Wilson & Bass
Wilson & Bass
Project Brief:
The task at hand was to fully brand a new Human Capital Solutions company. The desired brand was to be very neutral, with blacks, whites and greys. The client needed the brand to speak to large enterprises as they were their target market. Yet, they wanted a modern edge to their brand that spoke to C-Levels as well as entry level employees. The task at hand was difficult, but the client was very satisfied.
Scope of Work:
Wilson & Bass is a human capital solutions company that focuses on many aspects of HR Consulting & Advisory. One of their key strengths is an AI platform that is fed with high quality data that the firm constantly updates throughout their business activities. This results in a system that is always learning and outputting the best automated insights possible. To develop a brand that echos such a feat, the client wanted to go for a neutral yet modern look. I recommended that we work with blacks, whites & grays and throughout the logo development we felt that using negative space would provide a very edgy yet professional look. The colour scheme created for branding this company has been detailed below:
Moving Forward
Once this logo has been created and our colour scheme was set, the task at hand was very difficult to create something that would satisfy the client's needs. At first the client wanted straight lines and very rigid approach. We began with this business card that can be seen in the following image:
Branding the Collateral
However, both myself and the client found this to be too boring of a style. We decided it was time to change it up. With this new vision, the client wanted to avoid straight lines in their branding collateral and use curves inspired from the "&" part of the logo seen in the negative space. My idea was that the best way to go around this is to use a circle to signify the curve, but in order not to brand it as a single geometric shape; we thought to think outside of the box. Thinking outside of the box put us on a journey to literally change the concept to "think outside of the circle". You can see the overall branding approach in the image.
The client was extremely happy with the work provided. This concept followed them everywhere; from print, to web properties and even into their social media.
The branding for this company was scored independently and ranked 14th place out of 121 SMEs, for brand value. Obviously the designs are not the only factor in this measure but it had definitely helped the company score high and achieve their goals.
Please view the gallery below to see some more implementation of the branding collateral:
