Logo & Brochure Design
Brand Style Guide
Citrus Office Group is an office
Citrus’ ethos is founded on three tenets: quality, transparency and integrity. Their relationships with their customers, as well as their modern, straightforward approach
Citrus Office Group approached KascAid with a view to refreshing their brand identity, including a logo redesign, establishing a new style guide, and refreshing their corporate brochure.
The project had two principal goals: a rebrand would communicate the evolution and professionalism of the Citrus brand after a recent acquisition, whilst a redesigned corporate brochure would demonstrate the breadth of their services to their existing and prospective customer base. To support the launch of the refreshed look and feel, the KascAid team also developed an integrated email marketing and social media campaign.
To accomplish the project’s two goals, the KascAid team undertook an evaluation of Citrus’ existing marketing communications, customer touchpoints and carried out market research/customer profiling with the help of the Citrus team. Working closely with Managing Director, Gordon Profit, we devised a range of logo concepts and mood boards before settling on a sleeker, cleaner and responsive update of the group’s previous logo. This was a conscious choice to reduce the risk of alienating the group’s existing customer base and maintain the integrity of the brand.
At the same time as redesigning the logo, we also updated the colours and style guide to reflect the cleaner and more refined direction of the rebrand. Alongside the logotype, we also created a small ‘juice squeeze’ icon to accompany any text and imagery which can be applied to a variety of media whilst evoking the previous logo.
Once approved, we moved onto the corporate brochure. Again, working closely with the Citrus team, we designed and wrote copy for a portfolio-style brochure complete with 10 inserts detailing their key services and highlighting their unique selling points. The insert-style brochure was chosen specifically to allow the sales team to cherry pick services from the set as necessary, meaning they can tailor the service offering to the customer quickly and easily. The copy inside is clear, simple and to the point, echoing Citrus’ continued efforts to provide a transparent and straightforward service to their customers.
KascAid worked closely with the Citrus team to design a new brand identity, style guide and corporate brochure. Supported by email marketing and social media, KascAid was able to strengthen Citrus’ brand message across digital and print platforms as well as providing them with a modern, futureproofed logo and visual style.
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