I was tasked with developing a new branding strategy for Taylor James Ltd. After evaluating the existing brand's limitations and discussing the scope of work, I presented several proposals to the board members. While the company ultimately chose not to proceed with a major overhaul due to time and resource constraints, one of the options I proposed received positive feedback.
The brand design for Taylor James had several notable deficiencies that many employees were experiencing. First, the design does not reflect the company's identity, except for a diamond shape inspired by the initials "T" and "J," which are not easily recognisable. Second, the thin lines used in the brand identity (BI) fail to stand out when placed over images. Third, the default arrangement of the logo lacks balance, exacerbating its inconspicuousness when displayed alongside logos from other companies, resulting in an awkward appearance. Lastly, the brand guidelines are vague and overly concise, consisting of only one slide that covers various layouts, leading to inconsistent application across different materials.
My task was to address these issues without making drastic changes, in order to preserve the brand's existing recognition.
Taylor James, the multidisciplinary creative production studio I presented the rebranded identity to, is comprised of hybrid creative talent with decades of experience in print, TVC, digital production, and technological innovation. They produce creative brand content in all its shapes and forms.
I designed the new logo to reflect three key elements:
Box shape: Symbolising thinking outside the box.
Origami shape: Reflecting their strapline, "Think Smart, Craft Smarter," which emphasises their identity as crafters.
Alphabet T & J: Retaining elements from the original logo to avoid drastic changes.
