Andrews Gwynne is a private wealth management firm, providing a bespoke discretionary service to a number of high-net-worth clients for the last 35 years.
Their brand needed to reflect their heritage, personal client relationships and reserved nature of the industry. These values of the business were taken as a starting point to create a contemporary marque that emphasised quality and trust.
A unique simple icon was crafted using a grid and interconnection of circles that created a single continuous line, representing connection and trust.
As part of the project a photography shoot was commissioned. This took place in the Corn Exchange, an iconic Leeds landmark. Portrait photography was taken of the and campaign imagery using the intricate ceiling structure as a backdrop.
As part of the rebrand, their website was reimagined using the new brand guidelines, retouched imagery and a simple flat user interface.
"A really happy and productive day was had by all!"
Samantha Teale, Office Manager & PA
Much less of a ‘And Now for Something Completely Different’ feel, drawing upon the British comedy sketch group’s surreal outlook as inspiration to produce a creative and visually stunning campaign for stylist lifestyle brand, The Lounge Co. Aimed at driving website traffic for The Lounge Co. and also footfall to its London location in Chiswick High Road.
The concept ‘A Lot of Life Happens on Your Sofa’, features oversized commonplace objects on a sofa which are teamed with everyday actions such as ‘vegging’ and ‘spooning’.
Working with photographer, Angus McDonald, and creative Leeds duo Lord Whitney, the concept visuals brought the large props to life for the campaign which launched October 2018 in London.
As well as the creative concept, photography, retouching. The campaign came to life with advertising in the Metro newspaper, on 48 sheets and 6 Sheets as well as escalators on the London Underground over a 6 week period as well as paid activity on social media.
“A joy to work with. They gave us a multitude of creative avenues to explore following our initial meeting and we pulled together elements from several of them. But the visual impact of the Monty Python-inspired giant props really bowled us over. We think it will give us some real cut-through amongst all the advertising noise across London.”
Craig Lyus, Head of trade at The Lounge Co
The Gym King is a premium brand of casual men’s and women’s apparel established in 2015 in Leeds, founded by Jay Parker. The company’s large social media following, driven by influencer marketing and new collections, has launched them into a worldwide recognised brand.
The brief was to come up with a concept to launch their new fragrance ‘Ambition’. Ambition was to be a fragrance that embodied the core of The Gym King attitude, “Destiny is not determined by birthright.”
This concept of ambition was brought to life in a concept that took the idea of a hand in flames, a visual metaphor for the idea of burning ambition and the desire to achieve greatness.
The concept was photographed, retouched and animated. The campaign was rolled out across The Gym King website, emailers, social media channels and through influencers. Concepts for gift packaging, fragrance cards were also created.
My Mito Mission is a Charitable Trust established by Christine Beal in 2017. It’s funds are primarily donated toward research to help find a cure for mitochondrial disease or “mito”. The charity also supports projects which bridge the gaps in the support currently available to those with mito and their families.
Through the umbrella brand My Mito Mission, the charity works with individuals affected by mito by creating their own missions, for example “Jane's Mito Mission”. Donations can then be made to individual's cause to support the charity.
The brief was to create an identity that both represented their specific cause and stand out from other medical charities whilst creating a more unified approach between the charity and individual missions. The challenge was that the sector for charities within medical research is saturated, with cancer causes dominating in social media, headlines and donations. Another challenge was that Mitochondrial disease is less well known despite scientific links to cancers, many people simply don't know what it is.
Mitochondrial disease is a progressive condition given to a group of medical disorders caused by mutations in mitochondria, the tiny organelles that are present in nearly every cell in our bodies and which generate about 90% of the energy we need to live. This causes fatigue and damage to the body, especially the parts that need most energy like your major organs. Mitochondrial disease is progressive and can be life-limiting. Currently there is no cure.
We worked to produce a proposition that reflected empowerment and energy, creating a new strapline “powering research for mitochondrial disease”. A new logo was inspired by the structure of a mitochondrial cell and the shape of an energy bolt, and a visual system of missions under the new brand using the bolt device created a more distinct relationship.
The brand was rolled out across social media, events stands, leaflets, charity merchandise and website.
'As a fairly new charity for a little-known and complex illness, our branding had to be clear and simple, yet as powerful and on message as possible. Carl took the time to understand what we were about exactly … and completely nailed it. Couldn't recommend his talents enough.'
Christine Beal
Founder, My Mito Mission
Part of a family-owned, British company, Saxon Furniture, who have been hand-crafting quality sofas for 30 years, the sofa manufacturer needed to establish the Lovely Sofas brand and reposition them among hefty competition.
Our remit was to build a brand proposition and personality around the Lovely Sofas brand, that would drive deeper emotional connections with audiences in this highly saturated and competitive landscape, making it truly live up to its name.
“The Lovely Sofas brand really had been in hibernation, so we tasked 10 Associates with bringing it back to life. They totally nailed our brand proposition by redefining what ‘lovely’ meant. The Big Idea ‘Life of Lovely’ builds a compelling and engaging brand story with a distinct tone of voice. We are proud and excited to relaunch the Lovely Sofas brand which now truly delivers on its name. Lovely!”
Matt Deighton
MD of Saxon Furniture Ltd
Artorius are a team of high-end wealth management experts with offices in London, Manchester and Zurich. Their agile, fresh-thinking approach challenged industry traditions and they wanted an equally fresh visual identity to help them communicate the forward-looking essence of their business.
To communicate this dynamic approach to traditional wealth management, we took the simple concept of a square being turned on it's side to make a diamond. Through this a new visual identity was formed with a new logo with bold geometric lines. To represent the concept of “Richer
The brand was delivered though stationary, interior concepts for each location, a responsive website design, print advertising
The springboard for their new visual identity came from tipping a square on its side to demonstrate their more dynamic approach. This led us to an elegant, modern identity that was rolled out across literature, interiors and their website.
“We needed to take a fresh approach to our brand. 10 made our firm look relevant, smarter and modern and helped us engage a wide range of stakeholders including all employees, as well as some key shareholders and clients. This ensured total buy-in to the outcome. They were innovative and great fun to work with. I love the colour, and the square on its side is masterful.”
Ian Marsh, CEO, Artorius
Jacuzzi® has become renowned throughout the world as the global leader and innovator in the field of luxury, technologically-advanced products for bathrooms and spas.
The task was to develop an exciting new brand campaign for its SASHA product range, a state of the art sauna, shower and hamman experience, focusing on the concept of wellness.
A new look and feel for SASHA was developed including a new logo, photography and brought together in a campaign led through both offline and online channels.
Over a 5-month period, the campaign generated conversation online and offline, in trade and consumer markets, supported by traditional PR tactics and the development of a strong tone of voice on Jacuzzi® UK’s social media channels.
A dedicated social media strategy resulted in Jacuzzi® Facebook ‘likes’ increasing by more than 50% over 5 months, whilst Jacuzzi® Twitter earned over 48,000 impressions during the campaign.
Robert's Bakery was established in 1887 and is on of the UK’s largest produced of bread next to Warburton's and Hovis. As well a producing houshold loaves they also aim to disrupt the market and challenge conventional baking.
As part of this remit a new range of bread products were created, “Digestion Boost”. Created with live ferments and the bread is “packed with fibre and calcium to complement a healthy gut, enabling all artificial preservatives to be removed as well as some of the additives”. This sourdough loaf was designed to target the health conscious customer with the added benefits of fermentation in an everyday loaf.
A concept around the theme of your “daily bread” was created, driven by the idea of “gut health for everyone”, a series of toast images aimed to show the bread as something that could be had everyday, however you like it. A target audience of families meant the recipes were based on typical family favourites but slightly elevated in styling.
An exclusive deal with the UK's biggest supermarket Tesco saw the launch of the products in the North West and Midlands stores, with a planned nationwide launch in due course. The campaign came to life through 6 sheets, in-store material, a social media campaign, coupons, and an external launch event.
This work was produced whilst at at Propaganda Brand Strategy, Leeds.
The project is currently in development and seeking investment, for more information please contact me at carl@carldidit.com.
A collection of films and short animations from 2016 to present. These were bespoke pieces uses as part of presentations to clients to introduce the brand, as part of website design or social media content.
This work was produced whilst at at 10 Associates, Mirfield and Propaganda Brand Strategy, Leeds.
Many beer breweries supply LGBT social spaces but don't necessarily support the cause for equality and lack the representation when it comes to beer, unlike spirits, as a choice for LGBT individuals. Craft beer often falls into the category of being masculine and “hipster”, but in truth the people who drink it are far more diverse than they appear.
Batch Please is a brewery specialising in small edition batch beers as well as staple ranges. But unlike other breweries, Batch Please is created is a beer created for everyone, the brewery aims to support the LGBT community by donating part of it's profits to foundations and charities.
As well as the developing the brand name, language and visual identity, packaging concepts were created, with illustrations inspired by the different and growing number of identities in the LGBT community.
The project is currently in development and seeking investment with an aim to get it's first batch on tap soon.
For their annual winter campaign for Xscape Castleford and Milton Keynes, I was tasked with producing an eye-catching campaign to highlight the start of the snow season, targeting both extreme sport individuals and families. The campaign came to life through the concept of “Xhilaration not hibernation”, and imagery was created using Xscape’s signature ‘X’.
As well as idea generation, creative copywriting, retouching, animation and design for print, the project came to life through a variety of offline and online channels. To coincide with the advertising a social media competition was launched with banners and posters around the Xscape building.
Part of AB Agri's Asia division, ISN provides agricultural nutrition expertise and access to a global supply chain of across Asia's growing market. Providing both expertise in technical aspects across the various stages of raising livestock they also provide a resource for identifying opportunities and advancing farmer's businesses.
The name ISN, formerly Speciality Nutrition International, was developed with AB Agri and represented bringing the importance of the international aspects to the front of the business, but using the abbreviation ISN.
In conjunction with the new name the brand narrative was created, informed by the skilfully engineered approach to find the right nutrition solutions. The proposition came together through the “driving change through ingenuity”. Which informed the language and the way the visual identity was developed, in particular the new logo. The loop representing the ingenuity that informs everything that they do.
Brand guidelines were created that comprised of both the visual identity of the brand but also the brand story, narrative and tone of voice.
The brand was delivered with retouched conceptual imagery, stationary, two stand design for events in Vietnam. As well as literature, a brand film and product film, email invitations, adverts and apparel for staff on site, a website was also developed.
-
-
A collection of logos and brand marks from 2012 to present, these include custom drawn typography and symbols.
-
Piccadilly Basin, is a mixed use development area situated near Piccadilly Station and a short walk from Manchester's iconic Northern Quarter. Owned by Town Centre Securities, originally this area served as a gateway for businesses onto the Leeds Liverpool Canal.
The task was to position Piccadilly Basin as an upcoming hub for creativity and culture in Manchester, with space for residential, business and leisure opportunities. Although benefitting from its location next to one of the most well connected train stations in the country, it was chosen that ‘Piccadilly’ should be dropped to allow the area going forward to be defined simply as, The Basin.
The identity was inspired the area’s defining feature, a grand arch, originally serving as the entrance to the Rochdale Canal Company's warehouses and wharves from Dale Street. This visual cue of the arch, symbolised not just the area’s historic significance as simply an entrance to the city of Manchester but also but also as a '“gateway” to culture and creativity. Contemporary illustrations were inspired by narrowboats with bright heritage colours forming part of the visual identity.
Manchester’s distivctive charm was captured in the ide
The proposition “a flow of it’s own” was created, taking cue from both the canal and the creativity individuality the area wanted to envelop.
The brand came to life through signage, environmental graphic and ambient advertising concepts.
This work was produced whilst at at 10 Associates, Mirfield.
I.C.O.N. India Hair-Yurvedics is a line of luxury haircare products, based on the healing practices of Ayurveda and essential oils.
I.C.O.N. coined the phrase Hair-Yurvedics. Nurturing the hair with the benefits of oils, India will enhance your senses of being. Moringa is a miracle oil, known for its fatty acids to bring back hair’s vitality. Argan, also referred to as liquid gold, nourishes and moisturizes the hair, allowing ease of combing, while combating hair frizz. The beautiful scent of Amber embraces us, soothing our senses and increasing our energy.
Case study coming soon.
Case study coming soon.
This work was produced whilst at at 10 Associates, Mirfield.
Primary Diets is a subsidiary of AB Agri, established in 1996 is a UK based supplier of piglet pre-starter feeds, starter feeds and concentrates across Europe. As well as offering continually monitoring progression, an ongoing & comprehensive research programme allows Primary Diets to push the boundaries of piglet nutrition and lead in their field.
The challenge was to produce an identity and proposition that represented not just their high quality nutrition expertise but the ongoing relationship with farmer's and their individual business needs in sustainability, efficiency and growth and and get their piglets off to the best start possible
The result was a new proposition, “best decisons, made together”, which came to life with a new logo inspired by the relationship between Primary Diets and the farmers coming together. This logo was complimented with a more modern typeface, a colour palette inspired by nature and the piglets. New photography for case studies was also commissioned.
The brand was extensively rolled out across stationary, interior and exterior signage and graphics, trade press, and a responsive website design.
This work was produced whilst at at 10 Associates, Mirfield.
Based in Grimsby, the home of the UK's fish processing industry, Oceanwide have been a specialist importer of frozen exotic fish and seafood for supply-to-trade for over 20 years. Unlike some of the larger companies in the traditional fishing industry, rarity and quality not quantity is key to their offering, obtaining specialist fish from far corners of the world.
Oceanwide were looking to update their image with a more global look whilst retaining their heritage as a family run business. A crafted typographic logo was developed from their name, a clever timeless mark which would be synonymous with Oceanwide whilst imagery from Grimsby brought the connection to their Yorkshire roots.
Alongside the new visual identity, stationary, adverts, social media graphics packaging and web design concepts were developed.
Services
Logo
Branding
Packaging
Web Design
As part of the appointment of 10 Associates in June 2016 by Xscape to redefine their brand proposition, an on going relationship has led to various seasonal and creative campaigns being produced throughout the year for Xscape Castleford and Milton Keynes.
We were tasked with idea generation, creative copywriting, retouching, animation and design for print. The campaigns come to life through a variety of offline and online channels.
This work was produced whilst at at 10 Associates, Mirfield.
Logo | Stationary
-
This work was produced whilst at at 10 Associates, Mirfield.
West India Quay is a mixed development area near Canary Wharf in London, it is home to a museum, cinema, several restaurants and bars. When built in late 18th century however it was home to the West India company, once a thriving port taking in sugar, rum and even elephants. Parts of the area's historical past can be glimpsed in the form of Victorian Warehouses and Cranes that line the quayside.
The challenge was to create intrigue, drive footfall and new retailers to the area through a new identity. Inspired by this magical element of elephants being brought to London, a new proposition of “wonderment” was created - West India Quay, where ordinary has no place.
The result was a new logo design, supprted by contemporary watercolour visuals inspired by the waterway with clean typographic layouts.
The brand was delivered in new signage including banners, flags, wayfinding and seating concepts. Brand guidelines, local marketing concepts, refreshed website and social media templates were also created.
BRAND STORY
West India Quay is a place Step into our hidden world of marvels and you’ll find gently lapping water, unique historic features and extraordinary stories of trade, toil, glory and rebirth. But they’re not the only things that will fill you with surprise and delight. You’ll find London’s best pizzas, beyond decadent cocktails, moreish street food, breath-taking movies, intriguing events, and new pleasures and sensations at every turn. There’s always something fascinating and new to dive into.
Whether you’re coming for the day, or escaping for lunch… welcome to West India Quay, where Wonderment Awaits.
This work was produced whilst at at 10 Associates, Mirfield.
-
This work was produced whilst at at 10 Associates, Mirfield.
-
This work was produced whilst at at 10 Associates, Mirfield.
bronzieuk.com/shop/tan-perfecting-powder-powder-pop-duo-pack/
This work was produced whilst at at Propaganda Brand Strategy, Leeds.
