Alquity are a different kind of business; investment with a conscience. Our task was to project their vision, revealing the new Alquity brand at a launch party in London.
We first met Alquity a few weeks ago as they were on the look out for design assistance to help launch their new brand. Alquity are right up our street – a company trying to make a positive difference in the world – in a sector that’s not exactly renowned for ideas of fairness and social responsibility.
We pride ourselves on being a small team. That they would be dealing directly with designers – not account managers – helped boost our appeal as the company to roll-out the Alquity brand. Needless to say, we were up for the challenge and our enthusiasm paid off.
The first few weeks were a mad rush leading up to the launch event. (It had been a while since we had designed for print and we relished building relationships with printers from scratch).
Part of our brief was to design invitations that would build intrigue for the launch as well as marketing material that could be repurposed for future events. Working with the concept of 'revealing the brand,' we explored un-scrolling or unfolding to enhance this message. We also looked at printing custom envelopes, but with a run of only 150 they would have blown the budget. In the end, we created a folded invitation that opened up to reveal the event details. After much experimentation with the printers, we decided that the invitations would have to be individually scored to achieve the best results.
For the event to be a success, we needed to bring the Alquity brand to life in a big impactful way. The space at IceTank was sparse and white – the perfect setting for Alquity's vibrant imagery. We knew we wanted to steer away from corporate roll-up banners and display boards, the props of a generic investment company. We presented a number of different ideas including a hanging world map and vinyls to decorate the glass doors. We also proposed large cardboard cubes that could be custom arranged throughout the space and stacked with other cubes to create a myriad of different messages and imagery. Alquity loved the idea; it was playful, versatile and a bit different. (The next challenge was to find a printer who could do this within a tight timescale; to our surprise the cubes were quite an unusual request). In the end, we created 3 different cube designs for the event, twelve cubes in total.
To bring momentum to the space, we created an Alquity slideshow that was displayed on a large TV screen, greeting guests as they walked through the doors. Working with Alquity, we chose vivid images that showed the diversity of people, communities and places that Alquity are involved in.
Finally, to complement the slideshow and boxes, a set of hanging banners articulated Alquity's mission statements, 'Transformation,' 'Life Changing' and 'Opportunity’, reinforcing key messages for the journalists and potential investors who were invited to the event and spelling out what sets Alquity apart from other investment companies.
It was really satisfying to see all the design elements come together creating an inspiring but unpretentious environment.
The first few weeks have been hectic and inspiring. Alquity have been a great client to work with and we're very excited to see how this relationship develops and flourishes.
What the client said
"Rebecca and Bryan have really captured the essence of what we’re about here at Alquity – being different and challenging perceptions is so important to us, and through our work together we have truly started to achieve this." – Eve Black, Alquity