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Case studies

Alexandre Bruce – Simplifying Complexity



Overview
An experience Royal Marine required a brand identify to establish and build his own company.

The Challenge
Due to leave the Royal Marines, Bruce Foster required an identity that would allow him to form his own company to deliver his services. Timescales were established with a brief and budget set in place ready for his termination date from the Corps.

Establishing a new identity was the motivation, this would then inform the tone and visual direction for both printed and digital aspects of his brand. This would in turn helped Bruce understand the value of building his own identity, this would start from the initial implementation and carry across in his strapline of ‘Simplifying Complexity’.

What we did
Our design process started with the key words ‘Simplifying Complexity’ in order to ‘make sense’ and ‘visualise’ some of the complexities that business face. Discussing these business attributes, this direction allowed us to explore various routes and concepts. Working with various line weights of spirals and ‘scribbles’ these were constructed into a ‘simplified shape’, these initial thoughts were developed to then actually reducing it back to a simplified wave form (an Alpha wave), before developing the ball container to hold the wave shape within. The final development to give that element of distinction, by art working of the uppercase ‘E’ through his name, the break of the middle bar adding that extra nuance. Within the first ‘E’ sitting next to the ‘X’ and the negative space between provide a hint of forward arrow, to show progression.

The Results
Alexandre Bruce now has an identity that gives him distinction and allows him to brand and project his presence both in print and online through his social media feeds.

Here’s what the client said: “Tim Mitchell Design delivered exceptional value.  The logo encapsulates my business and has helped to drive sales.
Bruce Foster CEO Alexandre Bruce Ltd

Alexandre Bruce identity

Alexandre Bruce identity



CallowMay & King – The key to your property solutions


Overview
CallowMay & King is a property solution company formed and operated by Matthew Callow and Ben May. They required an identity to help establish their business within a highly competitive sector.

The Challenge
With any new business identity getting to understand the client and their marketplace is key for creating the brief and ultimately the outcome. After some initial discussions with Mat and Ben it became clear that their property solutions company worked in a varied amount of ways. Ultimately there is a solution to become unlocked based on the parameters of the invested parties facilitated by CallowMay & King.

Establishing a new identity that would visually strengthen their new position within the market place was an important aspect of the brief.

What we did
Our research was initiated to help us understand the current marketplace and what factors allowed CallowMay & King to stand apart. Our initial starting concepts were based around the name, the letters and structural shapes. These developed into our first round choices and it became clear that a ‘named’ version we be the preferred option. Discussing further with Mat and Ben those preferences where developed further. With the addition of the strap line, the ‘named key’ concept was taken forward. Reviewing these attributes, allowed us to explore final routes and concepts. Getting the proportions right with the two names and the ampersand required balance with the front shape of the key.

The results
CallowMay & King have a balanced identity that gives them distinction, a visual indicator represented by the key of what they do. Their brand and mark both online and in print is distinctive and unique.

“Tim worked with me on my new business Callowmay and King Ltd. He helped us develop a company image and to express that by way of a company logo that was both vibrant and dynamic and got our message across with a great tag line. Tim was both thoughtful to our needs and experienced to show us many different ideas on how we could best express our image and helped us through the whole process by keeping us informed and up to date with his progress and ideas. I would highly recommended any business to use Tim Mitchell Design.”

CallowMay & King identity

CallowMay & King identity