Creating a new health & fitness brand

CLIENT: Jan Dugdale Pilates

Brand: Jan Dugdale Pilates

Sector: Sports & Leisure

Objective: To create a clean fresh brand for a new Pilates business. The client wanted a logo, a standalone brand icon and a 'clean and serene' colour palette.

Deliverables: Brand toolkit featuring a logo and brand icon in 21 variations, in hi-res and digital resolution.

Approach: Used the business initials to create a clean and simple brand icon in a variety of shapes and colours. Used images of the Caribbean Sea to recreate a calming, oceanic colour palette with RGB, HEX and CMYK values.

Tools: Indesign, Illustrator

Comment: Currently build a new website and booking app with the new brand look and feel. Watch this space :)

Establishing a tone of voice

CLIENT: Sanderson Design Group

Brand: Harlequin, Sanderson, Morris & Co, Scion, Anthology & Zoffany

Sector: Luxury interiors

Objective: To develop and establish tone of voice guidelines for one of the UK's largest home furnishing groups, with variations to reflect the individual personalities of their six well-known brands.

Deliverables: Workshops and training sessions with Walker Greenbank's marketing teams, PDF guidelines and Powerpoint training presentation.

Approach: Created a fun, interactive workshop with marketing teams, to really get them thinking about the personality and identity of each brand. Once established, each brand's personality was then summarised into written tone of voice guidelines and embedded across the group using a series of training sessions and presentations.

Tools: Indesign, PowerPoint, Word

Comment: Engaging stakeholders in this process is key — and works well via the use of workshops. Giving people input and agency means they are far more likely to implement the brand writing style, rather than reverting to 'old habits'.