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Building a brand

June 4, 2014 |

Whenever we work with a client, one thing we never lose sight of is the trust they put in us when handing over something of value – their brand. After all, this recent survey – BrandZ survey shows just how valuable a brand can be, with Vodafone topping the UK chart at $36,277 and international leading brand Google reaching $158.8bn.

Often our role with brands is to ensure we comply with well-honed guidelines and create a 3D representation of what is often a 2D vision. But we also know more than a little about what makes a good brand.

So with that in mind, and our thoughts turning to Marketing Week Live and all the brand discussion that entails, we enjoyed this timely reminder of those brand building elements from USA-based PR director Allie Gray Freeland.

The challenge we enjoy is taking that ‘blending of art and science’ and making it all come alive in 3D stand format. So here’s three new takes on some of those top tips.

Color Emotion Guide

Explore more visuals like this one on the web’s largest information design community – Visually.


1. Colour

“Add colour but keep it simple “, was Allie’s advice, and it’s something we would also recommend. Taking even a quick glance through our case studies, you’ll see the clever use of vibrant colour mixed with clean space is key to the majority of the stand designs. Of course sometimes the rules are there to be broken, but a brand’s colour has developed for a reason, so we work with that and not against it. Check out the colour emotion guide which shows what emotions are triggered by what colours and how brands align themselves with this in their visual identity.

2. Unique position

In an exhibition hall, there’s nothing like seeing face-to-face, shoulder-to-shoulder exactly how your brand and messaging compares to that of your competitors.

To ensure your brand stands apart and commands the attention of the room, a key element is working with your USP. We look to tease that out in our design, whether through a pictorial representation of a key differentiator, typography to capture your key message or an innovative way of showcasing your products.

3. Unify your brand message

Allie stresses the importance of being consistent with brand messaging, going as far as suggesting that a consistent message delivered badly can be better than brilliant delivery of several inconsistent messages. For our clients, we are mindful of the other marketing collateral they plan to use on the stand and look to integrate our work with their wider activity to ensure 360