Coleman Parkes
The Scope of Work Included :
Brand Tone of Voice & Positioning - Brand Strategy - Visual Brand Design - Website Design - UX/UI - Custom Brand Asset Library
Coleman Parkes is a UK-based global research firm. For over twenty years they have run primary research programmes for organisations that need to know something before the market does — work that becomes thought leadership, press coverage, and the early read on an emerging trend all to instill their clients such as (Harvard PR, Amazon Web Services, Ricoh Europe) with confidence and credibility.
They came to us to rebuild the brand around a simple problem: research lives or dies on trust, and the category it sits in is loud.
Working alongside brand consultants It's a vibe!, we defined the strategic ground first. The positioning we landed on — Insights that Inspire — sets a high bar. Inspiration has no formula, least of all when the raw material is a spreadsheet of survey responses. What Coleman Parkes actually do is interpretive. They take primary data and find the finding — the one thing in it worth saying. Our job was to build an identity that gets out of the way of that.
The system begins with one element: a dot.
A single point of data. Twenty-five of them arrange into a square grid beside a stacked Avant Garde wordmark.
Nothing else. The grid is the whole idea in miniature — discrete data, held in order, resolving into something readable.
The dot is not decoration, and it doesn't stop at the logo. It is the unit the entire visual language is built from. We used it to construct a complete asset library: maps and geography, symbols and icons, geometric forms, patterns and textures, and a bespoke set of infographic and chart templates. One element, extended across every touchpoint, in place of the stock imagery and visual noise the category defaults to.
The chart library mattered most. Research is only as credible as the way it's drawn — and data is more often designed to persuade than to inform. The templates hold proportion and legibility as fixed conditions, so the finding stays the loudest thing on the page.
