Land Referencing Services (LRS) needed branding to represent their fast-paced growth and high level expertise in their market.
We worked through every aspect of their business, their brand ideology, their competitors and their ethos, and came up with a detailed brand guideline for every aspect of their marketing and communications.
From their logo through to their website, LRS’s branding needed a look that represented their specialist abilities.
We began with their logo, comparing their competition and streamlining a set of designs which showed the company ethos.
Following the final logo design, we were able to work towards establishing colourways and choosing typography for the brand.
"The brief was simple. As major players in our industry, we need to look like it too."
Martin Glover, Co-founder
The Primary Colour Swatch
For LRS’s branding, we chose an intentionally simple primary colour swatch. As well as this, we included three RGB accent colours that were out of the traditionally achievable ‘gamut range’ of CMYK printing.
Most of LRS’s marketing and communications take a digital form. As well as their website, showreel and email marketing, we designed their presentations, letters and marketing material. Their digital form meant we could take advantage of this visual ‘punch’.
We wanted LRS to be unique, so we researched their industry as a whole. Following this, we could ensure we steered away from their competition with our design choices.
Typography and 'H' Styles
When it came to choosing fonts, we chose Maitree and Roboto from Google Fonts for LRS. We wanted a modern serif and a contrasting font to differentiate headline and display copy from paragraph, captions and labelling.
Limiting usage to 6x ‘H’ Styles plus a ‘paragraph’ and a ‘quotation’ style helps keep continuity across the website. With this, they are used in desktop publishing for stationery and other branded literature.
Website and Showreel
Don’t underestimate the power of first impressions.
Once the brand principles had been established, our next task was to create a showreel which showed the fast-paced growth of the company. In addition, we needed to convey the speed the industries LRS are involved in move at.
This is backed up by a website which outlines core services, sectors and showcases projects they have been involved with. This helps communicate LRS’s extensive experience, with simple, recognisable brand cues and a clear message.
Finally, the homepage features the LRS corporate showreel which helps to further to engage visitors.
In order to assist with engagement and labelling, we customised 34 icons which feature throughout the website. There is an icon for each service, sector and discipline.
Proposal Documents and Email Marketing
The new brand identity was rolled out across all of LRS’s communication channnels in a very short period of time.
This communication included simple email footers, social accounts, and email marketing campaigns. In addition, the LRS branding was applied to Tender and Method & Programme documents to Case Studies and Process Charts.