Developing an visual language & online experience influenced by new brand pillars that it could only be recognised as - Garrison.
Garrison, headquartered in London they have raised more than £16m to date from London investors including the likes of Touchstone Innovations and BGF. Our existing customers are large organisations with ten of thousands of employees across sectors including banking, insurance, media, telco, law and government.
Atticus Creative is a creative agency specialising brand, print, digital, motion & campaign. The trio behind Atticus Creative hired me for a week during February to support them with a creative design and motion concept for their security client Garrison.
Atticus supplied me with the challenge to take their newly established brand mark and word mark concept (right) for Garrison and use the component to create a new immersive online experience for the security firms site.
Atticus wanted to take the personality and characteristics of Garrison's technology, products and methods and implement those details into the online experience.
With a week to create a concept of the online experience, I structured my time based on:
Inspiration - what types of other brand and creative studios have created very unique online experiences for their clients that have wow'd their users.
Brand - understanding the newly established concept for the brand and what elements I already had from Atticus' work and what new aspects I would create for the experience.
Story of the Concepts - producing a variation of concepts that would allow me to identify which story each concept would say to the user. This allowed me time to articulate some ideas onto a notepad/screen in order to set the direction I wanted to pursue, to present to Atticus.
The concept that Atticus liked the most (below), was an improved more polished and modern approach to one of their earlier ideas.
Allowing the brand mark to be the central focus of the experience and story telling. The idea behind the concept was to consider what Garrison wanted to share and what the user wanted to learn - through the guidance of the brand mark.
The brand pillars were witty, intelligence and quirky for Garrison potential new brand direction - through the use of image comp, illustrations and use of colour. Seeing at the word mark was initially perceived as corporate and lacked character, Atticus explored ways of reducing this perception.
But as I begun creating this online experience with only a brand mark, word mark, two colours and a font family at my disposal. I became to realise the holes and areas in which the brand needed further consideration and exploring.
As an extension to Atticus' work to reduce the initial perception, I thought of ways to incorporate curves and sharp points into imagery templates (below), to give the 3 column arrangement more brand character.
As you may have seen below on the dark green page, it was the approach we were pitching to Garrison which would be how an article might look in the new world of Garrison.