Latitude Brand Refresh
Client
Latitude
Services
Branding Design Systems
Collaborators
CD Luke Falkland-Brown, PJM Oshani Ganegoda
Date
April 2023
Key Challenge
The current Latitude brand was launched on the back of a brand campaign. The campaign art direction was quirky, spontaneous and heavily stylised which the business eventually moved away from. Without the distinct campaign visuals, the brand did not have much else to stand on visually. Designers in the business have experimented with different ways to compensate for this with varying degrees of success but none of the learnings were being documented.
The Approach
The goal of the brand refresh was to bridge the gap between the original brand vs the brand in practice presently. Success is measured by how well a new designer could follow the guidelines to produce designs that are up-to-date, on-brand, and accessible. We leveraged insights gathered from two years of immersion in the brand to streamline the available elements, implement strict guidelines around their usage and establish defaults. We deliberately started off restrictive and strategically introduced elements over-time to improve flexibility.
