The Challenge
William Murray - a food and drink marketing agency and long term collaborator, wanted to modernise their brand and pivot it to fully reflect the vibrancy of the work they do and the passion of their team. We were tasked with redesigning their brand mark and overall brand look and feel so that all aspects of their communications could project their status as the recognised experts in food & drink marketing.
Fiona Hamilton
MD, William Murray
The Process
We kicked off with our brand discovery questionnaire and a face to face brand workshop. Fleshing out key audience personas with details like how they feel at various stages in the process of working with William Murray. We also explored the all important brand personality and characteristics. We needed to balance William Murray’s strong results and figures focused confidence with approachable, vibrant creativity.
The Logo Evolution
We developed a strong confident logo which didn’t compromise on approachability either - keeping the letters lowercase and using curved but precise custom letterforms we were able to create a very neat alignment with pops of playful colour. It’s a logo deliberately designed to work well against a vibrant selection of colours and textures which form a key part of the brand.
Practical templates and brand guidelines
It’s no good having a brilliant brand system if the team can’t use it. Having rock solid guidelines, usable graphic assets and templates is essential. We equipped the William Murray team with social media templates in Canva, and presentation templates in PowerPoint along with training on how to use them. We provided organised folders of the brand logos, shapes and textures ready for the team to use.
The Website
We created a completely new website for William Murray with their target audience in mind and that reflected the new brand essence in terms of design and tone of voice. We simplified the site structure, allowing the content to be easily digested as well as creating clear signposting and calls to action. We also worked collaboratively with the dev team to create a site with good accessibility standards.
Now we have a brand we’re proud of - one that showcases the expertise we have as an agency.
