The Brief
To create a cohesive and future-proof brand identity that aligns with the organisation’s values, tone of voice and growth ambitions. This includes the development of a comprehensive brand style guide, a targeted recruitment advertising campaign, and internal communications assets — such as motivational or culture-led stickers — to boost internal engagement and consistency.
The brand must be versatile enough to work across digital and print touch-points, while being clear, recognisable and adaptable for both external and internal use. Recruitment materials should attract top talent by clearly communicating the company’s purpose, benefits and culture, while internal comms should inspire pride and unity among staff.
Design Approach
We began by defining the brand’s core principles — its values, visual language and tone of voice — and translating this into a flexible yet distinctive identity. The result was a black-and-white master brand: confident, modern and deliberately minimal to let individual shows and events provide the colour, energy and personality.
The brand style guide covered logo usage, typography, monochrome palettes, graphical treatments, image use and tone of messaging, creating a strong foundation for consistency across all applications.
For recruitment advertising, we developed a striking creative campaign built around the simple image of a lanyard — a universally recognised symbol of belonging and identity within an organisation. The lanyard became a visual metaphor and was used across different executions to suggest opportunity, individuality, access and pride in the role. This flexible motif helped communicate culture, community and potential — without relying on clichéd recruitment visuals.
Internally, we created a series of black-and-white stickers for laptops, notebooks, and workspaces, using punchy one-liners and value-driven phrases to reinforce the brand’s voice and motivate the team. These were designed to be informal, shareable and culture-building — a small but visible part of a larger internal communications strategy.
The entire approach balances structure with adaptability: a timeless, neutral brand system built to support vibrant campaigns while staying rooted in clarity, consistency and purpose.
