The initial starting point for the project was an audit and refresh of the brand identity. Investigation revealed considerable awareness amongst stakeholders of the Advent logo and colour palette coupled with a wide variety of logo styles/variations in application with limited continuity or discipline in their use across communications.
With this in mind, we adopted an evolutionary approach by redrawing the existing mark by updating the logotype and symbol, in addition to developing the broader brand identity typography and colour palette. Our audit also identified a range of logo variations for different areas of the business which were also included within this process.
Moving on from the identity development work, we also redesigned all front and back office stationery, including digital templates. These elements, along with guidance on broader print and digital communications were then encapsulated within group brand identity guidelines.
Following on from this initial phase of work, we designed, produced and printed annual and interim reports for the main PLC accounts and two Lloyd’s trading syndicates. Our commission also included reshooting photography for both the Board and the underwriting team in addition to print procurement, including both pre- and on-press print management.
Running in tandem with the corporate reporting work was the redesign and build of the Advent Group website. The database driven site offers an Enterprise solution Content Management System allowing full client control over both content and site structure.
Our involvement has also included a range of smaller marketing pieces including company factbook, internal and Lloyd’s trading desk signage, screensavers, B2B advertising and promotional merchandise.