We sat down with Concept Smoke Screen to review the brand we created with them 7 years ago, to see how we can adapt it to reflect how they’ve evolved and what they want to achieve in the future. We found that they needed a logo refresh, dropping the ‘concept’ to become ‘Smoke Screen’ and a revision of their overall tone of voice.
We created three stylescapes which complimented their current brand but choosing three different tones - friendly, heroic, and disruptive. Upon review they realised that they wanted to disrupt the security industry, to bring some oomph to a somewhat uninspiring industry. They decided to go for the disruptive stylescape as they want to be seen as questioning the status quo as activists, experts and educators of security.
Out of the three stylescapes the ‘Disruptive’ one best represented the future Smoke Screen saw for themselves. We took this one and refined it so it was ready to be transformed into in-depth brand guidelines.
As we already had some brand guidelines in place, we wanted to update these to reflect the new stylescape vision and build upon them, especially with the messaging and tone of voice, which has been updated to be bold, uncompromising and confident throughout.
We have a retainer agreement in place with Smoke Screen, so we have been able to implement the new branding across all of their current and future touchpoints, as and when they require it.
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
He / him; yellow. Creative jack-of-all-trades, Matt is "dangerously knowledgeable" in almost every facet of marketing. His favourite field is branding, and he loves developing inspiring, daring brand identities for organisations who are ready to do something different. But he's equally talented at front end web development and developing digital strategies. He's also the front man and guitarist in local parody heavy metal outfit Evil Scarecrow, plus a huge fan of music, eating in nice restaurants, and going on holiday.
He / him. Chris is a co-founder of Rusty Monkey. Chris would like to think of himself as a branding philosopher but in reality it means that he can sit in his hammock and come up with great ideas around business and branding problems. He’s also a BBC-trained camera operator and has worked on many large scale TV events. A technophile. Loves the outdoors and will often head into the countryside with his wife, daughter and camera drone. Really interested in ethical thinking and business.
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