AGL
Bringing the language of communication centre stage for a team of communication experts.
AGL is all about spoken communications. It helps its clients to present big ideas to even bigger audiences. So it felt fitting that a big idea about communication should sit at the heart of their new brand identity.
Sector
Professional Services
What we did
Discovery & Definition
- Audits
- Consultation
- Interviews
- Workshops
- Brand strategy
- Brand blueprint
- Brand proposition
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Brand expression
- Content creation
- Digital expression
- Print design
- Art direction
- Place-making and installations
Delivery
- Brand guidelines
- Brand toolkits
- Brand activation
- Motion design and video
- Brand guideline training
Context
AGL use coaching, writing and insight to help current and future leaders to be authentic and confident and to communicate their ideas with clarity, whatever the situation and whoever the audience. Named after late founder Anthony Gordon Lennox – whose clients included political leaders and even royalty – AGL realised in 2018 that their brand identity no longer accurately represented the reality of the business or the value of their expertise. Which is where we came in.
A visual identity that sings off the page and screen, and that we find so easy to adapt and apply.
Solution
Working with the AGL team to refine and distil a clearer brand strategy, we then set about the creation of an entirely new visual identity, using the typographic language of the spoken word to help AGL to speak clearly, confidently and creatively to their audiences.
From the first conversation, we knew we were in the best hands. Baxter & Bailey brought challenge, skill, intuition and diplomacy to their work, and we are absolutely delighted with the end result. They did a lot more than design a new visual identity - they helped us think deeply about who we are as a company and what we offer to the world.
Impact
With a small and busy internal communications team, it was vital that our solution was quick, easy and effective to use and apply, day-to-day. Our stripped-back guidelines and ready-to-use brand toolkit ensured that AGL could roll out their brand with ease from the word go.
Awards
Transform Awards
Bronze 2019
Special Thanks
Thank you to Dan Leatherdale and the rest of the AGL team for having the fortitude and resilience to complete this product under hugely challenging circumstances. And a hearty thanks to animation partner Bobby Dee for bringing the identity to life with such character.