Role

Lead Visual Designer

SERVICES RENDERED

Visual Identity

Year

2021

Shephard Media, one of the largest publishers within the defence industry looked to evolve its offering and re-brand away from its association as 'guns, tanks and ships’ journalism and towards a more customer-focused brand that centrally aligns them with marketing solutions and business information.

UNDERSTAND

Having been established for over 40 years, Shephard was being weighed down with years of legacy branding, and as such the brand’s reputation both internally and externally fluctuated from person to person. The first step was to hold a series of workshops within the business to understand and define what the brand is and what it is not. Additionally, a thorough analysis of competitors helped to identify what sets Shephard apart in the industry. After conducting research, the Senior Leadership Team decided on four words to describe the brand: "bold, engaging, trustworthy, and expertise."

BUILD

Once, the essence of the brand was agreed upon, I looked at the current brand assets, and made the decision to simplify various elements such as the brand logo and colour scheme, and captured the brand in one document, which was then circulated company-wide. I then worked alongside various teams to create design templates, and landing pages and ensure the brand guidelines were easy to adopt.

UNDERSTAND

BUILD

launch

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