Developing the brand of an award winning catering equipment supplier
Allens are one of the UK’s leading event hire businesses having won Event and Safe Hire Company for the last four consecutive years. We were approached by brand positioning consultant, Jonathan Kirk at Up to the Light to lead on Creative Direction and design supporting the process of developing the new business identity from an agreed positioning brief.
Brand development and design
Our development role
One of the key outputs from Up to the Light’s was to develop the positioning statement ‘A Promise Delivered’ as part of the design brief. We agreed to make a a fresh start rather than to retain any elements of the original identity which had been in place for 20 years. Our approach was to develop a custom typeface for the Allens wording together with a brandmark focussing on the ‘A’ which was developed with an upward swish.
What followed was an extensive roll out covering all key brand touchpoints including uniforms, client presentations, website look & feel as well as liveries for their fleet of vehicles. Our role also included the direction of product photography used throughout key communications and documented in the full brand guidelines.
Lene McGuinness – Marketing Manager, Allens