Circular Fuels Limited (CFL) contacted IvyJack to develop and create a distinctive brand and identity, using cutting-edge design to allow them to stand out in an ever-evolving industry. By working closely with CFL to understand their core ethics and values, we established the fundamentals to create an identity that truly reflected their business objectives and brand mission.

We were asked to develop and create a new visual identity that was distinctly different to their partner companies, KEW Technology or Dimeta. We also needed to develop a clear framework that would support the new visual identity for consistent use and application thereafter. We also knew that a natural next stage would be to create an online presence for CFL, so all design concepts and the framework needed to take this digital aspect into account.

Through prior experience and having gained an understanding of how the industry is viewed and engaged with by users, we knew the CFL brand identity needed to stand out and project a high level of credibility. With this knowledge we set about creating a new logo with associated shapes to reflect the circular economy. Adding a distinctive colour palette that complimented CFL’s forward thinking, helped elevate the visual identity from other competitors in the market.

We created a flexible framework for the new visual identity and a brand style guide for application both internally and externally, guiding the client and providing a process to ensure that the content was easy to understand, and simple to apply across multiple channels.

We then set about creating and delivering supporting assets including email signatures, letterheads, business cards, report templates to provide them with a range of collateral that was consistent with the framework and helped to define the brand.

We have subsequently supported CFL with other print and digital collateral, creating large-scale, bespoke displays for international events. We have also designed and launched a temporary holding page for their website, whilst we work collaboratively on the customer journey, content and designs for their actual website.