Hasta La Ideas

Creative consultancy Figtree has completely rebranded PoliticsDirect from its name through its brand identity. As a result the public affairs consulting service (now called Brevia Consulting) sports a clean, no-nonsense identity, and a set of unique icons drawn by illustrator Chris Gray…

The identity (website screengrab, above) follows a branding review by Figtree that took place over a five month period. Figtree’s research found that PoliticsDirect had a name that no longer clearly defined what it actually did, but that it had a reputation for being “straight-talking, considered, quick and precise.” It’s this insight that informed the change of name to Brevia Consulting, and which also informed the straight-forward, black and white graphic approach to the identity.

“We wanted to create a set of icons that felt intelligent, sophisticated and ownble,” says Figtree’s Melanie Townsend of the 20 icons created specially for Brevia’s new identity system. “There are lots of icons out there and we wanted to try our best to make them look different. Our approach was to try and put a certain level of detail in them using keylines, though we had to ensure they would work at small scale as well as larger.”

“Chris came in to be briefed after we identified what areas we needed icons for,” explains Townsend of the icon-creating process. “We chatted about what the icons could be at that point and then he went away to craft them. On certain icons he had free reign to come up with ideas, but some we had already agreed how they would look i n our briefing. It was then a process of him emailing me with the options and working together to get them just as we wanted.”

See more of the work at brevia.co.uk

figtreenetwork.com

CR in Print

If you only read CR online, you’re missing out. From the meaning of beans to the power of love, the February issue of Creative Review features our 20 favourite slogans of all time and the stories behind them.

What makes a great slogan? We investigate the enduring power of these clever little phrases in our special slogans issue, dedicated to our choices for the top 20 slogans.

If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.