Bringing the story of Allelys to life
In the beginning…
Allelys approached YST in search of a new website as they felt their website had become outdated and needed a refresh. It was clear from the initial meeting with Allelys that it was not just their website that needed to be modernised, but their brand needed to be refreshed too.
They felt that not only was it important to make these changes, but it was also the right time. Allelys is a constantly evolving business that moves with the times and therefore the brand should too. This would mean sharpening up the company messaging and visuals.
Building the Allelys brand
After evaluating the current brand, its position within the market place and against our competitors, it was clear that there is huge value in the recognition of the Allelys logo. So, rather than looking at a full rebranding exercise, it was agreed that a small facelift was required to simply modernise the brand and move it forward in a way that freshens its appearance to their audience.
Customers had come to know the graphical mark, the “A roundel”, within the logo, so it was important to keep as much equity from this as possible. It has been streamlined but is otherwise very similar to the earlier version. We introduced a new typeface, within the logo. The new typeface is stronger and more modern to bring more weight to the brand and make it feel stronger. This typeface helps to subtly strengthen and reinforce the logo.
Positioning Statements and Brand Pyramids
Allelys logo is the consistent motif that everyone recognises and values. However, a brand is more than a logo, it’s a story that needs to be told in a way that makes them as a business feel unique and must be told consistently and clearly at all times.
In order to build Allelys brand further, it wasn’t just about how the logo looks, we needed to consider how the brand speaks. When we started this stage of the project, we wanted to give all employees the opportunity to send our team their thoughts and opinions, so a questionnaire was developed and sent out to all employees across the business.
We also set up multiple brand workshops with the senior management team to discuss the benefits of brand building in the business and to run through some brand Q&A’s.
All of the information gathered from these activities enabled the next brand building phases to take place:
- Analysis of Brand Attributes (Distilling current brand culture, voice, feeling and impact)
- The Positioning statement (Concise description of Allelys target market as well as a compelling picture of how we want that market to perceive our brand)
- Brand Pyramid (Developing the brand pyramid. Brand purpose, mission, vision & values)
The ‘ALL’ Brand Campaign
With a lot of brands, you often see a slogan or a strapline associated. However it was agreed that there wasn’t a requirement for either of these as Allelys is ever evolving and it would soon enough become out of date. What was important was that we take Allelys new mission and values and apply them to an awareness campaign that will help strengthen the brand. Within the Allelys logo, there’s another word that symbolises Allelys business culture and that word was the catalyst in the creation of the brand awareness campaign. Within the logo, the word ‘All’ appears. The YST team worked together to start shaping the messages that could be integrated with the word; ‘All’
Using the word ‘All’ meant we were reinforcing the ‘inclusive’ and ‘collaborative’ message that they wanted to relay across the business. The ‘All’ message essentially would help to bring out Allelys ‘together-ness’ attitude. It was seen that this message will work across the business like this:
Offline collateral / Offline collateral
Offline collateral / Offline collateral
All of the marketing materials had been created with a consistent look and feel, we needed to ensure that we do the same with other documents too. Therefore new templates were designed and developed for everybody at Allelys to use across the business.
The templates have a consistent design and helped when setting up communications internally and externally. The comms that we redesigned included: Letterheads, Business Cards, Complimentary Slips and Email Signatures, as well as PowerPoint Presentation, Word Document and Excel Document templates.
Digitally bringing the brand story of Allelys to life
Wireframes and user experience developed in Adobe XD
When coming up with initial designs, we developed a set of wireframes. These help define what information is most important, and how Allelys expect visitors to process that information. As we know, wireframing is the foundation for today’s web design and strengthens user experience.
Prototype built and tested in Adobe XD
Screen states were developed and agreed by both teams. The next phase was to develop user interactions within the app. This phase allowed us to finesse the user journeys, making the app easy and accessible as possible.
Responsive design across all devices
Our team was tasked in developing the layout based on the new styling we had developed. We designed the new refreshed UI for the desktop and mobile website.
See full website here
