Overview

developed a fair amount of marketing collateral for them, we had been somewhat constrained by the fact that there is no clear visual identity for the business. Their literature was very generic and you could have easily swapped their logo with another company and not noticed.

As a result, we recommended looking at the visual identity, as well as their brand values, the desired business objectives.

Initially, the requirement was to create a very strong visual identity that would work with the existing logo, create strong brand recognition and raise the profile of the brand, however, as the project developed it was clear that the tired logo required a rethink – especially as we were commissioned to develop the identity of Excel Civil Enforcement and National Eviction team.

Our approach was to create a graphic illustration, that was bold and unmistakably HCE. These patterns reflect the angular shape of the original logo and create a strong identity that (whether you love it or hate it) you won’t forget.