Client: NEXUS APAC Group
Many people mistakenly believe that a brand is just a logo, but that couldn’t be further from the truth. Even if we do just consider the visual aspect of a brand, it involves so much more than the logo itself – colour, typography, photography, illustration, graphic devices and layout. A great logo can be let down by poor application, but well considered extended visual brand identity can bring any logo to life.
NEXUS APAC Group is a leading public affairs and strategic communications firm. In 2019 the group underwent a name change from Capital Hill Advisory to reflect an expanded service offering that added to the groups heritage in public affairs and government relations. Leo Creative was referred to NEXUS by an existing client to assist with the rebrand process. A logo had already been created but the new brand had yet to be brought to life through the design of a broader visual brand identity system. Brand Guidelines also needed to be created to ensure that the new brand could be consistently be managed.
Leo Creative creative four new sub-brands to denote the groups core service offerings, with a colour palette for each sub-brand. As part of the brand identity design process, Leo Creative designed eight thematic line illustrations, an information graphics system including a set of icons and a comprehensive suite of Microsoft Office templates to assist the group produce branded communications in-house
In addition to MS Office templates, Leo Creative created a user-friendly guide to clearly define the use of the logo, colour, typography, imagery and layout in creating consistent branded visual communication.
Of course branding is more than just visual identity. It includes language, tone of voice,
personality and behaviour. The brands differentiating attributes should also be identified as well as a core idea or brand promise.
Critically, the experience of the brand for all stakeholders must be consistent with the promises that the brand makes. This is an ongoing process that impacts every part of an organisation. For more information on our approach to branding click here.
