Tag: brand

BeyondHR – Brand identity

Posted on by YBmMqGwLx0

BeyondHR focus on a relationships based approach to Human Resources, their headquarters are based in Ballymena, Northern Ireland, with another office based in Glasgow, Scotland. Previously named Personnel and Training Services (PTS), our rebranding project was undertaken to reposition the business within the market.

Their name PTS, was out-dated for the marketplace, we took this opportunity to rename, to allow the company to engage with its audiences in today’s world. Starting wide, we went through over 50 names each with reasoning on why the name was relevant. We then refined, short-listing down to seven.

The chosen name ‘BeyondHR’ was a fantastic metaphor for the business with lots of branding potential.

Understanding the Brand

We looked at the industry landscape and noticed the majority were very corporate, and didn’t seem very approachable for a business which dealt with people. A lot of the logos didn’t give you much of a hint of what they do. We seen this as one of the challenges we had for BeyondHR, as we needed the business to look approachable, friendly and tell you what they do.

Our goal within the BeyondHR rebranding was to create a trustworthy brand, which kept inline with their core values of focusing on relationship.

Brand Audit – Brief

To create a brand identity for BeyondHR incorporating the new name with a clever, friendly visual direction. The new identity would become the face for the brand and reflect the core values of BeyondHR. The brand will position the business as the go to HR company when you need them the most. The brand allows flexibility to evolve over time. BeyondHR wanted to reach out to smaller businesses, as they want to make Human Resources more approachable.

Like many brands we create at Kaizen Brand Evolution we have created a branding system which makes it simple for anyone in the business to be able to use. We show the client how the brand works and how it can be utilised. BeyondHR’s brand was developed from research we gathered from multiple sources to make sure we understood the industry we are designing for. We took elements from our research and we created three independent brand concepts that fully reflected the marketplace BeyondHR operate in. Each had a unique value proposition so BeyondHR could visualise their brand potential, after refinement of the chosen brand concept, we are rolling this out across a range of deliverables both offline and across digital media.

The Logo Build

The logo type was created using elements ‘BeyondHR’ + ‘Support’ + ‘Eye’ + ‘People’. From this we built a clever device, which houses a person in the negative space of the ‘O’. This represents that BeyondHR are people centric in everything that it does. We wanted people to smile when they discover the person in the logo, and hopefully smile when they engage with BeyondHR. The device will be used throughout the branding system from housing different icons depending on the sub-brands/services they offer.

Each element of the brand has been thoroughly looked at, from brand campaigns to lanyards to how the coffee mugs would look like.

We introduced a vibrant colour palette to use against a contrasting navy, the colours used per sub-brand each have their purpose in the brand, the red is used as it shows leadership and suggests stability; the teal is used as it’s more softer for training purposes and represents knowledge; the yellow is used as its friendly and approachable, perfect for recruiting; and finally the green is associated with healing and protection.

Brand Language

We created the approachable brand, we needed a tagline which helps define what BeyondHR does as the brand language is just as important as the visual identity. “We’re People People”.

Whiterock Finance – Brand identity

Posted on by YBmMqGwLx0

Whiterock Finance are an independent alternative funding company based in Belfast, Northern Ireland. Previously named Whiterock Capital Partners, our brand audit project was undertaken to reposition the business within current and new markets.

Traditionally such businesses are branded in a manner akin to an accountancy practice and of course this adds strength to the diligence requirement of such a process. However for many entrepreneurs or business owners, this traditional look may be misunderstood for a variety of reasons.

Our goal within the Whiterock Finance audit was to create an engaging, dynamic brand, that retained the heritage of an established, trusted and extremely well respected business.

Understanding the Brand

In the process of understanding the Whiterock Finance brand and its products/services, we were led to the many clients they have supported with the Growth Loan Fund and Growth Loan Fund II. Entrepreneurial, growth driven and ambitious companies who are making a huge impact in each of their sectors was the common theme and from this it was very clear to identify the personas of key markets.

We created three independent brand concepts that fully reflected the marketplace Whiterock operate in. Each had a unique value proposition and while design is objective, the selection process is of course subjective. After refinement of the chosen brand, we are now rolling this out across a suit of deliverables both online and across digital media.

What is Alternative Finance?

Alternative Finance is an umbrella term that covers any type of finance that does not come from a mainstream provider, such as a bank. It is not a mortgage, but a considered loan for use as investment within your company.

Whiterock Finance support local businesses with ambition that can demonstrate sales and profitability growth.

Brand Audit – Brief

To create a new and engaging brand identity for Whiterock Finance, incorporating the new name with a smart, modern and visual direction. The new identity will become the voice of the brand and reflect the core values that Whiterock Finance represents. The new brand will also position Whiterock Finance as the premier alternative finance option for entrepreneurs seeking growth in their businesses across Northern Ireland. The new brand will be flexible for growth, perhaps in Scotland and the mainland. The brand will be attractive not only to entrepreneurs but to major investors across the water and fit in with their brand library.

The Logo Build

The logo was created using elements ‘W’ + ‘ Whiterock’ + ‘Money clip’. From this we built a clever Rock device crafted from the negative space of the logo. This represents a strong foundation to help support your business. The device will be used to throughout the branding system from housing photography, to use as an arrow to point to the language or to be placed as a white rock when the logo can’t be used.

Each element of the brand has been well thought out from the colours, layout and the typography. We used a typeface, which can be legible from size, with subtle curves in the letters to tie back to the curved logo.

We introduced a clean colour palette inspired by the coast, using a sunset yellow and rock grey with contrasting bright colours used to add more depth to the brand. These colours were used when we updated the Growth Fund logos too so they updated in the style of the new brand.

Brand Language

The brand language was critical, as it had to be corporate and approachable. Some of the language created was, “We invest in the brave”,” We invest in the ambitious”, “Alternative, Intelligent Finance” and “Grow your business”.

As well as the branding system, we produced a range of visuals to show them how the brand could be used across different mediums; including adshels, brochures, signage, business cards, lanyards, mugs and online presence. When you see how all the brand elements are brought together it’s clear to see the cohesion. With this brand structure, Whiterock Finance will stand out from the rest of competition. 

With Whiterock Finance we built a strong brand that works for the business and for their clients. We throughly enjoyed working with the Directors on this exciting project and look forward to working with them to evolve the brand even further.

Glo – Brand Creation

Posted on by YBmMqGwLx0

Recently we branded Glo Beauty, a new Beauty Salon in Belfast. This undertaking included: full brand development, logo design website design and social media campaigns.

The client’s ambition was to create a modern beauty salon offering a customer service in Belfast. Bringing a similar feel to other Cities across the globe like Dublin, London, New York and Milan. Glo is based in Kings Square, off Kings Road, Belfast. Offering a variety of services from Manicure & Pedicures, Tanning, Wax & Hair Removal, Eye Enhancements, to Make Up. Building upon the foundation, Glo will deliver a quirky experience, which makes you feel really good about yourself.

Glo Beauty is one of the first Beauty Salons in Belfast, to be funky, modern and appointment only to give you a premium service and only using the Top Market brands. Ireland’s Leading Make up artist Aimee Connolly (Sculpted) has trained Glo’s very own Maria Chesser. Maria is a prodigy in the industry, bringing elements she has learned from across the country into Belfast. As well as running the business Maria wants to get heavily involved with the services, as that’s what she’s being training for. She will be available for appointments as well.

Glo approached Kaizen Brand Evolution to brand their Salon opening in their Flagship Store in Belfast. They asked us to design and develop a new branding system for their salon; it needed to feel welcoming, bright, and luxurious. It should look modern so it could really stand out in Belfast. We wanted to Glo to brighten up the beauty industry in Northern Ireland.

Our research revealed some amazing hair salons and beauty brands across the globe. We explored texture, palette, photography – fashion, landscape and otherwise. We tested and worked with a range of type, and mark making to create something unique. We used “Your skin is Glowing” as the initial concept behind the brand identity. We combined an array of light and eyelashes for beauty with the word GLO. This creates a beautiful mark, which becomes the GLO Ray device that can be used to highlight the subject and used throughout the branding collateral. The colours used in Glo Beauty are natural colours, which will work in contrasting colours across the brand.

We incorporated ‘Glo’ into the language. This helped with the photography direction used within the brand. We created Glo’s brand language and tone of voice to offer her services. Statements like “You Glo Girl and “Glo on your Day” were created during the creative writing process for the brand. Glo Beauty Is the place where you’ll feel better every time, your skin will Glo and to really make the brand shine we had to show the brand could be used to motivate women and feel positive about the way they look. Using this brand language will help Glo in the future for marketing campaigns and advertising and will across the services Glo offers.  We married together the brand language and the logo mark to successfully to show Glo’s brand.

Following the identity and language creation, we implemented the branding across a number of deliverables. We visualised how the brand can be used across everything Glo will need from coffee cups to uniforms to help with the overall experience at Glo. These visuals will help show the direction on how the brand can be used for the signage to branded collateral for when Maria goes to beauty events. Having a strong visual brand with a clear message will help her stand out amongst the big competitors within the industry.

It was great to work on the branding for Glo and we look to seeing the brand will be rolled out across their social media, uniforms and in the salon itself as Glo continues to evolve.

McQuillan Companies – Brand Identity

Posted on by YBmMqGwLx0

McQuillan companies approached the branding team at Kaizen Brand Evolution to re-position and revitalise their brand identity. The family-owned business is well established across Northern Ireland and is specialists in civil engineering, quarrying, waste management and outdoor cleaning services to name a few. McQuillan Companies have a large presence on the road, their vehicles being instantly recognisable, a lot of which is down to their unique colour palette, something that the branding team had to keep in mind throughout the brand audit. Auditing a brand is our way of truthfully expressing the business offering today, whilst retaining loyal clients brand understanding and improving brand touchpoints (such as vehicle livery) we aim to create a brand purpose that keeps the business relevant and exciting for new and potential future clients.

McQuillan Companies – in their own words:

McQuillan Companies are a Northern Ireland based family run business which incorporates a diverse range of activities including civil engineering, demolition, quarrying, hazardous and non-hazardous waste management, outdoor cleaning services and analytical chemistry. A fourth generation business operating for over 100 years through the parent company John McQuillan Contracts, the McQuillan Companies name is synonymous with quality and excellence throughout our various divisions.

Getting started we focussed our research and investigation to forward-thinking, modern brands in the engineering, construction and land service industry – looking to London, New York and further afield. With brand learning’s from across the globe we built a solid understanding of what branding was working and not working in this industrial landscape. Following initial research and mood boarding, we filtered the findings down into 3 solid directions and began brand planning.

We initially developed the narrative before jumping into the design for McQuillan Companies. The narrative on this occasion was ‘Here for tomorrow’ – a modern, forward-thinking strapline for a modern, forward thinking business who are, in effect working on making tomorrow a better, safer place to live. We purposely avoided building or construction clichés so that the narrative was widespread across the entire company intern breeding a positive brand culture – essentially this narrative has legs to be flexible across different business facets.

We now needed a logo mark that reflected what we were talking about in the narrative. The McQuillan monogram stems from the idea of engineering and overall solid work that the company undertake. The new logo is a strong, trustworthy mark that brings together the initials of the family name and visualises the industry – simply. Our goal for any brand undertaking is to simplify, make brands that people get, without the use of selfish design techniques or trends. The logo proves successful when used across brand materials and especially in the brand livery and uniforms. Alongside the new mark, we introduced a structured contemporary typeface that suits the tone of voice and industry of McQuillan Companies. The flexibility of the new identity becomes apparent across the different business sectors where the company sector is simply introduced to the stacked lettering in each instance. Throughout the new branding, we have directed the new photography style, using modern dramatic images of the work in progress as well as team members in situ.

The crescendo of the brand audit was the re-design and use of the new branding across the vehicles. The vehicles that define a McQuillan job have been reinvented for future use and business growth, utilising the flexibility of the new logo mark and brand narrative they suitably stand out on the roads and truthfully represent the businesses heritage and future.

It was a pleasure working on the brand audit for McQuillan Companies and we look forward to rolling out the brand collateral in the not too distant future.

Blast 106 FM Brand Development

Posted on by YBmMqGwLx0

Belfast’s most music station Blast FM approached Kaizen Brand Evolution to design and develop a new brand identity system for their group of radio stations across the UK and Ireland. Blast FM has been live on air for a number of years and reached a point of significant growth, and they needed a brand identity that was going to help propel them to even greater heights, appealing to more listeners. The market of radio is highly competitive and the team at Blast FM needed a unique identity to truly reflect what they offer and stand out in their industry landscape.  Blast Fm’s brief was to create a modern, recognisable identity that spoke to their core audience correctly as well as being bright and bold. They wanted something that was going to stand out within the market, showing them as one of the leading players within the industry. A unique request was to include a WAV file of an important figurehead from Blast FM talking who had recently passed, a touching piece of communication now represented forever in their brand mark. Blast FM as a group own 7 further stations and a part of the challenge was to create their identity so that it could become a flexible mark, easily recognisable across all markets, as well as being easily adapted in colour and name for other stations whilst retaining the group look and feel.

We designed a flexible identity system around the concept of the play button. The play button represents radio, music, playfulness and fun so we thought it was the perfect symbolism for the group identity. We also introduced a secondary keyline surrounding the play button to represent movement, volume and radio signal. Utilising the play button’s shape we were able to house the frequencies of each station and the WAV file from the brief. The play button acts as the boilerplate brand mark for the set of group marks, on each of the different stations identities the colours change as well as the frequencies of the related station. The name of each station and it’s geographical location sits to the left of the button and is easily interchangeable as the brand rolls out across the remaining stations – Blast Fm Belfast, Iur Fm Newry & Mourne, ABC across the ABC region, Blast Digital Glasgow, Your Fm Stockport, Blast Blackburn and Blast Northwest. Each station adopts its own unique colour system, each palette as bright and eye-catching as the last. This approach keeps the group brand profile true across all business areas and reinforces the brand personality across the UK and Ireland.

Along with the play mark, we introduced black and white art direction for the brand imagery. The choice for black and white imagery was primarily to place further emphasis on the identity and its bold colour palette. The two, when designed together, marry very well and create an over well rounded, bright and modern identity with a considerable and noticeable change from their previous brand identity. The photography is primarily portraiture of key musicians featured on playlists from the respective radio station. Each set of images is put together in a concertina format for use across social media, advertising and in print. We also introduced a set of geometric 3-dimensional backgrounds for the Blast FM brand rollout which can be seen on their social media channels. The geometric shapes and 3D effect simply adds depth to the brand mark and creates a more modern corporate brand world for the new mark to thrive in.

As the brand rollout continues across the entire group we look forward to creating further digital and printed collateral. As brand guardians for each of the business facets, we have a clear understanding of how the branding should be treated across all mediums. We thoroughly enjoyed the design and developments of the brand system for Blast FM and look forward to seeing the branding out in the real world as it begins to evolve.

Harlow Brand Identity

Posted on by YBmMqGwLx0

The client’s ambition was to supply top of the line Italian and Scandinavian fashions online with an eventual ‘bricks and mortar’ store in Northern Ireland.  The brand had no name, identity, narrative or visual strategy. It was our job to sculpt and direct the branding from naming to delivery.

We chose a name that reflected the company’s ambitions, high-end, one with an abstract meaning and a subtle hint to a landscape in which the clothes are made. The name Harlow was a great driver for the identity creation and overall styling of the brand collateral, as it reflects elegance, subtly and confidence.  The naming process was approached with the same rigour as any brand identity project. Firstly with research and investigation, looking at hundreds of colloquial, European meanings and names, names that echoed style, femininity, and confidence, all brand pillars of what is now known as Harlow Clothing Company.

With the company name to hand, we could now focus on creating the brand identity. Our research revealed some really outstanding fashion outlets and quirky retailers across the globe. We explored texture, palette, photography – fashion, landscape and otherwise. We tested and worked with an array of type, symbolism and mark making. We used the stem ‘passion led us here’ as a backbone narrative for the project – this language opened up the door for passionate photography, and an overall ‘chill’ – ‘hippy’ lifestyle vibe for the brand – something that the client was immediately connected with.  The narrative paved way for an ‘airy,’ modern use of type with wide spacing between letters. The font used for the primary type mark is a Grecian typeface, one that screams ‘foreign contemporary’ to keep in line with the business ambition and to suit the product. The type in the mark now decided upon we wanted to introduce a simple device to enhance the overall identity. Traditionally when thinking to European or foreign language we expect to see accents or glyphs that derive from foreign alphabets, so how do we introduce this – cleverly. Taking inspiration from the missing holes inside a button we introduced an “umlaut”-style device above the H in Harlow. This addition creates a unique brand identity and creates a new brand atmosphere to begin to use dots and the separated H as part of the brand material and roll out.

The colour palette is subtle, confident and modern reflective of the 3 pillars of Harlow Clothing Company. The greys and blues echo the denim and highbrow fashion on sale. Pairing the colour palette with fashion photography enhances the brand personality, solidifying the clients’ expectations and price ticket of some of the brands on sale at harowclothing.co. Harlow’s initial brands are Italian denim magnates Freddy and Scandinavia’s SVEA – two unique, stylish brands that radiate quality and fashion. Harlow sits confidently in this brand landscape and showcases the products on sale fantastically. The photography brings another element of landscape to the identity, transporting its customers to the origins of the garments on sale. The photography is a welcome addition to the brand pack, it’s storytelling ability enhances the experience and establishes the new business as an already market leader in this field. I must highlight that Harlow is the first business in Northern Ireland to stock and sell the Freddy and SVEA brands.

We designed all brand material from online e-commerce site to tags, labels, packaging and signage. All brand elements adapt the same brand tone, minimal yet impactful. The brand is now live and boasts an already impressive online following on Instagram. As Harlow’s reputation builds we continue to work with them, acting as brand guardians, as they evolve so do we.

Walking the Walk and Talking the Talk

Posted on by YBmMqGwLx0

Valuing brand with Robert Bau

Tuesday saw the alarm clocks set for 3.30am for Glenda and Lynsay as they embarked on a road trip to Dublin to attend a workshop hosted by the Institute of Designer’s Ireland with guest speaker Robert Bau, heavy-weight strategist and thought leader. Once fuelled with coffee and pastries courtesy of Brooks Hotel, they settled down to a compelling talk on the application of business strategy to selling and quantifying the value of design. Attended by mixed disciplines from interior design, packaging and ourselves from the point of view of brand and digital, the room was able to apply the theories to their own sectors within the design industry. It is easy to fall into a assumed pattern when pitching design and overlook the analysis of brief and predicted outcomes that as designers we all do, but don’t always communicate well or quantify as a valuable outcome of the process. The knowledge we gained in invaluable, both to our own company strategy as well as how we can help our clients. I feel a studio shared learning workshop coming on!

Mourne Mountains Brewery

Posted on by YBmMqGwLx0

The Mourne Mountains Brewery approached the team at Kaizen Brand Evolution for some creative concepts for the up and coming launch of their festive spiced lager. Naturally we jumped at the chance to pitch for the client, working with such a brand that you yourself has passion for is extraordinarily rewarding. Mourne Mountains Brewery are a relatively new Brewery specialising in brewing techniques that produce some of the tastiest beers in the land. The brief was to create a new label design and marketing materials for the launch of The First Noel – their winter brew. The First Noel is a famous Christmas Hymn and the brew itself is a spiced lager the perfect mix for some great design concepts. We created a full red wrap label that stands out amongst the array of craft beers on the shelves, with a snowy Mourne scene of the labelling. This concept was then rolled out across draft labels, marketing materials, invitations and posters with the message ‘be merry’ as the call to action. A fantastic, delicious project for the Kaizen Brand Evolution team and a wonder to see our designs on the shelves across the province.

Relax… you’re almost there

Posted on by YBmMqGwLx0

The next time you are travelling from Belfast international airport we hope you are well Fed & Watered! Our brief was to inject some soul into the outlet whilst protecting the balance of the customers perception of a high end offering at BIA. Expressing personality and character was key. The name, logo and colour palette was to remain, but our role was to evolve the brand to next level.

The project was progressed in line with the interior designers vision and also liaising with the signage supplier on materials to meet the clients timelines and budget for the project.

Firstly, we researched other restaurants to help benchmark the project visually. We created mood boards of materials and layout styles to make sure both designer and client were in agreement on the overall look and feel. Once we were exposed to the architects plans we adapted the mood boards to align the brand.

This resulted in chosen fonts, colour palettes and textures that informed the menus, signage and printed communication in the outlet. The brand now talks to the customer with humour at each touch point, maintaining a quality standard yet opening dialogue to build a longer lasting relationship with the customer. From a commercial point of view, it was important to visualise the food deals to reduce customer decision time and make the menu more simplistic to increase sales and upsell products.

The brand assets are solid, and can now be rolled out across other Fed & Watered outlets nationally, strengthening brand confidence and consistency across the portfolio.

Client Quote from press link

“Since its conception the brand has gone from strength to strength, with further outlets opening in Exeter Airport and the landmark Obel Building in Belfast. While the brand and the offering have evolved over the past four years, we took the decision earlier this year to execute a more significant brand refresh. The first part of the project was to work with our designers to reconsider the logo and associated corporate livery.” The updated brand assets have future-proofed this part of our business, and will now be rolled out across our other Fed & Watered outlets, thus strengthening brand confidence and consistency across the portfolio,” she added.

Press Links – http://www.nibusinessnow.co.uk/enhanced-offering-at-fed-watered-takes-off-at-belfast-international/

http://www.newsletter.co.uk/news/ni-business-news/mount-charles-wins-major-international-airport-contract-1-7080977

http://www.belfastairport.com/blog-news/2015/november/mount-charles-wins-major-contract-at-international-airport