This post will include the initial research phase for each of the three given briefs, which are as follows:
- Eco Future – a green energy company
- Cab-E Online – an online local taxi firm
- InfluentHull – a business consultancy firm
The preliminary research included understanding the target audience’s needs, evaluating competitors and looking for current branding or styles that are interesting.
Eco Future
Eco Future would like to demonstrate their commitment to providing environment friendly energy. Offering renewable energy is a service that is very important, according to a survey conducted by the Department for Business, Energy & Industrial Strategy almost 80 percent of UK residents had some concern about climate change (Statista, 2024). Eco Future are a business that can offer residents with concerns a solution to reducing their carbon emissions. They just need a brand identity that conveys this to users.
Competitor Branding
Eco Future Mood Board
There is a mixture of illustrations, pictures of nature and pictures of renewable energy sources within this mood board.
The illustrations were chosen as the colours and conceptual design stood out to me. They demonstrate renewable energy and depict a bright future.
The imagery of nature and renewables were included to show the beauty of nature and represent what the user would be saving if they went with Eco Future.
The colours connote a positive tone, although they are colourful they are muted and feel natural and they reflect an environmentally friendly palette.
Cab-E Online
Cab-E are a new Hull based taxi company that would like to lead the online space. According to a survey by Hull City Council (2022) 13% of residents that responded use taxis regularly. These users will be looking for a company that are reliable, professional, friendly and safe. The branding created should communicate this by using clean sans serif fonts, clear to use interface, reassuring vocabulary and having a cohesive style that is continued throughout.
Mood Board
Images of the iconic yellow New York taxis and London’s black cabs have been included in the mood board as they are a clear symbol.
Interfaces of taxi companies have been included to demonstrate the interface users are used to. Having a similar interface will be accommodative to the user.
Additionally, I have included imagery of female only taxi driver campaigns, this would lean into the friendly and safe aspects that users require.
InfluentHull
Influent Hull are a business consultancy group. Clients of a consultancy group are looking for advice, leadership, professionalism and efficiency. According to Skills Hull & East Yorkshire (2023) “6,675 businesses operate in Hull, 84% of them are considered micro businesses employing less than 10 employees.” Meaning there are a lot of small businesses that may be looking for advice on how to grow.
Competitor Branding
Mood Board
The mood board created for InfluentHull includes an array of consultancy business websites that showcases a professional, modern style.
Moving forward, I have chosen to continue with the InfluentHull brief, with a focus on creative business consultancy.
A billboard, meet the team page and home page has been carried over from the original mood board as the boldness of the designs and the way the team have been introduced connects well to a creative consultancy business.
Creative Hull based shop fronts have been included as this is the type of photography that should be included within the branding.
The typography is a combination of classic and modern, the sans serif fonts with the swirly lines in certain letters show professionalism whilst still having a creative flare that piques the interest.
For InfluentHull the use of interesting shapes, strokes and lines against plain simple backgrounds will stand out from competitors and link with the creative industry it is part of.
References
Absolutely Cultured (2025) Creative Hull programme. https://www.absolutelycultured.co.uk/absolutely-cultured-announces-creative-hull-programme/ [Accessed 6 January 2025].
AVS Consulting (2025) Home page. https://avsconsulting.gr/ [Accessed 6 January 2025].
Clarity VM (2024) Home page. https://clarityvm.com/home [Accessed 28 December 2024].
Form Shop & Studio (2025) Shop front [Photograph]. https://heyform.co.uk/collections/prints [Accessed 6 January 2025].
GGP Consult (2025) Home page. https://ggpconsult.co.uk/ [Accessed 6 January 2025].
Good Energy (2024) Home page. https://www.goodenergy.co.uk/ [Accessed 28 December 2024].
Hull City Council Insight Team (2022) Hull transport survey 2022. https://data.hull.gov.uk/wp-content/uploads/Transport-Survey-Full-Summary-Report-FINAL.pdf [Accessed 6 January 2025].
Kaizen Group (2025) Home page. https://www.kaizengroup.uk/ [Accessed 6 January 2025].
Pinterest (2025) Various images. https://uk.pinterest.com/ [Accessed 6 January 2025].
Plant and Paint (2025) Shop front [Photograph]. https://plantandpaint.square.site/ [Accessed 6 January 2025].
Skills Hull and East Yorkshire (2023) Hull and East Yorkshire Overview. https://skillshullandeastyorkshire.co.uk/articles/ [Accessed 6 January 2025].
Statista (2024) Share of respondents who are concerned about climate change in the United Kingdom (UK) in 2024. https://www.statista.com/statistics/426733/united-kingdom-uk-concern-about-climate-change/#:~:text=Level%20of%20concern%20about%20climate%20change%20in%20the%20United%20Kingdom%202024&text=According%20to%20a%202024%20survey,having%20no%20concerns%20at%20all. [Accessed 6 January 2025].
Stefan J Hull Consulting (2025) Home page. https://www.stefanjhull.com/ [Accessed 6 January 2025].
The Salmon Consulting (2024) Home page. https://thesalmonconsulting.com/ [Accessed 28 December 2024].
The Upside (2024) Home page. https://betheupside.com/ [Accessed 28 December 2024].
Yonder (2024) Home Page. https://yonderconsulting.com/about/ [Accessed 28 December 2024].