How it started

“Hi Liam

If we were looking for a full brand refresh, what would that look like with you? 

Thanks 
JP”

— 

“Hello there!

It would look fantastic.

But I assume you mean more logistics and prices…”

The Situation

Jacqui’s business had matured. It was now 5 years old and a far cry from the start-up it began as. The brand identity wasn’t speaking to their target audience.

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, and 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.

   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, effectively capturing attention.

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

4. 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 recognise and engage with the brand.  

5. Aftercare. Jacqui earns top client brownie points for her care in the brand application. There are regular checks in to ask me to take a look at a new deck or banner design—tbf she generally does a great job (the brand book helps).