Sable&Hawkes delivers thought leadership programme identity for Mills & Reeve


21-07-2015

Foresight is a content-driven thought-leadership programme by law firm Mills & Reeve. The programme will address key issues facing clients and their businesses, the challenges they face, and offer broader commercial acumen in addition to legal expertise.

 

Sable&Hawkes was asked to name the initiative and create a distinctive and effective logo and overall brand identity as a vehicle to communicate both the objectives and the content, and then deliver a whitepaper and a series of infographics for fee earners to share with clients and prospects.

The identity

Sable&Hawkes' brief was to create something that was:

  • Forward-looking and insightful
  • Able to carry the key issues facing Mills & Reeves' clients
  • Carrying broader commercial content in addition to legal expertise
  • Cross sector and cross border in focus

Adrian Kimpton of Sable&Hawkes explains: "Distilling down the broader themes of the brief, we came up with a list of potential names, but eventually settled on Foresight primarily for the positive connotations around looking forward, of foreseeing, of having and projecting an insightful view of the future.

"For the launch and initial report we limited ourselves to using a simple wordmark that would begin to establish the name and give us something to build on but wouldn’t constrain us into any particular area of logo or symbol development at this early stage.

The look and the feel

"Our clients' objectives of the visual identity were:

  • To create high visual impact – a style clearly different to the main corporate style while still remaining on-brand
  • To develop specific themes and stories from within the research but present findings in bite-sized chunks and keep things simple
  • To develop a series of infographics designed around specific research-based elements of the report
  • And to encourage people to download further information from the website and subsequently share the content on social media, specifically Twitter, LinkedIn and Google +

"Our solution was based around a series of digital illustrations created in-house, and a simple bold graphic style which we used to create clear distinction between the main sections in the initial report; as well as giving us a bank of visual resources for subsequent marketing elements, animated web banners, advertising, exhibition stand etc... 

"The style was developed specifically to translate easily to online media and to sit comfortably alongside the research graphs and charts that appear throughout the report.

"The palette picks up the clients core corporate colours of purple and pink, to which we added an additional cool grey (printed as silver) to give the campaign some distinction from the corporate identity."

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About Sable&Hawkes

Sable&Hawkes are a design communications company.

We work with our clients to deliver:

Thinking.
Naming, brand positioning, competitor and communications audits, stakeholder interviews, tone of voice, creative copy writing and ongoing brand management.
+
Doing.
Brand identity, copy writing, digital media, corporate and marketing literature, direct mail, advertising, exhibitions and campaigns.
For further information contact Adrian on:

T: 01223 303708
M: 07712 270198
E: adrian@sableandhawkes.co.uk
W: www.sableandhawkes.co.uk
TW: @AdrianKimpton

21 Aylestone Road Cambridge CB4 1HF.

Good design companies design well.The best think well.
And the simplicity and intelligence of a solution is what makes it memorable.

We are Sable&Hawkes.

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To read more information, click here.

Sable&Hawkes are a graphic design company based in Cambridge. We deliver brand positioning, visual identity solutions, creative direction and corporate and promotional design in print and online.

Sable&Hawkes