Ascot Lloyd Internal Brand

The project brief was to create a refreshed visual identity for the internal brand for Ascot Lloyd Group, that embeds and celebrates internal values. The fonts, colours, language and logos would be kept the same, but the visual identity needed to be brought to life and made into something more engaging for the team. The client explained they would like to create a fun, joyful and visually intriguing design that truly celebrated the internal communication. The three brand values are Trust, Care and Knowledge.

As can be seen above, multiple concepts were presented of the overarching 'Our Values' creative. As there was no particular direction of design style the client had in mind, this range of concepts allowed me to get a sense of the design style the client was looking for. Themes of team work, the collective mind, inner workings, stronger together and more were explored when creating the concepts and I was able to produce a broad range of ideas.

From here three concepts were chosen to move forward with and developed, as can be seen below. The clients main feedback was that they identified with the team work aspects of the first two concepts, paired with the idea of each individual making the collective stronger. They also really appreciated the thought behind the third option that took a look inside the mind of an employee and all the things that made them who they are/the values they portray. In the development, each value was split into it's own creative reflecting the parent style and the client was able to see each one come to life.

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After various rounds of development, the client finally landed on the third option – looking inside the mind. They felt this best portrayed the values and showed all a real breadth of understanding of each one. Employee's can look at this and instantly get an understanding of the value itself, without even necessarily having the read the description. The fun, playful style created a memorable feel, along with the pop of bright colour to go along with it.

From here the creative was applied to various forms of internal communications and merchandise, along with large A1 posters that would be housed around the various offices worldwide.