Imparta

Brand identity / Art Direction / Print / Digital / Illustration

Introduction

Comprehensive brand refresh for a presitigious London based sales training consultancy that prides itself on balancing intellectual rigour with a warm, human intuition.

Outcome

"Tom is one of the most talented designers I've had the pleasure to work with. He and I worked extremely closely together on our brand redesign, and I am genuinely thrilled with the result. The reaction from employees and clients alike has been exceptional. The new look is comprehensive, fresh and beautiful, but maintains a close link to our history and the 'soul' of the brand."

Richard Barkey
CEO of Imparta

Challenge

Forever locked in fierce competition with arch-rival publication The Cherwell, The Oxford Student needed to boost its profile and gain some much needed edge. Too closely associated with the Student Union that funds the newspaper and the hacky student-political types that frequented it, The Oxford Student needed to branch out from stuffy student politics and arcane ritual into the rich cultural life of Oxford.

Solution

Mind Gym's brand guidelines were devised to be more than just a corporate instruction manual. I wanted to create a document that would speak intelligently to designers, but that would also serve as a rich and inspiring showcase of the very visual principles that it espouses. To reflect the ethos that 'good design is for everyone', the vision, assets, and guidelines for the new brand were made as broadly engaging and accessible as possible. The brand guidelines were created and disseminated in a glossy landscape magazine format, as well as an PDF with interactive features such as a colour combination tool.