OVERVIEW

SCOPE

Tagline creation

Tone of voice guidelines

Messaging framework

Creation of a visual language for the brand (logo, imagery, typography and colour palette)

Brand book

PowerPoint template

OBJECTIVES

Define the core brand strategy as a foundation for the visual brand and marketing materials.

Create a comprehensive set of guidelines outlining this strategy including visual identity guidelines.

Demonstrate key values of the brand such as trust, speed and quality over quantity.

SOLUTION

A clean, sans serif font is used in lowercase to indicate competence and trust, while maintaining a sense of approachability and simplicity.

The dot of red is a representation of targeted, high quality deals: quality over quantity. It can be implemented as a graphic element on other collateral as well.

Blue indicates stability and trust. Red is introduced as a secondary colour, to be used as a highlight; along with tones of green for contrast.