Although seen as a visual cliche, the brand has historically been anchored around an @ symbol and it remained a mandatory requirement that the new imagery should incorporate this. There wasn’t much scope to change the logotype, so based on a suite of key messages, we created a series of illustrations and infographics. The illustrative style, using a single line with the @ symbol incorporated into the image helped reinforce the core messaging. Each image, a visually compelling metaphor suggesting trust and growth, which are central brand values.
The new branding has since been implemented across all collateral, including website, forms, taxi advertising, office signage and promotional items.