Strategy • branding • visual identity • communications • campaign
Firedog was invited to create a new visual identity which set LOC apart from it’s competition. The previous incarnation lacked any visual thread and thus it felt incoherent and diluted. Our remit was to create a flexible engineering brand identity which could unify the various operating units and regions under one cohesive identity. Following the rebrand, we were to create a set of communications, as well as a new website for the group business. The brand needed to also adapt to the sister business, Longitude Engineering.
We began with engaging management staff in a series of workshops and one to one surveys. We also reached out to staff across the world with digital survey materials. We wanted to focus the brand on a common culture which unified people whilst also providing leadership with findings of global sentiment. We developed a universal proposition, a refreshed set of values and a strategic framework for the brand positioning. We followed through with a flexible visual identity concept, built upon a series of triangular partitions linked by a cartographic like thread. We wanted the system to be flexible enough so that it could easily be placed into any format. The system is cohesive and strong, yet due to its randomness of form, retains a contemporary aesthetic. The identity has been inspired by nautical themes, marine charts and engineering blueprints.
We continue to work with LOC on a day to day basis, and have delivered a new engineering brand identity and website for sister business Longitude, whilst creating a raft of additional campaign and communications materials.