Brand Strategy.

At Neon, our brand strategy work gives businesses the clarity and competitive edge they need to lead.

From defining the big brand positioning idea to creating names, values, and distinctive tone of voice systems, we bring heavyweight expertise and restless creativity to every challenge.

Flexible identity system showcasing Argonon's modular logo applications - orangutan eye, part of 'The World Watches' branding by Neon branding agency

Argonon rebrand
The World Watches

Humpback Whale featured on Moody's ESG advertising

Moody's ESG Solutions
'Comprehensive' campaign

aurora borealis featuring in Moody's ESG brand launch advert

Moody's ESG Solutions
Leading insight, championing change

Nabarro LLP
Clarity Matters

By Dana Robertson Creative Director and Founder of Neon. The Goldsmiths' Company redrawn Coat of Arms, shown using gold foil blocking onto stationery. Highlighting the high quality of detailing applied to each of the elements of the Coat of Arms, all crafted to elegantly interlink with each other – reflecting the new high standard of all Goldsmiths' Company communications outputs, which underpin their new positioning Touchstone. A positioining inspired by the touchstone (an essential tool of the trade for testing alloys) held by the demi-maiden in the Coat of Arms. Part of the new brand identity for The Goldsmiths' Company. The Goldsmiths' Company a Touchstone for the industry. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Goldsmiths' Company
Brand positioning & identity

E-Sports Nutrition
Brand creation

ESN packaging ELX Energy drink and IGF (In Game Food) mealsackaging

E-Sports Nutrition
Packaging

A wooden table surrounded by indoor plants with a frame on the table showing Rinkits 'it' language

Rinkit rebrand
Delivering everyday happiness

Airport hoarding ad for CMS showcasing the Future Facing Law positioning with 'Creative/Modern/Specialists' slogan, designed by Neon branding agency

CMS
Competitive/Muscle/Strengthened

Advertising by Neon - Clarion Wealth Management branding - Financial services advertising - 'Lifelong' advert design and copywriting by Dana Robertson

Clarion Wealth Planning
Branding

By Dana Robertson Creative Director and Founder of Neon. The Futures Company Signature image by Neon. On January 31 2008, Yankelovich was acquired by WPP and merged with Henley Centre HeadlightVision (an existing WPP group company). Yankelovich was the US’s leading consumer trends and lifestyle research business and Henley Centre Headlight Vision was Europe’s leading consumer trends business, providing global trends intelligence, research and consultancy services. Neon were approached to provide a new brand idea, name and identity for the merged company, along with a brand architecture that could successfully integrate existing sub brands. Inspired by the high ground of serious, grounded yet inspiring future-facing research consulting, the brand idea is Unlocking Futures and the new name is The Futures Company. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

The Futures Company
Naming, brand positioning & identity

Branding by Neon - Moody's CreditView - The view that counts feature image Designed by Dana Robertson

Moody's CreditView
The view that counts

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over dune grasses designed by Dana Robertson

Wollens
The law firm that thinks in full colour – but keeps things black & white

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity safety helmet. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and

Amec Foster Wheeler
Brand identity

Branding by Neon - GEMS Education - GEMS Education logo designed by Dana Robertson being held up by student

GEMS Education
Brand identity

Branding and film by Neon - designed by Dana Robertson - Nabarro Law Firm - Law sector branding - Graduate Recruitment - recruitment video still

Nabarro LLP
Graduate recruitment short films

By Dana Robertson Creative Director and Founder of Neon. The Goldsmiths' Centre Creativity Craftsmanship Community workshop reportage 'bench from above'. The Goldsmiths' Centre, Creativity, Craftsmanship, Community. Three words encapsulate the values of The Goldsmiths’ Centre. Creativity encompasses Centre’s commitment to encouraging and inspiring creativity in the design and making of beautiful objects. Craftsmanship refers to the Centre’s important role as a repository of knowledge, building on centuries of experience. Community expresses an important aspiration of the Centre; to create a centre of excellence, a hub where like-minded people and businesses come together to share ideas, collaborate and build relationships, and to become a place of inspiration. These values are married with a brand identity which reflects the Centre’s heritage, with the use of a monochromatic coat of arms of The Goldsmiths’ Company. A strong yellow - the common heraldic substitution for gold – helps create a vibrant, contemporary look and feel, positioning the Centre as a new future-facing organisation, distinctly separate from the more traditional Goldsmiths’ Company. The yellow appears as a crafted information plate on all materials – helping to clearly state the purpose of each piece of comms with the main headline elegantly stencilled into the plate. The new identity was rolled out across all manner of media, including literature, signage and website. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Goldsmiths' Centre
Brand positioning & identity

By Dana Robertson Creative Director and Founder of Neon. Lane4 brand identity feature image. Founded by Olympic gold medallist Adrian Moorhouse, Lane4 exists to help give its clients a crucial competitive edge. So what was it that gave Lane4 the edge over its rivals? How could the company memorably articulate and project its distinctive approach and commercial offering? Through… The Power of 4. Neon’s view was that the Lane4 difference was based upon a unique combination of four key factors: a passion for performance, a rigorous approach, a focus on potential, and transformational impact. Based on this, we evolved the existing Lane4 brand mark (which the client wanted to preserve) to reflect the idea of The Power of 4 by raising the number within a refined and updated version of the mark. We also evolved the existing strap line, to make it a stronger distillation of both what the Lane4 brand stands for, and their distinctive offering to clients: Engagement, excellence, edge. As for visual style, Lane4 is all about people: the brilliant team of inspiring individuals who work for the company, and the incredibly diverse range of people whose performance they help to improve. We wanted a look that would strongly reflect what Lane4 do — getting inside people’s heads to inspire them, change their thinking, and help them achieve their potential. To that end, we created a library of hand drawn graphic silhouettes, using the actual profiles of every member of the Lane4 organisation — celebrating the individuals, at the same time as highlighting collaboration. This silhouette device is not just powerfully distinctive but also highly versatile, capable of adding warmth humanity to all kinds of communications, from visuals conveying abstract thought to charts and diagrams. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Lane4
Brand positioning
& identity

By Dana Robertson Creative Director and Founder of Neon. Neon were commissioned to help name, position and create a brand identity for a significant new development in Bulgaria’s coastal city of Varna. The aim was to provide a significant step up in the quality of design build in Varna whilst also building for a community.The name reflected the desire to create both a vibrant and unified community, marking the development out as something contemporary and different. The brand identity and proposition were based around the notion of ‘bringing colour to life’. This was reflected in the visual style with washes of water colour over laid on rich black and white photography, bringing a sense of energy and humanism to the project.Brand idea: Bringing a splash of colour to Varna. Inspired by the word Vazrazhdane — the district where the development is situated and which means 'renaissance' — the brand idea is Revival. This reflects the re-birth of Bulgaria as well as the qualities associated with living and working at 1Varna: the focus on individual needs; the restoration of physical and mental well-being; and an environment that is easy, liberating, restorative and inspiring. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

1Varna
Naming, brand positioning & identity