Giving new energy to a global communications firm.
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.
_ PR & Communications
_ Edelman UK
Dynamic uses of the distinctive triangular shapes of the Edelman logo.
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.
We implemented a scheme of integrated staff and leadership photography, involving art direction, planning and on-site management.
To help bring the Edelman brand to life, we made a series of short video indents.
Hawaii extended the branding and adapted the creative through a dynamic online news platform.