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Common Futures
brand definition, corporate id and website build
Common Futures pioneers a fresh approach to the complex challenges of international development, climate change, environment and water management, and 'doing business' sustainably.
Impressed by the work Noble Ox has done with Fathers Network Scotland, Nick Hepworth, Common Futures MD, commissioned the team to create a brand, visual identity and website for his new business.
Given the complexity of the work and range of international audiences, we led the initial brand exercise to ensure some real definition and differentiation to the Common Futures approach. Equipped with the newly defined Brand DNA and our extensively researched design brief, the creative team excelled when it came to developing the look and feel. We were all delighted with the result, a refreshingly different, striking yet accessible visual identity which paved the way beautifully for the rest of the project.
Again, the complexity and range of work done by Common Futures posed a challenge when it came to devising the brief for an engaging, accessible, content-managed website. It was essential to inspire audiences immediately, showcasing projects whilst providing intuitive routes to the deeper content within. A key element of the brief was to create a visual mechanism to signpost specific expertise and services. The imagination of the creative team was unleashed and the lovely new logo grew into the tree on the homepage!
Noble Ox optimised the use of SEO keywords throughout paving the way for launch and providing a structure for future content management. Despite his great reputation and many years working in the sector, Nick was sensitive to the entity of Common Futures being perceived as ‘a new kid on the block’. With this in mind, the client was keen to use the more familiar language of the NGOs and partners, so scope for Noble Ox to create a more imaginative tone of voice was limited for this project.
In October, Common Futures launched and Nick was delighted:
Establishing a new entity is a daunting prospect, so working with Noble Ox has been brilliant; we knew we were in safe hands from the start. Listening with sensitivity and perception, and showing great patience throughout, Charlotte led us through the branding process. From there, she devised a bold, robust online approach inspiring the rest of the Noble Ox creative team to go the extra mile and deliver a fantastic visual identity and website. Now Common Futures stands out from the crowd in a way that truly reflects what we do and the way we do it, giving us a solid foundation for the future.
Dr Nick Hepworth PhD, Managing Director, Common Futures
This was such a great project for us, to do justice to the vital work Common Futures does around the world. It also gave Noble Ox another opportunity to team up with Frank Design, with whom we have a tried, trusted relationship and great track record; from projects for The Scotch Malt Whisky Society, to Heartwood Timber Frames and Fathers Network Scotland.