and portrays RPC as a very different type of law firm. (Awards: Shortlisted in the 2007 Target Graduate Recruitment Awards for Best Student Marketing Campaign)

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KBC Securities – Brand identity


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KBC Securities are a mid sized bank with geographical presence across key areas. However, this reach and scope is not widely communicated. We needed to help them raise their profile and awareness for the brand. The central proposition was that KBC Securities believe that banking is a craft, not an art or a science – they are modern craftsmen. Therefore, we created an identity based on the premise that if they ‘Get the fundamentals right, then everything else follows’. To reflect this concept, we created a symbol of the way they do business – a perfectly crafted, solid wooden building block. They formed the foundations for the whole identity, every element is based on the 3×1 block – from the typography, the grids, graphic elements, even the ratio in the colour palette. A series of iconic images were also created, each based around 1 of the 5 ‘fundamentals’, a series of guiding principles that the company follows.

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Homeless Link – Brand identity
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Homeless Link are a charity organisation for frontline homelessness agencies in England. Their mission is to be a catalyst that will help to bring an end to homelessness. When researching the identity, we found an ancient hobo language based entirely on symbols, which was used to secretly pass messages on to other homeless people. The symbol we used for the logo was taken from this language, which appropriately means “Don’t give up”. This symbol was the starting point for all other communications, where in each image we always find a way to highlight the secret symbol, and therefore subliminally getting across their powerful message.

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