We were approached by Chris Symonds, the director of Protector LPA in June 2020 to discuss the formation of his new business and the visual brand requirements that he had. Chris already had quite a strong sense of how he wanted the visual brand to appear and we created some initial designs based on this guidance around strength, wealth, and reliability. We quite quickly got to a position where we had a finished logo.

Unfortunately, the original company name received an objection from Companies House, but undeterred we spent one Saturday afternoon knocking about ideas for different names. We wanted the name to really resonate with Chris's target market. After countless suggestions, discussion and lots of consideration Chris decided that the business would be named Protector LPA.

We advised Chris that the original logo did not really work with the new name and suggested that we should also review the visual approach for something more suitable for the revised name. Through a series of sketches and brainstorming sessions, we decided to explore a nature-based solution. One of these initial ideas was around the life cycle of a fir tree. One weekend when visiting a local park with the family I saw pinecones growing on a tree and others that had fallen to the floor.

This reinforced the concept of a life cycle which is representative of the Lasting Power of Attorney process. You plant the seed of your business, it ripens through a process of nurturing, which then matures through a period of sustained growth and then, if something should happen where you become incapable of running the business, it releases the pine nuts (your assets) to your chosen beneficiary.

We then began to create a logo that gave the professional and contemporary feel that reflected the business. Using the visual language of the fir tree we created a simplified pinecone on a branch with a few needles to further aid recognition.

This concept heavily influenced the colour scheme we chose, using natural and contemporary hues of green, brown, and yellow. We also sourced a variety of pine forest imagery and created a set of illustrations of the different stages of pinecone maturity, from unripened to nut.

Once we had settled on the colours, we reviewed the typography and decided to lead with a slick and stylish, contemporary serif font, Cormorant Garamond and paired it with Sans Serif Raleway for secondary text. A set of contact icons were also developed to compliment the rest of the visual branding.  Once this was completed and approved the next step was to begin creating the required collateral including folders, brochures, questionnaires, business cards, brand guidelines, Zoom backgrounds, PowerPoint slide templates and email signature.

This ensures that at every touchpoint the customer receives a consistent, on-brand experience.

The consistent brand experience is something that our business is particularly proud of and we received a fantastic testimony from the client.

“I would highly recommend Rich from Ker-Z creative for all your creative needs. He has produced various documents including a brochure, business cards, questionnaire all with new branding, a new logo and has done an excellent job. Rich has been very responsive and has even picked up with me on evenings and a Saturday to ensure we got the designs right and that it was produced in a timely manner.”

We also worked closely with Chris’ web and marketing agency All Things Web to ensure they had the necessary assets and a tight brand guideline document to ensure the website for Protector LPA was executed consistently.

This is the sort of collaboration that we thrive upon and is the cornerstone to our business.

Chris now has a great set of assets that reflects his business values and that he can use to promote his business with.