Project objectives
Harlow Group Storage are a family-run company, founded in 1976. They approached Brilliant after recognising the need for a brand refresh to support the growth of the business. Their brief was to create a new identity which represents the professionalism and high-level of service offered by HGS, while maintaining the familiarity of the established brand and emphasising the positive aspects of the company’s familial origins.
Our approach
Brilliant simplified the existing logo and brought it up to date with clean yet warm typographical treatment, and the HGS company blue was darkened slightly to lend an air of confidence to their visual communications.
To reinforce the professionalism, reliability, longevity and success of the company we conceived a unique ’crest’ which would appear on all printed materials, in addition to the logo. It is subtitled ’Investing, Controlling, Enabling’ to reflect the company’s ethos, which we expanded upon in the introductory HGS brochure.
Brilliant outsourced and creatively directed the photography and copy writing for the brochure, which later formed the basis of a direct mail campaign. The cover image, which was illustrated in-house, demonstrates how Harlow Group Storage’s service fits into a larger logistical chain.
The choice of printing materials was particularly important to achieving a high-level finish. Uncoated papers were used for the stationery, folder and brochure; and the crest was foil embossed into the letterhead and compliment slip to further suggest superior quality.
What we delivered
- Brand identity design
- Branded stationery
- Company marketing literature
- Illustration
- Photography
- Copy writing
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