MAD Brand Creation Document

Branding Process Presentation

At this stage we research and gain understanding of the company history, the offering, how the structure within works, Who your customers are, the main competitors and how they are positioned in the market. • Evaluate current branding • Identify all marketing assets involved • Overview requirement • Define objectives for brand development DISCOVERY

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

Strategy Defined Using the research and feedback collected, we define an outline of what we hope to achieve with the brand, who it should appeal to and who the target audience is. In terms of typical customer, demographics, behaviors, and preferences. THE BRIEF

• Plan the brand Transition • Outline the costs of roll out • Evaluate value and impact • Confirm phases for implementation

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

PERSONA

A strategic representation of your brand as if it were a person. It should embody the character, tone, values, and personality traits that the brand consistently communicates across all touch points. This persona helps guide how the brand speaks, behaves, and connects with its audience, ensuring consistency and emotional resonance. When rebranding, you’re not just changing a logo or color palette - you’re redefining how your audience perceives you.

Your brand persona snapshot should be:

• Authentic to your mission and values • Aligned with your target audience’s expectations • Consistent across all channels and experiences

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

Logo Marque Creation Create logo concepts based on the agreed brief informed by the reseach and feedback gathered. Concepts will include a rationale explaining the thinking behind each design choice. Concepts will visualise each insitu to help give a feel for how the brand will work in practice. There will then be an option to refine the marque and adjust colour palettes to ensure everyone is happy with the outcome. CREATIVE

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

OUTPUT

Once your final marque is approved we will output the primary logo along with several variants for every eventuality. So you know we’ve got you covered for all formats. Brand package supplied Logos, fonts and colours defined Complimentary assets overviewed.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

Bring the marque to life while protecting the brand and its consistency. We will create usage rules, specifying how to use logos, colours, and typography across various media and formats. This include visual examples of acceptable and unacceptable branding usage. We will show; • Font usage, primary and secondary colour pallettes • Supporting imagery and graphics • All content created during this process. GUIDELINES

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

Here we will create visuals, showing the brand identity applied to real-world examples, creating artwork showing how brand works across key colateral, platforms and various fomats. This can help visualise and guide future outputs. Helping your new brand get off to the strongest possible start. • Real world applications • Rebrand tooklit • Marketing themes • Deployment guidance APPLICATION

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

ROLL OUT

#CreativityMaterialised The MAD team of experts will be let loose with your new brand. We’ll get our thinking caps on so you don’t have to. We can full deploy or help project manage the implementation of your new brand. Our creative team will help deliver standout results with best bang for your buck.

• Interior fitout • Vehicle fleet graphics • Shopfront displays • Showroom refurbishment • Promotional materials • Exhibition & Launch event planning

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

BRAND DEVELOPMENT

BRAND RESEARCH & DEVELOPMENT

LOGO CREATION



1. Brand Immersion

 

2. Create the Brief



3. Brand Positioning

     

4. Create Visual Identity

5. Final Mark

   

6. Brand Guidelines

7. Brand Application

8. Roll out #CreativityMaterialised

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

CASE STUDY 1 FAYRE BY CORRIES (BRAND CREATION) From blank page to bustling store: we created the Fayre by Corries brand and brought it to life across high‑street sites with digital, print and signage working as one.

Fayre began as a simple idea: bring farm‑shop quality and “farm‑to‑fork” values to the urban high street — and make it unmistakably modern. Our role covered brand creation and in‑store experience end‑to‑end, shaping a warm, contemporary identity and then materialising it across every touchpoint. Working in collaboration with retail specialist Bryan Heaney at 3D2 Design on store vision and layout, we translated the brand into a cohesive environment customers immediately recognise and trust. Ultra high‑bright video displays capture attention with live offers and brand stories, while vibrant cut‑vinyl window graphics and precision‑built

back‑lit letters carry the identity from street to till point. Our production and install teams handled each element to ensure finish quality and consistency. The concept now rolls out across sites including Gilnahirk, Newtownards and Ormeau Road, with every detail tuned to the venue and neighbourhood while remaining unmistakably Fayre. It’s a showcase of our model in action — strategy, design, print, digital and install under one roof — #CreativityMaterialised.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

A focused refresh clarified Barclay’s values and visual system, aligning communications across divisions — including WorkPal — with clean, consistent brand tools. CASE STUDY 2 BARCLAY COMMUNICATIONS (BRAND CREATION)

Barclay Communications asked us to sharpen and modernise their established brand without losing its equity. We defined a focused refresh that clarified core values — Professionalism, Trust, Customer‑Orientated and Forward‑Thinking — and expressed them through a simplified visual language, updated colour/typography rules and practical guidelines for day‑to‑day use. The refresh extended into real‑world assets that matter to sales teams: updated stationery (e.g., business cards), presentation templates and

customer‑facing collateral — all built to be faster for teams to use and harder for the brand to get wrong. We also ensured sister brand WorkPal sits cleanly within the system so multi‑brand stories land consistently in pitches and account communications. The result is a tighter, more legible identity that feels current across digital and print while still distinctly “Barclay.” It gives internal teams pragmatic tools and a clear playbook so the brand shows up the same way everywhere it matters.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

CASE STUDY 3 SLOANE FOOTWEAR (A.F. WHITE) (BRAND DEVELOPMENT)

Building a new footwear brand end‑to‑end: identity, “brand home” showroom, POS and digital — with eCommerce scoped on Shopify.

For A.F. White’s new‑to‑market Sloane footwear brand, we partnered from day one on brand development and roll‑out. The brief: create a premium identity with the maturity, craft and clarity retailers expect — then show it with conviction in a purpose‑built “brand home” showroom at the warehouse so buyers can experience the story, not just see the product. Our team developed the brand world and carried it through point‑of‑sale and showroom displays, including illuminated features and hero messaging — for example, the signature “Shoes fashioned to become a symbol of excellence and inspiration in your life,” explored across lightbox concepts and materials.

We planned and storyboarded a video case study to capture the showroom experience and brand narrative for use online and in retail sell‑in. 5 Digitally, we deployed an initial one‑page site while scoping a full Shopify build (products, structure, and schedule agreed with the client to accelerate launch). This ensures the physical and digital experiences develop in tandem as the brand scales to retailers. Together, these elements create a coherent system Sloane can take to market — confidently, consistently and fast.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT

(028) 90 705 205 sales@madcolour.com 6 Alexander Road, Belfast, BT6 9FN madcolour.com