Katie Rowe Experience · 2020-01-23 · artists, illustrators and photographers. ... visual...

About Me I am a Senior Graphic Designer with eight years of experience working in the creative industry. Dedicated to designing and delivering projects from the initial briefing through to launch, I have a broad range of expertise working across a range of sectors, from startups to nationwide corporate organisations.

Previous experience has allowed me to work alongside Strategy and Creative Directors to first define a brands audiences, values, proposition and competitors. Then, taking the lead as well as guide and art direct my peers on many creative solutions including brand identities, visual languages, websites, social content, signage, wayfinding, brand collateral and corporate reporting as well as working collaboratively with lettering artists, illustrators and photographers.

I am fortunate enough to now dedicate my time to working as a freelance Senior Graphic Designer to support the delivery of projects across a range of sectors, both client and agency side.

To view my Corporate Reporting portfolio please visit katierowe.co.uk.

Katie RoweSenior Graphic Designer. Branding portfolio.

ExperienceFreelance Senior Graphic Designer Jan 2020 – Present

We Launch, LondonSenior Designer Jan 2018 – Jan 2020

We Launch, LondonMiddleweight Designer Jan 2015 – Dec 2017

Carr Kamasa Design, LondonJunior Designer June 2013 – Dec 2014

Earnest Agency, LondonJunior DesignerJuly 2012 – May 2013

EducationArts University Bournemouth BA (Hons) Graphic Design, 2:12009 – 2012

[email protected] katierowe.co.uk linkedin.com/in/katiegrowe07504 986470

https://katierowe.co.uk/

www.linkedin.com/in/katiegrowe

The Evewell

Visual Language / Interior Moodboards Art Direction – Photoshoot / Social ContentWebsite / Stationary / Signage & Wayfinding Marketing Templates

The Evewell required a brand that reflected their passion in creating a discreet and luxurious environment for a truly world leading service.

From their prestigious location on Harley Street, The Evewell provides a life-enhancing approach to fertility and gynaecological health. We were tasked with creating a brand that needed to stand out in a sector saturated with clinics all claiming to offer the best success rates, most effective treatments and competitive pricing.

As the design lead for this project, I worked across all touch points including the ideation for the brand identity, visual language, interior moodboards, signage and wayfinding, social content and stationary. This project also included me planning all aspects of a two day photoshoot at The Evewell, working alongside leading lifestyle photographer Igor Emmerich. We were also asked to work closely with Wallace Health, a pharma and health communications specialist leading on the SEO for their website that needed to be considered during the design stages of their main digital touch point.

Project completed at We Launch.

ROUTE 1

All about you

THE LONDON WOMEN’S HEALTH CENTRE > THE CREATIVE > ROUTE 1

G u i d a n c e P e r s o n - f o c u s e d O n g o i n g L i f e t i m e

By putting you at the centre we are there for you throughout your life, from the start of the menstrual cycle, through the reproductive years, to the menopause. Our person-centric approach ensures that we are there whenever and for whatever you, and your support

network, needs.

Our proven history of medical and service excellence ensures there is a network of both expertise and support surrounding you. Through education and guidance we aim to avoid

unnecessary treatment and long-term complications of common gynaecological conditions. It’s all about you having the best experience possible.

THE LONDON WOMEN’S HEALTH CENTRE > REVIEWING YOUR COMPETITORS

CLINICAL

PERSONAL

FACTUAL FRIENDLY

Observations:A huge majority of colours in the fertility and gynaecology sectors lead with blue, purple, and pink with complimentary and contrasting secondary colours.

Recommendations:We believe that it would be prudent to focus on colours that are more vibrant, whilst still evoking high end, such as greens, yellows or oranges.

Opportunity:

THE LISTER FERTILITY CLINIC

OPPORTUNITY OPPORTUNITY

IVI

THE HARLEY STREET FERTILITY CLINIC

THE CENTRE FOR REPRODUCTIVE & GENETIC HEALTH

THE BRIDGE CENTRE

THE LONDON WOMEN’S CLINIC

CREATE FERTILITY

CONCEPT FERTILITY CLINIC

CARE FERTILITY

GENNET CITY FERTILITY

ABC IVF

LONDON GYNAECOLOGY

FERTILITY PLUS

LONDON WELLWOMAN CLINIC

BOURNE HALL

ARGC

THE LONDON CLINIC

SKIN & NUTRITION

FORWARD

C O L O U RL A N D S C A P E

THE LONDON WOMEN’S HEALTH CENTRE > REVIEWING YOUR COMPETITORS

THE LONDON WOMEN’S HEALTH CENTRE > BRAND VALUES

D E F I N I N G YO U R B R A N D VA L U E SYour brand values are the core of your organisation. They need not ever be communicated to your audience, but everyone within your organisation will know what they are. Every decision you make, every change you implement, every direction you take should be aligned with, and anchored by, these brand values.

CARING

WELCOMING

EDUCATIONAL

SHARING

INNOVATIVE

INTEGRATED

We aim to be an advisor on womens’ health and wellbeing throughout their life, not just when issues arise. We want to help to do good - and assist those that can’t typically afford our treatment.

Everyone - from our female guests to their partners and loved ones through to our team members - are made to feel like friends.

We educate women, to help them know what to expect, and how they might feel about their overall genealogical health & specific procedures.

Sharing knowledge is very important. We keep people constantly informed, even when they don’t need anything specific right now.

Our innovative medical procedures are exemplars of clinical excellence. Everything else we do is refreshingly unclinical.

Our highly professional, integrated approach to clinical practice, treatment and research means that clients benefit from joined up consultation and advice, not just one specific servic.e

THE LONDON WOMEN’S HEALTH CENTRE > AUDIENCES

D E F I N I N G YO U R A U D I E N C E SYour audiences reach far and wide - young to old, national to international, female to male - but what links everyone is their health, wellbeing, and desire to create a happier life for themselves and their loved ones. To achieve the life they want to have.

FIRST TIME FERTILITY

PREVIOUSLY UNSUCCESSFUL FERTILITY

GP ASSOCIATIONS

INTERNATIONAL CLIENTS

GYNAECOLOGICAL HEALTH ISSUES

MENOPAUSAL WOMEN

YOUNGER WOMEN FAMILY MEMBERS

NEW CLINIC TALENT

PARTNERS

ROUTE 2


C O M F O RT I N G ‘ B EST I N C L A S S ’ EX C E L L E N C EWA R M TH

TREATING PEOPLE WELL

The first of its kind in London, we place great importance on you being made to feel at home in our space. As an independent centre we deliver ‘best in class’ medical and service offerings.

Our attention to detail and attentive approach ensures that you can rest assured that you are receiving the highest-quality care and expertise.

Our premium offering at the warm, comforting setting on the prestigious Harley Street, resets the bar for medical excellence and patient comfort. Whether it is our quality

of service or our medical offering, we believe in treating people well.

ROUTE 3


Excellence Holistic Confident Advisor Support

Transparent and openBy taking an holistic approach to a woman’s health we can offer ongoing

advice and specific professional expertise when required. Our integrated approach to medical practise, treatment and research means that our expert advice

is always relevant and timely.

With our guidance we hope to avoid unnecessary treatment and long-term complications of common gynaecological conditions. As an advisor and confidant, we share our

knowledge and expertise in a caring and supportive way to help create a transparent and open relationship that is built on trust.


MOODBOARD

Holistic approachLes eossunt iurias sam reius, core sit haria ata vent.

Ongoing adivceLes eossunt iurias sam reius, core sit haria ata vent.

GuidanceLes eossunt iurias sam reius, core sit haria ata vent.

Refreshing

Black & white photography capturing

the everyday in the eyes of your patients


TIER 1 TEAM PHOTOGRAPHY Natural Approachable Friendly


TIER 2 CAPTURING MOMENTS PHOTOGRAPHY Everyday moments Un-staged


MOODBOARD

Intimate photography

Traditional, trusting typeface

Refreshing colour palette


MOODBOARD

P R O U D STAT I ST I C S C O N V E R S AT I O N

C O M F O RT I N G E N V I R O N M E N T

Q A

X E R S P I D E N TX E R S P I D E N T Q U I S A S L I

Ovit laut accaborum explacium eveliquas autecul.


TIER 1 PHOTOGRAPHY P e r s o n a l E m o t i v e Wa r m i n g


INTERIOR

P R E M I U M

H I G H E N D

Ovit laut accaborum explacium eveliquas.


INTERIOR

C o n t e m p o r a r y

P e a c e f u l

C a l m i n g


TIER 1 PHOTOGRAPHY P E R S O N A L A P P R O A C H A B L E WA R M

Work inProgress

Brand Identity

Website

The Evewell | Digital Tone of Voice Guidelines | June 2018 8

When the social post content is based on thought leadership or an educational content such as promoting a blog post, portraits of The Evewell team should be used.

This is to portray a natural, approachable and friendly feel in order for the user to familiarise themselves with The Evewell team.

- Photos must be professionally shot

- Shallow depth of field to maximise focus. The background should be knocked back, with the foreground in focus

- Wide crop where possible

- Bright, with lots of light & clear space

- All images to be shot in full colour.

- When text is overlayed to announce a new team member/ blog post etc, always use Acta Display bold as well as a triangle to introduce the text. Make sure text is legible at all times.

Text overlay:

Purpose: Thought Leadership/ EducationalSocial Content Example 1

Social content keywordsPositive/ natural/ approachable/ friendly/ uplifting/ inspiring

Please note: All images are for visual use only and have not been purchased for use.

Welcome

Julia

Point of view


Purpose: Building an Evewell Community Social Post Example 2

When social post content is based on building a community. Black and white photography submitted by your patients should be used.

By encouraging your patients to capture un-staged, every day moments, will create a sense of comfort, familiarity and reassurance.

- Photos must never reveal a face/ faces ensuring confidentiality

- Photography submitted can be of the everyday, with no real limit on the subject matter

- All images to be shot, submitted or edited in black and white.

- When text is overlayed always use Slabo 27px Regular in white. Make sure text is legible at all times.

Social content keywordsCapturing everyday life/ natural light/ relatable


& breathe...

It’s the little things

Text overlay:


Purpose: Empowering/ confidence buildingSocial Post Example 3

When the social post content is based on empowerment or confidence building, a typographic design should be used.

- A block, solid colour should be used from the primary or secondary brand colour palette for the background.

- The message should always be typeset in Acta Display Bold in title or sentence case only.

- The Evewell icon should always appear centered at the bottom of the post.

- In order to utilise the brands patterns, use sparingly. They should be set to a tint so that the message is still legible. Always lock them to a side of the square and include a small clear block colour border as shown opposite.

Social content keywordsClear & legible/ Evewell personality & uniqueness/Branded/ Bold

You never know how strong you are until being

strong is the only choice you have.

You never know how strong you are until being

strong is the only choice you have.

Every day is new beginning, just breathe and

start again.

Every day is new beginning, just breathe and

start again.

Be patient with yourself.

Nothing in nature blooms

all year.

Be patient with yourself.

Nothing in nature blooms

all year.


Purpose: The Evewell EnvironmentSocial Post Example 4

When the social post content is based on The Evewell environment, interior shots should be used.

It is important to remember The Evewell is not a members club, therefore although it is important to capture the environment, we want to portray the right message. Including shots of the smaller, more intimate quiet rooms with a human element included, such as a crop of a patients feet folded, will capture the surroundings and ambience of the clinic.

- Photos must be professionally shot

- Bright, with lots of light & clear space

- All images to be shot in full colour

- People will play a part in the photography as long as crops are used to ensure confidentiality.

Social content keywordsNatural light/ creating a clear sense of the environment and familiarity/ Full colour images


Social Content& Digital Tone of Voice Style Guide

Fertility• IVF• ICSI• Semen Analysis• IUI• Fertility

Investigations• Genetic Testing

Gynaecology• Preventative

Screening• Smear Tests• Blood Tests• Contraception • HyCoSy• Hysteroscopy

Treatments & Services Facilities Get in Touch

• Egg Collection Room• Embryo Transfer Room• Laboratory • Cryo Store• Phlebotomy • Quiet Rooms • Scanning Room

The Evewell team

Colin Davis Medical Director

Dimitrios Psaroudakis Consultant Gynaecologist

& Fertility Specialist

Christian Ottolini Laboratory Director

Moses Batwala Consultant Gynaecologist

& Fertility Specialist

The Evewell 61 Harley StreetLondon W1G 8QU

Talk to us: +44 (0)20 3974 0950Email us: [email protected] more: evewell.com

A life enhancing approach to fertility & gynaecological healthThe Evewell is an independent centre dedicated to providing first class fertility treatment and gynaecological healthcare for women of all ages.

Step 5Ongoing support

Approximately two weeks following the embryo transfer, it will be time to do your pregnancy test. A follow up appointment with your doctor will ensure you are fully supported following your test result and will provide an opportunity to discuss any steps from there.

Step 3Trigger

Your doctor and embryologist will evaluate each individual patient to determine the best time to collect your eggs and at exactly the right time for you a specifically-timed trigger will be given. The trigger makes the eggs mature and ovulate and when you are ready you will come to the centre for your eggs to be collected.

Step 5Embryo Transfer

The embryos will be cultured in our state-of-the-art incubators until ready for transfer to the uterus. You will be asked to attend the clinic for the embryo transfer and the selected embryos will be transferred by your doctor.

Step 2Monitoring

When you are ready you will start your medication and we will closely monitor your cycle to ensure an optimal response to your treatment. This monitoring will involve tracking follicle growth, egg development, and hormone levels.

Step 4Egg Collection

The egg collection is performed under sedation, which is an outpatient procedure, eliminating the need for an overnight stay. During the egg collection the sperm sample is evaluated and prepared. On the following day, the embryologist will contact you to let you know how many eggs have fertilised to form embryos.

IVF | The Evewell

Marketing Templates

IVF | The Evewell

A very successful fertility treatmentIVF, or in-vitro fertilisation, is a procedure in which eggs are fertilised with sperm outside of the body to create embryos which are then transferred back into the womb to implant. IVF is a very successful treatment for many categories of infertility, including Endometriosis, Fibroids, Polycystic Ovaries and for sperm considerations.

IVF

State-of-the-art facilitiesIn our state-of-the-art facilities, your eggs are collected and mixed with sperm within our laboratory. The embryos are closely monitored for several days by our expert team until the best embryos can be selected for your embryo transfer.

PricingWe know that fertility treatment is a considerable financial commitment. Our prices and packages are designed to be transparent, clear and fair. Our team are always on hand to chat this through if you have any questions or concerns.

See separate pricing sheet for more information.

Your Treatment JourneyWe know that undergoing fertility treatment can be an anxious and stressful time. Our team will guide and support you throughout your journey whilst ensuring that they deliver first class clinical results.

Step 1Consultation

Your treatment journey begins with a consultation with your doctor to discuss your medical history and if necessary, any recommendations for further investigations. We focus on the detail so that we design an individualised treatment plan to deliver the best possible results for you. You will spend time with one of our expert nurses who will guide you through the process and be on hand to provide you with care and support throughout your journey.

Location Photoshoot & Behind the Scenes

Huxley Hound

Brand Identity / Visual Language / Hero Imagery Packaging / Social Content / Website

After receiving investment on BBCs Dragons’ Den in 2017, Huxley Hound required a total brand refresh before it could be launched into the market.

Formed in 2016, Huxley Hound provides a range of nutritionally-rich, tasty vegetable snacks for dogs, which can be eaten in addition to their regular diet.

Working to a tight turnaround in order to overhaul the entire brand before the Dragons’ Den episode aired, I worked across all deliverables for this project including an initial competitor analysis, collaborating with lettering artist Rachel Joy Price for the brand identity, visual language, hero imagery, packaging, social content and website.


HUXLEY HOUND > EXISTING BRAND VISUAL LANGUAGE

EXISTING BRAND ASSETS

HUXLEY HOUND > EXISTING BRAND VISUAL LANGUAGE

EXISTING BRAND PHOTOGRAPHY

HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY

COMPETITORS COMMUNICATION

HIERARCHYThe following pages display our research into Huxley Hound’s

key competitors in the dog treat/ food market, taking into consideration the following:

• Each competitors visual look & feel.• How each competitor’s communication

hierarchy is shown on front of pack.

ROUTE 1HUXLEY HOUND > CREATIVE IDEAS > ROUTE 1

playful typographypremium photography

nut rients

HIGH INvitamins

RICH IN

ROUTE 1HUXLEY HOUND > CREATIVE IDEAS > ROUTE 1

HUXLEY HOUND > CREATIVE IDEAS > ROUTE 2

S T I L L L I F E O B J E C T S S H O T

O V E R H E A D

V I B R A N T B L O C K C O L O U R S

ROUTE 2

I L L U S T R AT I V E

HUXLEY HOUND > CREATIVE IDEAS > ROUTE 3

ROUTE 3

GRAPHICSTORY

PLAYFUL T YPOGRAPHY

BOLD

THE WORLD YOU WILL LIVE IN

HERO BRANDLILY’S KITCHEN COMMUNICATION HIERARCHY

Logo

Product name

Benefits

HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO BRAND

Flavour

1.

2.

3.

4.

ILLUSTRATIVECLEAR APPROACHABLE


HERO BRANDTHE DOG TREAT COMPANY COMMUNICATION HIERARCHY

Logo

HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO BRAND

Flavour

Originates from

1.

2.

3.

BOLDDIRECTGRAPHIC


HERO DOG SILHOUETTEPOOCH & MUTT COMMUNICATION HIERARCHY

Logo

Benefits

Ingredients clarification

1.

3.

2.

BOLDFRESHIMPACTFUL

HUXLEY HOUND > COMPETITORS COMMUNICATION HIERARCHY > HERO DOG SILHOUETTE

Brand Before & Work in Progress

Brand Identity & Visual Language

Thank you for buying Huxley Hound

We hope your dog loves our tasty snacks as much as Huxley does

Right now, we’re in the process of updating all our packaging, which will be ready in a few weeks. As our philosophy is about being

honest and transparent in everything we do, we wanted you to know that our snacks will remain the same 100% organic, fully traceable

vegetable snacks your dog loves. Only the pack design will be changing.

Remember, we love to see photos of your dog enjoying Huxley Hound, so send them to us and we’ll feature them on our social media pages.

From all of us at Huxley Hound.

Huxley Hound Limited, Registered Office: Unit 9 LDL Business Centre, Ash Vale, Guildford, Surrey, GU12 5RT | Registered Company Number: 09819329

OrganicPreservative FREE

Additive FREE Allergen FREE

100%huxleyhound.com Follow us @HuxleyHoundUK

The treat you can trust Ethically-sourced, organic vegetables dehydrated in the UK

Packaging

Website & Social Content

The Snaffling Pig

Brand Identity / Visual Language Packaging / Point of Sale / Event Collateral Website / Art Direction

The Snaffling Pig Co are on a mission to take pork crackling to places its never been before. We Launch started working with the founders in 2015 when they were looking to expand the business into new product lines. Since then, the company have gained presence in some of the UKs largest pub groups, UK supermarkets, John Lewis & Debenhams.

As design lead for this project, I worked on developing their brand language across all channels – from packaging to digital. This has included collaborating with lettering artist James Lewis for the brand identity and extending their original product offering to include a Crackling Crumb, Advent Calendars, Sauces, Ciders and Beers.

As an ongoing client, I art directed my middleweight on all touchpoints of the brand, working to ensure consistency across all brand roll out including the development of new products, brand collateral, social content, and vehicle wraps.


THE SNAFFLING PIG CO. > BRAND IDENTITY > EXISTING

EXISTING

THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 2

ROUTE 2


ROUTE 1THE SNAFFLING PIG CO. > BRAND IDENTITY > ROUTE 3

ROUTE 3


ROUTE 1. OPTION 1

Brand Identity

PackagingEXISTING PACKAGING: CRACKLING

THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > EXISTING PACKAGING

SALT & VINEGAR

THE SNAFFLING PIG > CRACKLING PACKAGING CONCEPTS > STAGE 1 > OPTION 1

PORK CRACKLING

INGREDIENTSPork Rind, Pork Oil. Seasoning: Dextrose, Acidity Regulator E262, Salt, Yeast Extract, Acid E330.

STORAGEStore in a dry, cool place, away from bright light and vegetarians.

WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition

Typical analysisEnergyFat of which saturatesCarbohydrate of which sugarsProteinSalt

per 100g2900 KJ (701 kcal)

62.9g22.2g

1g0.1g33g

2.03g

NUTRITIONAL VALUE

PORK CRACKLING SEASONED WITH SALT & VINEGAR

0 700461 371045

These delicious, spicy chunks of pork crackling are made to celebrate the noble porker. What a hero he is. If he had hands, we’d high five him.

They’re gently double cooked by our man Shaun and teased into this bag just for you, so grab a drink and get snaffling.

The Snaffling Pig Co. are a horde of meaty treat aficionados, with a penchant for bold flavours and good, honest produce.

We believe that glorious things happen when you embrace your carnivorous side and hopefully by the end of this bag, you will too.

SNAFFLING PIG LTDUNIT 5, STOCKLAKE PARK, FARMBROUGH CLOSE

AYLESBURY, BUCKINGHAMSHIRE, HP20 1DQ

BEST BEFORE00 00 00

@SNAFFLINGPIGCOWWW.SNAFFLINGPIG.CO.UK

FACEBOOK.COM/SNAFFLINGPIGCOMPANY

50g

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BOTTOM SEAL AREA

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280

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15

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10 10

SALT & VINEGAR

AWESOME FLAVOURED

SALT & VINEGAR

50g







BEST BEFORE00 00 00



WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition


per 100g2900 KJ (701 kcal)

62.9g22.2g

1g0.1g33g

2.03g

NUTRITIONAL VALUE




0 700461 371045

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BEST BEFORE00 00 00



WARNINGNot suitable for those with weak gnashers (may contain bones) and those of a health obsessed disposition.


per 100g2900 KJ (701 kcal)

62.9g22.2g

1g0.1g33g

2.03g

NUTRITIONAL VALUE




0 700461 371045

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SALT & VINEGAROPTION 2


Advent Calendars

Not on the Highstreet

John Lewis

Debenhams

Product Range

Savills Auctions

Visual Language / Event Branding Event collateral / Auction Boards Stage Design / Art Direction – Photoshoot

Savills Auctions required an evolution of their existing visual language to create an ownable presence in the auctions market, whilst ensuring it fits within and leverages the main Savills brand.

The world of buying and selling properties at auction is a lively one, therefore I created a visual language that embraced the high energy experience of an auction.

As the design lead for this project I worked across a range of touch points including reviewing their main competitors. This also included creating a new visual language, event branding and collateral, as well as working alongside photographer Nick David on a two day photoshoot to include portrait photography of the Savills Auction team and reportage photography to be used across internal adverts.


SAVILLS AUCTIONS STAGE 1 > ROUTE 1

ROUTE 1

LOCATIONUsing large statistics and facts to proudly display Savills Auctions ongoing

success and goals. This route shouts to everyone from builders and property developers, to general public looking for a bargain investment.

As well as using the square holding device from the Savills logo to communicate statistics, illustrated maps are also used to display the

breadth of locations that Savills Auctions offer.

LARGE, BOLD TYPOGRAPHY LOCATION FOCUSED VIBRANT CLEAR

SAVILLS AUCTIONS STAGE 1 > REVIEWING YOUR COMPETITORS

ALLSOP

Residential AuctionsAnnual Review 2016

Head office:

33 Wigmore Street, London W1U 1BZ Tel: +44 (0)20 7437 6977

Brighton office:

Princes House 53-54 Queens Road Brighton BN1 3XB Tel: +44 (0)1273 322 013

Leeds office:

33 Park Place, Leeds LS1 2RY Tel: +44 (0)113 236 6677

Dublin office:

St. Martin’s House, Waterloo Road, Dublin 4, Ireland Tel: +353 (0)1 667 3388

City office:

2 Copthall Avenue, London EC2R 7DA Tel: +44 (0)20 7588 4433

www.allsop.co.uk

Commercial AuctionsAnnual Review 2016

www.allsop.co.uk

Lots with development potential

May: Lot 17

Haslemere, Surrey

Mixed use building with Permitted Development application submitted for 13 residential units. Guide £1.4m+

May: Lot 9

Hackney, London E9

Mid terrace building with potential for reconfiguration and/or development. Guide £800,000+

SOLD £1.5m

SOLD £1.5m

March: Lot 45

Kentish Town, London NW5

Site currently occupied by warehouse and office accommodation with residential development potential. Guide £6m+

Nov: Lot 177

Newhaven, East Sussex

Site with lapsed planning permission for 82 houses and one shop. Guide £500,000+

SOLD £5.95m

SOLD £1.575m

NO REAL PERSONALITYSTRONG BRAND COLOURS CONSISTENT PHOTOGRAPHY


ACUITUS BRIGHT BRAND COLOUR DA R K P HOTOG R A P H YBO L D T Y P E ST Y L E


LAMBERT SMITH HAMPTON FRESH COLOURWAYS CONSISTENT PHOTOGRAHYCONTEMPORARY ICONS


CLIVE EMSON DATED LOOK & FEELCORPORATE BLUE


ROUTE 2

GRAPHICBold graphic shapes are used alongside iconography to evoke

the dynamic, ever changing environment of an auction.

A suite of graphic shapes, can be created unique to Savills Auctions to proudly communicate the brand.

A suite of icons can also be developed to sit alongside the graphic shapes in certain communications.

PROUD CONFIDENTINTERCHANGEABLE LIVELY

ROUTE 3

Reveal


Using charming, illustrated properties across your visual look and feel to set you aside from your competitors. This style of illustration

uses single lines to draw your eye to the ‘hidden treasure’ property, highlighted in more detail.

There is potential to create a suite of property illustrations unique to Savills Auctions which can be used across all collateral, website

and event branding.

Charming illustrations Professional HonestProperty focused

MOODBOARD


Illustrated properties

Warm team photography

Maida Vale, London

Torquay, Devon

Lewisham, London

Canterbury, Kent

MINTY SAINSBURY


Blackheath, London

Barnet, Hertfordshire

Upper Norwood, London

Catford, London

Cricklewood, London

POP UP BANNERS

GRAPHIC CONTENT


AUCTIONS AUCTIONS

11th December 20179.30 am

1 542 3 6

MOODBOARD


HERO STATISTICS

BOLDILLUSTRATED LOCATION MAPS

32% Maximint

eumquaspe

Barking, Essex

Seven Sisters, London


MOODBOARD

BOLD ICONOGRAPHY

GRAPHIC SHAPES

MOVEMENTDYNAMIC

JITESH PATEL


ICON SUITE


LOCATION AUCTION ENQUIRIES GUIDE PRICES EMAIL ALERTS

LEGAL PACKS FILMINGAUCTION RESULTS

BROCHURE


PROPERTY AUCTION11th December 2017 9.30 am

The Marriott Hotel, Grosvenor Square, London, W1K 6JP

Savills Auctions

LOT

1Of interest to builders, developers and owner occupiers. A three bedroom mid terrace house in need of modernisation, well located close to the shopping and recreational amenities of Clapham and Brixton

8 Hubert Grove,Stockwell, London SW9 9PBBy Order of a Housing Association

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VACANT

LOT

2An attractive bay fronted three bedroom semi-detached house requiring modernisation, in convenient residential cul-de-sac near town centre and station

11 King’s Road, Slough, Berkshire, SL1 2PS

By Order of Mountview Estates plc



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VACANT

AUCTION RESULTSLondon 6 November 2017

75.3%

178

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success

lots offered

38.3+million raised

Shepherd’s Bush, London

AUCTION STAGE


STAGE BACKDROP

TELE

VIS

ION

SC

REE

N

AUCTIONS LONDON’S TOP AUCTIONEER

LOT 1£835,0008 Hubert Grove,

Stockwell, London SW9 9PB

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AUCTIONS

LECTERN

AUCTIONS

Work inProgress

Auction Catalogue

Reportage PhotoshootReportage Photoshoot

Freshminds

Visual Language / Art Direction – Photoshoot Website / Stationary / Social Stationary Marketing Templates / Brand Guidelines

Freshminds required a complete rebrand, creating a clear definition and visual identity that needed to change the perception of it’s previous junior look and feel.

Freshminds is a dynamic collection of talents and opportunities – shaping the future of resourcing and consulting.

As the design lead for this project, I worked across all touch points including the ideation for the brand identity, visual language, website and brand guidelines. This project also included me planning all aspects of a one day photoshoot at a sourced location in Purley, Croydon, working alongside photographer Richard Moran, who has over 28 years of experience.


ROUTE 1

A dynamic network of fresh minds

DY N A M IC N ET WO R K B R IG H T ( IQ )CO N N EC T E D & CO N N EC TO R

EMPATHETIC & CONSULTATIVEH IG H E ST- C A L I B R E C U R AT IO N

Here at Freshminds, we don’t simply recruit. We make all the right connections that enable opportunities and improvements for everyone. Think of us like an electric

circuit, where light is created when the right connections are made.

Working together in a collaborative spirit, we cultivate a dynamic global network of talented professionals – bridging the knowledge gap between needs and skills,

and connecting the smartest ‘fresh minds’ to the most relevant and rewarding challenges.

As the curator and enabler at the centre of all this activity, we get things done and help make good things happen. Because our network works.

FRESHMINDS > BRAND TERRITORY ROUTE 1

CLEAR MESSAGING

CONSISTENT STYLE OF PHOTOGRAPHY

APPROACHABLE, FRESH & FRIENDLY.

ALTHOUGH THE LOOK & FEEL CAN SEEM QUITE

BASIC, IT IS CONTEMPORARY, LIGHT & BRIGHT &

CONSISTENT ACROSS THE WEBSITE

DARTMOUTH PARTNERS

FRESHMINDS > REVIEWING YOUR MAIN COMPETITORS

CORPORATE LOOK & FEEL

LARGE USE OF STOCK PHOTOGRAPHY

USE OF A GREY OVERLAY ON IMAGERY FEELS

HEAVY & UNCONSIDERED

NOT THE MOST USER FRIENDLY

WEBSITE - QUITE DIFFICULT TO

NAVIGATE THROUGH

BARTON PARTNERSHIP

INTERNATIONAL PRESENCE COMMUNICATED

THROUGH FILM & PHOTOGRAPHY

CLEAR NAVIGATION TO THE ‘PROFESSIONALS’

& ‘EMPLOYERS’ SECTIONS OF THE WEBSITE

MOVE ME ON

VISUAL LANGUAGE FEELS VERY BASIC

WITH NO REAL PERSONALITY OR OWNABLE ASSETS

CLAIM TO BE ‘THE HOME OF CONSULTANTS

& ALUMNI’

HERO STATISTICS ACROSS THE WEBSITE

INVESTIGO

LARGE USE OF STOCK

PHOTOGRAPHY

NO OWNABLE ASSETS INCLUDING

TYPOGRAPHY & BRAND IMAGERY

NO REAL BRAND PERSONALITY TO STAND OUT FROM

THE CROWD

THE HEAVY USE OF BLUE ACROSS THE SITE MAKES

CONTENT APPEAR HEAVY & HARD TO

NAVIGATE THROUGH

DATED, CORPORATE LOOK & FEEL

Observations:A huge majority of colours in the recruitment and consulting sectors lead with blue, red, and orange with complimentary and contrasting secondary colours.

Recommendations:We believe that it would be prudent to focus on colours that are more vibrant, such as your existing brand colour of pink, with supporting secondary colours.

Opportunity:

DARTMOUTH PARTNERS

BARTON PARTNERSHIP

MOVE ME ON

INVESTIGO

HOLKER WATKIN

EDEN MCCALLUM

INSTANT IMPACT

CORNELL PARTNERSHIP

TALMIX

BUSINESS TALENT GROUP

THE UP GROUP

MINDBENCH

ODGERS BERNDTSON

BOYDEN

CHIEF OFFICERS GROUP

CATALANT

ACONNECT

SAVANNAH

ETON BRIDGE PARTNERS

HOLDSWAY

INTERIM PARTNERS

THE CONSULTANT HUB

LANGUAGE MATTERS

VENATRIX

BRIGHTER BOX

TALENT POOL

BRIGHT NETWORK

OPPORTUNITY OPPORTUNITY

C O L O U RL A N D S C A P E

FRESHMINDS > REVIEWING YOUR COMPETITORS

S T R A P L I N E S

F R E S H M I N D S . T H E C H A N G E N E T WO R K .

F R E S H M I N D S . A M BIT IO U S FO R C H A N G E .

F R E S H M I N D S . P LU G G E D I N TO TA L E N T.

F R E S H M I N D S . C U R ATO R S O F TA L E N T.

F R E S H M I N D S . T H I N K DI F F E R E N T LY.

F R E S H M I N D S . T H I N K I N G . B R IG H T E R .

F R E S H M I N D S . TO M O R R OW ’ S TA L E N T N E T WO R K .

F R E S H M I N D S . I M PAC T T H R O U G H I N N OVAT IO N .

FRESHMINDS > STRAPLINES

E L E VAT O R P I T C H

Freshminds is a unique collection of talents. Plugged-in to the world of skills, knowledge and

know-how, we put our hand-curated global network of commercial leaders to work.

More than a recruitment company, we’re a personable, friendly ‘people business’ connecting fresh minds with fascinating analytical, commercial

and strategic challenges to help ambitious companies affect meaningful change.

Freshminds. Think differently.

FRESHMINDS > ELEVATOR PITCH


With nearly 20 years’ experience under our belts, we know people. And we know that everyone’s needs and skills are unique.

So before we do anything, we listen, going beyond roles and functions to get to know individuals, their drives and their ambitions. Then we advise - clients

as well as professionals - on how to best get where they want to go.

And, by using the personal touch, we invest the time to continually develop mutual understanding, forging long-term relationships that last a lifetime – and supporting

successful businesses and careers every step of the way.

ROUTE 2

Less transactional, more personal

EMPATHETIC & CONSULTATIVE FOCUSED AMBITION

INSIGHTFULPERSONABLE (EQ)RELIABLE

FRESHMINDS > BRAND TERRITORY ROUTE 3 APPLICATION

At Freshminds, we were founded to challenge industry norms. And to truly raise the bar. Creating impact through innovation, we have an instinct for pushing boundaries,

so we’re ever-curious, and always striving for novel and ground-breaking ways to empower our clients and candidates.

And because employers and talent all need to stay ahead of the game, our innovative mindset and ethos helps them to stay sharp,

fresh and productive.

As the global market for talent evolves in tandem with the future workplace, we’ll make sure you’re ready for tomorrow.

I N S IG H T F U L

P R OAC T I V E AG I L IT Y

ROUTE 3

KEEPING MINDS FRESH

I M PAC T T H R O U G H I N N OVAT IO N

DY N A M IC FO C U S E D A M BIT IO N


MOODBOARD

P R OAC T I V E AG I L IT Y

DY N A M IC

I N S IG H T F U L

I M PAC T T H R O U G H I N N OVAT IO N

FO C U S E D A M BIT IO N

TODAYFRESH


What makes a fresh mind?

IDEAS / CONVERSATIONS CONNECTIONS / FOCUS

PERSPECTIVES / THINKING INSIGHT / KNOWLEDGE / SKILLS

COMMUNITY / BRIGHT

FRESH

MINDS


3. EXECUTIVE

Freshminds

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CONCERTINA

EXAMPLE

THINK

ING

OPPO

RTUNIT

IES

CONV

ERSA

TIONSHillabore Verition

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IDEAS

Hillabore Verition

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Hillabore Verition

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Hillabore Verition

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FRES

HCO

NNEC

TIONS

CHARLIE ROE Marketing Manager

Freshminds,Kingsbourne House, 229-231 High Holborn, London, WC1V 7DAE: [email protected]: +44 (0)20 7871 3955W: freshminds.co.uk

FRES

HMI

NDS

FRONT COVER

PAGE ONE

BACK COVER

FRES

H MINDS

IDEASCONVERSATIONSCONNECTIONSFOCUSPERSPECTIVESTHINKINGINSIGHTKNOWLEDGESKILLSCOMMUNITYBRIGHT

Hillabore Verition

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Hillabore Verition

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CONN

ECTIO

NS

FRES

H


MOODBOARD

DY N A M IC N ET WO R K

CO N N EC T E D & CO N N EC TO R B R IG H T ( IQ ) SEQUIAM EOSAE Consequi ium exerum num idis tet vendi solorem resciti blandit dantibus. Agnihill iquatem quiaspelia dolupta.Different job.

Same spirit.

E M PAT H ET IC & CO N S U LTAT I V E

H IG H E ST- C A L I B R E C U R AT IO N


MOODBOARD

beyond

EMPATHETIC & CONSULTATIVE

PERSONABLE (EQ)

INSIGHTFULFOCUSED AMBITION RELIABLE

Above &

So long money worries


PHOTOGRAPHY STYLEINTERACTIVEWORK PLACE NATURALGROUPS GROUPSDISTANT CONNECTIONS:ENVIRONMENT:


PHOTOGRAPHY STYLE NOT LOOKING AT CAMERAIN SITUPOSITIVEINDIVIDUALS


1 . EARLY CAREER

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Freshminds


Driving change together

Connections.Opportunities. Results.

Connections.Opportunities. Results.

Driving change together

Charlie Roe Marketing Manager

Freshminds Kingsbourne House, 229-231 High Holborn, London, WC1V 7DAE: [email protected]: +44 (0)20 7871 3955W: freshminds.co.uk

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Freshminds


Supporting your ambition for improvement

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Right people. Right roles F

F

M

M

F

M

F

M

Charlie Roe Marketing Manager

Freshminds,Kingsbourne House, 229-231 High Holborn, London, WC1V 7DA

E: [email protected]

T: +44 (0)20 7871 3955

W: freshminds.co.uk

Right people. Right roles

F

M


2. EXPERIENCED



Let’s make it personal



Work inProgress

Strategy & Creative Workshop

Website

Location Photoshoot & Behind the Scenes

Freshminds | Brand Laws | October 2019 3

Whowe are


Tone Terminology

Our Tone of Voice

Always talk in terms of the highest-calibre, using a professional manner and credible tone

Reflect our personable approach by speaking and writing in conversational terms, however ensuring we come across credible and professional by not being too chatty. For example:

'With our agile approach and talent network, we can help you build out capability with excellence when you need it most.'

Polite and humble, there is no room for ego or pretentiousness

Show we are informed and knowledgeable about the industry

Don't use the term 'mind' as descriptive copy. For example we don't call people 'Minds' we call them candidates or consultants. Always ensure we don't talk about businesses as 'Clients'. Descriptive terminology should be immediate and simple to understand for the user:

• Professionals (Candidates / Consultants / Researchers)

• Businesses• Roles (Permanent)

• Opportunities (Projects)

Always review how industry terminology is evolving so that we are using current terminology (e.g. ecosystem, analysis, automation, etc)

We may use an 'ownable' brand language, to aid identification, and refer to professionals in the network as 'fresh minds'. However, this is for marketing copy only, and not to be used as descriptive copy

When required, use terminology that is specific to the types of roles:

• Permanent teams use recruitment terminology around 'candidates' and roles

• Projects teams use terminology such as 'independent consulting', the 'network' and 'delivering strategic projects’


Our Brand Proposition

Freshminds is a dynamic collection of talents and opportunities – shaping the future of resourcing and consulting. Powered by people, from analyst to expert, we’re plugged-in to a world of skills, knowledge and experience. By activating our global network of the highest-calibre individuals, we bridge the gap between business needs and required skills for commercial, strategic and analytical challenges.

By making the right connections, we help ambitious companies and people affect meaningful growth – for a day, a month, a year or forever. No wonder we’re trusted by globally recognised companies to fast-scaling start-ups, in professional services, finance, retail, tech and beyond.

As the world of work evolves – from on-demand skill sets, flexible working and consulting – we continue to create real impact and help meet business challenges, with an outlook that's always focused on the future.

Freshminds. Excellence on demand.


IntegrityWe always seek to be fair, transparent and honest whilst giving useful and helpful advice. We understand the value we add, and are honest about our limitations – never over-promising or under-delivering. We encourage trust through integrity.

DynamicOur energy and zest for change are positive reflections of our innovative and ambitious attitude. We make the connections that power change. We are always looking to the future.

Personable (EQ)We treat everyone with respect with the aim of growing long-term relationships. There is no room for ego or arrogance – we are always open, warm and welcoming, with an empathetic and understanding approach.

ReliableWith businesses project success and professional career progression in our hands it is vital that we can always be relied on and trusted to deliver. We remove the stress and worry of finding the right people for the right role.

InsightfulWith a knowledge of relevant industries and by listening to the pain points of businesses and professionals, we can give valuable insight from an objective perspective.

Bright (IQ)Our people are smart and intelligent, whilst also always being light and positive when dealing with others. Fresh thinking of the highest-calibre and a fresh attitude, we leave a positive impression.

Distinctive mental and moral qualities of how you do something

Our Personality


UsingColour

Designed to express our brand personality, our colour palette provides a simple yet eye-catching framework in which to position our messaging. When used in combination with our words and images, our colour palette creates a style that powerfully conveys what we do.


The Freshminds brand colour palette

Early Career

Audience specific colour palettes

Experienced

Executive

Here is a quick reference guide for how we use colour across the Freshminds brand.

Freshminds Hero GreenWhen communicating as the main Freshminds brand, the hero green should always be used as the main hero colour.

Audience specific colour palettesThree colour palettes have been created which can be used when communicating to specific audiences. When communicating to early careers & experienced audiences, slate grey should always be the lead colour. When communicating to the executive audience, hero green should always be the lead colour.

Colours in textAlthough we always lead with the hero green or slate grey, please refer to the following page (page 17) for guidance on type colour combinations. Always ensure that all text is legible.

PinkThis colour is used sparingly as an accent colour and should never be used as a large expanse of colour.

Using Colour

Lead with Freshminds Hero Green

Lead with Freshminds Hero Green

Lead with Freshminds Slate Grey

Lead with Freshminds Slate Grey


Our primary palette consists of a range of vibrant colours that are evocative of the Freshminds personality.

Hero colour greenOur hero colour is the most important colour in our palette. We use this as the most important colour in charts and tables and when highlighting text, this is before we use the other colours within our palette.

Primary colours These are the next range of colours we use within our palette. Although we always lead with the hero green other brand colours can be used to pull out titles, larger highlighted text, subheadings or quotes. However, always ensure that all text is legible.

PinkThis colour is used sparingly as an accent colour and should never be used as a large expanse of colour.

Overall, we should remember that colour plays a supporting role to imagery and words.

Freshminds Hero Green

Freshminds primary colours

FreshmindsHero Green

Pantone 2217C

FreshmindsSlate Grey

Pantone 2166C

FreshmindsPink

Pantone 219C

FreshmindsLight Grey

Pantone Cool Gray 1C

White

C: 100M: 61Y: 60K: 58

C: 71M: 48Y: 35K: 9

C: 00M: 100Y: 4K: 00

C: 00M: 00Y: 00K: 07

C: 00M: 00Y: 00K: 00

R: 228G: 0B: 121#: E40079

R: 87G: 114B: 134#: 577286

R: 237G: 237B: 237#: EDEDED

R: 255G: 255B: 255#: FFFFFF

Our Colour Palette

Website & digital assetsPlease note that when using the Freshminds Hero Green on the website or any digital assets, the RGB breakdown has been adjusted. This ensures the green appears slightly lighter on screen. Please use the following breakdown:

R: 0G: 57B: 60#: 00393C


Using coloured type on a contrasting coloured background creates another visual dimension.

We have created our own colour combinations for optimum legibility.

As a general rule, use dark coloured type on a light background and light coloured type on a dark background.

Only use two colours in any combination.

Coloured type is best used in larger sizes – take care whenever using smaller body copy in any other colours apart from the slate grey, or green. As a rule we wouldn’t recommend using any other colours for smaller body copy.

Never use tints of colour in type, use solid colour with a strong contrast.

Aa

Aa Aa Aa

Aa

Aa

Aa

Aa

Aa

WhiteLight GreySlate GreyPinkGreen

Background colour

Text

col

our Green

Pink

Slate Grey

Light Grey

White

Using ColourCombinations


Our logo

Primary corporate colour palette

Network line device

Ciutadella Slab MediumAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Our Photography

Our headline typeface

Our sub-headline / highlighted text typeface

Our body copy typeface

Please note: The above typefaces are for design use / external use only. For staff / internal requirements, please use the default typefaces on page 20.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Avenir Std 95 BlackAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Avenir Std 35 Light

Early Career Experienced Executive

WL_FM_17_04_19__Shot01_212.CR2.p.jpg

WL_FM_17_04_19__Shot01_217.CR2.p.jpg

WL_FM_17_04_19__Shot01_221.CR2.p.jpg

WL_FM_17_04_19__Shot01_213.CR2.p.jpg

WL_FM_17_04_19__Shot01_219.CR2.p.jpg

WL_FM_17_04_19__Shot01_224.CR2.p.jpg

WL_FM_17_04_19__Shot01_216.CR2.p.jpg

WL_FM_17_04_19__Shot01_220.CR2.p.jpg

WL_FM_17_04_19__Shot01_225.CR2.p.jpg

WL_FM_17_04_19__Shot21_083.CR2.p.jpg

WL_FM_17_04_19__Shot21_087.CR2.p.jpg

WL_FM_17_04_19__Shot21_091.CR2.p.jpg

WL_FM_17_04_19__Shot21_084.CR2.p.jpg

WL_FM_17_04_19__Shot21_088.CR2.p.jpg

WL_FM_17_04_19__Shot21_093.CR2.p.jpg

WL_FM_17_04_19__Shot21_085.CR2.p.jpg

WL_FM_17_04_19__Shot21_090.CR2.p.jpg

WL_FM_17_04_19__Shot21_096.CR2.p.jpg

Our Core Brand Elements


It is vital that our logo stands out with sufficient breathing space, and is used consistently every time. If there are lots of other elements crowding around it, it loses its impact.

An exclusion zone (see right) has been established to protect our logo from being overcrowded by additional visual elements. This zone ensures the logo has optimum standout and visibility. The size of this zone is the height/width of the ‘F’ icon (the height/width should always be the same dimension). This exclusion zone should scale up and down by the same percentage as the logo you are using.

It’s worth remembering that this is just a minimum – it’s better to give the logo more space than this wherever possible.

The following chart can be used as a guide to help you choose the appropriately sized logo for the application you are working on. The measurements shown are based on the height of the overall portrait logo. It is best practice to use these standard sizes.

Non-standard applications, such as signage and event collateral, should be designed individually. When choosing a logo size, always consider the environment in which the logo will appear.

Minimum size

A5

A4

A3 Landscape poster

A3 Portrait poster

A1

Business Card (Landscape version)

Letterhead

Compliment slip

DL Envelope

C5 Envelope

C4 Envelope

A4 Form

Format FormatLogo Height Logo Height

Minimum Size (10mm)

Exclusion zone

Use the width and height of the ‘F’ icon to measure the exclusions zone

Sizing our Logo

10mm

15mm

25mm

35mm

35mm

65mm

10.5mm

25mm

23.5mm

19mm

19mm

20mm

25mm


Core BrandElements


The Freshminds logo is a distinctive mark which has been carefully considered to give sizeable impact.

The 'F' features interconnected lines to represent our network and connections as well as the agile way that we work as a business. The striking pink is used to differentiate us from our competitors.

It is made up of two elements: the ‘F’ icon (1) and the logotype (2). These logos elements should never altered or scaled out of proportion. The relationship between these two elements has been carefully considered and should not appear in any other way.

The Freshminds logo can be reproduced in the following colours from our colour palette: White, Black and Pink icon with Green logotype.

For further information on logo sizes, clear space and positioning - please refer to the subsequent pages in this section.

White Pink icon. White logotype

Pink icon. Green logotype Black

1 1

2 2

Our Logo


Our Logo

Our logo is at the heart of all our communications. It is the most easily recognisable part of our brand and should therefore be consistently and carefully applied to everything that we create.


Use the following typefaces to ensure a consistent clarity of our messaging at all times.

Ciutadella Slab Medium is available as a print and web font and can be purchased from myfonts.com: To purchase please click here >

The Avenir Std font family is available as a print and web font and can also be purchased from myfonts.com: To purchase please click here >

Please note that although Avenir comes in seven different weights, for consistency we only use Light for all body copy and Black for sub-headline/ highlighted text. Light Oblique is used for all quotes.

Be aware that any documents using our brand fonts will need to be exported as a pdf to send externally to avoid the problem of the recipient not having the fonts used within the document.

For guidance on how to size type for specific applications / formats, please refer to the Best Practice Examples on page 35.

Our headline typeface. Never use this font in bold.

Ciutadella Slab MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Avenir Std 95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Avenir Std 35 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Our sub-headline / highlighted text typeface. Never use this font in bold.

Our body copy / quote typeface. If text needs to be highlighted in body copy, please use the Avenir Std 95 Black weight shown above.

Used in marketing and all external communications. Please remember when sending anything externally, the document should be PDF'd.

Best Practice Examples are listed at the back of this document to provide guidance on how to size type for specific applications and formats (see page 35).

Our Brand Typefaces


The subject of the audience 1 photography should always be of models who appear between the ages of graduates - 29 years. Images should always be professionally shot with a shallow depth of field to maximize focus.

The backgrounds should be knocked back, with the foreground in focus. All images are bright, with lots of light, clear space and photographed in colour.

RequirementsShots should always be conversational between two or more people, with a level of connection between each person. A variation of backgrounds should always be used.

Connections / Interactive / ConversationalPositive / Friendly / Natural / Approachable Captivating / Emotive / Support

Photographic keywords

Early careersAudience 1: Years of experience 0-6


OurTypefaces

The words we use to write about ourselves, and how they’re displayed, are a vital element in communicating what we do to the outside world. By following a few simple steps, we can ensure a consistent clarity of our messaging at all times.


Our image style comprises of three different audiences:

1. Early Career2. Experienced3. Executive

Each audience style evokes a different aspect of Freshminds and communicates its own message. It is therefore important to use the correct style of image each and every time.

The following pages detail how to use each of these image styles.

Please note, there should never be graphics overlaid on any imagery in any circumstances, such as the image shown below. Only use the photography in it's original state.

Descriptors:- Candid- People working and interacting- Professional attire- Ensure the environment has

plenty of natural sunlight- Office setting

Early CareersAudience 1: Years of experience 0-6

Descriptors:- Approachable & friendly- Interactive- Natural - Full colour images shot on location- Connections- Support

ExperiencedAudience 2: Years of experience 6-15

Descriptors:- Un-posed- Full colour images with

a clear sense of location/ place- Environment- Work place- Distant

ExecutiveAudience 3: Years of experience 15+

Our Imagery Styles

X

22Freshminds | Brand Laws | October 2019

Our imagery is one of our most important visual expressions. Used effectively it will convey how unique and valuable Freshminds can be. We want to inspire everyone we approach and work with – and so we must ensure that the images we choose are appropriate. This will bring our stories to life in the most relevant ways.

OurImagery

Brand Guidelines

Thank you.

ExperienceFreelance Senior Graphic Designer Jan 2020 – Present

We Launch, LondonSenior Designer Jan 2018 – Jan 2020

We Launch, LondonMiddleweight Designer Jan 2015 – Dec 2017

Carr Kamasa Design, LondonJunior Designer June 2013 – Dec 2014

Earnest Agency, LondonJunior DesignerJuly 2012 – May 2013

EducationArts University Bournemouth BA (Hons) Graphic Design, 2:12009 – 2012

[email protected] katierowe.co.uk linkedin.com/in/katiegrowe07504 986470

www.linkedin.com/in/katiegrowe

Katie Rowe Experience · 2020-01-23 · artists, illustrators and photographers. ... visual...

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