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Capita's
brand had
to work hard across a
wide range of markets,
we injected a great deal
of flexibility without
losing sight of the
core personality.
The challenge
As part of our ongoing relationship with Capita we continue to
work with them in reviewing and evolving their brand. A year after
launch we carried out a brand review, which led to developing the
visual identity further and creating a more comprehensive set of
guidelines to meet specific requirements amongst the group and
their business units.
The solution
To provide the impact and gravitas required, firstly we created a
large format spiral-bound book, containing a comprehensive range of
examples to illustrate how the identity could be flexed for
different audiences. This also contained more in-depth guidelines
around how to use the colour palette and photography and contained
a number of 'Things to avoid pages. To accompany this we created a
small, fold-out 'quick reference' document - designed to be used as
a handy reminder once users were familiar with the full guidelines.
This outlined the three core rules, the basic elements and a number
of the examples to act as inspiration for how to use the toolkit.
The final solution is comprehensive yet user friendly, providing
different levels of detail as appropriate. (The large guidelines
are also available as a PDF on the company intranet.)
Our work
- Consultation surveys
- Ongoing creative/strategic guidance
- Brand positioning
- Brand architecture
- Guidelines
- Corporate website