A new look
and feel
Taking Baillie Gifford's new brand from approved concept into live marketing and events work, one investment strategy at a time.
My role
Creative Services Manager, leading the Events & Marketing design team
Worked with
Marketing and brand teams
Delivered
Marketing and events assets: e.g. brochures, presentations, event materials, digital assets
Design credit: Ryan Young, Neil Mcdonald
The brand
Baillie Gifford had just approved a new brand when I joined. It's built around real life and real people, with photography at its heart, and a distinctive approach to colour. The palette for each area of the business is drawn from its own imagery, so every investment strategy has a look of its own within one brand.
My part
A restructure soon after brought the rollout to Creative Services, and my team took on the events and marketing deliverables. Working with the marketing and design teams, we took the identity from concept to live assets, designing for how each piece would actually be used and building accessibility in as we went.
Planning the roll-out
The brand is organised by investment strategy, each with its own sub-identity, so the rollout moved strategy by strategy. We timed each one around the deliverables due for an update, so the new look arrived as the work came round, and agreed launch points with the relevant teams.
