Portfolio

When we were invited to design an identity for a new company called Weather Intelligence we thought the briefing would be fairly straightforward.

However, at the first meeting it quickly became clear that there were actually four other consultancy companies attending the meeting. Each company was independent but they frequently worked together, in varying combinations, depending on the particular project they were involved with.

It was important to them that they could be seen as independent separate companies but that they could be linked synergistically when the occasion demanded.

We sensed that the problem was much more involved than the brief we were initially asked to tackle.

After a great deal of pondering, we suggested that they formed a separate entity named ‘Intelligent Thinking’ and co-ordinated the identity of all of the companies so that there were two points of entry for clients: either through the portfolio brand ‘Intelligent Thinking’ or alternatively through the individual companies, where they could then be offered complimentary services of their sister companies as, when, and if they were required.

We felt that a highly-organised, closely co-ordinated identity system was essential for  a group of consultancies who gave advice to other businesses about how they should organize themselves.

CAS, LCL Rail, AMCL  and Weather Intelligence were linked using consistent typestyles, layouts and graphic style, however the colours and picture content was varied by company to create a distinctive identity for each individual member of the group.

The styles were then applied to all stationery, websites and graphics so that each company became essentially the same, but quintessentially different.