Buyer Foresight
Brand refresh
Tone of voice
Illustration design
Photographic style
Logo and brand design
Visual identity design
Creative campaign
The recent in-house brand update Buyer Foresight undertaken has seen the logo expand from its original and primary consolidated style to a contemporary and bolder client facing logo and icon combination. The original Buyer Foresight logo was constrained in its usage capabilities and the use of a housed white box to contain this held the brand back in its visual representation.
The update to this new client facing brand included a digital first colour palette, updated typography and iconography and proposals for graphic language interacting with imagery.
AVGD was engaged as an external agency, with fresh eyes to the project as consultants and took on the role in the art direction and design of a functional visual identity system. Using the in-house developed logo as a starting point, we made updated to the colour palette which were brighter, bolder and more concise. This complimented the new icon and typography and presented a more confident brand overall. We made adjustments to typography and iconography, simplifying their visual representation and communication to their audience.
As part of the visual identity process and exploration, we developed the ‘Foresight Lens’. This graphic element was created by deconstructing the icon and selecting one of the corner elements. Applied in a layout, the lens can create a negative or positive highlight space. It is used most effectively as an overlay element, highlighting key subjects within imagery. A colour overlay can be used across the remainder of an image, creating negative space for the logo and key text to appear. The lens is not restricted in it’s usage, however it is used best as a hero design feature.
The application of the lens created a consistent visual direction for branded applications across various channels.
Image guidelines were developed to provide guidance on using owned, purchased and holistic marketing stock photography.
Brand placement across various channels was considered to provide Buyer Forsight a consistent anchor point for their logo.
A full visual identifty system was developed, showcasing the brand and how it can be applied across digital and print applications.