Redesigning Davy Group's identity to reflect a company-wide culture and brand review, creating guidelines and templates to showcase its new visual and verbal language.

The Background

The Davy Group had undergone a company-wide culture and brand review to come up with a new brand positioning. The result of this project was “It’s Personal to Us”. Our brief was to redesign their identity in line with this new positioning and create guidelines and templates to showcase the new visual and verbal language. Fuelled with research conducted by our partners, Teneo UK, we ran workshops with Davy staff and stakeholders from within the in-house design team, marketing teams, business division and senior management to review the existing identity and tone of voice. What was working? What would need development to fit with “It’s Personal to Us”? Our objective was to be simple, clear and consistent.

The Idea

The brief allowed us to focus on driving simplicity, clarity and consistency across the organisation, moving to a monolithic brand approach and a more considered colour palette that the Davy team can own.

The Execution

We refreshed the Davy brand mark to reflect the more friendly and approachable positioning and retained one single brand typeface while discarding the use of caps to speak in a softer tone.

We expanded on the asset bank, bringing photographic portraiture, still-life photography, illustration, abstract backgrounds and bespoke iconography into the toolkit. This ensures the team has a wealth of assets to cover the broad spectrum of external and internal material, while aligning these assets to the relevant stages of the Davy customer journey.

We developed a thorough set of Brand Guidelines and tested the visual language across a range of roll-out items and templates. We also supported the Marketing Team with the onboarding process of the new brand company-wide with an internal launch and follow-up support.



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Red Dog worked seamlessly with the team since the start and have delivered a well-considered, creative and cohesive new brand system. Their ability to translate our cultural framework, while also being mindful of creating a system that a large team can use efficiently, and with ease, has been world-class. We are very happy with the results and enjoyed the process along the way.

Nicky Doran, Brand and Marketing Strategy Director

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Special thanks to our collaborators

Project Twins (Illustrator)

Emberlight (3D Modelling)

Forma (Iconography)

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