The problem

Jacqui’s business had matured. It was now 5 years old and a far cry from the start-up, the brand identity wasn’t speaking to their target audience and it wasn’t showing what makes the company superb to work with.

The Solution

1. New business name. Something with force and upward trajectory.

2. Refining the colour palette. The previous brand (Ink Blot) was very nice, colourful and full of enthusiasm—but we need to now speak to grown-up businesses and portray the elite service Floor Ten offers its clients.

3. Realign the graphic aesthetic to become simple, confident, premium. 

   Starting with the logo. It’s a custom, condensed font (tall and thin) combined with wide tracking (the space between letters) that gives elegance and gravitas, elevating the brand.

4. Typography: this is a key area where we add both strength and confidence to the brand. The main title font (BeigeCulture) is formal and elegant, capturing attention effectively. It grounds some of the bolder visual statements elsewhere in premium.

   The supporting font (Freight Text Pro) is sturdy and functional – as a body copy font family should be.

5. The grid: it’s a bit of a boring answer, but bespoke brand grids are useful because they provide structure and consistency in visual design, enhancing brand recognition and professionalism. They serve as a framework for elements such as logos, typography, and imagery, ensuring a cohesive look across all brand materials. This structured approach aids in clarity, proportion, and hierarchy, ultimately making it easier for users to understand and engage with the brand.

6. Aftercare: Jacqui wins top client brownie points for brand application due to her care. She regularly checks in and asks me to take a look at a new deck or banner design. She generally does a great job (the brand book helps)