Download portfolio - David Gilligan

Atkins Global/ ContextAtkins is a global organisation communicating with diverse audiences fromsurveyors to architects, local authorities to national governments. Over timetheir distictive brand became fragmented as the components had not beenorganised into a marketing system, and approaches to photography, segmentationand application of the logo were missing. There became a growing need tocommunicate consistently and efficiently while supporting the brand positioning.A communication system was required to bring the brand alive, and offer a meansfor the in-house designers to align their applications./ SolutionA unique communications system was formulated that interpreted the existingbrand components, expanded on the gaps and imposed a sense of order andconsistency. In short a clear and systematic brand language was developedand applied to multiple communication touchpoints and used to distinguishvarious department sectors, such as architects and engineers. A kaleidoscopeof graphic shapes and patterns was created along a continuum that allowed thecore shapes to work for Atkins, but used the colour and tonality to work for thedivisions. The benefit of the kaleidoscope was to make application simple andconsistent for all levels of designer to use and retain continuity. Followingfrom the Kaleidoscope we defined detailed Brand Guidelines for Communication,Imagery and Moving Imagery./ ResultCommunications are now globally consistent across all channels andtouchpoints. The in-house teams can deliver powerful design applicationseasily and much more efficiently and the brand look and positioning enjoysgreater continuity in all territories.