Former Royal Marine, Bruce Foster required an identity that would allow him to form his own company to deliver his services.
Establishing a new identity was the motivation, this would then inform the tone and visual direction for both printed and digital aspects of his brand. This would in turn helped Bruce understand the value of building his own identity, this would start from the initial implementation and carry across in his strapline of ‘Simplifying Complexity’.
Our design process started with the key words ‘Simplifying Complexity’ in order to ‘make sense’ and ‘visualise’ some of the complexities that business face. Discussing these business attributes, this direction allowed us to explore various routes and concepts. Working with various line weights of spirals and ‘scribbles’ these were constructed into a ‘simplified shape’, these initial thoughts were developed to then actually reducing it back to a simplified wave form (an Alpha wave), before developing the ball container to hold the wave shape within. The final development to give that element of distinction, by art working of the uppercase ‘E’ through his name, the break of the middle bar adding that extra nuance. Within the first ‘E’ sitting next to the ‘X’ and the negative space between provide a hint of forward arrow, to show progression.
Alexandre Bruce now has an identity that gives him distinction and allows him to brand and project his presence both in print and online through his social media feeds.
“Pier 9 delivered exceptional value. The logo encapsulates my business and has helped to drive sales.”