MacIntyre Hudson had grown and evolved but their old brand identity had not moved with them. Initially we were asked to evolve the company’s visual style as part of redeveloping their website, but through working with the marketing team we demonstrated how they needed a new visual brand strategy that worked across all channels, not just digital.
We started with a small communications audit so we could establish all the channels and mediums the new visual brand needed to work across. We then demonstrated how a more streamlined approach would work better, stripping out superfluous marketing items that were never used.
New brand guidelines. While mainly focussing on the visual brand strategy, we had to evolve the full brand guidelines to ensure everything worked together. We developed their existing logo icon to become the central focus of the new strategy and then created different ways for the icon to be used, delivering much greater creativity. This new look was also easier to implement internally as some of their marketing was produced in-house.
Another key part of the new style was the use of imagery and photographs. Working with the core graphic and the brand colour palette, we created clear photography guidelines which delivered an added level of subtle creative options. Once the visual brand strategy was in place, we then created templates for their main marketing needs including a corporate brochure, information sheets, emails and advertising.
You may also be interested in our MHA MacIntyre Hudson website case study.