The identity concept was simple, its all about the conversations that happen about brands. They gather the relevant information and create targeted strategic responses for their clients. We created a new identity the open speech mark symbol typically the start of a conversation and also hinted at the distilling or highlighting of the information to what is actually relevant in the icons makeup - another large part of The Populations service. We combined this with a flexible and vibrant colour palette of which The Population staff each chose a colour that represents them, a conversational tone of voice and created a full suite of stationery and online presentation templates.

Work completed at There

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