"BluePrint Ceramics Showcase"
Identity Designed - February 2012
The Client
BluePrint Ceramics are specialist suppliers of high quality innovative tiles to both the commercial and domestic markets.
Their extensive project portfolio encompasses the leisure, retail and industrial sectors, in addition to high-end residential markets, throughout the UK and overseas. For more info on BluePrint visit www.blueprintceramics.com. Their new site (designed by Avenue) will go live soon.
This project came about as a result of an introduction through a mutual contact, and (in a fairly speedy turnaround) was completed in approximately six weeks. Initially BluePrint brought Avenue on board to design their 2012 brochure. After some careful analysis, it was decided that a wider rebrand was required to bring BluePrint’s public face in line with the quality of products and service they offer.
The Logo
We advised BluePrint that the existing logo was a little over-complicated, awkward and not particularly versatile. Understandably, there was a desire to maintain some of the existing identity, in particular the colour and an upmarket quality.
We set about stripping the logo back to its core elements. It was also decided at this point that the ‘BC’ icon should be able to stand alone as well as alongside BluePrint’s (now custom) logotype. The resulting logo is decidedly slicker, more easily applied and certainly meets the client’s aspirations of a classy, luxury image.
The Brochure / Expansion of the brand
Throughout the process our contacts at BluePrint were excellent in communicating their feedback and supplying us with the content and reference materials we needed. The brochure, or product guide, required a mass of information on BluePrint’s ranges to be laid out in an easily digestible and negotiable manner.
We began by choosing fonts to compliment the logo. A classic headline (Bodoni SvtyTwo OS ITC TT) and a more modern, legible typeface (Anivers) combine well to extend the traditional/ contemporary BluePrint theming. Natural stone colours were utilised as background with white backed tables atop holding technical information on tile ranges. A toolkit was soon formed to provide consistency and render the navigation of the stock-lists intuitive.
The Website
Our next task was to lead the developing brand (created by the brochure and logo) into a new BluePrint website. As with the brochure before it, the website required a sizable amount of information to be broken down into a suitable format for potential customers. The trick was in the placement of the buttons and the design of a user interface for the site’s new ‘Product Selector’. Lifting fonts, colours, brand furniture and background patterns from the brochure made styling the site easy. www.blueprintceramics.com - launching soon.
Stationery & Email Newsletter
Finally, and in a somewhat backward order, we designed BluePrint’s business stationery. Letterheads, compliments slips and business cards preceded an email newsletter that publicised the release of the company’s 2012 brochure.
›› Identity Designed
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"2012 - London's Olympic Year"
Avenue wish a happy and prosperous new year to all of our friends
We kick off the new year with a quote from the king of information design, Edward Tufte. Tufte's design philosophy is a firm favourite at Avenue, and informs our every project.
›› Edward Tufte
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"Christmas Presence"
ABN (Askew Business Network) - November 2011
Yes, its that time of year again - christmas graphics a plenty! Avenue have designed the Christmas promo for the ABN’s (Askew Business Network) latest meet-up and final gathering before Christmas.
The ABN is a forum for businesses based in and around the Askew Road, W12, London. They organise regular networking events and publicise its members and their services to Askew Road residents.
›› Askew Business Network
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"Property Branding"
Estates Gazette - November 2011
‘Branding’ is a term habitually mooted by today’s property marketeer. Everybody wants one. But how do you create a brand that works hard for your company or project?
In my opinion, a strong brand should have a clear agenda accompanied by a well-founded design identity. Assuming you’ve cracked the first bit (and that’s not easy) - ethos and ambition in place, lets concentrate on the design and how to get the best from your designers.
›› First things first: meet with the designers themselves. Speak to the creative staff who will be developing your design. The fewer middle men the better. An open line of communication means no ‘Chinese whispers’ and a true understanding of your values. Get on the same level.
›› Have a clear and coherent idea of your demographic. Who are your target audience? What do they think now and what would you like them to think after coming into contact with your brand?
›› A good design agency will do their research, examine your ideas and come to a conclusion about the design you need. They’ll interpret your values and pay fervent attention to detail to ensure your brand is implemented impeccably across the appropriate media.
Using just one firm for your design helps to maintain a consistent message. This is how we do things at Avenue. We can take your project from 3D visualisation through a multitude of on and off-line marketing collateral.
Of course, the property or development itself will always be central to the project, but a unique voice and positioning can play a huge part in the success of your project.
Andrew Vickers is Creative Director at Avenue Design Ltd.
›› Estates Gazette
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"Two former colleagues launch impassioned design studio"
Escape the City - September 2011
Andrew Vickers and Paul Roughan escaped a large 'Design Week Top 50' agency to form a youthful yet experienced design studio of their own, Avenue Design. Knowledge gained working with some of Europe's largest companies gives Avenue the platform to showcase their passion for design and give their new clients the fervency and attention to detail they deserve. No middle men.
How can you help Escape the City members?
I'd like to think that Avenue are an excellent choice of design agency for new businesses. Having done it ourselves, we understand the passion and vision it takes. We can articulate your business through design. A new business deserves a solid brand.Branding is a very powerful business tool. In the modern world, the reputation of a business is essential to its success. Branding is the public representation of a business‘ values and and what it offers to its customers. A strong, credible brand uses its ‘personality’ to speak to its audience with a unique proposition that stands out from the crowd in an increasingly competitive marketplace. Avenue can handle a brand’s entire visual presentation. From the foundations of corporate identity and brand guidelines, through implementation across a myriad of literature, printed and online.
What are you currently doing with your life?
Over the last few months Paul and I have been in full start-up mode. We've been researching, writing a business plan, designing our new website. We've been deciding what it is that Avenue stands for and discussing our ambitions for the future. Having picked up some new clients along the way, our day-to-day lives have been hectic. A schedule packed with thoughtful, effective design and publicity for our new venture has meant life is anything but dull - a world away from our previous comfortable employment. Avenue is a truly multidisciplinary studio. We create branding, corporate identity, editorial, brochures, packaging, typography, website design and digital media.
What was your moment of truth?
Personally, I have always wanted to start my own business, and a design agency in particular, since university. I knew that I needed to get a few years experience under my belt first, so I worked for a small agency in my hometown, Birmingham. Then I made the move to London and joined a much larger company. Along the way I observed many positive aspects of each of these companies, but also saw a lot of things I believed could have been done better. Following my resignation I got together with Paul and we made the decision to start something together. Lets be Avenue...
How did you plan for it?
We have a business plan in place which is a great help and a measure of our success. So far we have surpassed our own expectations. Avenue is funded, in part, through savings. We've been lucky enough to gain design work straight away from existing contacts which has help us tremendously financially. We're also in the process of seeking a loan from the Princes Trust as well as the business advice that goes with it.
What have been the best and worst things about making this happen?
The only negative I can think of is the worry. Without the safety net provided by employers, and the realisation that it is down to you and your initiative alone is quite daunting. But this is immensely exhilarating at the same time. On the positive side, it has to be the learning curve. Learning something new and significant every day is a real boost, and squashes any worries you may have about whether you're doing the right thing.
What was the best advice you have received?
Get it right now (in the beginning). Don't rush the setting up. Have a solid idea of who or what it is you want to be, and plan accordingly. I wish I'd known more about the technical and administrative side of business, but I think its more important to have passion and drive. You can learn those things.
What resources or information have you found really helpful?
Design - a book called 'Studio Culture' by Adrian Shaugnessey, and 'How to be a designer without losing your soul' amongst many others. Blogs like septemberindustry.co.uk. Business - the usual, Business Link, Princes Trust and Crunch (accountancy software).
›› Escape the City
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"Collaboration between a new youthful west London design agency and a charity fund raising event."
Creative Match - June 2011
Spurred on by a desire to create quality, meaningful design, Paul Roughan and Andrew Vickers established Avenue Design Ltd in early 2011. Having previously spent the last 3 years working together at a ‘Design Week Top 100’ design agency, the budding young entrepreneurs believed they saw a place in the market for a flexible studio that could offer quality design at more competitive prices. The way the economic climate has been over the last few years has seen many companies' budgets squeezed, especially on the design and promotional front. Companies seem to be turning or will turn to smaller studios, like Avenue, for better value and a more personal approach.
The charitable sector is an area that seems to have been particularly affected, that is why Avenue are very proud of one of their most recent projects. Having been approached by the children’s charity Brainwave to create the branding for their new fund raising event ‘Walk for Kids’, Avenue relished the opportunity to give something back to the community. The brief was simple, to give the event a fun and approachable public face, something that they believe has been achieved through their work.
The event which takes place on the 21st June will see those taking part delve into London’s eventful past as they search for the answers to fascinating clues along the 5k route. All the money raised from entry fees and sponsorship will allow Brainwave to continue their important work. Since 1982 they’ve been providing individual home based therapies and exercise for children with disabilities to help them reach their full potential. A service that is very much needed, as on average 27,000 children are born in the UK with some form of disability.
Avenue will be there on the day doing their extra bit for the charity, and they urge all those who also wish to take part to go to the website for further details.
›› Creative Match
›› Brainwave Walk for Kids case study
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