Giving new energy to a global communications firm.
Edelman UK
Hawaii won a competitive pitch to reinvigorate the already established Edelman brand identity. The firm needed a way to bring together the disparate elements of its visual communication in a cohesive way.
We explored new, dynamic uses of the distinctive triangular shapes of the Edelman logo, to inject a more creative character across the company’s visual identity. It was important to make the changes work effectively in every detail of the company’s broad spectrum of communications, from a new website, down to a client Word document.
Hawaii extended the identity’s colour palette and devised a series of modular geometric patterns and masks to frame photography. These were also developed into motion graphics for online and video presentations
A key part of safe-guarding the longevity of the new brand was to provide comprehensive guidelines for its use. After devising an in-depth roll-out strategy, Hawaii worked with Edleman leadership staff to train the 600-strong in-house team on best practice in using the new brand elements.
Brand alignment
Dynamic uses of the distinctive triangular shapes of the Edelman logo.
Internal communications
Word, PPT and Excel templates
Working with the in-house teams, we created a set of templates, designed to be efficient and user-friendly.
Brand graphic alignment
We established a set of cohesive Edelman brand patterns for use throughout all communications and a set of unique photography-based graphic elements for client presentations and digital materials.
Team photography
We implemented a scheme of integrated staff and leadership photography, involving art direction, planning and on-site management.
Motion graphics
To help bring the Edelman brand to life, we made a series of short video indents.
Website
Hawaii extended the branding and adapted the creative through a dynamic online news platform.
