Civica

Establishing a global technology leader

Civica wanted to update and refresh their brand, cementing
their positioning as a global leader and specifically in software
for public services.

Advances in digital technology have accelerated the transformation of
public services, and increased demand for cloud-based solutions. Civica
wanted clients to perceive them as the right partner to help them
understand and harness this new potential, which could help public
sector bodies provide improved public services.

We worked with Civica to create a new brand strategy and visual identity. The brand’s Positioning, About Us and Elevator description were carefully crafted with the Civica team. These were built on the six key points of difference that were identified as the brand’s unique strengths. These strengths were a combination of business, technical and cultural advantages.

A new Brand Essence was developed with Civica’s senior team in a Visual Planning workshop. This workshop uses neuroscience-based techniques to help unlock deeper insights into the brand, and the people behind it.

The new Brand Essence encapsulated the brand’s ambition to harness opportunities for clients and the focus around efficiency, and dynamically improving service delivery. This Essence was underpinned by the abilities of the brand’s highly creative staff, and their innovation lab ‘Civica NorthStar’, which promised smarter software for clients.

“We wanted our redesign to reflect the strong position and purpose of Civica as an innovative partner for the public sector and our ambition for the future. The team at Coley Porter Bell really understood our vision and helped translate that into a modern and appealing brand.”

Tim Magness,

Chief Marketing Officer

Refreshing existing assets

The brand’s unique teal was brightened, and the logo design evolved to
use all upper-case typography. This gave the logo a more symmetrical
feel, making it cleaner, clearer and more impactful.

The design process started by de-cluttering the brand, removing layers
of visual complexity to uncover the brand’s distinctive visual assets.
The updated design communicates the personality of the business,
emphasising the open, dynamic, and bright dimensions of the culture
and organisation.

The final brand element was the new tagline ‘ideas into action’. This
expressed both the thinking and doing sides of the Brand Essence,
combining the brand’s intellectual and practical sides. The use of ‘into’
emphasised the cause and effect power of the brand’s approach to
software

The design language

A unique visual language with ‘smartly coded’ symbols was developed. The design was inspired by the language of software – using the instructions such as * ^ and # that are used in programming – as graphic elements. This visual language linked the brand’s expression to its core software expertise.

The brand’s verbal expression complemented the visual. Headlines like ‘Keep your head in the cloud’ combined technology references with encouragement for staff to keep pushing. This was embedded into the smartly coded language by the use of programming brackets to hold the phrases.

Nephila

A brand with a different point of view

Nephila deals in catastrophe reinsurance and weather risk. For 20 years it has been driven by its founders, but to thrive in future it needed to find success as a brand.

We began by spending time with founders Frank Majors and Greg Hagood, who started with a bright idea and grew it in to a world leader with $10 billion assets under management. Why were they so successful? How could we distil that and turn it in to a brand? We also interviewed investors, brokers, management and staff to understand strengths, values, culture and perceptions.

We then held a Visual Planning workshop – our proprietary approach that uses neuroscience – to go beyond strategy and explore how visual ideas could work intuitively as well as logically.

The identity we created is about ‘A Fresh Perspective’ This has been key to Nephila’s success. They look at things differently and see new angles. Like their namesake, the Nephila spider with it’s eight eyes, they have multiple points of view.

The logo we designed is based on the Penrose impossible triangle that challenges how we look at the world.

"We are now unified behind one brand idea which helps us understand and connect with each other"

Visual identity

Strategy and Positioning

Brand Architecture

Personality and Values

Brand Guidelines

Environments

Website

A fresh perspective

We brought the new branding to life across many touchpoints and created a new website that uses dynamic gliding pages to project changing perspectives. Over film, it’s constantly changing – just as the world of climate and catastrophe is. Over images, it’s a lens through which a different perspective is revealed.

Frank & Greg

Everyone at Nephila is now unified behind one brand which helps them understand and connect with each other. Everyone is coming from the same place and going in the same direction. The values Frank and Greg brought that made Nephila so successful are enshrined for the future.

Boots

Boots

Nursing the nation’s favourite healthcare brand back to health.

The Change
Boots is one of Britain’s best loved brands but 170 years on, it was starting to struggle. The culture of wellness was undergoing seismic change and peoples’ relationship with wellness brands had shifted. New competitors, from discounters to online beauty specialists, were shaking up every category Boots operated in. And what’s more, its identity had not been reviewed for decades and was increasingly out of step with the needs of modern marketing.

The opportunity
We reviewed every element of the Boots brand strategy. To give the brand substance, we found at its heart a brand purpose that still held relevance but had never been activated. We created a new brand platform ‘Our confidence inspires yours’, and from that, brand experience principles, which allowed us to recast the familiar logo, freeing it from is dated lozenge, and create a whole new emotive identity system that was fit for digital and accessibility, and allowed it to play to the very different needs of beauty, wellness and pharmacy.

We also provided brand guardianship to our Ogilvy partners, who activated the purpose and the identity through TVC, OLV and social media platforms.

Results
The new identity was launched in Boots ‘Store of the Future’ in Covent Garden, and is enjoying significantly stronger scores against key attributes such as ‘modern and up to date’, satisfaction (especially against the crucial under 40’s audience), has exceeded sales targets by up to 14%, depending on the category.

This work was also awarded Best Visual Identity in the Retail Sector (silver) and Best Use of Typography (bronze) in the Transform Europe Awards.

Won Silver for ‘Best Visual Identity in the Retail sector’ and Bronze for ‘Best Use of Typography’ at the 2020 Transform Europe Awards.

Visual Identity

Strategy and Positioning

Brand Architecture

Brand Development

Personality and Tone of Voice

Brand Guidelines

Environments

Marketing Collateral

Globe Life

globe life

Globe Life

Working alongside Ogilvy, we had to devise a new logo and identity for the elevated Globe Life brand. The new brand (and logo) needed to serve as the group brand (formally Torchmark Corporation), sitting across a number of other insurance brands as well as a co-brand.

globe life
globe life

Our approach needed to be simple and approachable and not appear too distant as a brand yet ensuring Globe Life retained its stature. We needed to lift Globe Life from a category filled with a sea of sameness – while keeping the cues that anchor them within their category. Importantly, we needed to appeal to working families who wouldn’t have considered Globe Life before to ensure they feel there is an insurance product that’s been designed for them, their family, their needs and budget; that appears simple, straightforward and accessible and that will protect them against the unforeseen – allowing them to concentrate on building a better future.

The simple way to brighter tomorrows . ‘Simply, Life Better’

Strategy and Positioning

Brand Architecture

Visual Identity

Digital Templates

Environments

Brand Guidelines

Brand Toolkit

American Express

Coley Porter Bell brand design agency London American Express

Realising the potential

Over time, the American Express brand had lost relevance to its customers. Working alongside Ogilvy, we needed to refresh the international brand platform and help accelerate business growth. ​

Coley Porter Bell brand design agency London American Express

American Express’s long running and highly successful ‘Realise the Potential’ campaign had run on every continent across the globe for over a decade. When it came to updating it, the stakes were high in terms of ensuring everything that made it successful was retained yet it was refreshed and updated for a digital first, connected audience of today.

18 months of global research had yielded a wealth of information on both the brand and the campaign – but in some ways too much. The client knew that before embarking on creative development we needed to rediscover the magic and soul of American Express as well as understand the visual world in which it would need to cut through.

We worked with Ogilvy to run a series of workshops to address these issues. Visual Planning techniques were used to understand the new premium brand landscape, add much needed emotion and to identify the unique experience that lay at the heart of being an American Express member. We also used our ‘Rules of Thumb’ to analyse the visual system 1 opportunities in both the current campaign and the competitive context within which it had to sit. Armed with this additional richness and insight, Realise the Potential 2.0 was created. It dialled up modern service, value and utility and put the customer back into the centre of the brand.

Once the campaign had been created we took the direction and, over a six-month period, created identity assets that included masterbrand elements, typography and colour palette, illustration style, photography, animation and live action, composition, tone of voice, co-branding and global merchant service principles, to ensure the new platform would seamlessly integrate with over 20 product and service brands, each with their own identities.

Following the completion of the guidelines, we took part in a global training programme and supported a global brand helpdesk to launch the new visual platform to the Amex marketing team and key business partners to ensure implementation of a consistent and uniquely recognisable brand experience.

Strategy and Positioning

Visual Identity

Marketing Collateral

Brand Guidelines

Brand Guardianship and Governance

Brand Toolkit

Call It Spring

Aldo Call It Spring Fashion Branding Identity Coley Porter Bell Design Agency

Putting a spring in the step of Aldo's little sister.

Call It Spring needed to change perceptions from being ‘just another shoe merchant’, to being an authentic and playful brand that young people can relate to.

Born in 1991, Call It Spring itself is a millennial, but it was failing to communicate with people of a similar age. It needed to define its purpose and create a clear brand story with emotion at its heart. Aimed at Millennials and Gen Z, it needed to resonate and connect to existing customers, raise brand awareness and recruit new people to the brand.

Following a Visual PlanningTM session with the brand’s key stakeholders, we developed the brand platform of ‘Better Together’; we feel better and stronger when we’re with our friends, and millennials love to share. We then worked collaboratively with the client to bring the refined brand story to life.

As the ampersand is globally understood as a connector between two things, we crafted a new graphic icon that can be used to creatively express both a functional and emotional brand proposition across the whole customer journey. The new icon is used alongside emotive photography to create lifestyle stories that young people can relate to, for example ‘Day & Night’, ‘Out & About’, ‘Me & You’.

The brand platform and identity informs everything, from physical to digital, from experiential to brand in the hand – expressing the idea of ‘Better Together’ throughout the brand’s world.

We built a flexible brand that can now inspire meaningful connections all around the world. The new branding launched across North America and Canada in Summer 2018.

Strategy and Positioning

Visual Identity

Environments

Marketing Collateral

Brand Guidelines

global brand design agency Aldo Call It Spring Fashion Branding Identity Coley Porter Bell Design Agency
Aldo Call It Spring Fashion Branding Identity Coley Porter Bell Design Agency
Aldo Call It Spring Fashion Branding Identity Coley Porter Bell Design Agency

FremantleMedia

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

A subversive smash.

FremantleMedia wanted to reinvent reality TV for a millennial audience.

Nice brief…

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

Best known for family-friendly shows like Pop Idol and The Price is Right, FremantleMedia had developed a new kind of reality TV show. ‘Get The F*ck Out of My house’ (GTFOOMH) was aimed squarely at millennials.  In the show, 100 complete strangers cram into a small riverside country cottage and are filmed 24/7. Zero privacy, maximum stress, last person standing wins €100,000.

We were asked to develop the show’s positioning, personality, tone of voice and visual identity. To appeal to Millennial viewers, we needed to avoid the generic language of reality TV, this couldn’t be just another Big Brother. We defined a distinctive brand proposition that took GTFOOMH away from the organised, observational and exhibitionist world of Big Brother into a much more chaotic, provocative and subversive space. We summed this up as ‘come revel in the chaos of the human zoo’. To fully support this subversive positioning, designed to provoke and jar with expectations, we painstakingly, hand-embroidered a traditional cross-stitch visual identity that played to the system 1 associations of ‘home sweet home’ but incorporating visually subversive elements hidden within the design. At first glance seemingly perfect for such an idyllic rural setting but in complete contrast to the forthright name of the show, to suggest that all was not what it seemed.

Launched in the Netherlands, it was channel RTL5’s highest rating new show in over 6 months, beating their slot average by 57%. It was instantly recommissioned in Brazil and Denmark too.

Strategy and Positioning

Visual Identity

Digital Templates

Brand Toolkit

FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency
FremantleMedia Get The F*ck Out Of My House branding brand identity design agency

Lonza

How simple ideas can drive a whole organisation.

Lonza Pharma & Biotech needed to become more customer-focused to compete. We developed a new brand that made the customer central and also positioned them as leaders in their industry.

Lonza Pharma & Biotech are a contract manufacturing organisation, they help drug companies make and commercialise innovative medicines. They don’t make medicines themselves, so strong partnerships are vital to their success. We created a new brand about partnership and innovation, including a new identity and employee engagement programme. We began by conducting research and workshops to refine the brand’s values, purpose and vision. We then built the new brand on two strategic pillars: next and together. Next is about shaping the future with innovation, and giving patients the hope of tomorrow – the overall purpose of the company. Together underlines the value they put on strong partnerships with their customers. We developed a complete brand world around these simple ideas. They are highly effective at engaging customers, energising staff and positioning Lonza Pharma & Biotech on the cutting edge of the industry.

They are now much closer to their goal of being the world’s leading solutions provider in the pharma and biotech industry.

Lonza Pharma & Biotech now have a powerful brand driving them forwards and can reach out to customers with confidence.

Insights and Analytics

Strategy and Positioning

Brand Architecture

Visual Identity

Digital Templates

Environments

Marketing Collateral

Internal Engagement

Brand Guidelines

Brand Guardianship

Brand Toolkit

global brand design agency global brand and design agency Lonza visual identity
Lonza Pharma & Biotech Transform Award Winner Branding Agency Coley Porter Bell
Lonza Pharma & Biotech Transform Award Winner Branding Agency Coley Porter Bell

Coutts

global branding brand design and packaging agency london coutts private banking identity

Farewell to the old school tie.

Coutts needed to evolve from being a private bank to being wealth advisors and managers for a new global clientele.

global branding brand design and packaging agency london coutts private banking identity

Coutts had several objectives. They wanted to deepen their share of wallet with existing clients, raise their profile in key markets outside the UK and make their brand relevant to a new cosmopolitan style of customer. To capture them we designed a brand world that made the right associations. We redefined Coutts as ‘London banking’ – the enterprising, transnational London of today. And we shaped the identity so they came across less like a traditional bank, and more like wealth advisers for savvy go-getters. The new brand was rolled out worldwide. We created a consistent brand look and feel across a new suite of credit card designs, branded and promotional items, sponsorship, stationery, invitations, statements, presentations, signage, environments and experiences, including a partnership with London Fashion Week.

They now have a single contemporary brand expression everywhere, reinforced by brand architecture and rigorous guidelines to ensure strong brand guardianship.

Strategy and Positioning
Visual Identity
Environments

global branding brand design and packaging agency london coutts private banking identity

Optegra

global_branding_agency_london_optegra

Global vision. Local lens.

Optegra had grown through acquisition. They needed a unifying brand.

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Optegra aim to be the world’s leading eye hospital. They are already one of the largest groups of private dedicated ophthalmic hospitals in the world with operations across Europe and China. They asked us to develop a brand positioning, brand architecture, a b2b and b2c strategy, and a visual identity. We worked closely with each of their markets to understand the local context. We then held Visual Planning™ workshops with key stakeholders and partners. We developed a unifying brand proposition, ’liberating perfect vision’, and then created a visual identity based on a kaleidoscope device with distinctive colour combinations. It is designed to work in 2D and 3D, and flex according to different markets and audiences. We also created a photography style using different points of view. The new identity has global consistency, but can be optimised for local markets.

The new identity system has been successfully rolled out in multiple geographies, environments and digital and physical touch points.

Insights and Analytics
Strategy and Positioning
Brand Architecture
Visual Identity
Digital Templates
Environments
Marketing Collateral
Brand Guidelines
Brand Toolkit

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