Northern Group . Brand development
Northern Group are a prominent property developer based in Manchester. They contacted Superfried for help to develop their brand identity. The client felt their existing brand scheme was not aligned with where they wanted to take the company. So initially a brand audit was conducted which found that a complete re-positioning was required. After reviewing the findings they requested that only the logo marque, primary brand colour and typeface should remain. Starting with the logotype, new bespoke lettering was developed. With the logo marque retained, creative methods to apply and develop it as a graphic device were explored to suit all potential mediums. This involved abstract patterns, cityscapes, bespoke numerals and making elegant, simple use of the incision angle within the block. The primary colour was difficult to work with, so its use was heavily restricted. The palette would now be far more restrained and considered – predominantly black and white to focus attention on photography and message. The retained typeface worked for headlines, but was not suitable for body copy, so a new, complimentary font was introduced. With regards to positioning the existing strapline was no longer appropriate, so a new alternative was written to convey their services: Spaces to work, live + grow With the new building blocks in place, existing legal documents, invoices and internal / external communications were all re-designed. New brand-led signage, vinyls and laser cut artwork were employed within the office and exterior of their properties. Marketing collateral, flyers, brochures, merchandise and stationery were also revised. For promotional purposes, in addition to the animated screen adverts, social media templates and animations were developed. Promotional walkthrough videos were branded via a new, animated logo ident. Lastly, brand consistency was maintained on the company car via vinyls. Working with developers HiFi, new internal and external info / promo screens were designed and developed. This required information design, iconography and promotional animations. Work continued with HiFi to develop the new website which was completely integrated to the database software, internal and external screens controlled through one CMS. The site was complex with priority focus and consideration given to usability throughout to ensure all search requirements were catered for. www.superfried.com Credits CNC stairwell production + installation – Saw Projects Ltd. – Vinyl signage print + installation – Manchester Signage. – External signage – Astra Signs. – Laser cut + gate installation – Steel Tec Fabrications. – Website + internal / external screens development – Hi-Fi.