MATTHEW MILLARD-BEER

Leading national estate agent, Jackson-Stops, have been making good progress rolling out the new identity designed by Aeron and launched officially last month.

As well as refreshing the previous identity, the rebrand process also appears to have unveiled even older brand identities, such as this example from the Jackson-Stops Hale office, featuring an advert from 1961.

How our marketing has changed! Read about a rare #estaeagent find in a #Hale #Cheshire #property #JacksonStops https://t.co/cN9dYQC71g pic.twitter.com/ayNG9fBEHc

— JS Hale (@JS_Haleoffice) October 31, 2017

The whole style and layout of the poster makes for a wonderful period piece, and is a far cry from the glossy image-led posters, or even interactive digital banners we are more familiar with today.

The old Jackson-Stops family crest is just visible at the top of the poster, and survived barely touched throughout the next 56 years. Now though, with the ‘& Staff’ being retired from the name, the iconic ‘dog and chopper’ symbol has been brought up to date in a style that nods to the brand’s heritage but with a bold, contemporary execution.

Earlier in the project, we saw a similar example of a historical evolution from a different brand – when one of the original Waitrose signs was uncovered at Jackson-Stops Pimlico. A stunning example of early 20th Century sign-writing and a far cry from the simple, clean lines of the brand’s current sans serif identity. JS Pimlico is now proudly sporting its new, Aeron-designed livery – while the Waitrose sign has since been acquired by the John Lewis Heritage Centre.

With over 100 years of property expertise, it’s fascinating to see 100 years of marketing changes as well.

Context

Iridium was founded in 2015 as the Middle East’s first pure investor relations consultancy and technology firm. In a short time, Iridium established itself as the region’s leading investor relations advisor.

Iridium’s business model is underpinned by the growing interest of international investors in MENA equities, greater regulation of investor relations by GCC governments and continuous advances in global best practices.

Ambition

Working across strategy, finance, investor relations and communications, Iridium brings rigour, coherence and consistency to the heart of senior management, and enables them to project confidence and clarity to the global investment community.

Our task was to create a compelling corporate visual identity system, which would encapsulate Iridium’s ambition, proposition and guiding principles.

Action

We worked closely with Iridium to get a thorough understanding of its position in the market, its appeal to clients and the key differentiators the brand should stand for.

We created a distinctive wordmark and symbol for Iridium that reflects the belief that high quality investor relations are the hallmark of successful capital markets.

The wordmark and symbol are strongly interlinked, to represent the synergy Iridium builds with its clients, and are formed by the dots from each letter ‘i’ escaping the confines of the type to create an ellipsis symbol that hints at Iridium’s ability to identify and close gaps, and unlock new opportunities. The three dots also encapsulate Iridium’s three key principles: insights.influence.impact.

The symbol then opened up a comprehensive visual identity system that enabled distinctive and dynamic brand communication. This system was rooted in a grid matrix, built from the dots of the ellipsis, and highlighting the attention to detail and fine technical analysis that Iridium prides itself on.

Overall, the visual identity system includes a broad range of brand assets from new typography, a full logo suite, corporate stationery, infographics, icons and photography to marketing communications – including investment reports and digital newsletters. In addition we provided design direction for digital applications such as a new website, presentations and signage, wayfinding and brand environments.

Response

The new identity was unveiled to the capital markets investment community on Tuesday September 19, 2017 in Dubai at the Middle East Investor Relations Association (MEIRA) annual conference. Iridium’s bold new identity took a prominent position at the conference, thanks to Iridium’s sponsorship of the event.

We have continued to support Iridium in the development of the identity since the initial launch, exploring additional elements and refining the design system to ensure its flexible use across different applications.

More information about Iridium is available from their website: iridium.ae

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Raising Standards in Aviation

Context

As the Kingdom of Saudi Arabia focuses on Saudi Vision 2030 as a means to drive economic development and social advancement, GACA and Saudi Arabian Airports have an instrumental role in achieving the plan’s goals by enhancing the connectivity of the Nation.

As a result of the directive of Vision 2030, GACA is in the process of refreshing and clarifying its business strategy including the privatisation of its network of airports.

Ambition

In line with this, and based on its current corporate brand values, the initial task at hand was to assess, plan and deliver a clear, relevant and differentiated brand and campaign strategy to promote Dammam International Airport.

The airport has the ambition to be a progressive driver of economic development and symbol of national pride and the rebrand will help enable this by creating clarity, consistency and leadership.

Action

We developed an entirely new brand visual and verbal identity system based on the airport’s existing brand values of professional, dependable and forward-looking. Addressing touchpoints across the airport infrastructure we created an identity that aims to feel approachable, dynamic and timeless and allows for the airport identity, KFIA, to sit comfortably within the parent company brand, DACO.

Results

The brand film we prepared to herald the launch of the DACO brand was premiered in the Summer of 2017. As the new look is rolled-out we continue to support DACO and KFIA to ensure the identity takes-off and reach new heights.

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Congratulations to our friends at flynas for receiving further recognition as the Best Low Cost Airline in the Middle East at the International Paris Air Show.

Having earned three gold awards in 2014 for the launch of the brand, flynas has continued it’s success, taking home titles as Best Low Cost Airline in the Middle East each year since.

The Skytrax awards represent an international standard of quality and excellence, and are awarded according to votes and surveys conducted over a 10 month period across 41 key performance indicators in products and services.

“We have an unwavering commitment to improve our services and performance to achieve the maximum satisfaction from our guests. Having been awarded the Skytrax award shows the pioneering spirit of flynas, and reflects the advancement in Saudi aviation. We, in flynas, are proud of continuously achieving excellence, and always being present in the award scene despite being in a heavily-competitive environment. We are very delighted and we always strive for more success.” Mr. Bandar Almohanna, Group CEO of Nas holding

“These awards mean a great deal to us in the flynas family. It is the magnificent teamwork and care of our guests that is being recognized here today. The same teamwork that delivers great value fares and consistently high On Time Performance results”. Mr. Paul Byrne, CEO of flynas

The new flynas brand was created and developed – brand name, strategic platform and visual identity – by Aeron’s team in 2013 and along with our Saudi partners, Charisma, we have continued to support the brand since.

See the launch advert TVC as follows:

https://www.youtube.com/watch?v=Da1i3RLgTXQ

Agrivita had a successful launch of its new joint venture initiative with Anderson Hay, Agrivita Marabe, at the AgraME 2017 exposition in April.

As part of the initiative we provided strategic advice on how to balance the co-branding of the parent companies, Agthia and Anderson, as well as creative direction and design to present the new product as a proud and harmonious addition to the market-leading Agrivita range.

We are pleased to announce the Agthia-Anderson Joint Venture and introduce our new brand, Agrivita Marabe Premium Forage, from the USA. pic.twitter.com/k4LHFrurVY

— Agthia Group (@AgthiaGroup) April 10, 2017

Context

Nifor are a strategic international marketing consultancy focused on helping ambitious companies realise their growth objectives in Europe and the Middle East.

Ambition

Established at the end of 2016, Nifor needed a strong brand identity to support their launch as a consulting partner that bridges high-level marketing services with regional insight to connect investment with commercially rewarding opportunities.

Action

Working closely with the Nifor team, we ran a competitive audit to establish their intended positioning in the market. Having assessed the strategic positioning opportunities, we made sure Nifor had a clear offer and proposition, so that we could develop a compelling visual and verbal identity.

Response

We developed a striking brand identity, to reinforce Nifor’s eye for marketing detail and providing them with an iconic device and communications system that can be applied across marketing communications and brand assets.

Context
Based on a carefully considered combination of modern, innovative approaches to learning, Wigwam offer daily opportunities for children to enjoy child initiated and teacher led activities. All set within beautiful and tranquil open fields, woodland, vegetable plots and activity playground.

Ambition
To create a fun, engaging brand identity that encapsulates the independent, free-learning and creative approach to outdoor education for young children.

Action
We conducted a competitive audit of leading independent Forest Schools and similar educational organisations and charities. Having identified the strategic positioning we worked with the school’s core values to explore a range of potential identities.

Response
We then developed the chosen design into an identity toolkit – including a logo suite, colour palette and fonts – to be applied to the school’s website, communication materials and staff uniforms.

Beyond Feed. A new chapter for the regions leading animal feed business

Context

Agthia is a leading Abu Dhabi based food & beverage company.  And proud to be known for providing high quality, trusted, and
essential food and beverage products to customers and consumers alike across the UAE, GCC, Turkey and the wider Middle East.

Set up in 1978, Grand Mills was formed to help the UAE nation achieve food security.  Initially flour and silo based, animal feeds followed in 1981. Both activities were incorporated into Agthia when it was established in 2004.

Ambition

Agthia is justly proud of the Grand Mills name, and the reputation the business has grown, both for high quality healthy flours, foods and innovative, high quality, value for money animal feeds.

The ambition was to move away from a shared vision, to a company with a sharper, specialised focus on the industry issues and demands that matter to its customers most.

Action

Taking its place alongside Grand Mills, in 2014 the Grand Mills Feed business has been re-invented and revitalised as Agrivita.

The vision and brand proposition is to move ‘beyond feed’ to provide a committed and commercial service, offer wide ranging innovation, delivered through a team of experts and an evolving high performing and extensive product range.

Results

Our team helped Agthia develop a new name, a clear proposition, a rationalized product portfolio with clear price positioning, and a compelling visual identity system including a new corporate identity, enhanced product and packaging, brand environments and tools and applications to bring the brands to life across marketing and sales channels.

The brand launched in February 2014 with a launch to 500 industry professionals and customers to very positive reviews.

We have continued to support Agrivita, and in April 2017 advised and provided creative and strategic direction for the brand launch of a joint venture with Anderson Hay, Agrivita Marabe.

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand enviromental strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.