Brand identity; realigning the basics
The ask: Translating values and strategy into an engaging, understandable and cohesive LIMA Services identity. Taking into account a recent business strategy day which had identified short-term goals with long-term objectives. While keeping core brand elements such as shapes, colour, tone of voice, imagery, graphics, iconography and style.
Existing brand identity and it's execution
The existing brand style was heavy and dark. Execution of the original styling had not been consistent or measured against changes in business strategy.
This how existing brand style is being executed on the business website. The original brand styling had been considered but not consistently executed.
Back to basics - what creates clarity while conveying the brand's values and strategy
The CEO didn't like the original secondary colour palette and there was confusion in how to use them in context. I took a look at the use of tone to convey the business outcomes from a recent strategy day. Orange is a hard colour to balance when using a bright secondary palette. If there isn't a real need for lots of colours then simple use shades and tones, can be utilised in a strategic way to bring life, clarity and direction to an identity.
I proposed a more mature, muted palette, using clear alignment and grids for placing core brand assets.
I demonstrated how the four corner device could be used more strategically and focus the brand identity back to the basics of the logo. The use of the core brand orange as a key highlight but not dominate. I gave the client ideas in how this refresh could be used across media and platforms, but stay true to the basics, how this direction could elevate their collateral to align with the new business strategy.
I took into consideration their portfolio of products and services and how the four corner device could be used to differentiate collateral. I also took a look at how best to use imagery; when was the best place to use of professional library stick or commissioned imagery of employees.
Conclusion of the project included the production of a two page brand reference guide in how execute consistency and clarity with the brand basics.
