Lead Designer · Department Manager

Walker Crips Group

Creating a modern visual identity authentic to a firm over 100 years old. Includes re-branding, website design, advert designs, presentation design, template designs.

Tools used:

A century old firm

The first instruction given, was to innovate.

Senior Management were looking to revamp its outdated brand; gradually so, in order to ease the transition for those attached to the existing image.

I began by progressing the brand through the development of The Annual Reports (2018-2019), whilst extending the metamorphosis to include ancillary and peripheral company stationery.

WCG Annual reports

Pre-rebrand to post-rebrand: WCG 2017 Annual Report to WCG 2019 Annual Report

Walker crips investment management (WCIM) rebrand

Left to right: WCIM 2019 Letterhead, WCIM 2019 Insert, WCIM 2019 Landscape Letterhead, WC Business Cards, WCIM Brochure 2019, Discretionary Brochure 2019, Walker Crips History insert 2019

BEGINNING WITH CONSIDERATION

Since the rebrand was coinciding with a period of internal change, I understood the refreshed design needed to evoke reassurance rather than revolution. For this I began with a simple concept, taking an element of the existing logo and expanding it, creating an encompassing and recognisable shape that could further be explored.

See an example

REFOCUSING THE BRAND

The Walker Crips brand was suffering from dilution. A colour for every subsidary and a process and house style to go with each.

My first steps were to consolidate the brand in a way that was most helpful to potential and existing clients. For this, I kept the signifying colours of the company's three main branches and stripped the rest; further polishing other stylings into a single guideline.

Fonts implemented:

INVESTMENT
MANAGEMENT'S INDIGO

PMS 2736C

#21368B

PENSION'S
PURPLE

PMS 519C

#6D276A

WEALTH
MANAGEMENT'S TEAL

PMS 5483

#3E8B94

Walker Crips Wealth Management Brochure

Design by KMA Paul

See an example

Walker Crips YORK OFFICE AWARENESS CAMPAIGN

Design and campaign strategy by KMA Paul

SIMPLE INNOVATIONS FOR CORPORATE DESIGN

At first with brochures and publications that required update, I gradually implemmented the rebrand. Introducing simple aesthetic innovations to the firm such as restrictive colour, font guidelines and company shapes, I worked with senior management to craft a corporate brand that remained true to the company's roots whilst still projecing it's modern aspirations.
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My innovations were not only limited to document design, but also included infrastructure. I encouraged and implemented ther utilisation of online publishing; introducing the benefits of viewership analytics to a century old firm.

Walker crips GROUP PLC ANNUAL REPORT 2019

Redesigned with existing and new headshots (photography and/or airbrushing and layout by KMA Paul). Restrictive colour was used in tandem with gold light leaks to elevate imagery and represent the century-old elegance of the firm.

Walker crips GROUP PLC ANNUAL REPORT 2019

After travelling across the country to familiarise myself with the various branches, I decided to spotlight the regional teams within the Annual Report to better showcase the firm’s reach. (Photography/airbrushing and layout by KMA Paul).

By the 2019 Annual Report, the company rebrand had been solidified both internally and externally. The Annual Report was even dubbed ‘The best report yet’ by the firm’s Head of Finance of 15 years and former CEO.

View the project

Going digital

In the last stages of my work with Walker Crips, amongst other ongoing revitalisation projects such as the reorganisation of their forms systems, I worked with division heads to tackle the firm's website. The site required total reinvisioning, specifically with the UX in mind. Since the rebrand had recieved a positive response internally, my goal with the company's site design was to portray the hard won corporate image to external parties to accurate effect.

Walker Crips 2019 WEBSITE DESIGN (Launch TBA 2020)

Design and copy by KMA Paul

Thank you for perusing my portfolio. If you would like to know more and are intersted in hiring my services, please feel free to send me an email. But only if you honestly want to - it's not like I'm pressuring you or anything. Promise.

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