Crafting a complete brand identity for the then newly established Tiptree Clocks
|What I did:|
Created the brand
Business card and stationery design
Magazine ad design
Tiptree Clocks is a clock repair service based in Tiptree, Essex.
I Art Directed all aspects of the Tiptree Clocks identity from the strap line and photography through to the website build and magazine ads.
The Tiptree Clocks identity was designed to appeal to all personas. It could be someone who had inherited an antique that no longer worked and needed fixing to someone who’s prized grandfather clock required servicing and a little tlc.
Competitor analysis derived that identities were old fashioned so we decided to do something that was completely the opposite that would appeal to all audiences and be modern and approachable.
It’s always lovely to have a completely blank canvas! Tiptree Clocks had no preconceived ideas regarding logo ideas, font styles or colours.
I researched the local and national competitors and the identities lean towards being very old fashioned, serif fonts and brand colours are gold and burgundy.
Wanting to be perceived as more friendly and approachable, I created the Tiptree Clocks logo and identity in a more modern, sans serif font with a clock symbol. The colour palette, lead by dark green was used to evoke stability, renewal and nature, which is exactly the Tiptree Clocks approach to clocks: renews the clocks, makes them stable and evokes a new life into the time pieces.
To portray the friendly but expert and reliable persona, the Tiptree Clocks strapline was born and is “The right place for the right time”.
The brand imagery used on the website and marketing materials demonstrated the working environment of Tiptree Clocks as well as intricate portraits of the time pieces.
Pen & Paper