Following extensive research undertaken by Mori Marketing Dynamics examining how Inchcape UK were perceived in the marketplace I worked closely with the Inchcape UK Marketing Director to take the findings of the research, clearly define the Inchcape UK brand and bring alive a consistent personality across the businesses.

Firstly we agreed a positioning statement/core driver and a tone of voice that needed to be used consistently in all written, visual and verbal communications.  We identified what it was that made us different to everyone else in the market and it was my task to use this to build the brand by developing a set of visual identity guidelines and a ‘toolkit’ of templates to use. 

The guidelines were to be used by agencies responsible for producing comms work, by colleagues responsible for briefing suppliers and agencies, and by senior managers as a reference point.

I structured the guidelines with an introductory section examining our identity and outlining the core elements making up our visual work.  I then went into detail defining the use of: