Tag: graphic deisgn

Watch Tech

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Watch Portfolio Management is a well-established business specialising in financial guidance with many clients reaching from the UK to Australia. Watch Portfolio Management is based in Lisburn, Northern Ireland, and is known for their financial advice that leads businesses that have gone into insolvency to find solutions. This, however, is no longer the case! Watch Portfolio Management decided they would approach Kaizen Brand Evolution to create an identity for their cutting edge software, that they primarily would use for daily tasks, as going forward they would like to be seen as a financial software business. This software is to be called Watch Tech. The interface is easy to use and finds information fast making it the best financial insolvency software on the market.

To creating the brands identity we needed to first fully understand the industry landscape that Watch Tech would be positioning itself alongside. We researched and developed clear directions to take our brand ideas based on Watch Tech’s potential competitors in the financial, security and tech sectors. Learning from our research we found what was working and what wasn’t necessarily relevant moving forward with the creation of Watch Tech’s identity. It became clear that a simple, modern identity would be best to represent this brand effectively.

Now that our styling has been determined from our research the identity soon followed. A potential branding direction that we explored was revitalising Watch Portfolio Managements shield to link Watch Tech to it’s heritage, as well as to show the software’s strength and durability when it comes to protecting your financial well being. However, the brand chosen to represent Watch Tech was our identity representing “financial growth”. This mark, illustrating a positive outlook, is a meaningful graphic that lends itself to the company’s primary objective for its clients. The brand mark uses three primary bars linked by two diagonal bars in the background giving a ribboning effect to shape into a “W” ultimately representing Watch Tech. Looking back on our research we decided to use a corporate typeface in a variety of weights to blend with our modern brand mark. This typeface joined with our brand mark comes together to create our Watch Tech Logo.

Following the design of the brands elements we were able to focus more on what our brands message would be. Watch Tech is really the first financial insolvency software to come onto the market and we decided “Pioneering financial insolvency software” would be a good direction for their brand language. Our taglines to follow this direction are “faster, stronger.” and “better, smarter.” to illustrate how superior this software is in comparison to other financial insolvency software’s and its main selling points the software can provide. Leading from this language our imagery shows the idea of exploration and moving forward to illustrate Watch Techs brand message.

With our logo and language already decided the next step in our process is to show our strategy in regards to how the logo would be implemented. The new Watch Tech logo is a strong shape with distinguishing features making it recognisable individually. It’s because of this that we decided to use the outlined shape of the brand mark as a device to house imagery. Imagery on print, signage and online would follow this strategy or be full bleed with the brand mark positioned accordingly alongside our brand messages. We didn’t just create a new brand identity for a piece of software we created a new platform and style for a new business to follow going forward.

Branding Solv-ed

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Solv got in touch with us with plans to undertake a brand audit. They required an update to the established identity to keep them ahead of the curve. Solv pride themselves on offering a personal service. Engineers turn up on time, wearing smart company uniform, driving one of their spotless vans and carrying company I.D. They will always carry out work to the highest standard and they are highly experienced and qualified in their respective trades. With this in mind, we were able to create an identity refresh.

We looked at a number of areas in Solv’s brand identity when performing the audit, from their logo to their tone of voice and art direction. We wanted to retain Solv’s core audience and increase brand confidence through the refresh. There are a few brand elements that we wanted to co-exist with the new direction, the Solv red and the brand personality. The red Solv vehicles are instantly recognisable across Northern Ireland, which we did not want to lose. We recognised that the red also associated with the fantastic reputation of the engineers, service and company, so it had to stay.

We began with a logo refresh, removing the word ‘group’ from the primary logo. We typeset the new logo in Vag Rounded, a similar but more sustainable typeface to use across the brand collateral. The introduction of Vag Rounded also provided a more circular and fluid logo mark. This small incremental change immediately secured an overall consistency with the brand language, brochures and vehicle graphics all now have a set typographic style. We also found a more suitable positioning for the registered trademark logo. One of the main objectives of the Solv audit was to simplify, we kept this mind-set when approaching all brand collateral.

As well as the logo design we developed a strapline to support the new brand direction. “Energy as always,” a simple & positive piece of copy that embodies the businesses brand pillars. Energy as always now features as a core part of the brand identity appearing on all printed material and vehicle graphics. The statement immediately shapes the audience perception of what Solv is all about, Energy. Whether it’s hot energy (oil and gas), cold energy (air conditioning) or green energy Solv’s team of specialists are here to help.

We created separate colour palettes and tag lines for each of the three brand pillars of Solv: Air Temperature, Heat and Environment. Feel the heat, Easy Breezy and Go Green. These digestible tag lines breakdown the services for the customers and make communications between the business and clients much more transparent. They also reinforce the already established brand personality.

The new brand elements were placed into a brand guidelines booklet for the business moving forward. It was imperative that the new brand direction was followed and some straightforward brand guidelines for staff and marketing were an essential addition to the audit.

The first piece of work in delivering the brand audit was the design of their fleet of vehicles, the red vans. We re-designed the vans in the new style, utilising the new brand guidelines, type styles and copywriting. We have also designed a number of advertising campaigns for Solv in the new brand style, which will be rolled out to the fullest in the coming months.

This was a fantastic project to be involved in and we continue to develop our working relationship with Solv. Recognising that your brand identity may need a refresh or audit is a fantastic way of keeping your brand fresh, relevant and adaptable to market trends. Get in touch with the team at Kaizen Brand Evolution if you feel your brand needs a facelift.

Design of the Boojum Food Truck

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This month in Kaizen Brand Evolution we had the pleasure of working on the concepts and design of Boojum’s brand new offering –The Boojum Food Truck. The Food truck is now available for bookings across the whole of Ireland for events, festivals, weddings and pretty much any party you can think of. The food truck craze has taken America by storm and the owners of Boojum felt that Ireland was the perfect place to launch their own!

We created the campaign, additional web pages and Food truck design itself for the launch and already it has had major bookings for festivals and events across the province. ‘You see me rollin’ is the lead campaign for the food truck encompassing the rolling of the burrito and the food truck rolling down the road. The vehicle design is big, bold and extremely eye catching. The branding was also ‘rolled’ out across video, print and digital campaigns. We are, as always very proud of the work done and wish the Boojum food truck all the success it deserves.

Comber Pharmacy Branding

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The owners of Parker Pharmacy desired to re-brand their business to appeal to the communities in which they were situated. With the name change to Comber Pharmacy they required a modern brand identity with a nod to the classic branding of the past ‘Parker Pharmacy.’

We developed a considered brand strategy for Comber Pharmacy which positions them as a progressive brand that respects the legacy of the old business. We introduced a ‘plus’ device which can be seen throughout their brand materials and in-store way-finding system. This fusion of contemporary and classic in the identity is adaptable for business expansion and new locations for the pharmacy, keeping the brand messaging, colour palette and device consistent each time.