Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
About Me I am a Senior Graphic Designer with eight years of experience working in the creative industry. Dedicated to designing and delivering projects from the initial briefing through to launch, I have a broad range of expertise working across a range of sectors, from startups to nationwide corporate organisations.
Previous experience has allowed me to work alongside Strategy and Creative Directors to first define a brands audiences, values, proposition and competitors. Then, taking the lead as well as guide and art direct my peers on many creative solutions including brand identities, visual languages, websites, social content, signage, wayfinding, brand collateral and corporate reporting as well as working collaboratively with lettering artists, illustrators and photographers.
I am fortunate enough to now dedicate my time to working as a freelance Senior Graphic Designer to support the delivery of projects across a range of sectors, both client and agency side.
To view my Corporate Reporting portfolio please visit katierowe.co.uk.
Katie RoweSenior Graphic Designer. Branding portfolio.
ExperienceFreelance Senior Graphic Designer Jan 2020 – Present
We Launch, LondonSenior Designer Jan 2018 – Jan 2020
We Launch, LondonMiddleweight Designer Jan 2015 – Dec 2017
Carr Kamasa Design, LondonJunior Designer June 2013 – Dec 2014
Earnest Agency, LondonJunior DesignerJuly 2012 – May 2013
EducationArts University Bournemouth BA (Hons) Graphic Design, 2:12009 – 2012
[email protected] katierowe.co.uk linkedin.com/in/katiegrowe07504 986470
The Evewell
Visual Language / Interior Moodboards Art Direction – Photoshoot / Social ContentWebsite / Stationary / Signage & Wayfinding Marketing Templates
The Evewell required a brand that reflected their passion in creating a discreet and luxurious environment for a truly world leading service.
From their prestigious location on Harley Street, The Evewell provides a life-enhancing approach to fertility and gynaecological health. We were tasked with creating a brand that needed to stand out in a sector saturated with clinics all claiming to offer the best success rates, most effective treatments and competitive pricing.
As the design lead for this project, I worked across all touch points including the ideation for the brand identity, visual language, interior moodboards, signage and wayfinding, social content and stationary. This project also included me planning all aspects of a two day photoshoot at The Evewell, working alongside leading lifestyle photographer Igor Emmerich. We were also asked to work closely with Wallace Health, a pharma and health communications specialist leading on the SEO for their website that needed to be considered during the design stages of their main digital touch point.
Project completed at We Launch.
ROUTE 1
All about you
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 1
G u i d a n c e P e r s o n - f o c u s e d O n g o i n g L i f e t i m e
By putting you at the centre we are there for you throughout your life, from the start of the menstrual cycle, through the reproductive years, to the menopause. Our person-centric approach ensures that we are there whenever and for whatever you, and your support
network, needs.
Our proven history of medical and service excellence ensures there is a network of both expertise and support surrounding you. Through education and guidance we aim to avoid
unnecessary treatment and long-term complications of common gynaecological conditions. It’s all about you having the best experience possible.
THE LONDON WOMEN’S HEALTH CENTRE > REVIEWING YOUR COMPETITORS
CLINICAL
PERSONAL
FACTUAL FRIENDLY
Observations:A huge majority of colours in the fertility and gynaecology sectors lead with blue, purple, and pink with complimentary and contrasting secondary colours.
Recommendations:We believe that it would be prudent to focus on colours that are more vibrant, whilst still evoking high end, such as greens, yellows or oranges.
Opportunity:
THE LISTER FERTILITY CLINIC
OPPORTUNITY OPPORTUNITY
IVI
THE HARLEY STREET FERTILITY CLINIC
THE CENTRE FOR REPRODUCTIVE & GENETIC HEALTH
THE BRIDGE CENTRE
THE LONDON WOMEN’S CLINIC
CREATE FERTILITY
CONCEPT FERTILITY CLINIC
CARE FERTILITY
GENNET CITY FERTILITY
ABC IVF
LONDON GYNAECOLOGY
FERTILITY PLUS
LONDON WELLWOMAN CLINIC
BOURNE HALL
ARGC
THE LONDON CLINIC
SKIN & NUTRITION
FORWARD
C O L O U RL A N D S C A P E
THE LONDON WOMEN’S HEALTH CENTRE > REVIEWING YOUR COMPETITORS
THE LONDON WOMEN’S HEALTH CENTRE > BRAND VALUES
D E F I N I N G YO U R B R A N D VA L U E SYour brand values are the core of your organisation. They need not ever be communicated to your audience, but everyone within your organisation will know what they are. Every decision you make, every change you implement, every direction you take should be aligned with, and anchored by, these brand values.
CARING
WELCOMING
EDUCATIONAL
SHARING
INNOVATIVE
INTEGRATED
We aim to be an advisor on womens’ health and wellbeing throughout their life, not just when issues arise. We want to help to do good - and assist those that can’t typically afford our treatment.
Everyone - from our female guests to their partners and loved ones through to our team members - are made to feel like friends.
We educate women, to help them know what to expect, and how they might feel about their overall genealogical health & specific procedures.
Sharing knowledge is very important. We keep people constantly informed, even when they don’t need anything specific right now.
Our innovative medical procedures are exemplars of clinical excellence. Everything else we do is refreshingly unclinical.
Our highly professional, integrated approach to clinical practice, treatment and research means that clients benefit from joined up consultation and advice, not just one specific servic.e
THE LONDON WOMEN’S HEALTH CENTRE > AUDIENCES
D E F I N I N G YO U R A U D I E N C E SYour audiences reach far and wide - young to old, national to international, female to male - but what links everyone is their health, wellbeing, and desire to create a happier life for themselves and their loved ones. To achieve the life they want to have.
FIRST TIME FERTILITY
PREVIOUSLY UNSUCCESSFUL FERTILITY
GP ASSOCIATIONS
INTERNATIONAL CLIENTS
GYNAECOLOGICAL HEALTH ISSUES
MENOPAUSAL WOMEN
YOUNGER WOMEN FAMILY MEMBERS
NEW CLINIC TALENT
PARTNERS
ROUTE 2
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 2
C O M F O RT I N G ‘ B EST I N C L A S S ’ EX C E L L E N C EWA R M TH
TREATING PEOPLE WELL
The first of its kind in London, we place great importance on you being made to feel at home in our space. As an independent centre we deliver ‘best in class’ medical and service offerings.
Our attention to detail and attentive approach ensures that you can rest assured that you are receiving the highest-quality care and expertise.
Our premium offering at the warm, comforting setting on the prestigious Harley Street, resets the bar for medical excellence and patient comfort. Whether it is our quality
of service or our medical offering, we believe in treating people well.
ROUTE 3
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 3
Excellence Holistic Confident Advisor Support
Transparent and openBy taking an holistic approach to a woman’s health we can offer ongoing
advice and specific professional expertise when required. Our integrated approach to medical practise, treatment and research means that our expert advice
is always relevant and timely.
With our guidance we hope to avoid unnecessary treatment and long-term complications of common gynaecological conditions. As an advisor and confidant, we share our
knowledge and expertise in a caring and supportive way to help create a transparent and open relationship that is built on trust.
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 3
MOODBOARD
Holistic approachLes eossunt iurias sam reius, core sit haria ata vent.
Ongoing adivceLes eossunt iurias sam reius, core sit haria ata vent.
GuidanceLes eossunt iurias sam reius, core sit haria ata vent.
Refreshing
Black & white photography capturing
the everyday in the eyes of your patients
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 3
TIER 1 TEAM PHOTOGRAPHY Natural Approachable Friendly
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 3
TIER 2 CAPTURING MOMENTS PHOTOGRAPHY Everyday moments Un-staged
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 1
MOODBOARD
Intimate photography
Traditional, trusting typeface
Refreshing colour palette
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 2
MOODBOARD
P R O U D STAT I ST I C S C O N V E R S AT I O N
C O M F O RT I N G E N V I R O N M E N T
Q A
X E R S P I D E N TX E R S P I D E N T Q U I S A S L I
Ovit laut accaborum explacium eveliquas autecul.
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 1
TIER 1 PHOTOGRAPHY P e r s o n a l E m o t i v e Wa r m i n g
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 2
INTERIOR
P R E M I U M
H I G H E N D
Ovit laut accaborum explacium eveliquas.
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 1
INTERIOR
C o n t e m p o r a r y
P e a c e f u l
C a l m i n g
THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 2
TIER 1 PHOTOGRAPHY P E R S O N A L A P P R O A C H A B L E WA R M
Work inProgress
Brand Identity
Website
The Evewell | Digital Tone of Voice Guidelines | June 2018 8
When the social post content is based on thought leadership or an educational content such as promoting a blog post, portraits of The Evewell team should be used.
This is to portray a natural, approachable and friendly feel in order for the user to familiarise themselves with The Evewell team.
- Photos must be professionally shot
- Shallow depth of field to maximise focus. The background should be knocked back, with the foreground in focus
- Wide crop where possible
- Bright, with lots of light & clear space
- All images to be shot in full colour.
- When text is overlayed to announce a new team member/ blog post etc, always use Acta Display bold as well as a triangle to introduce the text. Make sure text is legible at all times.
Text overlay:
Purpose: Thought Leadership/ EducationalSocial Content Example 1
Social content keywordsPositive/ natural/ approachable/ friendly/ uplifting/ inspiring
Please note: All images are for visual use only and have not been purchased for use.
Welcome
Julia
Point of view
The Evewell | Digital Tone of Voice Guidelines | June 2018 9
Purpose: Building an Evewell Community Social Post Example 2
When social post content is based on building a community. Black and white photography submitted by your patients should be used.
By encouraging your patients to capture un-staged, every day moments, will create a sense of comfort, familiarity and reassurance.
- Photos must never reveal a face/ faces ensuring confidentiality
- Photography submitted can be of the everyday, with no real limit on the subject matter
- All images to be shot, submitted or edited in black and white.
- When text is overlayed always use Slabo 27px Regular in white. Make sure text is legible at all times.
Social content keywordsCapturing everyday life/ natural light/ relatable
Please note: All images are for visual use only and have not been purchased for use.
& breathe...
It’s the little things
Text overlay:
The Evewell | Digital Tone of Voice Guidelines | June 2018 10
Purpose: Empowering/ confidence buildingSocial Post Example 3
When the social post content is based on empowerment or confidence building, a typographic design should be used.
- A block, solid colour should be used from the primary or secondary brand colour palette for the background.
- The message should always be typeset in Acta Display Bold in title or sentence case only.
- The Evewell icon should always appear centered at the bottom of the post.
- In order to utilise the brands patterns, use sparingly. They should be set to a tint so that the message is still legible. Always lock them to a side of the square and include a small clear block colour border as shown opposite.
Social content keywordsClear & legible/ Evewell personality & uniqueness/Branded/ Bold
You never know how strong you are until being
strong is the only choice you have.
You never know how strong you are until being
strong is the only choice you have.
Every day is new beginning, just breathe and
start again.
Every day is new beginning, just breathe and
start again.
Be patient with yourself.
Nothing in nature blooms
all year.
Be patient with yourself.
Nothing in nature blooms
all year.
The Evewell | Digital Tone of Voice Guidelines | June 2018 11
Purpose: The Evewell EnvironmentSocial Post Example 4
When the social post content is based on The Evewell environment, interior shots should be used.
It is important to remember The Evewell is not a members club, therefore although it is important to capture the environment, we want to portray the right message. Including shots of the smaller, more intimate quiet rooms with a human element included, such as a crop of a patients feet folded, will capture the surroundings and ambience of the clinic.
- Photos must be professionally shot
- Bright, with lots of light & clear space
- All images to be shot in full colour
- People will play a part in the photography as long as crops are used to ensure confidentiality.
Social content keywordsNatural light/ creating a clear sense of the environment and familiarity/ Full colour images
Please note: All images are for visual use only and have not been purchased for use.
Social Content& Digital Tone of Voice Style Guide
Fertility• IVF• ICSI• Semen Analysis• IUI• Fertility
Investigations• Genetic Testing
Gynaecology• Preventative
Screening• Smear Tests• Blood Tests• Contraception • HyCoSy• Hysteroscopy
Treatments & Services Facilities Get in Touch
• Egg Collection Room• Embryo Transfer Room• Laboratory • Cryo Store• Phlebotomy • Quiet Rooms • Scanning Room
The Evewell team
Colin Davis Medical Director
Dimitrios Psaroudakis Consultant Gynaecologist
& Fertility Specialist
Christian Ottolini Laboratory Director
Moses Batwala Consultant Gynaecologist
& Fertility Specialist
The Evewell 61 Harley StreetLondon W1G 8QU
Talk to us: +44 (0)20 3974 0950Email us: [email protected] more: evewell.com
A life enhancing approach to fertility & gynaecological healthThe Evewell is an independent centre dedicated to providing first class fertility treatment and gynaecological healthcare for women of all ages.
Step 5Ongoing support
Approximately two weeks following the embryo transfer, it will be time to do your pregnancy test. A follow up appointment with your doctor will ensure you are fully supported following your test result and will provide an opportunity to discuss any steps from there.
Step 3Trigger
Your doctor and embryologist will evaluate each individual patient to determine the best time to collect your eggs and at exactly the right time for you a specifically-timed trigger will be given. The trigger makes the eggs mature and ovulate and when you are ready you will come to the centre for your eggs to be collected.
Step 5Embryo Transfer
The embryos will be cultured in our state-of-the-art incubators until ready for transfer to the uterus. You will be asked to attend the clinic for the embryo transfer and the selected embryos will be transferred by your doctor.
Step 2Monitoring
When you are ready you will start your medication and we will closely monitor your cycle to ensure an optimal response to your treatment. This monitoring will involve tracking follicle growth, egg development, and hormone levels.
Step 4Egg Collection
The egg collection is performed under sedation, which is an outpatient procedure, eliminating the need for an overnight stay. During the egg collection the sperm sample is evaluated and prepared. On the following day, the embryologist will contact you to let you know how many eggs have fertilised to form embryos.
IVF | The Evewell
Marketing Templates
IVF | The Evewell
A very successful fertility treatmentIVF, or in-vitro fertilisation, is a procedure in which eggs are fertilised with sperm outside of the body to create embryos which are then transferred back into the womb to implant. IVF is a very successful treatment for many categories of infertility, including Endometriosis, Fibroids, Polycystic Ovaries and for sperm considerations.
IVF
State-of-the-art facilitiesIn our state-of-the-art facilities, your eggs are collected and mixed with sperm within our laboratory. The embryos are closely monitored for several days by our expert team until the best embryos can be selected for your embryo transfer.
PricingWe know that fertility treatment is a considerable financial commitment. Our prices and packages are designed to be transparent, clear and fair. Our team are always on hand to chat this through if you have any questions or concerns.
See separate pricing sheet for more information.
Your Treatment JourneyWe know that undergoing fertility treatment can be an anxious and stressful time. Our team will guide and support you throughout your journey whilst ensuring that they deliver first class clinical results.
Step 1Consultation
Your treatment journey begins with a consultation with your doctor to discuss your medical history and if necessary, any recommendations for further investigations. We focus on the detail so that we design an individualised treatment plan to deliver the best possible results for you. You will spend time with one of our expert nurses who will guide you through the process and be on hand to provide you with care and support throughout your journey.
Location Photoshoot & Behind the Scenes
Huxley Hound
Brand Identity / Visual Language / Hero Imagery Packaging / Social Content / Website
After receiving investment on BBCs Dragons’ Den in 2017, Huxley Hound required a total brand refresh before it could be launched into the market.
Formed in 2016, Huxley Hound provides a range of nutritionally-rich, tasty vegetable snacks for dogs, which can be eaten in addition to their regular diet.
Working to a tight turnaround in order to overhaul the entire brand before the Dragons’ Den episode aired, I worked across all deliverables for this project including an initial competitor analysis, collaborating with lettering artist Rachel Joy Price for the brand identity, visual language, hero imagery, packaging, social content and website.
Project completed at We Launch.
HUXLEY HOUND > EXISTING BRAND VISUAL LANGUAGE
EXISTING BRAND ASSETS
HUXLEY HOUND > EXISTING BRAND VISUAL LANGUAGE
EXISTING BRAND PHOTOGRAPHY
HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY
COMPETITORS COMMUNICATION
HIERARCHYThe following pages display our research into Huxley Hound’s
key competitors in the dog treat/ food market, taking into consideration the following:
• Each competitors visual look & feel.• How each competitor’s communication
hierarchy is shown on front of pack.
ROUTE 1HUXLEY HOUND > CREATIVE IDEAS > ROUTE 1
playful typographypremium photography
nut rients
HIGH INvitamins
RICH IN
ROUTE 1HUXLEY HOUND > CREATIVE IDEAS > ROUTE 1
HUXLEY HOUND > CREATIVE IDEAS > ROUTE 2
S T I L L L I F E O B J E C T S S H O T
O V E R H E A D
V I B R A N T B L O C K C O L O U R S
ROUTE 2
I L L U S T R AT I V E
HUXLEY HOUND > CREATIVE IDEAS > ROUTE 3
ROUTE 3
GRAPHICSTORY
PLAYFUL T YPOGRAPHY
BOLD
THE WORLD YOU WILL LIVE IN
HERO BRANDLILY’S KITCHEN COMMUNICATION HIERARCHY
Logo
Product name
Benefits
HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO BRAND
Flavour
1.
2.
3.
4.
ILLUSTRATIVECLEAR APPROACHABLE
THE WORLD YOU WILL LIVE IN
HERO BRANDTHE DOG TREAT COMPANY COMMUNICATION HIERARCHY
Logo
HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO BRAND
Flavour
Originates from
1.
2.
3.
BOLDDIRECTGRAPHIC
THE WORLD YOU WILL LIVE IN
HERO DOG SILHOUETTEPOOCH & MUTT COMMUNICATION HIERARCHY
Logo
Benefits
Ingredients clarification
1.
3.
2.
BOLDFRESHIMPACTFUL
HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO DOG SILHOUETTE
Brand Before & Work in Progress
Brand Identity & Visual Language
Thank you for buying Huxley Hound
We hope your dog loves our tasty snacks as much as Huxley does
Right now, we’re in the process of updating all our packaging, which will be ready in a few weeks. As our philosophy is about being
honest and transparent in everything we do, we wanted you to know that our snacks will remain the same 100% organic, fully traceable
vegetable snacks your dog loves. Only the pack design will be changing.
Remember, we love to see photos of your dog enjoying Huxley Hound, so send them to us and we’ll feature them on our social media pages.
From all of us at Huxley Hound.
Huxley Hound Limited, Registered Office: Unit 9 LDL Business Centre, Ash Vale, Guildford, Surrey, GU12 5RT | Registered Company Number: 09819329
OrganicPreservative FREE
Additive FREE Allergen FREE
100%huxleyhound.com Follow us @HuxleyHoundUK
The treat you can trust Ethically-sourced, organic vegetables dehydrated in the UK
Packaging
Website & Social Content
The Snaffling Pig
Brand Identity / Visual Language Packaging / Point of Sale / Event Collateral Website / Art Direction
The Snaffling Pig Co are on a mission to take pork crackling to places its never been before. We Launch started working with the founders in 2015 when they were looking to expand the business into new product lines. Since then, the company have gained presence in some of the UKs largest pub groups, UK supermarkets, John Lewis & Debenhams.
As design lead for this project, I worked on developing their brand language across all channels – from packaging to digital. This has included collaborating with lettering artist James Lewis for the brand identity and extending their original product offering to include a Crackling Crumb, Advent Calendars, Sauces, Ciders and Beers.
As an ongoing client, I art directed my middleweight on all touchpoints of the brand, working to ensure consistency across all brand roll out including the development of new products, brand collateral, social content, and vehicle wraps.
Project completed at We Launch.
THE SNAFFLING PIG CO. > BRAND IDENTITY > EXISTING
EXISTING
THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 2
ROUTE 2
THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 1
ROUTE 1THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 3
ROUTE 3
THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 1
ROUTE 1. OPTION 1
Brand Identity
PackagingEXISTING PACKAGING: CRACKLING
THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > EXISTING PACKAGING
SALT & VINEGAR
THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > STAGE 1 > OPTION 1
PORK CRACKLING
INGREDIENTSPork Rind, Pork Oil. Seasoning: Dextrose, Acidity Regulator E262, Salt, Yeast Extract, Acid E330.
STORAGEStore in a dry, cool place, away from bright light and vegetarians.
WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition
Typical analysisEnergyFat of which saturatesCarbohydrate of which sugarsProteinSalt
per 100g2900 KJ (701 kcal)
62.9g22.2g
1g0.1g33g
2.03g
NUTRITIONAL VALUE
PORK CRACKLING SEASONED WITH SALT & VINEGAR
0 700461 371045
These delicious, spicy chunks of pork crackling are made to celebrate the noble porker. What a hero he is. If he had hands, we’d high five him.
They’re gently double cooked by our man Shaun and teased into this bag just for you, so grab a drink and get snaffling.
The Snaffling Pig Co. are a horde of meaty treat aficionados, with a penchant for bold flavours and good, honest produce.
We believe that glorious things happen when you embrace your carnivorous side and hopefully by the end of this bag, you will too.
SNAFFLING PIG LTDUNIT 5, STOCKLAKE PARK, FARMBROUGH CLOSE
AYLESBURY, BUCKINGHAMSHIRE, HP20 1DQ
BEST BEFORE00 00 00
@SNAFFLINGPIGCOWWW.SNAFFLINGPIG.CO.UK
FACEBOOK.COM/SNAFFLINGPIGCOMPANY
50g
SEA
L A
RE
A C
HA
NN
EL
TO B
E S
OLI
D C
OLO
UR
OR
CLE
AR
BOTTOM SEAL AREA
10 10
280
SEA
L A
RE
A
15
25
195
10 10
SALT & VINEGAR
AWESOME FLAVOURED
SALT & VINEGAR
50g
These delicious, spicy chunks of pork crackling are made to celebrate the noble porker. What a hero he is. If he had hands, we’d high five him.
They’re gently double cooked by our man Shaun and teased into this bag just for you, so grab a drink and get snaffling.
The Snaffling Pig Co. are a horde of meaty treat aficionados, with a penchant for bold flavours and good, honest produce.
We believe that glorious things happen when you embrace your carnivorous side and hopefully by the end of this bag, you will too.
SNAFFLING PIG LTDUNIT 5, STOCKLAKE PARK, FARMBROUGH CLOSE
AYLESBURY, BUCKINGHAMSHIRE, HP20 1DQ
BEST BEFORE00 00 00
INGREDIENTSPork Rind, Pork Oil. Seasoning: Dextrose, Acidity Regulator E262, Salt, Yeast Extract, Acid E330.
STORAGEStore in a dry, cool place, away from bright light and vegetarians.
WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition
Typical analysisEnergyFat of which saturatesCarbohydrate of which sugarsProteinSalt
per 100g2900 KJ (701 kcal)
62.9g22.2g
1g0.1g33g
2.03g
NUTRITIONAL VALUE
PORK CRACKLING SEASONED WITH SALT & VINEGAR
@SNAFFLINGPIGCOWWW.SNAFFLINGPIG.CO.UK
FACEBOOK.COM/SNAFFLINGPIGCOMPANY
0 700461 371045
SEA
L A
RE
A C
HA
NN
EL
TO B
E S
OLI
D C
OLO
UR
OR
CLE
AR
BOTTOM SEAL AREA
10 10
280
SEA
L A
RE
A
15
25
195
10 10
THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > STAGE 1 > OPTION 2
These delicious, spicy chunks of pork crackling are made to celebrate the noble porker. What a hero he is. If he had hands, we’d high five him.
They’re gently double cooked by our man Shaun and teased into this bag just for you, so grab a drink and get snaffling.
The Snaffling Pig Co. are a horde of meaty treat aficionados, with a penchant for bold flavours and good, honest produce.
We believe that glorious things happen when you embrace your carnivorous side and hopefully by the end of this bag, you will too.
SNAFFLING PIG LTDUNIT 5, STOCKLAKE PARK, FARMBROUGH CLOSE
AYLESBURY, BUCKINGHAMSHIRE, HP20 1DQ
BEST BEFORE00 00 00
INGREDIENTSPork Rind, Pork Oil. Seasoning: Dextrose, Acidity Regulator E262, Salt, Yeast Extract, Acid E330.
STORAGEStore in a dry, cool place, away from bright light and vegetarians.
WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition.
Typical analysisEnergyFat of which saturatesCarbohydrate of which sugarsProteinSalt
per 100g2900 KJ (701 kcal)
62.9g22.2g
1g0.1g33g
2.03g
NUTRITIONAL VALUE
PORK CRACKLING SEASONED WITH SALT & VINEGAR
@SNAFFLINGPIGCOWWW.SNAFFLINGPIG.CO.UK
FACEBOOK.COM/SNAFFLINGPIGCOMPANY
0 700461 371045
50g
PORK CRACKLINGSEA
L A
RE
A C
HA
NN
EL
TO B
E S
OLI
D C
OLO
UR
OR
CLE
AR
BOTTOM SEAL AREA
10 10
280
SEA
L A
RE
A
15
25
195
10 10
SALT & VINEGAROPTION 2
THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > STAGE 1 > OPTION 3
Advent Calendars
Not on the Highstreet
John Lewis
Debenhams
Product Range
Savills Auctions
Visual Language / Event Branding Event collateral / Auction Boards Stage Design / Art Direction – Photoshoot
Savills Auctions required an evolution of their existing visual language to create an ownable presence in the auctions market, whilst ensuring it fits within and leverages the main Savills brand.
The world of buying and selling properties at auction is a lively one, therefore I created a visual language that embraced the high energy experience of an auction.
As the design lead for this project I worked across a range of touch points including reviewing their main competitors. This also included creating a new visual language, event branding and collateral, as well as working alongside photographer Nick David on a two day photoshoot to include portrait photography of the Savills Auction team and reportage photography to be used across internal adverts.
Project completed at We Launch.
SAVILLS AUCTIONS STAGE 1 > ROUTE 1
ROUTE 1
LOCATIONUsing large statistics and facts to proudly display Savills Auctions ongoing
success and goals. This route shouts to everyone from builders and property developers, to general public looking for a bargain investment.
As well as using the square holding device from the Savills logo to communicate statistics, illustrated maps are also used to display the
breadth of locations that Savills Auctions offer.
LARGE, BOLD TYPOGRAPHY LOCATION FOCUSED VIBRANT CLEAR
SAVILLS AUCTIONS STAGE 1 > REVIEWING YOUR COMPETITORS
ALLSOP
Residential AuctionsAnnual Review 2016
Head office:
33 Wigmore Street, London W1U 1BZ Tel: +44 (0)20 7437 6977
Brighton office:
Princes House 53-54 Queens Road Brighton BN1 3XB Tel: +44 (0)1273 322 013
Leeds office:
33 Park Place, Leeds LS1 2RY Tel: +44 (0)113 236 6677
Dublin office:
St. Martin’s House, Waterloo Road, Dublin 4, Ireland Tel: +353 (0)1 667 3388
City office:
2 Copthall Avenue, London EC2R 7DA Tel: +44 (0)20 7588 4433
www.allsop.co.uk
Commercial AuctionsAnnual Review 2016
www.allsop.co.uk
Lots with development potential
May: Lot 17
Haslemere, Surrey
Mixed use building with Permitted Development application submitted for 13 residential units. Guide £1.4m+
May: Lot 9
Hackney, London E9
Mid terrace building with potential for reconfiguration and/or development. Guide £800,000+
SOLD £1.5m
SOLD £1.5m
March: Lot 45
Kentish Town, London NW5
Site currently occupied by warehouse and office accommodation with residential development potential. Guide £6m+
Nov: Lot 177
Newhaven, East Sussex
Site with lapsed planning permission for 82 houses and one shop. Guide £500,000+
SOLD £5.95m
SOLD £1.575m
NO REAL PERSONALITYSTRONG BRAND COLOURS CONSISTENT PHOTOGRAPHY
SAVILLS AUCTIONS STAGE 1 > REVIEWING YOUR COMPETITORS
ACUITUS BRIGHT BRAND COLOUR DA R K P HOTOG R A P H YBO L D T Y P E ST Y L E
SAVILLS AUCTIONS STAGE 1 > REVIEWING YOUR COMPETITORS
LAMBERT SMITH HAMPTON FRESH COLOURWAYS CONSISTENT PHOTOGRAHYCONTEMPORARY ICONS
SAVILLS AUCTIONS STAGE 1 > REVIEWING YOUR COMPETITORS
CLIVE EMSON DATED LOOK & FEELCORPORATE BLUE
SAVILLS AUCTIONS STAGE 1 > ROUTE 2
ROUTE 2
GRAPHICBold graphic shapes are used alongside iconography to evoke
the dynamic, ever changing environment of an auction.
A suite of graphic shapes, can be created unique to Savills Auctions to proudly communicate the brand.
A suite of icons can also be developed to sit alongside the graphic shapes in certain communications.
PROUD CONFIDENTINTERCHANGEABLE LIVELY
ROUTE 3
Reveal
SAVILLS AUCTIONS STAGE 1 > ROUTE 3
Using charming, illustrated properties across your visual look and feel to set you aside from your competitors. This style of illustration
uses single lines to draw your eye to the ‘hidden treasure’ property, highlighted in more detail.
There is potential to create a suite of property illustrations unique to Savills Auctions which can be used across all collateral, website
and event branding.
Charming illustrations Professional HonestProperty focused
MOODBOARD
SAVILLS AUCTIONS STAGE 1 > ROUTE 3
Illustrated properties
Warm team photography
Maida Vale, London
Torquay, Devon
Lewisham, London
Canterbury, Kent
MINTY SAINSBURY
SAVILLS AUCTIONS STAGE 1 > ROUTE 3
Blackheath, London
Barnet, Hertfordshire
Upper Norwood, London
Catford, London
Cricklewood, London
POP UP BANNERS
GRAPHIC CONTENT
SAVILLS AUCTIONS STAGE 1 > ROUTE 3
AUCTIONS AUCTIONS
11th December 20179.30 am
1 542 3 6
MOODBOARD
SAVILLS AUCTIONS STAGE 1 > ROUTE 1
HERO STATISTICS
BOLDILLUSTRATED LOCATION MAPS
32% Maximint
eumquaspe
Barking, Essex
Seven Sisters, London
SAVILLS AUCTIONS STAGE 1 > ROUTE 2
MOODBOARD
BOLD ICONOGRAPHY
GRAPHIC SHAPES
MOVEMENTDYNAMIC
JITESH PATEL
SAVILLS AUCTIONS STAGE 1 > ROUTE 1
ICON SUITE
SAVILLS AUCTIONS STAGE 1 > ROUTE 2
LOCATION AUCTION ENQUIRIES GUIDE PRICES EMAIL ALERTS
LEGAL PACKS FILMINGAUCTION RESULTS
BROCHURE
SAVILLS AUCTIONS STAGE 1 > ROUTE 1
PROPERTY AUCTION11th December 2017 9.30 am
The Marriott Hotel, Grosvenor Square, London, W1K 6JP
Savills Auctions
LOT
1Of interest to builders, developers and owner occupiers. A three bedroom mid terrace house in need of modernisation, well located close to the shopping and recreational amenities of Clapham and Brixton
8 Hubert Grove,Stockwell, London SW9 9PBBy Order of a Housing Association
Igendit od untConemqui aut fuga. Nam, quibusa ese ctur rae occate pa pe licipsam quunt recte qui sit, officit est eium.
Omnit, ne solorehendae nam que di dolectia dendiati none consequ aeptatium que pro tem. Net aliquae voluptia etus molorec atquam quae landa nus, es aut quodiscitat.
Nam, to quibus aute labo Ebit fuga. As velescit mod ea et dipsum coriberum quianit venim venim naturi dellest.
Igendit od untConemqui aut fuga. Nam, quibusa ese ctur rae occate pa pe licipsam quunt recte qui sit, officit est eium.
Omnit, ne solorehendae nam que di dolectia dendiati none consequ aeptatium que pro tem. Net aliquae voluptia etus molorec atquam quae landa nus, es aut quodiscitat.
VACANT
LOT
2An attractive bay fronted three bedroom semi-detached house requiring modernisation, in convenient residential cul-de-sac near town centre and station
11 King’s Road, Slough, Berkshire, SL1 2PS
By Order of Mountview Estates plc
Igendit od untConemqui aut fuga. Nam, quibusa ese ctur rae occate pa pe licipsam quunt recte qui sit, officit est eium.
Omnit, ne solorehendae nam que di dolectia dendiati none consequ aeptatium que pro tem. Net aliquae voluptia etus molorec atquam quae landa nus, es aut quodiscitat.
Nam, to quibus aute labo Ebit fuga. As velescit mod ea et dipsum coriberum quianit venim venim naturi dellest.
Igendit od untConemqui aut fuga. Nam, quibusa ese ctur rae occate pa pe licipsam quunt recte qui sit, officit est eium.
Omnit, ne solorehendae nam que di dolectia dendiati none consequ aeptatium que pro tem. Net aliquae voluptia etus molorec atquam quae landa nus, es aut quodiscitat.
VACANT
AUCTION RESULTSLondon 6 November 2017
75.3%
178
Vidunt aliquun tinc Fficipsus re voloreh enditatur? Ihillab i dusda volorere ut nimenim pore. Nam quatem abo. Ut ut pore nimenim resequiatam fugiatem rero eum labo. Susae diatiis cipitia dolorpores etur sunt eumenimus sitatur epudand.
Ibus accae pratibus nullam, totatur aliquam am volorpo rrovita tiuntur ad qui doluptus mos cum ende nihillu ptiissumquis vel is dunderume lab intem aut ut quatenecus denimaior magnis vero miliand uciaecta corepudae raeprep tatate sin por aut et, sed maximus.
success
lots offered
38.3+million raised
Shepherd’s Bush, London
AUCTION STAGE
SAVILLS AUCTIONS STAGE 1 > ROUTE 2
STAGE BACKDROP
TELE
VIS
ION
SC
REE
N
AUCTIONS LONDON’S TOP AUCTIONEER
LOT 1£835,0008 Hubert Grove,
Stockwell, London SW9 9PB
Uptatur parcips.
Apelitatin nullab in eicimil et.
Unte ped moluptaturit.atem ventiis tibusto blacepudam int am.
AUCTIONS
LECTERN
AUCTIONS
Work inProgress
Auction Catalogue
Reportage PhotoshootReportage Photoshoot
Freshminds
Visual Language / Art Direction – Photoshoot Website / Stationary / Social Stationary Marketing Templates / Brand Guidelines
Freshminds required a complete rebrand, creating a clear definition and visual identity that needed to change the perception of it’s previous junior look and feel.
Freshminds is a dynamic collection of talents and opportunities – shaping the future of resourcing and consulting.
As the design lead for this project, I worked across all touch points including the ideation for the brand identity, visual language, website and brand guidelines. This project also included me planning all aspects of a one day photoshoot at a sourced location in Purley, Croydon, working alongside photographer Richard Moran, who has over 28 years of experience.
Project completed at We Launch.
ROUTE 1
A dynamic network of fresh minds
DY N A M IC N ET WO R K B R IG H T ( IQ )CO N N EC T E D & CO N N EC TO R
EMPATHETIC & CONSULTATIVEH IG H E ST- C A L I B R E C U R AT IO N
Here at Freshminds, we don’t simply recruit. We make all the right connections that enable opportunities and improvements for everyone. Think of us like an electric
circuit, where light is created when the right connections are made.
Working together in a collaborative spirit, we cultivate a dynamic global network of talented professionals – bridging the knowledge gap between needs and skills,
and connecting the smartest ‘fresh minds’ to the most relevant and rewarding challenges.
As the curator and enabler at the centre of all this activity, we get things done and help make good things happen. Because our network works.
FRESHMINDS > BRAND TERRITORY ROUTE 1
CLEAR MESSAGING
CONSISTENT STYLE OF PHOTOGRAPHY
APPROACHABLE, FRESH & FRIENDLY.
ALTHOUGH THE LOOK & FEEL CAN SEEM QUITE
BASIC, IT IS CONTEMPORARY, LIGHT & BRIGHT &
CONSISTENT ACROSS THE WEBSITE
DARTMOUTH PARTNERS
FRESHMINDS > REVIEWING YOUR MAIN COMPETITORS
CORPORATE LOOK & FEEL
LARGE USE OF STOCK PHOTOGRAPHY
USE OF A GREY OVERLAY ON IMAGERY FEELS
HEAVY & UNCONSIDERED
NOT THE MOST USER FRIENDLY
WEBSITE - QUITE DIFFICULT TO
NAVIGATE THROUGH
BARTON PARTNERSHIP
INTERNATIONAL PRESENCE COMMUNICATED
THROUGH FILM & PHOTOGRAPHY
CLEAR NAVIGATION TO THE ‘PROFESSIONALS’
& ‘EMPLOYERS’ SECTIONS OF THE WEBSITE
MOVE ME ON
VISUAL LANGUAGE FEELS VERY BASIC
WITH NO REAL PERSONALITY OR OWNABLE ASSETS
CLAIM TO BE ‘THE HOME OF CONSULTANTS
& ALUMNI’
HERO STATISTICS ACROSS THE WEBSITE
INVESTIGO
LARGE USE OF STOCK
PHOTOGRAPHY
NO OWNABLE ASSETS INCLUDING
TYPOGRAPHY & BRAND IMAGERY
NO REAL BRAND PERSONALITY TO STAND OUT FROM
THE CROWD
THE HEAVY USE OF BLUE ACROSS THE SITE MAKES
CONTENT APPEAR HEAVY & HARD TO
NAVIGATE THROUGH
DATED, CORPORATE LOOK & FEEL
Observations:A huge majority of colours in the recruitment and consulting sectors lead with blue, red, and orange with complimentary and contrasting secondary colours.
Recommendations:We believe that it would be prudent to focus on colours that are more vibrant, such as your existing brand colour of pink, with supporting secondary colours.
Opportunity:
DARTMOUTH PARTNERS
BARTON PARTNERSHIP
MOVE ME ON
INVESTIGO
HOLKER WATKIN
EDEN MCCALLUM
INSTANT IMPACT
CORNELL PARTNERSHIP
TALMIX
BUSINESS TALENT GROUP
THE UP GROUP
MINDBENCH
ODGERS BERNDTSON
BOYDEN
CHIEF OFFICERS GROUP
CATALANT
ACONNECT
SAVANNAH
ETON BRIDGE PARTNERS
HOLDSWAY
INTERIM PARTNERS
THE CONSULTANT HUB
LANGUAGE MATTERS
VENATRIX
BRIGHTER BOX
TALENT POOL
BRIGHT NETWORK
OPPORTUNITY OPPORTUNITY
C O L O U RL A N D S C A P E
FRESHMINDS > REVIEWING YOUR COMPETITORS
S T R A P L I N E S
F R E S H M I N D S . T H E C H A N G E N E T WO R K .
F R E S H M I N D S . A M BIT IO U S FO R C H A N G E .
F R E S H M I N D S . P LU G G E D I N TO TA L E N T.
F R E S H M I N D S . C U R ATO R S O F TA L E N T.
F R E S H M I N D S . T H I N K DI F F E R E N T LY.
F R E S H M I N D S . T H I N K I N G . B R IG H T E R .
F R E S H M I N D S . TO M O R R OW ’ S TA L E N T N E T WO R K .
F R E S H M I N D S . I M PAC T T H R O U G H I N N OVAT IO N .
FRESHMINDS > STRAPLINES
E L E VAT O R P I T C H
Freshminds is a unique collection of talents. Plugged-in to the world of skills, knowledge and
know-how, we put our hand-curated global network of commercial leaders to work.
More than a recruitment company, we’re a personable, friendly ‘people business’ connecting fresh minds with fascinating analytical, commercial
and strategic challenges to help ambitious companies affect meaningful change.
Freshminds. Think differently.
FRESHMINDS > ELEVATOR PITCH
FRESHMINDS > BRAND TERRITORY ROUTE 2
With nearly 20 years’ experience under our belts, we know people. And we know that everyone’s needs and skills are unique.
So before we do anything, we listen, going beyond roles and functions to get to know individuals, their drives and their ambitions. Then we advise - clients
as well as professionals - on how to best get where they want to go.
And, by using the personal touch, we invest the time to continually develop mutual understanding, forging long-term relationships that last a lifetime – and supporting
successful businesses and careers every step of the way.
ROUTE 2
Less transactional, more personal
EMPATHETIC & CONSULTATIVE FOCUSED AMBITION
INSIGHTFULPERSONABLE (EQ)RELIABLE
FRESHMINDS > BRAND TERRITORY ROUTE 3 APPLICATION
At Freshminds, we were founded to challenge industry norms. And to truly raise the bar. Creating impact through innovation, we have an instinct for pushing boundaries,
so we’re ever-curious, and always striving for novel and ground-breaking ways to empower our clients and candidates.
And because employers and talent all need to stay ahead of the game, our innovative mindset and ethos helps them to stay sharp,
fresh and productive.
As the global market for talent evolves in tandem with the future workplace, we’ll make sure you’re ready for tomorrow.
I N S IG H T F U L
P R OAC T I V E AG I L IT Y
ROUTE 3
KEEPING MINDS FRESH
I M PAC T T H R O U G H I N N OVAT IO N
DY N A M IC FO C U S E D A M BIT IO N
FRESHMINDS > BRAND TERRITORY ROUTE 3 APPLICATION
MOODBOARD
P R OAC T I V E AG I L IT Y
DY N A M IC
I N S IG H T F U L
I M PAC T T H R O U G H I N N OVAT IO N
FO C U S E D A M BIT IO N
TODAYFRESH
FRESHMINDS > BRAND TERRITORY ROUTE 3 APPLICATION
What makes a fresh mind?
IDEAS / CONVERSATIONS CONNECTIONS / FOCUS
PERSPECTIVES / THINKING INSIGHT / KNOWLEDGE / SKILLS
COMMUNITY / BRIGHT
FRESH
MINDS
FRESHMINDS > BRAND TERRITORY ROUTE 3 APPLICATION
3. EXECUTIVE
Freshminds
El imus. Ebitatur sitae omnimus mo tem voles dolentis rerisci ationsequos sinus, quo occullit et volessenet, sitate consequi nis mo odi aut ad modit. Elendipsam eicipient... see more
CONCERTINA
EXAMPLE
THINK
ING
OPPO
RTUNIT
IES
CONV
ERSA
TIONSHillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offictorio. Voluptaqui cuscips apicil ilita aut solestotate.
IDEAS
Hillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offictorio. Ut voluptaqui cuscips apicil ilita aut solestotate.
Hillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offictorio. Ut voluptaqui cuscips apicil ilita aut solestotate.
Hillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offic. Ut voluptaqui cuscips apicil ilita aut solestotate.
FRES
HCO
NNEC
TIONS
CHARLIE ROE Marketing Manager
Freshminds,Kingsbourne House, 229-231 High Holborn, London, WC1V 7DAE: [email protected]: +44 (0)20 7871 3955W: freshminds.co.uk
FRES
HMI
NDS
FRONT COVER
PAGE ONE
BACK COVER
FRES
H MINDS
IDEASCONVERSATIONSCONNECTIONSFOCUSPERSPECTIVESTHINKINGINSIGHTKNOWLEDGESKILLSCOMMUNITYBRIGHT
Hillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offict. Ut voluptaqui cuscips apicil ilita aut solestotate.
Hillabore Verition
Cullata tiusam lant volorentus solestotate porruptis mo offict. Ut voluptaqui cuscips apicil ilita aut solestotate.
CONN
ECTIO
NS
FRES
H
FRESHMINDS > BRAND TERRITORY ROUTE 1
MOODBOARD
DY N A M IC N ET WO R K
CO N N EC T E D & CO N N EC TO R B R IG H T ( IQ ) SEQUIAM EOSAE Consequi ium exerum num idis tet vendi solorem resciti blandit dantibus. Agnihill iquatem quiaspelia dolupta.Different job.
Same spirit.
E M PAT H ET IC & CO N S U LTAT I V E
H IG H E ST- C A L I B R E C U R AT IO N
FRESHMINDS > BRAND TERRITORY ROUTE 2
MOODBOARD
beyond
EMPATHETIC & CONSULTATIVE
PERSONABLE (EQ)
INSIGHTFULFOCUSED AMBITION RELIABLE
Above &
So long money worries
FRESHMINDS > BRAND TERRITORY ROUTE 1
PHOTOGRAPHY STYLEINTERACTIVEWORK PLACE NATURALGROUPS GROUPSDISTANT CONNECTIONS:ENVIRONMENT:
FRESHMINDS > BRAND TERRITORY ROUTE 2
PHOTOGRAPHY STYLE NOT LOOKING AT CAMERAIN SITUPOSITIVEINDIVIDUALS
FRESHMINDS > BRAND TERRITORY ROUTE 1 APPLICATION
1 . EARLY CAREER
Oraet; nocta constem sede efactorum publina, per quo tam intilium. Bis, quid serescris.Berfecenam occhincer quampro etie
Oraet; nocta constem sede efactorum publina, per quo tam intilium. Bis, quid serescris.Berfecenam occhincer quampro etie
Freshminds
El imus. Ebitatur sitae omnimus mo tem voles dolentis rerisci ationsequos sinus, quo occullit et volessenet, sitate consequi nis mo odi aut ad modit. Elendipsam eicipient... see more
Driving change together
Connections.Opportunities. Results.
Connections.Opportunities. Results.
Driving change together
Charlie Roe Marketing Manager
Freshminds Kingsbourne House, 229-231 High Holborn, London, WC1V 7DAE: [email protected]: +44 (0)20 7871 3955W: freshminds.co.uk
Oraet nocta constem sede efactorum publina, per quo tam intilium. Bis, quid serescris. Berfecenam occhincer quampro etie per quo tam int per quo tam int.
Freshminds
El imus. Ebitatur sitae omnimus mo tem voles dolentis rerisci ationsequos sinus, quo occullit et volessenet, sitate consequi nis mo odi aut ad modit. Elendipsam eicipient... see more
Supporting your ambition for improvement
NECTATUR, TET UT qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae
qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae
qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae
NECTATUR, TET UT qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae
NECTATUR, TET UT qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae
Qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae Habis, quit. Nihi, es vilicul ictoracit
Qui aut ad quatemos cullores es plis as velis dolora simenimuscid esciissunt quae Habis, quit. Nihi, es vilicul ictoracit vid re, ma, non diemus. Fuid fi rmaiors const? At con diu et. Num obussilis, consula riorum.
Nihi, es vilicul ictoracit vid re, ma, non diemus. Fuid fi rmaiors const? At con diu et. Num obussilis, consula riorum.
Right people. Right roles F
F
M
M
F
M
F
M
Charlie Roe Marketing Manager
Freshminds,Kingsbourne House, 229-231 High Holborn, London, WC1V 7DA
T: +44 (0)20 7871 3955
W: freshminds.co.uk
Right people. Right roles
F
M
FRESHMINDS > BRAND TERRITORY ROUTE 2 APPLICATION
2. EXPERIENCED
Supporting your ambition for improvement
Right people. Right roles
Let’s make it personal
Supporting your ambition for improvement
Right people. Right roles
Work inProgress
Strategy & Creative Workshop
Website
Location Photoshoot & Behind the Scenes
Freshminds | Brand Laws | October 2019 3
Whowe are
Freshminds | Brand Laws | October 2019 6
Tone Terminology
Our Tone of Voice
Always talk in terms of the highest-calibre, using a professional manner and credible tone
Reflect our personable approach by speaking and writing in conversational terms, however ensuring we come across credible and professional by not being too chatty. For example:
'With our agile approach and talent network, we can help you build out capability with excellence when you need it most.'
Polite and humble, there is no room for ego or pretentiousness
Show we are informed and knowledgeable about the industry
Don't use the term 'mind' as descriptive copy. For example we don't call people 'Minds' we call them candidates or consultants. Always ensure we don't talk about businesses as 'Clients'. Descriptive terminology should be immediate and simple to understand for the user:
• Professionals (Candidates / Consultants / Researchers)
• Businesses• Roles (Permanent)
• Opportunities (Projects)
Always review how industry terminology is evolving so that we are using current terminology (e.g. ecosystem, analysis, automation, etc)
We may use an 'ownable' brand language, to aid identification, and refer to professionals in the network as 'fresh minds'. However, this is for marketing copy only, and not to be used as descriptive copy
When required, use terminology that is specific to the types of roles:
• Permanent teams use recruitment terminology around 'candidates' and roles
• Projects teams use terminology such as 'independent consulting', the 'network' and 'delivering strategic projects’
Freshminds | Brand Laws | October 2019 4
Our Brand Proposition
Freshminds is a dynamic collection of talents and opportunities – shaping the future of resourcing and consulting. Powered by people, from analyst to expert, we’re plugged-in to a world of skills, knowledge and experience. By activating our global network of the highest-calibre individuals, we bridge the gap between business needs and required skills for commercial, strategic and analytical challenges.
By making the right connections, we help ambitious companies and people affect meaningful growth – for a day, a month, a year or forever. No wonder we’re trusted by globally recognised companies to fast-scaling start-ups, in professional services, finance, retail, tech and beyond.
As the world of work evolves – from on-demand skill sets, flexible working and consulting – we continue to create real impact and help meet business challenges, with an outlook that's always focused on the future.
Freshminds. Excellence on demand.
Freshminds | Brand Laws | October 2019 8
IntegrityWe always seek to be fair, transparent and honest whilst giving useful and helpful advice. We understand the value we add, and are honest about our limitations – never over-promising or under-delivering. We encourage trust through integrity.
DynamicOur energy and zest for change are positive reflections of our innovative and ambitious attitude. We make the connections that power change. We are always looking to the future.
Personable (EQ)We treat everyone with respect with the aim of growing long-term relationships. There is no room for ego or arrogance – we are always open, warm and welcoming, with an empathetic and understanding approach.
ReliableWith businesses project success and professional career progression in our hands it is vital that we can always be relied on and trusted to deliver. We remove the stress and worry of finding the right people for the right role.
InsightfulWith a knowledge of relevant industries and by listening to the pain points of businesses and professionals, we can give valuable insight from an objective perspective.
Bright (IQ)Our people are smart and intelligent, whilst also always being light and positive when dealing with others. Fresh thinking of the highest-calibre and a fresh attitude, we leave a positive impression.
Distinctive mental and moral qualities of how you do something
Our Personality
Freshminds | Brand Laws | October 2019 14
UsingColour
Designed to express our brand personality, our colour palette provides a simple yet eye-catching framework in which to position our messaging. When used in combination with our words and images, our colour palette creates a style that powerfully conveys what we do.
Freshminds | Brand Laws | October 2019 16
The Freshminds brand colour palette
Early Career
Audience specific colour palettes
Experienced
Executive
Here is a quick reference guide for how we use colour across the Freshminds brand.
Freshminds Hero GreenWhen communicating as the main Freshminds brand, the hero green should always be used as the main hero colour.
Audience specific colour palettesThree colour palettes have been created which can be used when communicating to specific audiences. When communicating to early careers & experienced audiences, slate grey should always be the lead colour. When communicating to the executive audience, hero green should always be the lead colour.
Colours in textAlthough we always lead with the hero green or slate grey, please refer to the following page (page 17) for guidance on type colour combinations. Always ensure that all text is legible.
PinkThis colour is used sparingly as an accent colour and should never be used as a large expanse of colour.
Using Colour
Lead with Freshminds Hero Green
Lead with Freshminds Hero Green
Lead with Freshminds Slate Grey
Lead with Freshminds Slate Grey
Freshminds | Brand Laws | October 2019 15
Our primary palette consists of a range of vibrant colours that are evocative of the Freshminds personality.
Hero colour greenOur hero colour is the most important colour in our palette. We use this as the most important colour in charts and tables and when highlighting text, this is before we use the other colours within our palette.
Primary colours These are the next range of colours we use within our palette. Although we always lead with the hero green other brand colours can be used to pull out titles, larger highlighted text, subheadings or quotes. However, always ensure that all text is legible.
PinkThis colour is used sparingly as an accent colour and should never be used as a large expanse of colour.
Overall, we should remember that colour plays a supporting role to imagery and words.
Freshminds Hero Green
Freshminds primary colours
FreshmindsHero Green
Pantone 2217C
FreshmindsSlate Grey
Pantone 2166C
FreshmindsPink
Pantone 219C
FreshmindsLight Grey
Pantone Cool Gray 1C
White
C: 100M: 61Y: 60K: 58
C: 71M: 48Y: 35K: 9
C: 00M: 100Y: 4K: 00
C: 00M: 00Y: 00K: 07
C: 00M: 00Y: 00K: 00
R: 228G: 0B: 121#: E40079
R: 87G: 114B: 134#: 577286
R: 237G: 237B: 237#: EDEDED
R: 255G: 255B: 255#: FFFFFF
Our Colour Palette
Website & digital assetsPlease note that when using the Freshminds Hero Green on the website or any digital assets, the RGB breakdown has been adjusted. This ensures the green appears slightly lighter on screen. Please use the following breakdown:
R: 0G: 57B: 60#: 00393C
Freshminds | Brand Laws | October 2019 17
Using coloured type on a contrasting coloured background creates another visual dimension.
We have created our own colour combinations for optimum legibility.
As a general rule, use dark coloured type on a light background and light coloured type on a dark background.
Only use two colours in any combination.
Coloured type is best used in larger sizes – take care whenever using smaller body copy in any other colours apart from the slate grey, or green. As a rule we wouldn’t recommend using any other colours for smaller body copy.
Never use tints of colour in type, use solid colour with a strong contrast.
Aa
Aa Aa Aa
Aa
Aa
Aa
Aa
Aa
WhiteLight GreySlate GreyPinkGreen
Background colour
Text
col
our Green
Pink
Slate Grey
Light Grey
White
Using ColourCombinations
Freshminds | Brand Laws | October 2019 10
Our logo
Primary corporate colour palette
Network line device
Ciutadella Slab MediumAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Our Photography
Our headline typeface
Our sub-headline / highlighted text typeface
Our body copy typeface
Please note: The above typefaces are for design use / external use only. For staff / internal requirements, please use the default typefaces on page 20.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Avenir Std 95 BlackAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Avenir Std 35 Light
Early Career Experienced Executive
WL_FM_17_04_19__Shot01_212.CR2.p.jpg
WL_FM_17_04_19__Shot01_217.CR2.p.jpg
WL_FM_17_04_19__Shot01_221.CR2.p.jpg
WL_FM_17_04_19__Shot01_213.CR2.p.jpg
WL_FM_17_04_19__Shot01_219.CR2.p.jpg
WL_FM_17_04_19__Shot01_224.CR2.p.jpg
WL_FM_17_04_19__Shot01_216.CR2.p.jpg
WL_FM_17_04_19__Shot01_220.CR2.p.jpg
WL_FM_17_04_19__Shot01_225.CR2.p.jpg
WL_FM_17_04_19__Shot21_083.CR2.p.jpg
WL_FM_17_04_19__Shot21_087.CR2.p.jpg
WL_FM_17_04_19__Shot21_091.CR2.p.jpg
WL_FM_17_04_19__Shot21_084.CR2.p.jpg
WL_FM_17_04_19__Shot21_088.CR2.p.jpg
WL_FM_17_04_19__Shot21_093.CR2.p.jpg
WL_FM_17_04_19__Shot21_085.CR2.p.jpg
WL_FM_17_04_19__Shot21_090.CR2.p.jpg
WL_FM_17_04_19__Shot21_096.CR2.p.jpg
Our Core Brand Elements
Freshminds | Brand Laws | October 2019 13
It is vital that our logo stands out with sufficient breathing space, and is used consistently every time. If there are lots of other elements crowding around it, it loses its impact.
An exclusion zone (see right) has been established to protect our logo from being overcrowded by additional visual elements. This zone ensures the logo has optimum standout and visibility. The size of this zone is the height/width of the ‘F’ icon (the height/width should always be the same dimension). This exclusion zone should scale up and down by the same percentage as the logo you are using.
It’s worth remembering that this is just a minimum – it’s better to give the logo more space than this wherever possible.
The following chart can be used as a guide to help you choose the appropriately sized logo for the application you are working on. The measurements shown are based on the height of the overall portrait logo. It is best practice to use these standard sizes.
Non-standard applications, such as signage and event collateral, should be designed individually. When choosing a logo size, always consider the environment in which the logo will appear.
Minimum size
A5
A4
A3 Landscape poster
A3 Portrait poster
A1
Business Card (Landscape version)
Letterhead
Compliment slip
DL Envelope
C5 Envelope
C4 Envelope
A4 Form
Format FormatLogo Height Logo Height
Minimum Size (10mm)
Exclusion zone
Use the width and height of the ‘F’ icon to measure the exclusions zone
Sizing our Logo
10mm
15mm
25mm
35mm
35mm
65mm
10.5mm
25mm
23.5mm
19mm
19mm
20mm
25mm
Freshminds | Brand Laws | October 2019 9
Core BrandElements
Freshminds | Brand Laws | October 2019 12
The Freshminds logo is a distinctive mark which has been carefully considered to give sizeable impact.
The 'F' features interconnected lines to represent our network and connections as well as the agile way that we work as a business. The striking pink is used to differentiate us from our competitors.
It is made up of two elements: the ‘F’ icon (1) and the logotype (2). These logos elements should never altered or scaled out of proportion. The relationship between these two elements has been carefully considered and should not appear in any other way.
The Freshminds logo can be reproduced in the following colours from our colour palette: White, Black and Pink icon with Green logotype.
For further information on logo sizes, clear space and positioning - please refer to the subsequent pages in this section.
White Pink icon. White logotype
Pink icon. Green logotype Black
1 1
2 2
Our Logo
Freshminds | Brand Laws | October 2019 11
Our Logo
Our logo is at the heart of all our communications. It is the most easily recognisable part of our brand and should therefore be consistently and carefully applied to everything that we create.
Freshminds | Brand Laws | October 2019 19
Use the following typefaces to ensure a consistent clarity of our messaging at all times.
Ciutadella Slab Medium is available as a print and web font and can be purchased from myfonts.com: To purchase please click here >
The Avenir Std font family is available as a print and web font and can also be purchased from myfonts.com: To purchase please click here >
Please note that although Avenir comes in seven different weights, for consistency we only use Light for all body copy and Black for sub-headline/ highlighted text. Light Oblique is used for all quotes.
Be aware that any documents using our brand fonts will need to be exported as a pdf to send externally to avoid the problem of the recipient not having the fonts used within the document.
For guidance on how to size type for specific applications / formats, please refer to the Best Practice Examples on page 35.
Our headline typeface. Never use this font in bold.
Ciutadella Slab MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Avenir Std 95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Avenir Std 35 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Our sub-headline / highlighted text typeface. Never use this font in bold.
Our body copy / quote typeface. If text needs to be highlighted in body copy, please use the Avenir Std 95 Black weight shown above.
Used in marketing and all external communications. Please remember when sending anything externally, the document should be PDF'd.
Best Practice Examples are listed at the back of this document to provide guidance on how to size type for specific applications and formats (see page 35).
Our Brand Typefaces
Freshminds | Brand Laws | October 2019 24
The subject of the audience 1 photography should always be of models who appear between the ages of graduates - 29 years. Images should always be professionally shot with a shallow depth of field to maximize focus.
The backgrounds should be knocked back, with the foreground in focus. All images are bright, with lots of light, clear space and photographed in colour.
RequirementsShots should always be conversational between two or more people, with a level of connection between each person. A variation of backgrounds should always be used.
Connections / Interactive / ConversationalPositive / Friendly / Natural / Approachable Captivating / Emotive / Support
Photographic keywords
Early careersAudience 1: Years of experience 0-6
Freshminds | Brand Laws | October 2019 18
OurTypefaces
The words we use to write about ourselves, and how they’re displayed, are a vital element in communicating what we do to the outside world. By following a few simple steps, we can ensure a consistent clarity of our messaging at all times.
Freshminds | Brand Laws | October 2019 23
Our image style comprises of three different audiences:
1. Early Career2. Experienced3. Executive
Each audience style evokes a different aspect of Freshminds and communicates its own message. It is therefore important to use the correct style of image each and every time.
The following pages detail how to use each of these image styles.
Please note, there should never be graphics overlaid on any imagery in any circumstances, such as the image shown below. Only use the photography in it's original state.
Descriptors:- Candid- People working and interacting- Professional attire- Ensure the environment has
plenty of natural sunlight- Office setting
Early CareersAudience 1: Years of experience 0-6
Descriptors:- Approachable & friendly- Interactive- Natural - Full colour images shot on location- Connections- Support
ExperiencedAudience 2: Years of experience 6-15
Descriptors:- Un-posed- Full colour images with
a clear sense of location/ place- Environment- Work place- Distant
ExecutiveAudience 3: Years of experience 15+
Our Imagery Styles
X
22Freshminds | Brand Laws | October 2019
Our imagery is one of our most important visual expressions. Used effectively it will convey how unique and valuable Freshminds can be. We want to inspire everyone we approach and work with – and so we must ensure that the images we choose are appropriate. This will bring our stories to life in the most relevant ways.
OurImagery
Brand Guidelines
Thank you.
ExperienceFreelance Senior Graphic Designer Jan 2020 – Present
We Launch, LondonSenior Designer Jan 2018 – Jan 2020
We Launch, LondonMiddleweight Designer Jan 2015 – Dec 2017
Carr Kamasa Design, LondonJunior Designer June 2013 – Dec 2014
Earnest Agency, LondonJunior DesignerJuly 2012 – May 2013
EducationArts University Bournemouth BA (Hons) Graphic Design, 2:12009 – 2012
[email protected] katierowe.co.uk linkedin.com/in/katiegrowe07504 986470