Fox Williams: Brand refresh


Fox Williams is a leading mid-market firm based in London. With a strong brand in each of its sectors, the firm decided the time was right to strengthen this reputation by modernising its brand identity. The plan was first to launch a new website followed by a project to align the style of online and offline applications with the website. Fox Williams asked us to develop designs, templates and new brand guidelines.

After a discovery and analysis phase, we confirmed the firm’s brand assets (logo, colours, images, fonts and wave pattern) and explored how each could be developed and harmonised across its digital, social and print applications. A core element was the firm’s wave pattern, which symbolised its agility and modernity. We extended the theme by introducing a set of complementary wave images drawn from nature and elsewhere.

After period of testing and refinements, we created Word, PowerPoint, InDesign and Vuture templates, tied together by brand guidelines. The end result gives the firm a set of digital assets to help project its modern, forward-thinking image.

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